Why PR Is Not The Job For Me

I have come to a conclusion: after a 6 month internship in a French PR firm that specialises in fine foods and magazines, 2 weeks in a chic London firm that represents top-end hotels and some post-GCSE work experience with my cousin in beauty PR- I have finally decided that Public Relations is not quite right for me.

The world of PR is heavily stereotyped; lots of champagne, a variety of freebies, plenty of glamourous events in high heels and constantly having the opportunity to showcase your creativity. Although some of this may be glitzy, and PRs certainly all have a story to tell of that time they organised an event with a zed-list celebrity in a swanky venue in Paris, the other 99% of their time is spent being frustrated at ignored emails, annoyed at incorrect journalism and having to be overly friendly to an unresponsive client.

The working world demands routine, repetition and admin, but I can’t help thinking that sending hundreds of blankets emails with text book press releases to interns at crumbling magazines is a little demoralising, especially when the majority of those emails end up unread. The rise of influential bloggers has certainly changed this dynamic, there are now a lot more junk mail folders to send your press releases to, but unless your incessant emailing is paired with a creative marketing scheme or an original, and always expensive, advertising campaign, I found it difficult to feel like any impact had been made.

The feeling of seeing one of your clients featured in the press is certainly a thrill. However, even when you are successful in your promotion pursuit, the problem with PR is that it is virtually impossible to measure. The experts suggest that PR value is 3 times the value of advertising (if a half page advert in the magazine costs £1000, a half page editorial piece would therefore be ‘worth’ £3000). Yet, what I find frustrating is that to know if the writing on those pages transfers into the all-important words on the lips of consumers, well that is almost impossible. 

The intangibility of PR certainly contributes in a large way to my decision, but the fundamental turning point is that PR has deteriorated my appreciation of magazines and made me rather cynical about journalism. Journalists can copy and paste a press release straight into their article within minutes without even a full comprehension of the product. This leads to the products represented by the pushiest PRs who happen to be that old-friend-from-school or the most generous PRs (who can offer free trips to the Bahamas) having the largest word count in the press. Even the most inconsistent cynic would point out that this means that there is very little substance behind the statements. 

Even though I am highly dubious about the Public Relations-Journalist partnership, I can admit that PR has taught me a lot about business, networking and events. Although I have decided that it's not the career path for me, certainly at this stage, I won't deny that my experiences have been more than worthwhile.  

Office Antics - Year Abroad #4

My next article for Inter:Mission about the fun of an inappropriate office... 

Upon embarking on a 6 month placement in a French marketing and PR agency in Bordeaux, I was fairly confident of what to expect; lots of coffee-making, plenty of scanning and many embarrassing language-barrier moments. Officially only an intern in the ‘Community Management’ department (my job description in French … really), my expectations of tedious and trivial tasks were quite wrong.

It goes without saying that the communication issues were incredibly prevalent at the beginning of my placement, often leading to hesitant nodding in the affirmative to tasks even if I didn’t have a clue of the instructions. However, the scanning and barista tasks were few and far between. Instead, I was treated like a fully capable employee, reflected in every part of my life at the agency, except rather unfortunately, by my salary (a big thank you to the European tax payers, the Erasmus grant is a wonderful thing when your salary just about covers your rent). This means that although I only earn about 2 euros an hour, doing ‘real’ work means that I am getting to know my colleagues quite well. Perhaps too well.

An eclectic group of personalities, made up of more interns than full-time staff (no, I’m actually not joking), by the end of the first week I realised that formality was not necessary in this office. The telling moments included being added on SnapChat by more than one colleague in week 1, over-hearing someone in the creative department ask someone on the PR team if she was pregnant in front of the boss and a client (she wasn’t) and being offered something quite strong at our first work soirée. Needless to say I am always on my best behaviour, much to their disappointment and often pretend to find understanding French a little harder than it is.

Although my first few weeks were made up of memorable and fantastically inappropriate moments, my most amusing occasion in the office so far has to be the day when I stumbled across the profile of one of my colleagues on an online dating website (I know you’re wondering what I was doing on there myself, well you can read all about my online dating experiencein France in my previous article). Thinking of this as the perfect way to contribute to lunchtime conversation and get a foot on the banter ladder, I prepared to bring it up over a baguette-induced silence the following day. I perfected my speech, ensuring I had the right vocabulary to hand…their response? “Oh, of course we know all about it, our previous intern found him on there too!”

I could not have asked for a better year abroad job, and I’m not just saying that through fear that my boss will read this article. My colleagues are patient with my language gaps and encouraging of initiative and responsibility. Usefully for me they don’t speak any English (except the mandatory Friends quotes) and they are rather keen to teach me both formal and informal French. Although I do make plenty of cups of tea every day, they are mostly for me and, as of yet I have never been asked to photocopy anything. 

A Tea-A-Day Keeps the Doctor Away

During my year abroad, I'm working for Com' by AVM and regularly contribute to their blog. Here's a short article I wrote about Tea-A-Day (find the original article here). 

Tea-A-Day

Ever needed a reminder of the date while enjoying a brew in the morning? Now you can with Tea-A-Day!

