Lawyers are no longer just professionals, they have to be marketers.
There is the temptation for lawyers to promote themselves through cases. The issue of representing the client and self-promotion is a fine balancing act.
Then there is Twitter – is this leading to the mis-reporting of cases? Are cases regularly reported in an unbalanced way? The lines are blurred indeed.
Today it has been officially announced that we are out of recession!!
Well if you are looking to start a career this news will make scant impression on you.
The 1990 recession ended when you had a “proper” job – I still think many people who graduated in the early 90s are still feeling the affects of their bad timing at being born some 20 years earlier. Can do better next time if he applies himself.
The 90s recession ended in about 1997 if truth be told for many people. Bill Clinton, new technology, the Internet easing communication and attracting investment, the start of de-regulation of US banks (which had been put in place by FDR in the 30s that helped create the worst recession since the 30s) all had a role to play.
The fact for many is that careers were missed, and why?, because in the case of the marketing industry there was a reluctance to develop people – give them a chance. Of course some made it nevertheless, but the industry was unwelcoming and expected 21 years experience and candidates to be 20 years old.
I can only hope that the recovery does not exclude vast swathes of able people, but it will.
It is time for business to recognise that talent does not come from doing a marketing degree or experience only. There is a lot to be said for determination, personal characteristics such as being sociable, open to learning.
For professionals that have lost their jobs who are on the other side of the age divide, there is no reason why some businesses should discriminate – it is the person, not the age that counts.
What am I saying: the world is unfair?
It is true.
What I am saying is:
Treat people with respect – there will be too many graduates wanting a career where there are too few openings and some HR departments will enjoy thinking they are of a higher power. It is the personal characteristics that I think make a good marketer, but can you spot these and are they developed when you are a new graduate?
If you want a career in PR or marketing, the chances are you will succeed if you are determined and what might seem a bleak age now will dissolve away in time. Give yourself time and accept support when going through the often bleak process of finding a job.
I think I will tackle how to give yourself a real head start in an entry shortly – keep tuned
Mick Greer has an impeccable record in advertising.
He has worked for Saatchi & Saatchi of course, Lowe, BBDO and McCann Erikson in the UK and abroad. Mick ran his own agency in Sydney. His campaign experience includes Vodaphone, Coca Cola, BP and Cathay Pacific. And he is even going to work on a project with me in the new year – an undoubted highlight.
So down to business:
What can PRs learn from advertising professionals?
Too many PR stories, I believe, don’t have the compelling hook.
You only have a second to engage your audience. Sure PR has its moments of brilliance, but we are talking about using a small moment time to hook your readers. Are PRs measuring up? I am not sure they appreciate that the window of opportunity to engage with their audience is so, so small.
Do you remember The Sun’s “Up yours Delores” and “Stick it up your Junta” headlines?
Alright, you might not be a Sun reader, but at least it understands its audience and writes accordingly and reels them in. If you don’t believe me why has it got over four million readers?
So what makes a campaign a success?
Well, you cannot tell if a campaign is going to be a success.
The Cadbury’s gorilla campaign was amazing. The creatives and more so the client were brave to put that forward and make it work. It had a touch of genius.
But ask me why and I cannot tell you.
It comes down to: Is advertising an art or science? It is the perennial debate. I have found intuition can be a powerful way of guiding your efforts and should not be discounted. I do my research thoroughly just to let you know and build my creative work from there.
What I can say is understand the issues, think about the problem and then work harder at the solution.
Social media will badly affect traditional advertising, an accepted wisdom, right?
No, I don’t think so.
Traditional media will not go. Internet devotees are still pushing the myths that the Internet is the only game worth noting and that you hold it in awe at all times.
You know that more people listen to radio than MP3 players or that more people (in the US) are watching TV than they did 5 years ago? Traditional advertising spaces on well patronised spaces are still there in abundance.
It all means the Internet, although attractive for advertising revenue, is still one of a number of options.
The point I want to make though it that with the Internet as well as traditional channels, it is how you engage that is important. What is the point of someone getting to your site and not being engaged?
