Modern Currency

Category: Behind The Scenes

  • WHAT DOES A SOCIAL MEDIA, DESIGN AND CONTENT MANAGER DO?

    [vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/4″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid” bg_image_animation=”none”][/vc_column][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/2″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid” bg_image_animation=”none”][nectar_single_testimonial testimonial_style=”small_modern” image=”8212″ color=”Extra-Color-2″ quote=”Every day is an exciting journey filled with lots of creative challenges!” name=”LEILANI BALE” subtitle=”SOCIAL MEDIA, DESIGN & CONTENT MANAGER”][/vc_column][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/4″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid” bg_image_animation=”none”][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid” bg_image_animation=”none”][vc_column_text]As a Social Media, Design and Content Manager at Modern Currency, every day is dynamic. The role requires me to work across multiple client accounts – everything from curating engaging social media content to crafting eye-catching designs and creating compelling written materials.

    In this role, I’m not only responsible for curating captivating digital content, I also need to maintain regular communications with our clients. This includes conceptualising and producing digital content that represents each client across multiple social media platforms. It involves crafting social media strategies and content plans that include graphic design assets, photography and videography, all complemented by engaging and on-brand copywriting. 

    Having a deep understanding of a client’s brand and business is also crucial to the role. Staying well-versed in the landscape of social media and digital marketing ensures that content consistently aligns with the client’s objectives and makes sure their brand is being seen by a wider audience. Interactions with clients include updates, feedback on work in progress, and a commitment to delivering exceptional content. 

    Running paid ad campaigns and analysing engagement metrics, such as likes, shares, comments, and cost-per-click, is also a significant part of the role. This data-driven approach is important in refining your content strategy, ensuring it aligns with overarching marketing objectives of your client. 

    In addition to this, I wear another important hat – that of a graphic designer. A graphic designer needs to skillfully design visual elements that enhance the overall aesthetics of social media posts and other digital assets. Everything from creating eye-catching graphics, EDM layouts, templates, social tiles, marketing materials and packaging, ensuring that every piece of collateral is not only engaging but also visually cohesive with the brand’s identity.

    The work involves selecting appropriate colour schemes, typography, imagery and other design elements to convey messages effectively and leave a lasting impression on the audience. Whether it’s designing packaging for PR boxes or crafting attention-grabbing visuals for promotional brochures, as a graphic designer you play an important role in maintaining brand consistency and elevating content quality.

    And on top of all that, the role of photographer is also significant. As a photographer, using both DSLR and iPhone, you leverage your eye for aesthetics and technical expertise to capture striking visuals that align with your client’s narrative. Whether it’s F+B photography,  taking behind-the-scenes shots at events and activations or creating captivating lifestyle imagery, your photography skills contribute immensely to the overall content planning process.

    In the multifaceted role of a Social Media, Design, and Content Manager at Modern Currency, every day is an exciting journey filled with lots of creative challenges. This exciting role involves working across various client accounts, where the primary objective is to craft compelling digital content that speaks to target audiences and that resonates on different social media platforms.[/vc_column_text][/vc_column][/vc_row]

  • AGENCY VS IN-HOUSE

    AGENCY VS IN-HOUSE

    [vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/4″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid” bg_image_animation=”none”][/vc_column][vc_column centered_text=”true” column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/2″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid” bg_image_animation=”none”][nectar_single_testimonial testimonial_style=”small_modern” image=”8159″ color=”Extra-Color-2″ quote=”Both paths offer unique opportunities and challenges, so the key is to evaluate your own goals, preferences, and values to determine which environment will best suit the direction you want to go” name=”EMMA MCCARTHY” subtitle=”PR ACCOUNT EXECUTIVE”][/vc_column][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/4″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid” bg_image_animation=”none”][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid” bg_image_animation=”none”][vc_column_text]Whether you’re a seasoned PR pro or a relative newcomer, one of the most significant career decisions you’ll face is whether to work for an agency or in-house. Both options have their advantages and disadvantages, but the right choice ultimately depends on your preferred style of working and personal career goals.

