Two PR Courses coming SOON!

If you’ve been following us over on Instagram, then you may have heard that I’m launching not one but TWO – yes TWO PR courses in 2019.

Why?

Because I have a tonne of knowledge and want to share it. Simple as that. If I can help you with your PR activities, then fan-bloody-tastic.

So, what will the courses look like? Well, I’m glad you asked!

There will be a course for beginners, this is for those of you no PR experience whatsoever. Don’t know the definition of PR? Awesome! Don’t know the difference between PR, advertising and marketing? Sit right down.

The beginner’s course will cover the basics of PR and give you that very gentle nudge to start you on your PR adventure.

The second course is set at an intermediate level. So you may have dabbled in PR either with an agency, or by yourself, but the results have been… how can we put this gently… Lackluster? Shambolic? A right mess? Then pull up a chair, because we’ll cover some of the common areas where mistakes can (and often are made). We’ll also dissect a media release in the course to get you ready and raring.

I’m currently putting the finishing touches on both courses.

The beauty of both courses is that they’ll be available face-to-face in solo sessions and groups AND online for individuals and groups!

So, if you’re interested in either course I’m encouraging you to sign up to the relevant mailing list.

Why? Well if you do so now, you’ll receive an early-bird discount and all the details before ANYONE ELSE.

So if you’re interested in the beginner’s course SIGN UP HERE

If you’re interested in the intermediate course SIGN UP HERE

Looking forward to sharing details with you soon!

An intern’s perspective

As we look for a new Intern (click here more details about applying!), we’ve asked Jordyn Rankin our most recent Intern, to reflect on her experience.

 

So Jordyn, what did you expect from your internship & what was the reality of your internship experience?

I honestly didn’t know what to expect from interning with Pursuit Communications, I guess that’s because this was my first ever intern experience. So, I went into this with an open mind and an eagerness to learn, even though I knew it would be challenging, yet it would also be very valuable for my future in the PR industry.  

The PR industry is definitely portrayed in a glamorous light and I thought that I would step into this internship with an abundance of knowledge from everything I have learned at University so far. I was quick to realise that a lot of what we are taught in the classroom plays only a small part in this fast-paced industry.

Jordyn, under 100 words – describe your interning experience… 

The reality of my experience, over the 10 months I was with Pursuit proved that practical experience in the PR industry is so important whilst studying at University. I got to see first hand all the time, effort and hard work that goes into having a PR business in order to be successful. I know I have a lot more to learn, however interning with Pursuit has confirmed my passion for PR!

 

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Jordyn Rankin

 

With this in mind, do you think Intern experiences should count towards university credit points?

I think that every University should encourage more students to undertake internships because the benefits are endless. However, in my opinion, the most important benefit is that it gets your foot in the door, gets your name out there and is a way of networking and forming relationships, which is so important to do.

Real-life experience has personally given me a lot more confidence and motivation to succeed and now I’m able to add an internship on my resume, which is also a huge bonus. Brooke (Founder of Pursuit Communications and Central Coast Chronicle) has been an amazing mentor and from day one, I always felt supported in my work and my ideas. With her help, I can now go into my next internship or job interview with some real industry examples and knowledge that will set me apart from the rest.

Where do you see the PR industry moving in the next three to five years?

This is a very hard one to predict because of how fast the industry is evolving and how much the web and social media revolutionises the way the PR industry operates. Having also studied Marketing at Tafe I can definitely see both PR and Marketing complimenting each other and becoming more integrated. Utilising both of these disciplines is definitely proving the overall success of businesses today in reaching its target markets. As a result, I think there will always be a demand for experienced, result driven PR practitioners.

 

How so?

The PR industry is a lot more than just press releases and getting the word out to journalists. (If you’re still thinking that it’s just media releases, you really need to chat to Pursuit – some of the ideas Brooke comes up with for her clients are absolute “WOW-factor!”)

