Here at Red Hot Penny HQ, we don’t believe we have had a chance to formerly introduce you all to the faces behind our creative ecommerce agency. Our team members play just as important role in our company’s success as our stuffed address book of contented clients. If not more! So we’ve decided to create a monthly "Day in the Life of…" feature, where we introduce a member from each of our departments and put a face to each email signature.
First up is Alice Phillips, our PR Account Manager.
Q) What does a typical day in the life of a PR Account Manager consist of?
A) A typical day is never the same when working in PR, there is always something new and exciting happening. On a day-to-day basis I work with a number of different clients on their new product launches, new collections and all-round promotion of their brand. I use a number of different ways to promote my clients such as blogger outreach, traditional press & magazine outreach, social outreach, gifting etc.
Q) Tell us more about blogger outreach – it seems that everybody is trying to work with every Chiara Ferragni (author of The Blonde Salad) and Julie Sariñana (Sincerely Jules) at the moment?
A) Blogger outreach is one strategy that is fairly new to me. But it’s an aspect of PR that I find very interesting, and it’s a great way of interacting with influential members of a range of industries. The way in which you contact bloggers can be a lengthy process as the product has to be relevant and fitting with the blogger’s style. But if you find a match and a blogger that is interested in your client’s product, it can open multiple doors and it’s a more personable way of promoting and connecting the product to potential customers. Other daily activities include dealing with upcoming events, press days and press releases, helping to maximize every opportunity of exposure for our valued clients.
Q) What is the best part about your job?
A) I would say the best part of my job is when you get great exposure for a client, whether this is via magazines; social media; press releases etc. – it’s great to see your hard work paying off and your client happy.
Q) Have you always wanted to work in PR?
A) I haven’t always worked in PR - I used to work at a model agency dealing with model bookings which is quite different to what I’m doing now. That being said, there were elements of PR in my role as a model booker, as I was responsible for the company’s blogging, social media and brand exposure. As well as developing the model’s careers which was great because models are becoming more and more like celebrities or ‘brands’ every day!
Q) What is the most difficult part about your job?
A) The most difficult part of my job is trying to get publications and journalists to take the time to listen to me and look at the product you are working on. They receive countless press releases and emails a day, so convincing them to speak to you instead of the thousands of others that are trying to do exactly the same thing can be tricky. The initial process of finding the right people to speak with is also a lengthy task and it can feel like trying to navigate your way through a very difficult maze at times.
Q) So how do you get publishers and journalists to give you the time of day and stay on the phone?
A) This sounds silly but I just keep pestering them! Really, I find that just by being persistent, keeping up the verbal contact and re-engaging with them gets the results in the end. Don’t be afraid to pick up the phone and speak to them (if they ever pick up…). People are much more likely to be responsive once you’ve got them on the phone. In response to actually getting the publications, it takes a lot of researching relevant articles to see who has covered a similar story or product to that which your client is offering, and then emailing them or trying to speak with them. Basically, I make sure I sound enthusiastic about everything and it normally rubs off on them!
Q) What is your advice for someone looking to increase the press coverage of their brand or that of their client?
A) I would definitely recommend making sure their online presence is at the best it can be – by not having a website or social media presence, they will miss out on reaching a much larger audience, who have the potential to maximize their exposure and sales. By making sure you have the basis covered of reaching out to bloggers and doing regular, relevant and interesting social media posts, they have the opportunity of interacting with thousands of people a day, something which could be very fruitful for their business…
Q) What do you use to fuel the brain whilst at work?
A) Multiple cups of tea and office treats - cake is key.
Q) Has anything awkward/funny/embarrassing happened to you in your working life, whether at a previous company or Red Hot Penny?
A) I can’t say I can think of anything at the moment, but give me time, I haven’t worked at RHP for that long! And I am prone to doing embarrassing things!
Q) Finally, the big interview question, where do you see yourself in 5 years’ time?
A) In 5 years’ time, I would like to be managing multiple fashion retail accounts and helping RHP to expand their presence amongst the world of fashion ecommerce.
Thanks very much, Alice!
We hope you’ve learnt a little more about the ins and outs of a PR Account Manager, and just how influential people like Alice can be in the success of you or your client’s brand success.
Next month, we’ll be looking at the particulars of a Search Marketing Consultant’s role and the complicated industry of SEO!