The family-run German firm, Hälssen & Lyon with creative agency, Kolle Rebbe have come up with an ingenious way of combining your morning tea with your daily calendar. Beautiful to look at, the idea is wonderfully simple; tear off the page for that day and place in your mug of steaming water. Watch with awe as the tea infuses into the water.

With a different infusion each day that is finely pressed into strips, the innovative idea looks stylish and elegant whilst being fantastically practical. The German company who started in 1879 certainly stick to their slogan, ‘The World of Tea under One Roof’. The 365 different strips are delicately flavoured to ensure that your morning infusion gets you ready for the day ahead.

Unfortunately for us, however, the charming calendar is unavailable for the mass market for the time being. Only created as a prototype for a limited special addiction, extensive development of the product will be undertaken before we can get our hands on it.

Watch the video here:

Is Free Content Ruining Journalism?

The internet is a haven for anyone and his dog to write down their inner most thoughts. Blogs have become a dime a dozen, with every teenage girl writing about her One Direction obsession and most middle-aged house-wives filling their afternoon hours blogging about cake making. Suddenly everyone has become a journalist and thus journalism has taken the same path as the word, ‘literally’, it has become meaningless.

However, the teenage ‘Directioner’ isn’t planning on making a living from her ramblings, her blog is the 21^st century equivalent of the diary that we hid under our pillow, if you don’t Google One Direction, which I personally don’t plan to do, then you’ll be blissfully unaware of her waffling. The difference is that people like Arianna Huffington do make their living from free content. Unfortunately, her rising bank balance is fairly unequal to those who write for her. The Huffington Post, essentially a glorified blog in itself, is the torch-bearer at our much-loved journalism’s funeral. The 3000 contributors to the site are unpaid, unreliable and unmonitored. Fact-checking seems to have become irrelevant and proof-reading has become a thing of the past. I’m not a stranger to Huff Post myself, but the US site reaches 85million unique users per month and it is quickly becoming one of the most visited websites on the internet. 

To step away from nattering on about the depreciation of journalistic integrity, (I can spend a while criticising The Daily Mail for their typos and false information), free content is a disaster for the published press as well. It is over-written that newspapers are on the decline with The Guardian estimating that they’re in their last decade and cut backs across magazines. Newspapers can no longer afford to support their writers, why is it that we no longer feel journalists (or writers at least) deserve to make a living from their skill? And what does it mean for print journalism?  

The fundamental destruction of journalism is not the fact that we now read from a lit-up electronic device rather than paper, but that the young generation who write for the lit-up devices use it as an excuse to boycott established and important journalistic practice. It is all too easy to publish a made-up statistic or a false statement therefore filling the minds of others with gibberish and grot. By all means create your corner of the internet to write about that banana and apple muffin you made last week, but do it for you. For the public, bring back the editors and slow the process down, or our children won’t know the difference between their, ‘there’ and their, ‘they’re’.   

'20 Things 20-Year-Olds Don't Get' - A Response

I recently read the most fantastic article by Jason Nazar on Forbes about young people and their attitude to business. The no-nonsense style of the article was a change from the molly-coddled, spoon-fed and watered-down approach of treating young people in the 21^st century, especially by career professionals (Huffington Post recently argued, rather mockingly, that always being told we are special is ultimately making us unhappy). While I wouldn’t personally like to work under Meryl Streep in The Devil Wears Prada, Nazar’s example of the most valuable boss, being told off for my future mistakes before I make them could be useful. Business is not about Miss Honey telling us what to do and giving us a big cuddle if we don’t succeed, it’s about pro-activity and initiative. I imagine it’s also about having a thick skin too.

Nazar talks about the emergence of social media in the business world and its longevity, or lack thereof. Although many would be offended at his suggestion that ‘social media is not a career’, his point is clear. Social Media is unreliable and may disappear as quickly as it arrived. Reports suggest that Twitter has already reached the top of its graph and is now on the decline and even Instagram feels the need to introduce advertising to prevent social media mortality being a reality. As Nazar states, Social Media is a tool for marketing that should be adapted to other business, rather than be the business itself. Social Media is simple, it is isolated and above all, it is unreliable. Business may not be reliable either, but it involves interaction with people and the formation of business relationships that can’t be acquired from posting on a Facebook page a few times a day.

Would we ask to go home if this happened?
Image: WeBlogCartoons

His comment, ‘Stop hiding behind your computer. Business gets done on the phone and in person.  It should be your first instinct’ is of particular relevance to my generation. We don’t pick up the phone anymore and many don’t even bother with email. In order to contact the Graduate Recruiters for the Big 4, it seems as though my comrades simply head to the Facebook page and add a comment to the long list of obvious and unnecessary questions before them. The way I see it, hiding behind our computers is making us anonymous, uninteresting and ridding us of all initiative. Asking questions has its time and place, but working something out for yourself is invaluable.

While I don’t agree with everything Nazar says, such as his rejection of tweet reading, the overall essence of his article appears to be a comment on laziness. Lack of networking, hiding behind social media and sending blanket emails; it is all easy. Picking up the phone, meeting business professionals and taking responsibility for our own mistakes may be tough, but it is rewarding. The Co-Founder of Docstoc has certainly persuaded me of one thing, there’s a lot more to business than sitting in front of a computer.

I urge you to read the original article, ’20 Things20-Year-Olds Don’t Get’ on Forbes.