It used to be get a site up, anything. Then it was get them there. Now it has to be let’s make our online communications so compelling they come back again and again and build a relationship with the brand.
How we need another Bill Hicks. Am I the only person not interested in X Factor, celebrities being humiliated in inhospitable climates or how someone in a soap I have never heard of is doing ballroom dancing? If you are like me listen to Bill Hicks, it will keep you sane.
And to the main event of the evening:
Now I am in PR so I don’t know if I am the subject of Bill’s fury here. Sorry to all my marketing and advertising friends – leave a comment, argue back, give me some content.
You might not agree with Bill, but if you check out his catalogue on YouTube or video you can see a rare intelligence.
And the lesson from all this?
If something really impresses you tell the world.
Graham has been the marketing director for Matchbox Toys (which probably influenced my kindergarten career), and managing director of Dunlop Footwear and Remploy Textiles.
Today Graham uses his vast marketing and management experience to stimulate substantial growth in promising enterprises; his knowledge is also utilised to give business owners exit strategies – selling their businesses with good effect financially.
I started off by asking Graham about the building blocks that get you value, which are essential to growing businesses (especially in relation to marketing).
“Strategic marketing is all important. But it’s not about creating a brochure or marketing material. That’s tactical and not really where the battle to grow is won or lost.
The key is segmentation and positioning.
Let me talk about segmentation first. The market is not homogeneous and to ensure resources and competencies are well targeted it needs to be broken down.
This all seems straightforward, but so many businesses just don’t understand buying behaviour or the routes to market. It takes time, energy, objectiveness, willingness to embrace change and this is often underpinned by market research.
Yet, all too many businesses are too busy fire fighting or working in cruise control to address these issues. In a recession you are even more likely to get found wanting, let alone not make the most of your product or service.
Positioning follows on: analysing and choosing the segments you can compete on in relation to quality offered, competition and margin. Still too many businesses try to be everything to all and end up being of little note to anyone.”
And how does PR fit in to segmentation, positioning and the recession?
“PR can be a very targeted tool that can build up the appropriate reputation in the segment you want to be in. Social media tools are also fine tools to support any PR campaign. So PR is not an add on or nice to have, but central to engaging a strategic marketing plan.
Moreover PR can enable a smaller business to compete with bigger players or dominate a niche.”
Are there any sectors where PR agencies should target?
“Any industry that offers longer-term employment prospects is worth developing knowledge and contacts.
I think advanced technology and in particular bio-medical, chemical and environmental will be of crucial importance to the economy, especially in the North West.
I would also say hotel, leisure and tourism although that might surprise some in the current climate.”
Graham can be contacted through his website www.exceptionalbusinessresults.com and is also a coach for the North West’s High Growth Programme
It doesn’t matter how much you spend on advertising or a PR agency or branding or how many tweets you post, if the reality and expectation doesn’t match up.
Marketing is only really as strong as the product or service in the end.
I wanted to give an example of how two different experiences have reinforced the marketing effort or made it inconsequential. I suppose I wanted to give credit where it’s due and vent my spleen at the same time to be truthful.
Let’s start with the baddie: (apparently 5 star rated) Qatar Airways, not the world’s favourite airline nor indeed mine (to borrow the world’s cheekiest run airline’s strap line (MD Willie Walsh wants staff to work for nothing for a month)).
Qatar Airways, what can I say?
The flight times are changed three times, I’d better check and confirm with Qatar once I arrive advises my travel agent.
Bags go missing on arrival at Delhi, over 2 hours trying to find out where at three in the morning.
Qatar office asks why they are in Bangkok! I have to explain? (Oh I wish I was there now). Do I get any money for toiletries or for the inconvenience, you bet not. It arrives – 36 hours late. I check my latest flight times with staff, a puzzled look, and told that they are of course right.
Going back, arrive at Delhi Airport with 800 Rupees (about £10). Even though the train was 4 hours late my flight doesn’t leave for several hours. I can relax and have a coffee.
I decide to check in early: the flight’s gone. Qatar changed the flight back (without telling me). Luckily sympathetic airport duty officer gets me back to Manchester with Lufthansa. I am not the first to have this problem with Qatar he informs me. If I didn’t have the print out of my flight times then I would have been stuck – my card doesn’t work over here.