So following this line of thinking, PR is becoming more popular for businesses (well I think so!) because of the multitude of ways a message can be executed. PR isn’t advertising, nor is it like marketing. It’s all about storytelling and shaping an image of a certain product, service, event, or organisation. Therefore, PR gives businesses an exciting way to stay connected with their customers (both existing and potential) and an opportunity to educate the general public about what it is they do – in (perhaps) an unconventional way. 

Any tips for those considering starting an internship program?

The sooner you start interning the more you will get out of your degree and the more experienced you’ll be entering the workforce after University. You will learn so much more by gaining practical experience, so step out of your comfort zone, ask questions (there are no right or wrong questions) and make your resume stand out above the rest. 

Finally, interning is also a lot more than just showing up and doing what you’ve got to do. It’s about being proactive in the office, anticipating what might be happening and asking if you can help (go above and beyond!) it’s also about getting to know what other PR agencies are out there and what they’re all about so I highly recommend researching, talking to people and attending networking events!! It will hugely benefit you and your future as a PR practitioner during your time at University and also when you step foot into the real world.

Brooke’s note: Jordyn, thank you for what you added to Pursuit and to the launch of Central Coast Chronicle. You were here at a critical time for both businesses and your ability to adapt and “switch gears” from “PC” to “CCC” at a moment’s notice was very much appreciated. I wish you continued success with your studies and entering the workforce.

How to PR in 2019

It’s a hectic time of year, there are functions to attend, end of year reports to be completed not to mention all of your personal commitments. What’s the best way to get ahead in 2019? Read on… 
We’ve made a list why taking advantage of our new year offer from Pursuit will give you and your business the edge in 2019. 

  • We will create a tailored pitch for your business. It will be completed by PR professionals. All you have to do is provide some details as to what you would like Pursuit to promote to our extensive list of relevant media contacts.
  • Pursuit will enhance your business profile with these contacts 
  • It will give you the chance to receive one-on-one advice from the Pursuit team to improve your PR communications strategy
  • Pursuit will help your business gain media coverage, reach your target audience with a great platform to generate sales
    Overall, Pursuit will give your business that much needed and desired head start in the New Year.

NOW is the time to inspire your audience as to WHY they should engage with your business in 2019 and beyond and Pursuit Communications will help with just that.

Public Relations can make a huge contribution to the success of your business, so teaming with Pursuit in the lead up to the new year is the most cost-effective way to market your business. 

Let Pursuit generate the media attention and brand recognition your business deserves 2019. 

 

New Year package details

 

Influencers – A definition

 

Following our fortnight of sharing Influencer statistics* on our Instagram, in our post today we look at defining “influencers” and investigate the power of a “micro-influencer”.
What does the word “influencer” mean to you? Do you picture someone of power? Do you think bikini-clad model? Do you think mum-of-three, with a side-hustle?
It’s generally defined as “A group of people (or person) with a high-following on social media or someone more relatable and approachable with a smaller following yet more engagement from their followers.”
On the surface it seems that an influencer’s following is the most important. However, while this does attract attention engagement is key to an influencers success. Marketers are now more focused on interaction between the influencer and their audience which is measured by likes, comments and the trust followers have.
Micro-Influencers often have a higher engagement with audience yet this is overlooked by brands wanting to pursue social-media campaigns. A micro-influencer is anyone with 10,000 to 50,000 followers on social media to the amount of engagement the influencer gets from that number. Usually a micro-influencers audience is quite niche and deeply connected.
Micro-Influencers can be found in any sector such as: health and wellness, food and cuisine, entrepreneurship and business, beauty and fashion etc. These influencers have already built this fan-base and established trust with their audience. They have established these relationships through their Instagram stories so if a brand’s story is shared by a particular influencer, their followers are usually willing to listen.
For this reason, Brands reach out to influencers and for brands to get the best ROI (return on Investment) on a campaign, it’s ideal to hire multiple micro-influencers to increase the reach for any given campaign. Yes, macro-influencers have more of following, yet micro-influencers have more of a niche audience so don’t be fouled by the number of followers.
These micro-influencers can be found through the brands own followers on its social media channels or searching specific hashtags, see what influencers are using hashtags that are relevant to YOUR business /product or service.
You’ll also want to explore, who is the influencer associated with and how engaging are their posts? Does the “creative” (image and caption) seem authentic? Engaging with these influencers and showing interest in their content is the best way to build a relationship with them, BEFORE you reach out to them and begin a discussion.
Speaking to these influencers to determine a mutually beneficial relationship sometimes yields the best result.  Negotiate what will work best for both parties, sometimes an influencer might take-over a brand’s Instagram for a period of time or perhaps share a number of posts over a set timeframe. As part of this the brand might send out product for the influencer to try out and take photos for their social media accounts or even they might create their own original content on their blog or Youtube account reviewing the product.
Sometimes a brand might not have the budget to work with a celebrity so micro-influencers are a great way to gain the benefit you need for your brand and watch it grow through social media.

