PocoWool iPad Case Study

iPad Case Study

The above links to a PPT file that details and outlines the work that I did on my recent Kickstarter project:

Case study from Eugene Hu

The short version:

I got 12 articles featuring our project; 3 of these articles talked about the founder and designer, Heidi Yu, and our unique company strategy. We were funded a week in advance with 47% from external backers. I focused primarily on the Technology, Apple, Eco-conscious, and Fashion categories. As a testament to my resourcefulness I was also able to get articles written by an international spate of writers, including one that featured us completely in German.

How to get a job, and lose it, in 11 days. Part 1

Regular visitors to my blog may have noticed it got a little quiet around here. The fact is that I actually managed to get an internship at Edelman Digital in DC.

I’ve been using social media as a part of my job search. There’s a particular hashtag, #Happo, (Help A Pr Pro Out) which is the brainchild of Arik Hanson from Minnesota. I haven’t been able to get to talk to him yet, but I could describe him as one who’s always watching the digital frontier for the PR industry.

#Happo is a collection of industry-specific links ranging from jobs/internships to new techniques posted by twitter users. This is how I got connected to the DC office of Edelman. After making an introduction, the poster asked to see my resume, and a short hour later I was called in for an interview by the HR department. No phone screen was necessary.

I planned my trip, along with every method of travel to and from the office, listening to the travel tips by the HR rep in order to show up 5-10 minutes early.

*sidebar*

Prior to this trip, I’d had a number of interviews for different companies. All failed, one biggest mistakes I made was that I assumed that I had the job secured, all the talk would be necessary. However, going back to my last interview with Rose Berg of Weber Shandwick, she said that almost everybody is on the same level, having a written plan is now a requirement to get a job because the pool has gotten so large.

At this point I didn’t leave anything to chance. Working with the WBBA gave me the opportunity to write a Social Media plan and a quick report on earned followers and media. I printed all of them, one for each interviewer, as well as a full copy of my resume, just in case. (three copies for those keeping score)

*End sidebar*

During the interview, we discuss the job, and my skills and background. I get a good feeling from both of them. I Worked in my visual aids during the interview and added value by telling the story behind my role to save them time from having to read it off the 4 short lines on my resume.

Remember, the second you walk into the lobby, it’s a sales pitch. Act accordingly.

3 days later, I got the call that they wanted to hire me. I went from tourist to a homeless resident, but at least I got a job.

Summary:

The important takeaways from this were:

• Use all avenues available, you never know what you might find (I got the job through twitter)
• When invited, show up 5-10 minutes early
• Don’t be afraid to travel
• Bring visual aids it helps sell the idea that you’re worth the company time/money/effort

Part 2 will come in a few days.

 

Rose Berg of Weber Shandwick

Rose Berg,

Rose Berg is a Senior Vice President of Weber Shandwick Seattle’s Health & Social Impact Practice. Given the large presence that Seattle holds in the Healthcare field, it’s a natural fit. After greeting me with a signature warm smile, she helped guide me around getting my re-start in PR.

Do you have your resume?

Note: I always have a copy available in my notebook, embarrassingly it was a bad copy, but I had one nonetheless. It helps provide a good background for the conversation. Especially since I also do my research beforehand, but I know that they  may not have time to research my background (but, never assume)..

—–

Rose mentioned a few strategic communications agencies located in Seattle to help me get my bearings, and who are always searching for the best and the brightest. Seattle  is not as large a market as New York, “the biggest agencies are Weber Shandwick, Waggener Edstrom and Edelman and there are a number of of smaller boutiques.”

Despite my 3 months at Ogilvy, I have not been given much attention why is that?

I have a good resume, but I lacked concrete examples of my work. Most importantly a:

• PR Plan
• Pitch
• Writing Samples
• Metrics

Given that almost all PR work is dependent on content, this makes perfect sense.

With the latest jobs report, and the current state of the market, all positions remain in high demand, even internships. Writing is of course a top priority. Creation of content without errors is a highly sought after skill, and requires practice. After years of experience, even Rose mentioned that she hadn’t yet been perfected the art of communications, but remains ready for the challenge and likes to problem solve for clients.

My current internship with the Washington Biomedical & Biomechanical Association provides a perfect opportunity to create some plans and materials. Metrics included.

Standards in recording metrics for Traditional Media

http://www.instituteforpr.org/downloads/705

http://www.instituteforpr.org/topics/proposed-interim-standards-for-metrics-in-traditional-media-analysis/

I haven’t been working in this industry for very long, but I’m a little surprised they haven’t created a standard benchmark system to measure a campaign’s success.

Standards are pretty obvious; 1. How to calculate impressions, 2. What counts as a media hit, 3. How to calculate Tone or Sentiment, 4. Options for Assessing Quality Measures, 5. Advertising Value Equivalency should not be used as a measure of Media.

Standard 5 is one that is the most interesting, and is the reason why I switched my interested from PR to Advertising a year ago. When I was finally put behind a PR desk I realized that when a brand posts a billboard, it feels very one-sided. The audience can choose when to listen in on the pitch. If the ad also has something to link people to a portal to a brand website, it doesn’t count as a very engaging method of generating interest.

When faced with a consumer who reaches out to the brand because of a media lead-in, that’s a real connection. Not only did they share their time to pay attention to the report, but they went further and explored it deeper. It’s that kind of relationship that matters most now in an age where transparency is expected upon by any brand wanting to be successful. That’s Public Relations.

Informational Interview, Video Games PR with Stone Chin of Ubisoft

I just got off the phone with Stone Chin who is the PR lead for Assassin’s Creed at Ubisoft.

He gave me advice about starting out in the industry.

