GOING UP, UP AND UP
From my first few weeks in my Internship, I have taken a big STEP. I have advanced further up into the world of Public Relations and Marketing. Over the last few weeks we focused on the big word starting with W their WEBSITE.
I launched a whole new website… and I will be honest it wasn’t easy.
The other interns and myself had the tedious task of developing a whole new and improved website for the company.
What a big job… I know!! And the best tool for the job as we all know is WIX.
Throughout my Public Relations and Marketing degree we have learned how to use WIX, even having to develop a website on ourselves, as I’m sure we all remember from Digital Communication Management. I managed to pull all my knowledge that I learned from the unit, which I completed over a year ago and you could say I was a wiz.
But this wasn’t just a university assignment! This was a professional website that was going to be viewed by THOUSANDS of people and yes, I said THOUSANDS.
It was my job using my PR and Marketing knowledge to design and transfer all the information over onto the new WIX site.
It was like painting a wall
BEFORE you ask… Let me explain!!!
You start with a blank wall, you then have the job of repeating the same task of painting the wall over and over again, waiting for each coat of paint to dry. The last coat is the most important and has to be perfect, making sure the wall looks seamless.
Well that’s the exact same process that I followed. I transferred all the old relevant information onto the new website, which I will say was quite time consuming. It was a repetitive task just like painting each coat on the wall. After each section of information was transferred I would edit and rearrange the page before going onto the next chunk…. It felt like the content was endless and I must say at times I thought it was never going to end.
The last and most important part was the final run through with the Executive Officer. She was amazed at the work we had achieved and helped us to finalise the website before it launched.
Just like the final coat of paint on the wall, making sure the website was PERFECT.
AND THEN IT WAS LIVE.
I don’t know about you but the letter big letter W – The website, is the most part of an organisation and it’s where existing and potential customers and clients seek information. As Sherman states in a blog written for LYFE Marketing, as companies’ the website is the backbone of your organisation and helps build success and credibility (Sherman 2019), with 88% of people researching a company and seeking information from their online presents (Sherman 2019).
Some organisations can get caught up in the business world and wanting to make their website the biggest and best thing, however I believe simplicity is key.
The three best things to think about when constructing a website is
#1. Be consistent, balancing your design
#2. Have a call for action on almost every page – This gets the public to interact with your website
#3. Let pictures help tell your story, This one if my FAVOURITE !!
What do you think?
A picture tells thousand words… as they say. Using visual cues/images and the right images can make or break your website, breaking it down to be less text heavy.
I have seen how technology has played an important part in my companies operations, especially due to current times. I was privileged enough to listen in on a CEO Summit online event, where high power CEOs had conversations around gender equity sparking discussions on how organisations can use gender equity as a business strategy.
Even if it was indirectly this was an amazing opportunity, getting involved in my first ever event watching how it all runs. It gave me flash forward to what I could potentially be directly involved in, in the future.
Not only am I going up in my workplace but I must say I’m getting used to the amazing view from my office desk looking over Perth City and the Swan River, from way up of the South32 building…which I must say, looking at it for the first time was quite scary. To think I’ll be potentially working on one of those 50 floors. But I will say if you’re afraid of heights, this may not be a job for you!!!
Throughout my weeks I have come across this quote and I thought It was a perfect way to describe how my internship has been going so far. Nelson Mandela says ‘’I never loose, I either win or learn’’ and this is exactly how I feel from the busy past weeks. I have continued to hit speed bumps and learn but I never thought in a million years I would be doing the work I am and so independently.
References
Sherman, 2019. ‘’ The Importance of a Website for Your Business Success.’’ LYFE Marketing(Blog), October 4th, 2019. https://www.lyfemarketing.com/blog/importance-of-a-website/
Ready, Steady… Launch !
The Final Version
Since last week I have continued to work on the website and took time to improve and adjust areas of the site that could have been done differently. Often, when you have created something, you don’t always see how else it could look or anything that could be done differently to better the website. That is why this week I came back to the website with fresh eyes, allowing me to see it for what it is. It has been very exciting to create the website from scratch and to have had the opportunity to really consider what the brand represents and how that can be demonstrated on an online platform. I spent a considerable amount of time researching their competitors, creating branding pillars and forming a voice for the brand. These exercises have been invaluable to me, especially when it came to writing the copy as it has helped me to get into “character” when writing the different sections of the website. *Drumroll please* Now enough talking and more showing! here is the final version of the website that I have produced for Venture South.
Venture South is a new tourism business based in Western Australia and so when producing the website it was clear that it would 1. have to have beautiful photos of the unique ecosystem that WA has to offer, 2. It would have to inspire the person viewing the website to go on an adventure, 3. It would have to have an element of Australia in it and 4. while being outdoor based it would still need to be modern and eye catching.