If you’d like assistance in finding an influencer that’s the perfect fit for your business, contact us today. 

*Statistics provided by Planoly

The differences between PR and Marketing

Our intern Jordyn takes a look at the differences between Public Relations and Marketing in this week’s blog post.

PR V Marketing

Public Relations V Marketing

This is a common question that often arises and to put it simply, an answer that comes with multiple layers, therefore deserving a better explanation.

Public relations holds various definitions, however, it could be referred to as “deepening the connection an entity has with people who matter most to the businesses success”. In other words, PR is all about establishing, growing and maintaining reputation. Marketing, on the other hand, to put it bluntly, is about ‘’selling stuff’’.  

That said, there will always be crossover within public relations and marketing. Marketers still place importance on reputation while PR people are also interested in selling stuff. However, some marketers will still put sales ahead of reputation just as a portion of PR people will put reputation ahead of sales.

By way of comparison, the corporate communication side of PR tends to be more long-term in nature and more focused on building relationships with businesses. This might include functions for managing issues, communication corporate initiatives and building relationships with stakeholders. Importantly, there is always likely to be corporate and marketing crossover communication activities.

To generalise the two, marketers prefer pushing one-way promotional messages directly to consumers whereas, PR people prefer sparking conversation through a two-way engagement directly to consumers as well as third-party influencers.

All that aside, marketers will often hire PR people to add value to a campaign but in some organisations, PR will lead the way.

 

 

The inspiration for this post came from: 
https://www.smartcompany.com.au/marketing/the-differences-between-pr-and-marketing/?utm_campaign=SUS&utm_medium=email&utm_source=newsletter

 

Instagram Developments

Instagram is Testing a New, Simpler Way to React to Stories

I’m sure we’ve all jumped on the bandwagon of reacting to friends posts and messages via an emoji on Facebook which launched in 2016. Well, Instragam is trialing just that through “stories”.

As us Instagram users already know, the option to comment on a story which goes straight to the persons DM’s (or Direct Message Inbox) or sharing a story with a friend are both great features but Instagram is making it even easier for us to react to stories through emoji.

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This allows you to quickly “react” to a story through a set of emoji instead of filling up someones DM’s.

Only the person who posted the story is able to see this, appearing in the viewer’s list.

This awesome feature is only being tested in selected countries, however, if rolled out to the masses this will be the perfect way to get closer to friends and eliminate clogging up someone’s inbox and make responding quicker!

What do you think?

Is messaging becoming too reliant on emojis?

5+ Ways to Improve your Instagram

The most recent #b2bpc series on our Instagram we covered “Five ways to improve your Instagram.”

So lets jump in to the tips;

  1. Plan. It’s one of our favourite four letter words!
    ✔️
    There are sooo many resources out there to help you schedule your posts, stories – that there’s really NO excuse not to have a strategy for your Insta. ✔️
    Many scheduling tools will allow you to move your posts until you have a layout that suits! ✔️
    If you need assistance with this – Contact US! 


