Elyse, Taylor from WFSH Radio and Adrienne, Gigi's Playhouse President
On March 3, 2012, our client Gigi’s Playhouse, held its second gala at the Ritz Carlton Atlanta to raise funds for its Midtown Down syndrome therapy center. Thanks, in part, to media coverage on WAGA FOX-5, WSB, WFSH-FM WNIV-AM, and in the AJC and Neighbor Newspapers, the sold-out event raised $220,000. Even Mayor Reed made a special video appearance.
The net? More children with T21 (Down’s new name) will benefit from Gigi’s. The 25 free literacy programs, muscle toning exercises, physical, occupational, and speech therapies, family support and social events provide children born with T21 opportunities for a productive life.
To learn more about our client, or to get involved, visit: http://www.facebook.com/GigisAtlanta.
The seventh annual Goblin Gallop was a great success and chronicled the best results ever for Henry County’s Hands of Hope Clinic. The Goblin Gallop raised $2,000 more than last year, increased the number of sponsors from 33 to 40, and grew in the number of runners and onlookers by 10 percent.
The race received news coverage through the Henry Daily Herald, the Henry Neighbor, an interview with “Talk of the Town” a local TV talk show, and landed a spot on Atlanta’s Creative Loafing event calendar. This pre-event media coverage helped drive attendance and sponsorship.
In the weeks leading up to the Goblin Gallop, EOS sent out a press release and media alert announcing the event to local news publications, large employer company newsletters and reporters. We followed up with emails and phone calls to ensure our contacts had the event details and other information readily available.
We also used social media as another way to reach people and provide them with Goblin Gallop information. Posting event info on the Heron Bay blog and creating an event on Facebook made the information accessible for runners and volunteers. Our integrated approach contributed to the overall success of the Goblin Gallop and the local coverage we received helped to create local “buzz” about the event that may not have been available if PR had not been a part of the plan.
PR helps to sustain the community’s reputation and showcases the heart of Heron Bay. Events like Goblin Gallop are newsworthy because they show the community’s dedication to helping Henry County residents in need with their support of local organizations like the Hands of Hope Clinic.
As the new PR intern for the goddesses at EOS, it is important for me to be able to conquer any assignment that they give me, whether it is pitching the Grand Opening of Moda Floors and Interiors to the AJC or writing a blog post on all of the different Tombow adhesives.
With such a diverse client base, I find that my horizons are expanding and that I am reinventing myself from college graduate to a working professional with every assignment. Working at EOS is like working in the fast lane; it’s a very exciting drive with little room for error. As a new intern, I thought Lauren Novo’s blog post on “How to be a Successful PR Intern” was really insightful and I found that her tips reaffirmed a lot of the things I’ve learned here.
Acknowledge your strengths and weaknesses. I’ve learned that is important for me to acknowledge both my strengths and weaknesses so that I am able to grow as a professional. I often reflect on the internship job description and go through attributes to note what I have conquered and what is still a challenge.
Be proactive and provide value. Even though I work for goddesses, they do not have super powers and there are days where they simply do not have time to help me with my “questions.” Don’t get me wrong, I know asking questions is important for learning but I do know that there are those days where they are just flat out irritating. I am here to serve the goddesses, not to annoy them; so, it is my job to seize the opportunities that tag along with these chaotic days in the office and do what I can to help meet deadlines. I’ve learned that sending an e-mail instead of popping in their office, starting an assignment early or even organizing office files is a better way for me to use my time–whatever I can do, to make myself useful.
Don’t ask what you can figure out yourself. To me, this is the MOST important of all of the tips. My research and campaigns professor at UGA instilled the importance of figuring something out for myself. Going to your boss with questions that you could easily find the answers to yourself is a waste of your time and their time. As a college graduate, I am fully capable of looking up how to pitch a feature story or how to create a media list and asking these “how to questions” is completely unnecessary. I’ve learned that it is always better to try something before admitting defeat.
Carry a note pad everywhere you go. The goddesses gave me my first official note pad and it is crucial that I carry it everywhere; status meetings, client meetings and even when I’m called into my boss’s office. You never know when a great idea will pop into your mind or what kind of assignment you will have next. It’s important for me to stay on top of my assignments and my note pad has become my best friend.
Set up performance evaluations. It is important for me to be proactive and ask for feedback from my boss, because it is important for me to know obstacles I need to overcome. I can’t lie a performance evaluation is almost as uncomfortable as the Spanish presentations I had to give when I was in school, but is actually more rewarding than most would think.
So, my advice to all you other PR interns out there is to keep working hard, read everything you can and check out resources like PRSA and AMA. Intern life is a great adventure; just remember to put on your seat belt when you get in the PR fast lane.
Yesterday, I read an article in AdWeek entitled Digital Dips Toes in PR Water: A need for earned media spurs big change. Now personally, I don’t mind if the digital folks want to dip their toes in my water - I dove head first into theirs - so to that I say, “Come on in, the water is just fine.”
The Adweek article discusses how social media coupled with increased competition to be noticed on the Web has led digital firms to create internal PR teams to develop creative ways to drive traffic to clients’ projects. These types of articles add fuel to the fire of an argument that is as old as the marketing profession itself - whose job is it anyway? Does PR get to call dibs on social media? Can the digital realm get in on the advertising action? Can brand managers master PR principles?
As these thoughts swarmed around in my mind, I had an epiphany…”Isn’t all of this stuff just a part of marketing? And doesn’t the client need all of it in order to sustain the longevity of a brand?”
Don’t get me wrong, I’m all for specialization - which is why I identify myself as a PR professional. But look at the evolution of agencies. Nowadays you’d be hard pressed to find a public relations agency that doesn’t have a digital or brand expert on staff or vice-versa. I think that’s what makes EOS a unique agency; our agency has a media neutral approach. We focus on the idea, and once it is established, we devise the best way to use our agency’s capabilities to convey that idea to its intended audiences. EOS has a range of expertise from branding and advertising to interactive marketing to graphic design to PR and more. This means that we’re a one-stop shop that produces integrated, long-term marketing solutions, which is what clients are looking for.
So what are your thoughts on this new integrated agency trend? Is it the new normal in the marketing world?