I write to Qatar for some satisfaction (it must be two months ago or more): nothing.
I take a swipe at Qatar on Twitter: progress, they follow me. I decide to take another swipe to see if I can start a dialogue: “sorry” would be a start or why are you not happy with our airline? Nothing! What is the point of using Twitter for your marketing if you do not actually act on it?
The AA: this is shorter, so stay with me.
I have been with the AA for I don’t know: years. I have used them 4 or 5 times in the last couple of years and they have been nothing but polite, friendly, highly skilled and professional. If I hadn’t broken down I would say it is a real pleasure to deal with them.
What’s the key difference: I will tell anyone who is flying to Dubai or onwards not to use Qatar; I would tell anyone looking for a breakdown service to use The AA.
Clients are your most powerful marketing communications, whether it is good or bad, not your marketing spend.
What does planned communications matter at this point, once you have experienced the service yourself?
I, like many, struggled to get into a career in marketing.
It’s not easy and the recession makes an attractive career in PR or marketing even harder to come by.
If you are not a marketing / PR / business graduate it becomes even harder, and no experience, well….
So what can you do if you feel that you could grow into this type of career? How can you invest your time to build a platform to build a career?
Here are a few tips that I hope will be of some help. They derive from my experience and as you know experience can be described as a collection of mistakes – peppered by a few successes – that helps you learn how to do something proficiently.
Resilience – you are going to get knocked back unless you are very lucky, well-connected or brilliant. It is not easy to get a letter like this if you feel that you are perfect for a job: “Even though you are an excellent candidate we felt your skills were not quite right for our organisation on this occasion….”
You need to have a thick skin and move on, and don’t look back. It’s not easy.
Give yourself a range of options – You might want to work in fashion PR, it is your ambition since you were 17. But be flexible, so if a job in consumer PR comes up consider it carefully. You can always move to other sectors at a later stage (although HR can have a habit of pigeon holing people).
Make a start and do not wait for the perfect job – You have to start somewhere. The first job might be far from perfect but does it get you to the place you want to go?
A note of caution: Sometimes an opportunity comes up but it is not right because it will not develop your skills, you don’t have the right attributes to build on in the first place or the boss or environment is not for you. It takes real courage to turn something down when you are desperate to get a career started. However, it is often the best option, so think carefully before accepting a position that you have a bad feeling about.
Desperation – the enemy of job seekers.
If you are desperate it will come though at interview and you will not get the job or as above it will cloud your judgement. When you are starting out you often don’t have much perspective and little experience – you need to get on NOW! Try and relax, if you are determined you will get there.
Qualifications – These can be more important in securing your first position rather than what you learn. (I cannot remember 90% of my Chartered Institute of Marketing Diploma).
Apprenticeships – take them. It shows employers your intent and gives you insight into your profession. It might convince you that it wasn’t for you all along. But remember a bad experience doesn’t mean you won’t thrive elsewhere.
Networking – If you develop good contacts it can help flag opportunities. The least it might do is give you a real insight into the profession. So start to attend CIPR events, ask friends who they know, can your lecturers help make introductions for you? Be proactive, it will also deveolop your business skills and you as a person.
Social networking – It is hard to go to a business event as a wannabe PR and feel confident that you will be taken seriously. You might think, “What can I offer the other attendees?”
These thoughts are understandable, but that doesn’t stop you using Twitter, monitoring blogs or indeed blogging yourself to start to establish a greater insight into your new profession and to initiate contacts. If you are engaged in these pursuits at this moment in time you will probably be admired by the best professionals. In a couple of years perhaps it will be nothing special at all.
Take control of things yourself – I have one client that could not get the summer job he wanted so he found projects for himself and by the time he graduated he had enough work to form his own business.
Not everyone is confident or able enough to do this, most people need to learn the ropes before they can work for themselves. Saying that, if you feel you can offer something, why not do PR for a small charity or organisation? (Caution: you might look back on the mistakes you made here and cringe, but it could be useful for your CV).