Creating My First Email Campaign
The next task that I have been working on is creating a series of email campaign templates for the business to use once it has fully launched. This was an entirely new experience for me and something I had never done before! So first of all as this is a new business, my manager asked me to set up the business with Mailchimp and then left me to conceptualise at least four Mailchimp templates for the business to use. In the end, the four campaigns that I came up with were:
- A “thank you” based campaign that is designed to be sent to the customers once they have finished a tour with Venture South asking them to review their experience online
- Weekly email newsletter
- Membership retention campaign
- Discount campaign for loyal customers
Creating the campaigns using Mailchimp was not as easy as I had hoped and I honestly find the system to lack a lot of simple features, especially when it comes to visual elements. However, I worked around this by using softwares such as Photoshop and Canva, to create visual content that would improve the appearance of the campaigns.
It doesn’t stop there !
The best part about this internship for me is that there is so much to get involved with and so many different projects required to launch this new business. Beyond the campaigns and website production, I have also been compiling a list of contacts within the tourism industry, created an excel document for local journalists and editors and started creating a social media content plan for the online launch.
I am learning so much and this internship has definitely pushed me in ways I could never have imagined. I look forward to updating you all soon on my future projects and look forward to hearing about everyone’s experiences!
Kieran
Where The Adventure Begins | My First Day
The Night Before
Picture this, it’s the night before and I am preparing for my first internship within the public relations industry. I am both extremely excited and extremely nervous, as I wonder what my first day of work will involve. Usually, when starting a new position, I will take the time to research the company, review their annual reports and familiarise myself with the type of business that they are. However, the company I am working for (Venture South) is a new subsidiary of the Mader Group and is yet to be launched. Therefore, there was little to no information online! which only made this position even more exciting and mysterious.
Nevertheless, preparation is key and while I may not necessarily have been able to learn more about the business. I could make sure that I was prepared for anything they threw at me. Firstly, I downloaded a coffee record app (of course) in case my duties would involve doing the coffee rounds for the office. Secondly, I packed the essentials, which included; Panadol, a to-do list, notepads, stationery and a can-do attitude. Lastly, I ironed my outfit the night before so that I wouldn’t need to worry about it in the morning.
My First Day
The First Day was extremely exciting and busy! My manager took me around the office and introduced me to several staff members, showed me the office facilities and took me to my desk. It was here that I learned about a software called Citrix, which is essentially a server that all staff connect to and access applications/documents from.
The first day was very productive and I was surprised to learn just how hands on this internship was going to be. You often hear the intern is going to be given the work other people don’t want to do or be running around doing the coffee orders. However, the good news was that this wasn’t the case and that there would be a lot to learn from this position.
My first project was to create the website using a software called Squarespace. While, I was familiar with using software, such as Wix and WordPress. I had actually never had the opportunity to use Squarespace and soon realised that it was very very different to other softwares, such as Wix. in the beginning it took me a little while to get used to how the software functioned, but by the end of the day I had my first full draft (w00!) and we had produced an overall concept of what the brand was going to look like. The most exciting part about this and the project was that the brand doesn’t exist! Essentially I would be in charge of bringing the brand alive and creating its image.
I have to say the thought of creating a website in a day at first was daunting. All I could think was I need to write copy, find out about the products, create the booking systems, get the contact details and then I had to breathe! I created a to-do list and broke down step by step what needed to be done. Before I knew it, task after task was being completed and I quickly learned how important it is to break down your tasks.
The first few days have been extremely productive and I am excited about the future projects that I will be working on. I look forward to writing my next blog and updating you all on what I have been doing.
Kieran 🙂
S E Who?
Following on from my exciting week of content creation, now was the time to utilise SEO and understanding the importance it holds to a PR professional. With this content, bought forward opportunity for scheduling and planning in delivering the correct information in front of the desired audience at the ideal time.
With contractual agreements in place with multiple hair care and product brands and ranges, I was made aware that there were content expectations that needed to be met month to month in order to honour their obligations. In delivering a social media schedule that would benefit both the hair studio and its partners seemed a more involved task than expected. It wasn’t just about scheduling a post or including a link at the right moment, but an extensive break down of audience engagement and relevancy needed to be broken down in order to further the chances of guaranteed visibility.
After a thorough analysis of the studio’s competitors their website, social media platforms, services on offer and price list, I had a fair idea of the industry and what clients value more so over other aspects of the service. Message placement as well as influence on audience were aspects that I recognised were of most importance for the studio’s SEO strategy. I also highlighted the importance of proper response rate and tone for Google reviews as this seemed to be one of the studios downfalls and also a contributor to clients looking elsewhere.
Another element we explored this week was partnership opportunities with likeminded individuals and businesses, as well as research into surrounding and local businesses to increase awareness of what services Viva La Blonde offers. I was allocated the areas surrounding our North Freo Studio to approach brands that would align with our values, target audience and their willingness to collaborate.
Similar to the strategies I used in scouting new talent for the hair studio, I utilised businesses webpages and forms of contact such as Facebook, Instagram, contact numbers and even face to face interaction. I felt that this was more of an approachable manner to take whilst asking to collaborate with businesses, putting a face to their interactions and agreements. I definitely had the hang of online communication at this point so it was refreshing to revisit interpersonal skills and asses my ability in working face to face with potential business partners.