    Agency

    Choosing to work in a PR agency can be an exciting experience, where no two days are the same. Some of the pros of choosing an agency role include:

    1. Client diversity – PR agencies typically represent a wide variety of clients across multiple industries. This diversity ensures that you will be exposed to a range of different sectors, work styles, and new challenges that can be invaluable for career growth and resilience.
    2. Fast-paced environment – agency work is often very fast-paced and demanding, which is particularly exciting if you are the type of person who thrives under pressure. To succeed in a PR agency, you’ll need to constantly stay on top of news, keep an eye out for upcoming industry trends, and be adaptable to meet the ever-changing needs of your clients.
    3. Networking opportunities – PR agencies often participate in events and industry gatherings, which offer ample networking opportunities. Australia’s PR industry is relatively small, so putting in the effort to build a network of contacts is something that will continue to pay off well into the future
    4. Focus on skill development – the variety of clients and projects you’ll be asked to handle at an agency will help to accelerate your skill development. By working with a range of clients across a range of sectors, you are bound to quickly become proficient in media relations, event planning, social media, crisis management, and many more important communications skills without realising!
    5. High growth potential – agencies offer the chance for rapid career advancement. Because of the more fast-paced environment, you are more likely to be offered the opportunity to lead accounts, manage teams, and have input in shaping the agency’s strategic direction

    In-House

    Conversely, taking on an in-house PR role means that you’ll be able to focus all your attention on a single organisation, and really immerse yourself in the brand. 

    1. A deeper understanding of the brand – working in-house allows you to immerse yourself in a singular brand to gain a more in-depth understanding of its values, culture, and goals. Having this deeper understanding can lead to more effective PR strategic thinking, as you are more aligned with the company’s vision
    2. Stability – in-house PR and communications roles often provide more stability than agency positions, as you’re not constantly juggling multiple clients and campaigns, or only working on one-off project contracts. 
    3. Better access to stakeholders – In-house marketers generally have greater access to key stakeholders meaning they have access to more information that can influence the direction of their campaign and a greater ability to communicate. They have access to the ‘big picture’ and can move more quickly and with greater agility when problems arise.
    4. Connection to company culture – You become an integral part of the company’s culture and decision-making process, which can be deeply rewarding if you align with the company’s mission and values.
    5. ​Chance to develop industry expertise – Working in-house means you have the chance to develop a deep level of expertise in a singular industry and carve out a specialisation that can position you as a leader in marketing for that sector.

    So, which is the right choice?

    There’s no one-size-fits-all answer to the agency vs in-house question. Both paths offer unique opportunities and challenges, so the key is to evaluate your own goals, preferences, and values to determine which environment will best suit the direction you want to go with your career in PR.[/vc_column_text][/vc_column][/vc_row]

  • TIPS FOR THOSE BEGINNING A CAREER IN PR

    TIPS FOR THOSE BEGINNING A CAREER IN PR

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    So you’ve just finished your studies? Or maybe you are just looking for a career change and have decided that you want to enter the field of PR? Great! PR is a rewarding and sometimes challenging field that plays a crucial role in supporting businesses to achieve their objectives, one of which is often to build a positive brand image.

    Build your knowledge and keep learning

    Starting off in any new career as a beginner is always going to require a significant amount of learning. However, PR is an especially dynamic field that includes many disciplines, such as social media, media relations, graphic design, event management, just as a few examples. So there are plenty of aspects of PR to learn, and your learning should not stop as you advance in your career.

    Instead, you should continuously strive to develop your knowledge. Attend workshops, conduct research on your relevant industries and don’t be afraid to take the initiative to ask your managers or co-workers for some guidance to assist in your skills and knowledge development.

     

    Develop strong communication skills

    At the core of PR is effective communication. PR is about communicating ideas, influencing outcomes, and creating change. Without effective communication skills, you can’t do this. Nor can you engage the people you need to help you. In PR, you need to build positive relationships with the likes of media, influencers, customers, and other important stakeholders to deliver the outcomes you need.

    Continue to develop and practice your writing and presentation skills. This will aid in developing compelling press releases, pitches, captions, and other PR materials to help secure the best media coverage.

