Modern Currency

Category: PR

  • 5 THINGS TO THINK ABOUT BEFORE STARTING AN AGENCY

    Join our leading lady Michelle Palmer as she shares her insights into the little, (and not so little), things you need to think about before starting an agency.

    It took me a couple of years to decide to go out on my own. The reasons why? Apart from being ambitious and a desire to be my own boss, I was driven by my creativity – I found that ideas I had for branching out and changing how we approached things were sometimes met with ‘no’ and this was frustrating to me. I also wanted to create a different kind of culture. A lot of my friends and colleagues kept encouraging me, telling me I ‘have what it takes’ to be a business owner, a leader and a manager. So here are my tips on things to consider…

    1) Are you ready to deal with people in a different way?

    All of a sudden you’re responsible for the lives of your team while at work and beyond. Yes, there’s the obvious responsibilities like what work are they doing, when, is it being done correctly and on time, project management, communication – but then there is HR – sick leave, pay, Work Cover, mental and physical health concerns, individual views on so many varying situations (there is absolutely no one way anymore!) People management is a huge part of my job and probably way bigger than I ever expected it to be; as with time, people’s needs change. So it’s not just, “here’s your job, here’s your clients, off you go” – it’s much, much more!

    2) Where is your business coming from?

    How will you make sure you have a steady flow of clients? How do you ensure you charge the right amount? Do you understand how consulting works to allow you to not only make enough to pay your team and your bills/overheads, but to have a little extra for a rainy day? How will you keep work coming in the door and what happens if there is a lull? Can you troubleshoot? Do you know how to deal with it when someone doesn’t pay their bill?

    3) Have you thought through the hidden costs?

    There are many things I was totally naïve about at the start, I won’t lie… like payroll tax! Once you have wages over a certain level, the ATO likes to tax you – just because you pay people. Yep, go figure.
    There are many other hidden or surprise costs – insurances, legal costs for contracts (because you really should have proper legally binding contracts and agreements for your employees, your partners, your contractors etc). Unless of course, you’re fortunate enough to be a lawyer in another lifetime as well as an agency consultant.

    4) Do you have a strategy of how you’ll market yourself and what your longer term goal is?

    It may seem so simple at the start because you’ve got friends saying “hey I’ll send work your way” – but the world changes, every year. Pandemics, economic downturn, inflation, people’s behaviours and their expectations of their employer. So you need a strategy of how you will market your business, what and how you want to be seen and known for, and to give yourself a goal – what will I do in a year, where will I be in two years and ideally where will we be in five – and how can I get there? And who can help me get there? What do I need?

    5) Bad debt and mistakes and who wears these?

    This is another one I went into naively, even though in my role as a Senior Principal (GM) at a former global PR & Communications firm I came across dodgy business owners and operators, I just didn’t think it could or would happen to me. But it does. People won’t pay. People sell their company to a friend for $1 so your contract with them is null and void. People do not even respond to debt collectors. And what if one of your team doesn’t do their job properly because they are meant to check something frequently and they don’t and then you overspend on something, or do not check an order properly and order 5000 of something instead of 500? Who covers it? These are things that you have to be ready for when you go into your business.

    Starting your own agency is a lot of fun, incredibly rewarding and provides an amazing sense of freedom but there is also a lot of really hard stuff to face and cope with. So you need a thick skin, a great support team, and to be prepared for surprises (if you don’t like surprises, this is not for you!).

  • BUILDING AND MAINTAINING GOOD AGENCY-CLIENT RELATIONSHIPS

    BUILDING AND MAINTAINING GOOD AGENCY-CLIENT RELATIONSHIPS

    [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” color=”Extra-Color-2″ quote=”A positive relationship, underpinned by trust and credibility, is vital for mutual growth, valuable results and long-term success for both the agency and the client.” name=”MADDISON BIJELIC” subtitle=”PR ACCOUNT COORDINATOR”][/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]

    A good and strong client-agency relationship is vital for the success of any agency. After all, without any clients, there would be no agency! A positive relationship, underpinned by trust and credibility, is vital for mutual growth, valuable results and long-term success for both the agency and the client.