During his senior college year he did 3-4 internships with agencies around the Seattle area. One agency in particular, then called “Wham”, was working on Microsoft games and Sidewinder(their old joystick). As soon as his internship was over, his agency was bought out by Edelman, who also picked up Xbox as a client. They have since been running Xbox PR for some time now (12 years). He was promoted to full time, and had his experiences there as well.

Following his 6.5 years at Edelman, he then transferred over to Weber Shandwick’s Mobile division, only to go back to Microsoft games until finally becoming the “agent of change” for Ubisoft’s Assassin’s Creed division. A series that everybody will be talking about from now until the game’s primary installment Assassin’s Creed 3, set for release in Oct. 30.

The timing could not be better since we Americans also have an election just days after the game’s release.

He imparted his experiences with me, and some advice:

Don’t turn down internships. He shared stories about number of times when those who were 3-4 years out of college, who were still doing internships. A common practice with many PR people is that they always look at how much time you spend at agencies. This is like a badge when it comes to the industry.

Have a very good understanding of Social Media This is a long-running trend that I’ve seen in the past few years. Despite my short time at Ogilvy, they had a deep emphasis on Social Media, and I ate up every lesson that I could. However short my time was, it served as a great way for me to harness the power of understanding and communicating with an audience. And if you think that being a Community Manager on a forum is a good start, it’s becoming a little outdated. You gotta get on Twitter and/or Facebook.

Video Games PR is not a technical position, it’s entertainment Mr. Chin is a guy who has been able to leverage his success and share the story of AC3 beyond the typical gaming publications, like EGM and Game Informer, and had his stories featured on Entertainment Weekly, and Jimmy Kimmel Live. It’s what distinguishes him from the rest of the pack.

PR is the discipline that drives business. I once thought that it was all about advertising, but when I finally got my look from inside an agency, I realized that it was the PR teams that are in the business of retaining customers. Part of the reason why I made the switch was because PR teams really connect with consumers. I don’t have the talent to show a consumer what they need, but if they want me to tell it to them, that’s where I work best.

As for where the work is currently. He suggested EA Games, Capcom, and even the smaller developers will most likely be needing new employees. For agency work, you might want to try internships when starting out. Like I am.

There’s a final story that he shared that took place while he was an Account Director at Weber Shandwick. It blew me away. He had an employee, one of his best Analyst Relations people, where she admitted that she really didn’t have a heart for this line of work. He asked what she really wanted to do and her reply was to be a wedding planner. Totally different universes do collide however, Stone suggested that she go for that goal, and try to do things while working at the agency that will help her reach that goal. Few years later, she did it.

It’s important to know where you want to be in 5 years. The hardest part, is starting out.

Wedding Photos on Facebook Could Cost Me That Job Offer?

The Right Photos could cost you the Right Offer

This really gets to me. Facebook as a tool for people to share updates with friends and acquaintances, it is not an appropriate platform where some intern at a recruiting agency can gauge your work/life balance.

What gets me even more frustrated is that this only proves that people really do not know how to use Social Media effectively. It is a way to get people a job, but it’s not a way for people to be considered. Especially when it is something as arbitrary as whether or not their photo albums are filled with weddings, babies, and rainbows. I keep many things private about my life, because it is my life, and not a wannabe reality show.

Destructive behavior can be a red flag, and my own page acknowledges that by deleting all references to this. It only shows the relevant information that I’ve considered appropriate and will publish it freely, however, some people have it in their minds that because of a lack of photos that include a large number of “social” events I am unfit for work at any company.

Boy I miss the days when I was considered for work based on professional skills and merit. Then again I’m still looking for a job. Maybe I should do this soon. Go on a photo site, edit myself into random photos with the listed criteria, and paste it all over my pages. It’ll definitely show off my photo editing skills, and it will hit the lists!

Brilliant! I can game the system!

Rum Diary, and 10 skills for PR guys. As well as where they’re going.

Rum Diary, a story based on Hunter S. Thompson’s novel, features a rather colorful cast of characters. Amongst them, the equally volatile setting of Puerto Rico in the late ’50s.

I’m not talking about the movie, but more about the character Hal Sanderson, a former journalist, turned PR man, and now selling the property of San Juan to the Americans.

Sanderson conveys an image of the island. In his world he lives in a spot where it’s nothing short of paradise. A lovely girlfriend Chenault (played by Amber Heard), and a glorious mansion on the beach. On the other hand there’s Paul Kemp, our hero who’s view of the island is limited to the confines of his territory, the city proper.

PR business has a lot to do with perception. We are hired to project an image to an audience, and engage them in an open conversation. Spark a debate or a talk about it.

While traditionally this has been the job of PR and as time changes so do the methods. For a few months now I joined the PRSA and we had invited Arik Hanson to keynote our Professional Development Seminar. He had a presentation on the 10 skills that all PR professionals should have in the near future.

10 skills the PR pro of 2022 MUST have

In short

1. Ad copywriting

2. Video editing

3. Mobile

4. Content creation/curation

5. Analytics

6. Optimizing for search

7. Speed to Information

8. Programming

9. Managing a virtual team.

10. Blogger outreach skills

Many of you who read this blog will probably know that almost every one of these skills has to do with a form of communication. However, these are personal skills. In times past these were processed through independent firms and agencies who specialized in all of these things.

What this is all leading to is that the line of work has all shifted towards mobile, and mobile phones. All the work in the list of 10, can be handled by a well tuned smartyphone. This became the overarching theme of the entire seminar. We had a mix of 9 different speakers who all had a session that touched upon mobile in some way. From global communications (developing world especially), PR on the campaign trail, and even how the police handle crises with national coverage.

At the speed of which things have progressed, only 10 years ago, if I told you of these things that we could do today, you’d be thinking that I’d written my own rum diary. With each character of the cast playing one of the ten things.