    Equally focus on being effective in your everyday communications with key stakeholders. Being courteous and professional at all times goes a long way in relationship building, and being considered and concise will help support effective delivery.

     

    Keep up-to-date

    Trends and the media landscape are constantly changing. What is relevant one day may not be the next.

    It is vital in PR that you stay informed with current trends, news, and the media landscape to deliver the most effective and relevant PR strategies. Ensure you are continually researching your relevant industries, competitors, and customer preferences.

     

    Network

    As mentioned previously, strong relationships are vital in PR. Having strong relationships with media, influencers, and industry professionals can greatly assist in securing the best coverage and providing valuable insights.

    To help build up your network, attend industry and media events, join PR associations, and connect with media and industry professionals on LinkedIn.

     

    Be organised and detail-oriented

    There are often multiple tasks and deadlines that have to be juggled when working in PR, especially if you are working in a PR agency across a variety of projects and clients.

    Ensure you use tools to help you stay organised, such as online calendars, to-do-lists, and reminders. Review your work multiple times before distributing to target media or presenting to clients. There is nothing that destroys trust with your clients or leaders faster than if you miss deadlines or produce work with errors.

    Being organised and detail-oriented will help ensure that your deadlines are met and help to build your professional reputation in the PR field.

     

    And finally…..be patient!

    No one is going to become an expert overnight in any career they are just starting out in – and nor will you be expected to. Learn, ask questions, try new things, and don’t be too hard on yourself when things go wrong – what’s important is that you learn from your mistakes and integrate your learning in the future.

    Focusing on strengthening your capabilities with the above-outlined skills will help you to start your career in PR off on the right foot.

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  • HOW & WHY I STARTED A CAREER IN PR

    HOW & WHY I STARTED A CAREER IN PR

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    When I was nearing the end of high school, I had no clear idea of what career path to pursue. At such a young age, it can be challenging to discover what truly excites and motivates you. I found that gaining life experience and exploring different opportunities was the only way to discover my passions.

    My journey began by studying marketing, a broad field that exposed me to various industries and topics. During this time, I started to realise my affinity for aspects of marketing that involved high-level communication, the development of brand strategies, and the generation of imaginative ideas while working on projects.

    I then decided to align my interests and passions with a potential career. I transferred to study Fashion Marketing, a smaller and more intimate program that allowed for plenty of one-on-one interaction with instructors and close collaboration with fellow students.

    Throughout my studies, one particular assignment stood out—the creation of a PR strategy for a theoretical business. I thrived in building strategies to boost brand visibility through mainstream media coverage, engaging with influencers, building a social media plan and conceptualising an interactive event to spread the word.

    Even though I had identified my passion for PR, I initially ventured into the field through roles related to styling for photoshoots and managing social media. Looking back, I am grateful for this diverse experience, as it provided valuable insights into other aspects of the business, which often prove invaluable in everyday situations.

    This led me into influencer marketing – modern PR – and allowed me to understand the value of marketing through influencers with an engaged and trusting audience. Communication is key, as influencer marketing involves liaising between influencers, brands, and talent managers to develop campaigns and coordinate content. This experience developed my negotiation skills, which I’ve found to be one of my most valuable assets in a PR role.

    This brings me to where I am today—a dedicated Account Manager at Modern Currency, working across multiple clients and providing PR services encompassing both traditional media marketing and influencer relations. I connect the dots for our clients, often before they even realize those dots need connecting!

    Day to day, I work alongside my team in the pursuit of the best possible outcomes for our clients. Each day, I find myself feeling very fortunate to be able to follow my passion for brand strategy, events, and influencer marketing whilst also expanding my skills and knowledge in the traditional media space and learning from my peers.

    I am glad that I took my time exploring where I wanted to go and what I enjoyed. Every role or opportunity always provides valuable insight into what you may enjoy or where you can see yourself in the future.

    If you are wondering where to start, I would suggest trying to find roles in industries you find interesting and start building relationships. Once you start, you quickly find what excites you and where you flourish.

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