    Here are some practical ways that agencies can establish and foster positive relationships with their clients:

     

    Know your client’s business well

    Arguably, one of the most important factors in establishing a good client-agency relationship is ensuring you understand your client’s business well. More often than not, your client would have invested time researching and assessing your agency, so you should be doing the same with them!

    Ensure a thorough understanding of your client’s business, their target audience, and importantly, what your client is trying to achieve. Equally, it is important to ensure a thorough understanding of your client’s external environment, such as their competitors, their industry, customer segments and the trends impacting their success. With this knowledge, you can then determine your client’s competitive advantage, and identify opportunities to harness and challenges to manage.

    This should involve a lot of research, not just at the start of the relationship, but ongoing. The external environment for any business is dynamic, so continuously look for trends in your client’s relevant industry, changes in customer preferences and monitor their competitors closely. This is especially important in PR!

    The more you know about your client’s business and their industry, the better you can provide valuable insights, solutions and results to your client.

     

    Communicate effectively and regularly

    Any successful relationship in life relies on effective communication. It’s no different for an agency and their client.

    Bringing an external provider to the client sometimes means ready-to-access information and updates can be harder to obtain. Therefore, taking a proactive, out-reach approach to client engagement will help support effective communication and should be a focus for any agency.

    Ensure that effective channels of communication have been agreed upon and established, whether that be in-person or through preferred online channels such as Teams or Slack.

    Communication should be clear, open, prompt and succinct. And make sure that you communicate often! This helps to foster trust and transparency, whilst also ensuring that information and responsibilities are not misunderstood and that both parties are on the same page.

     

    Set clear expectations

    From the very beginning of the relationship, there should be clear and defined expectations of both the client and the agency

    .

    Timelines, budgets, project scopes and KPI’s should be agreed upon and defined

    –

    in writing

    –

    so that both parties clearly understand the responsibilities and expectations

    of each other

    .

    Having clear-cut expectations in writing not only helps to

    t

    rack

    the status

    of

    deliverables

    , but also helps to avoid possible misunderstandings and conflicts.

    N

    o one wants to be in that awkward situation!

     

    Track and report your results and progress

    At the end of the day, a client wants outcomes. That’s what an agency is tasked to deliver, and that delivery, on a consistent and reliable basis, forms the essential foundation of trust.

    That’s why tracking and reporting performance is so important. A client needs to see evidence of the work, and that it is delivering the

    outcomes

    that matter to them. Track and report on metrics that are agreed with your client against agreed objectives, and ensure that those objectives directly align to supporting their business goals.

    Use credible and accurate data, insights and analytics to showcase the measurable impact and results that your work is delivering. In PR

    ,

    this often comes in the form of

    activity-based measures such as;

    Media placements, audience reach and increased

    social media

    followers

    . Work to then determine how those activity-based measures can then be directly attributable to changes in outcome-based measures that the client ultimately cares about, which may be awareness, interest or sales.

    Even if initial results do not meet your client’s expectations, you should always be transparent with how things are tracking. This will help to foster trust and credibility, while also providing an opportunity to discuss and alter strategies to improve results.

    Of course, the other way to assess how an agency is performing is to simply ask the client. Actively seeking feedback on a regular basis should always be part of an agency’s client engagement plan to allow proactive measures to then be taken to address any areas of improvement. No agency wants to find themselves in a position of losing a client because they weren’t aware of some feedback that they could have very simply addressed.

    In summary, a focus on building and maintaining strong agency-client relationships is important in delivering mutual benefits for both agencies and clients.[/vc_column_text][/vc_column][/vc_row]

  • ADAPTING TO CHANGE AND BEING FLEXIBLE IN PR

    ADAPTING TO CHANGE AND BEING FLEXIBLE IN PR

    [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=”8069″ color=”Extra-Color-2″ quote=”Your capacity to view change as an opportunity rather than a problem will set you apart. ” name=”AMY TORPY” subtitle=”PR ACCOUNT 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]

    When Things Don’t Go According to Plan

    It is inevitable that things won’t go as planned from time to time, regardless of how organized you are. Sometimes, circumstances beyond your control can arise, leading to disappointment and stress.

     

    When these situations occur, it’s easy to place blame on yourself and dwell on the frustration of the moment. However, the ability to communicate effectively, seek solutions, maintain a realistic perspective, and manage crises efficiently is crucial in the field of PR.