  2. Your Audience – or YOU yes this is about YOU! Yes YOU reading this right now.
    You are the reason I’m offering these tips. I write these to benefit your business.
    Your feedback, comments, likes tells me what you’re enjoying & what’s not so good.
    Ultimately it all plays a part in what you’re looking at right now. My feed. So in fact it shouldn’t be “my” feed, it’s yours.


  3. Your biography is your story. 🏈
    It’s your “30-second” commercial.
    Just like the #superbowl commercials, it’s priceless and the best ones always stand out!🥇
    Check out the @pursuitcommunications bio for an example. 🏆

  4. post at the right time 🕰
    What’s the right time?
    🤷🏼‍♀️
    If you have a business account you’ll be able to explore your insights and get this data. ⏰
    So make time every day to check your insights, write down the best times and post when you have the highest level of engagement!
    💁🏼‍♀️
    Remember to check your engagement times regularly to keep the momentum.


  5. It’s all about the #hashtag !
    If you aren’t following hashtags in your account- you’re missing out on connecting with likeminded businesses and potential clients!🙋🏾‍♀️
    Think for a minute like a customer. 🤷🏼‍♀️
    What would you search to find your business?? 🤷🏻‍♂️Use those terms as hashtags and follow them!


  6. TURN. IT. ON. BABE! 😉
    Your notifications that is!
    Turn on notifications for businesses in your local area, businesses within your industry and comment, connect and watch your network blossom. 🌸🌺


If you need assistance with your social media channels – check our services to meet your needs here.

Guest Blog Post: Charlie Bowcock – Intern

Charlie interned at Pursuit at the end of 2017. Her drive and insights made Charlie an invaluable asset to the team.

Here I talk to Charlie about her experiences and future plans!

So Charlie, tell me what did you expect from your internship & what was the reality of your internship experience?

CB: “To be honest, I didn’t know what to expect but I surely was intimidated by the thought of it. It took a lot for me to even apply for internships because I didn’t think that I was enough. The idea of working with clients and contributing to the name that Brooke has built herself on the Coast with Pursuit Communications was not a task that I took lightly.

Coming into this role with this mentality, I thought that I would be a little out of my depth when it came to the practical knowledge that comes with this crazy industry. I felt like I had learnt so much theory at university but none of it had really prepared me for practical PR experience.

I agree, I think a lot of universities need to embrace an internship /placement program as part of their degree qualification. 

Yes! So true and now that I’ve experienced agency life the reality of my experiences interning here at Pursuit Communication were a lot less scary than I had originally thought.

A lot of the skills that I have learnt from working in other industries and during my degree are still applicable in PR work to be able to get the best results for Pursuit’s clients. I was surprised how much I relied on what, before interning here, I had assumed would be common sense for most. I have realised, during this experience that I have internalised much of what I had learnt at university into my everyday life but also, you cannot assume that others have that same common sense knowledge that I took for granted before coming into this role. I guess it is true what they say – you have to live and breathe this industry to do well and you (Brooke) have really instilled that in me during my time here.

Thanks Charlie! So say someone is feeling the same way you were before you started, sell them the benefits of participating in an internship program

CB: The biggest benefit of working at Pursuit Communications and under you (Brooke) is that you support your interns, their work and their ideas. I have been lucky in that from day one, Brooke had the confidence in me that I was maybe lacking in myself to get the job done.

Apart from the obvious benefits of having PR experience on your resume, this role has given me the ability to go into a job interview with examples of how I have helped achieve a positive outcome for a client. It has given me the confidence to know that I can succeed in this industry and I’m not going to lie to you, it is pretty damn fun!