Find a mentor – someone who can help and guide you is invaluable. Even getting snippets of advice from professionals can help, so be open and receptive.
Someone, family or friend, that can give you support can be just as crucial when you are feeling down thinking about the ridiculous odds you might encounter going for an entry level position.
If you want it you can get into marketing or PR – be proactive, focused and determined.
Some time ago – 14.1.07 – I published an entry about the need for apprenticeships for marketing and PR.
Even though I wrote that two years ago it is still a popular post. This is of course not surprising with the current economic climate.
When Manchester Masters was launched it seemed like a promising development – apprenticeships for students and graduates wanting a career in marketing and PR. And not only that, it was supportive and generous beyond many people’s expectation – certainly ones that had had to devote unpaid work to get on the career ladder themselves.
Why had such a scheme not been thought of before?
I was looking through The Guardian when I spotted the name of Sandy Lindsay of Manchester PR agency Tangerine. I was drawn into an article about selection for Manchester Masters.
Any scheme offering a real opportunity to grow (and a rent free apartment for a year) is going to be popular, in good times and bad.
But how do you select the 10 lucky students out of the 100 applications? (This actually seems a low figure).
Well The Guardian gave the answer: Apprentice style activities such as putting a flat back together while being questioned.
These tasks were designed to weed out the “wallflowers” but as journalist Daniel Cookney observes “is it possible that the competition overlooked good candidates who were simply not suited to such a format?” Others agreed.
It might be that the PR for this was seen as key and it was generated successfully. After all I read about it in The Guardian. It could be that the PR agency let its instincts take over or they took some publicity for themselves (we all do a bit from time to time). It could be that this was seen as the best way to select, but I doubt it.
What I know is that it can be incredibly hard to get started, the recession might, I should say “will”, destroy the hopes of some graduates to attain a career in PR and marketing.
But we need to be fair as possible, perhaps this was.
The key thing is that the desperate desire to win one of these apprenticeships is taken with the upmost seriousness. I am sure it was, but using techniques that have a touch of business reality TV gives the wrong impression.
One winner Charlotte Gush gushed, “My specialist knowledge does not lie in PR, marketing or media, but the competition challenged me to demonstrate my transferable skills, knowledge and abilities.”
How do you exactly know that if you have not worked in any of the fields? I can’t see how the exercises did at all.
It has the ring of cliched and hackneyed CV soundbites.
For me Manchester Masters is a brilliant opportunity for 10 lucky aspiring marketers to get a real head start. It is bound to miss talented people that make it through other means. But it has to show that it has gone through fair and professional means to find the apprentices. Anything less is unfair on those that missed out and on the integrity and reputation of the scheme.
In this era of Ping, Ning, Twitter and Flickr you might be forgiven for thinking that we have a new paradigm.
Social media, the Internet and mobile communications are making the transfer of information so fluent, so easy that it somehow relegates some of the basics of marketing.
I remember one of my lecturers Peter Betts (Manchester Metropolitan University, Manchester Business School), a really gifted lecturer, ask, “where does you marketing start?”
His answer was with the first person you come into contact with at an organisation, probably the receptionist.
That was the mid 90s and yes for many people a first experience of an organisation might well be online now. It might be an unguarded comment on a blog or someone else’s comment about your organisation on a Google search.
What I am saying is that in any organisation the guardian of the company’s reputation is not just the PR professional, it is everyones.
Reputation is a central component of a business and without a decent reputation it is hard to trade. So before thinking it is just media relations it is worth looking at all points of contact.
mad.co.uk ran a story on the current IPA Bellwether Report on the state of the UK marketing industry, the results give a mixed picture.
While direct marketing is suffering cuts across all sectors and PR is not fairing well, marketing spend is actually on the rise: reading between the lines things are slowing up but are still quite reasonably healthy. This seems to be reflected on the ground from my observations as agencies continue to be busy.
How to interpret things? Are we going over the edge into a recession, business is just being a little cautious or in the light of recent year’s healthy demand this news isn’t so bad? I don’t know, but we will be all watching. The fear is that we might talk ourselves into something worse than it needs to be – such are economies and that all important confidence.