     

    Don’t Take It Personally

    There’s no need to dwell on the moment or blame yourself when things unexpectedly change. In the world of PR, change is constant, often occurring day-by-day, even hour-by-hour. Such changes are usually beyond your control and demand action, not self-criticism.

     

    Take a moment to step back, assess the facts, brainstorm potential solutions, and be kind to yourself during these times of stress.

     

    Quick Thinking

    Sudden changes can happen at any moment, whether it’s a client altering their preferences at the last minute, a deal falling through, or circumstances not unfolding as initially planned.

     

    The key is to detach from your original plan and be open to new possibilities. This flexibility allows you to introduce innovative ideas and solutions. When presenting a problem to colleagues or clients, always come prepared with a solution in mind. This not only eases concerns but also demonstrates your initiative.

     

    Communication

    Being transparent with your team as soon as a change or problem arises is essential. It ensures that everyone is aware of the situation and can offer support or advice on the way forward. Trying to handle issues on your own can lead to more significant problems. Transparent communication enables proactive collaboration, putting you in a better position to address the problem and strategize your next steps.

     

    Being Realistic

    Understanding your own limitations can help when planning out your next move and being realistic. It allows you to set achievable goals, manage expectations effectively, and, in turn, build trust with your clients and team members. When you communicate realistic timelines and outcomes, you demonstrate transparency and proactivity which are highly valued in the world of PR.

     

    In Summary

    In the dynamic world of public relations, adapting to change and being flexible are key skills that will help you day-to-day in your role. Being ‘okay’ with change during moments of crisis helps manage perceptions and provide your team and client with a feeling of security.

     

    In the midst of change, your ability to strike the balance between realism and optimism becomes your greatest asset. Your capacity to view change as an opportunity rather than a problem will set you apart. So, as you navigate the ever-changing landscape of PR, remember that clear communication, quick thinking and a hopeful perspective will assist you through the challenges but will also help you thrive and excel in this field.[/vc_column_text][/vc_column][/vc_row]

  • IS NETWORKING A WASTE OF TIME?

    IS NETWORKING A WASTE OF TIME?

    [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=”8246″ color=”Extra-Color-2″ quote=”It’s not just socialising; it’s your secret ingredient for securing media coverage that propels your clients into the media landscape.” name=”GARRETT MCNAMARA” subtitle=”EVENTS & INFLUENCER 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]

    In the fast-paced world of public relations, where opportunities in the media spotlight can be as elusive as they are fleeting, it can become increasingly challenging to cut through the noise and secure your client coverage in top media. You might have crafted the pitch to top all pitches, or have some incredible eye-grabbing images, but that’s not always enough to get noticed in a sea of media releases? This is where, as the saying goes, your network becomes your net-worth!

     

    But is networking the real deal or just another fancy corporate term? From the perspective of a leading Melbourne PR agency, it’s time to reveal the hidden artistry of networking—it’s not just socializing; it’s your secret ingredient for securing media coverage that propels your clients into the media landscape.

     

    Media Mastery

    In PR, media contacts are your golden tickets. Building strong relationships with journalists, influencers, and editors isn’t optional; it’s the path to media prominence. A strong media network can transform into viral sensations – and help your client become what everyone can’t stop talking about!

     

    In the digital age where content is king, these media connections are key – they unlock doors to coveted feature stories, interviews, and news articles, all of which can dramatically amplify your clients’ visibility. Through your media network, you gain insight into the ever-changing preferences and trends in journalism. You can anticipate what topics are hot, which angles are likely to gain traction, and adapt your strategies accordingly with a deeper understanding of what each journalist or outlet is looking for.

     

    These relationships are built on trust, respect, and shared interests, making them a vital asset in securing consistent and quality media coverage for your clients.

     

    Client Relations

    Maintaining solid client relationships is at the center of a thriving PR practice. Networking enables you to stay closely connected with your clients, allows you to understand their evolving needs, and offer tailored solutions. When clients feel heard and valued, they are more likely to remain loyal and continue benefiting from your services. Moreover, satisfied clients often become your most vocal advocates, referring your services to other potential clients, and expanding your business organically.