So you’ve now completed your degree and heading out into the workforce – where do you see the PR industry moving in the next three to five years?
CB: I see this PR and marketing roles and functions becoming more and more integrated as businesses see and experience how beneficial a good PR practitioner can be, not only to their bottom line but also to the overall culture of the business itself. 

How So?

CB: PR is so diversified in how it functions on paper, but in practice, it really does take a village to raise a (campaign) baby. Good PR work requires the integrated knowledge of multiple people and perspectives to get a holistic picture of how a campaign should look and what will work for a public. With this in mind, I think the industry it will take a more interdisciplinary approach to PR practice.”

Any tips for those considering starting an internship program?

CB: “Take a leaf out of Nike’s branding and ‘Just Do It!’ That means getting completely out of your comfort zone, like when you are on a shoot and Brooke asks if you would mind being an extra (particularly when you get so nervous your organs feel like jelly).

Furthermore – there are no stupid questions, but there are definitely stupid answers. Do not be afraid to be a little extra, and always back yourself because if you don’t, why would anyone else?”

Thanks Charlie – appreciate your hard work and your dedication, it has been an absolute pleasure having you at Pursuit and I’d like to wish you all the very best in your future endeavours! 

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Charlie Bowcock – (seated right-hand side) taking part in photo-shoot for one of Pursuit’s clients in 2017

 

Branding Basics

Recently we offered our tips on branding basics via our Instagram account

Here’s a breakdown of the tips we shared.

  1. Don’t paint yourself into a corner – choose a name and colour scheme that will allow you to grow!

    Research online and check if anyone has registered any of your shortlisted business names.
    Look at different colour schemes of other businesses online and see how it might work for your business.

  2. Do your research into branding and #ip (intellectual property) legal obligations. 📝
    Speak to industry experts about your obligations and rights in relation to branding. 🖊
    By taking these steps you’re well on the path to MAKING IT HAPPEN!
  3. EXPERIMENT! 🌈
    Hold a focus group with close family and friends.
    📝
    Get their thoughts on logos, tag-lines and your short list of brand names.
    🙏🏻
    Take the feedback into consideration and use this to move forward.
    If you’re able, try and ask potential customers.
  4. Whatever you decide for your branding, make sure there’s an obvious synergy between it and your business. 💬
    You don’t want to spend time explaining your branding name or choices when you could be working on securing new opportunities!
  5. Think of your brand as a person – Blonde 👱🏼‍♀️brunette or👨🏽 older👴🏻?? 👲🏾👳🏾👩🏻‍🎤👨🏼‍🍳
    Who would purchase from you?
    What’s their job title, their family situation? Additionally, think about the future and the implications of selling a business and handing your name over to someone else.
  6. Once you’ve chosen a name, colour scheme and have a #branding guideline document (if you don’t have one of these we have some fabulous contacts who can help!) you’re on the way to building your business! 🖊
    But where to next??
    🙋🏼
    That’s where a public relations campaign will help generate awareness of your business, your products and/or services. 📌
  7. Make sure your workspace reflects your values. 🖊
    Especially if you intend on hosting clients, make it a welcoming place. If you’re working from home choose a cafe or restaurant that sets the standard you want your business to reflect.
  8. Is your name readable? Choose a font that’s easy for people to understand and decipher. There are few things worse than trying to spell or explain your brand name to someone. 🖊
    Another reason why it’s important to get feedback on your final version of your logo.
  9. When you think about Sydney as a “brand” what do you think of?
    The harbour?
    The coat hanger – our iconic bridge?
    The Opera House?

    When you’re developing your business brand, consider the elements you want to be remembered. ➰
    Try and work these into your brand name, tagline, colour scheme! ⤵️
  10. Never underestimate the value of a professional!
    They’ll help define and “shape” your brand logo, any graphics and documents you require. 🖊
    We have a range of graphic designers that we call on for our own work and that of our clients. 🖊
    If you need a referral, let us know. We’re always happy to connect you with one of our fabulous service providers.

Contact us today to see how we can help your branding needs