     

    Plus, your professional network could include individuals who have witnessed your work firsthand. For instance, when you’ve successfully managed to elevate one client, they become advocates for your services. By nurturing these relationships, you’ll find yourself in a continuous cycle of attracting new clients who recognize the value you bring to the table.

     

    Like most things, networking isn’t a waste of time; what you put in is what you get out – which well and truly could be coverage secured for a client. It’s not just about who you know, but how you leverage those relationships to spotlight your clients and fuel your own success. In a realm where reputation and connections are such important assets, embrace it as your ultimate PR technique and watch how it transforms your coverage success. [/vc_column_text][/vc_column][/vc_row]

  • TIPS FOR THOSE BEGINNING A CAREER IN PR

    TIPS FOR THOSE BEGINNING A CAREER IN PR

    [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=”8203″ color=”Extra-Color-2″ quote=”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.” name=”MADDISON BIJELIC” subtitle=”PR ACCOUNT COORDINATOR”][/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]

    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.

    [/vc_column_text][/vc_column][/vc_row]

  • 5 ESSENTIAL RESOURCES FOR YOUNG COMMS PROFESSIONALS

    5 ESSENTIAL RESOURCES FOR YOUNG COMMS PROFESSIONALS

    [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 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=”1/4″ 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″ name=”EMMA MCCARTHY” subtitle=”PR ACCOUNT EXECUTIVE” quote=”

    Embarking on a career in communications straight out of university can feel a lot like setting sail towards uncharted waters. But…there’s a sea of information out there that can make all the difference in steering your career towards success, if you just know where to look.

    “][/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]


    Embarking on a career in communications straight out of university can feel a lot like setting sail towards uncharted waters. But, as I’ve discovered in my first few months working PR-side, there’s a sea of information out there that can make all the difference in steering your career towards success, if you just know where to look.

    PRIA (Public Relations Institute of Australia)

    As a junior professional, becoming a member of the PRIA is a game-changer. It is the cornerstone of the Australian PR community, and membership provides access to a plethora of resources including webinars, networking events, and forums where you can engage with seasoned professionals. The PRIA website is a treasure trove of knowledge, featuring articles, case studies, and reports that cater specifically to those starting out in their PR careers.

    Mumbrella

    Mumbrella is your go-to source for staying in the loop with everything PR, marketing, and media in Australia and New Zealand. Don’t just skim the headlines; I recommend doing a regular deep dive into their PR and Communications section to uncover the latest industry news, learn about recent successful campaigns, and get the scoop on insightful trends that can provide crucial insights for your own work.

    Influencing Insider

    For a deeper dive into the art of pitching to journalists, I highly recommend tuning into Influencing Insider’s biweekly webinars. The platform offers unrivalled access and understanding of how to work with Australian media. Watching and learning directly from the very same journalists you send your pitches to is a fantastic way to reflect on how your own pitching emails can be improved, so why would you not take advantage of this resource?

    Shelf Life by Neuralle

    Incorporating Shelf Life by Neuralle into your weekly routine ensures you’re not just staying current; you’re staying one step ahead. The world of influencer marketing moves at lightning speed, and this bite-sized weekly email newsletter will equip you with the knowledge and insights you need to navigate it successfully, including recent influencer campaigns, event recaps, TikTok trend updates, and job opportunities.

    LinkedIn

    LinkedIn isn’t just a digital resume; it’s your backstage pass to Australia’s thriving PR community. I’d recommend joining public comms-focused groups like Public Relations Institute of Australia (PRIA), Australian PR & Communications Professionals, and PR & Communications Network Australia as early as you can in your PR career. Here, you’ll be able to rub virtual shoulders with industry peers, engage in lively debate about the latest viral campaigns, unearth exclusive content, and discover new career opportunities.
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  • HOW & WHY I STARTED A CAREER IN PR

    HOW & WHY I STARTED A CAREER IN PR

    [vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”center” top_padding=”0″ bottom_padding=”0″ color_overlay=”#ffffff” overlay_strength=”0.3″ shape_divider_position=”bottom” bg_image_animation=”none” shape_type=”mountains”][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=”8069″ color=”Extra-Color-2″ quote=”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.” name=”AMY TORPY” subtitle=”PR ACCOUNT 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]

    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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