A common theme I identified in the area was businesses reflecting a lifestyle of ‘healthy living’. After approaching a number of fitness studios, catering and coffee shops, as well as all things beach living, we had three successful collaboration opportunities present themselves. Body Base Pilates, Clubhouse Sweat Studio and The Coastal Life SUP warehouse. I was over the moon to have three successful connections made through my approach and hope that these initial opportunities will bring forth future cross-marketing channels for the studio.
Straight Into the Content Creation Game
This week began with a lesson in communication as well as an analysis of social media strategies, efforts and trends. The brands social media presence had been on a steady decline for the past few months so I was assigned to rectify the problem, hindering the potential for new and existing clients to connect to the business on a further level.
Technically, I was sent to scout new talent for the Instagram feed , blog posts and website content. A task that I was excited to try, but definitely a difficult and time consuming one. Firstly, I formulated a template message that I could send to potential ambassadors and collaborators. Deciding on the right tone, phrasing and approach to take to ensure the correct message was delivered, was definitely something new to me. I already knew how to deliver the best customer service skills to clients, but this was a completely different form of communication that I was not accustomed to.
Viva La Blonde – Social Media Content Template
Then came the process of researching and discovering fresh faces for their content creation and electronic marketing spread. This started off very slow as I found it difficult deciding on which platforms and formats to use to begin my search.
- How would I locate these people?
- What form of communication is best suited?
- Who would best represent the brand?
- Who has the look that the brand wants?
- How to determine their residence?
My main communication channel was most successful through Instagram. It was easier to source talent through other Perth businesses e.g. make-up artists, retailers and existing clients. Once I sent my first few messages, I began to get a feel for the expectations and further understand what we were looking for so the contact began to flow.
Later that week, the responses began to come in and I had booked our first shoot for the month. In order to properly showcase the Evo Product Range, our sourced model had a take home colour conditioner applied in studio, to show clients how the product works and what the physical end result for the client would look like. The shoot was lead by myself with direction from my supervisor and the colourist.
This was by far my favourite week, learning more about content creation and how to successfully communicate with a different element of B2B that I hadn’t yet experienced in any workplace. This would definitely be an element of PR that I would like to pursue in further detail as I believe this is where my strengths lie.
Thrown Into the Deep End – The Immediate Transition of Roles
As an introduction, my PR internship begins at my place of work, a well-known blonde specialist hair studio in Perth. Originally hired in 2018 as the Receptionist for the North Freo studio, I am now working directly with the Public Relations Coordinator and Communications Manager of both salons to further my Public Relations experience as an intern, rather than an employee.
The first obvious difference for me, travelling to and working from our head salon in the Perth CBD as opposed to my usual scene of the coastal North Fremantle studio. It does make it very official to be amongst the hustle and bustle of Perth City and already gives me that drive to work at a faster pace and the motivation to learn as much as I can with the days I have.
Viva La Blonde – Hair Studio Perth CBD
Upon arrival on my first official day as PR intern, my supervisor and business owners were there to give me the run down of expected tasks and scheduled deadlines that I would need to work toward in order to meet the expectations of the business. Already knowing the basic functions and day to day activities needed by the studio, it definitely felt like a huge step up with a larger responsibility being placed on my shoulders. However, I was ready for the challenge!
Initially I was introduced to apps that both the supervisor and owner use for the running and monitoring of Social Media Platforms. These included:
- Planoly
- Facebook Page
- Unfold
- Shopify
- Lightroom
- Photoshop
I was given an in-depth introduction on how to utilise all of these channels, when the best time was to use them without spending hours on my phone at a time, as well as how I can plan days in advance of Social Media activity with ease.
One of these being Shopify, it provided me with the back end of the studio’s website and how to use this platform for consistent website development and management. I loved looking at the creative side of what goes into forming a brands website and delivering all the information needed for current and potential clients. Its not as easy as it appears, but the hard work and consistency is what shows in the end.
Another major element of my responsibility as PR Intern was liaising with my Supervisor in coordinating an internal event for all of the staff at both studios. As the event was coming up fairly quickly, this was at the forefront of my duties to complete on time. Organising an event plan overview as well as a basic run sheet was my first task to be completed by the end of my first day. Understanding urgency and the importance of time management definitely came into play to make sure I stuck to the deadline.
Viva La Blonde – Event Plan
Viva La Blonde – Event Basic Run Sheet
Overall this first day was really informative with a fast pace and engaging supervisors to really give me as much knowledge on what is expected from a PR perspective when working for their business. Although somewhat overwhelmed, I am so ready to get into some hands-on work that will give me a completely different insight on the business with PR as the focus to broaden my expectations of my future career path.
See You on The Other Side
It was a sunny day. Everything feels like usual… wait, no, it is my FINAL DAY of internship! (You gotta be kidding me!) Two months just gone by like a blink of an eye. Before I could pause and enjoy the last bit, the sound of farewell started ringing in between my ears as I was on my way to the office for the last time. In fact, I think it would only be appropriate for me to recount my journey as a whole and of course, share some tips for my future juniors on taking the internship experience well.
My Learning Journey
Throughout my entire period in the office with the Cornerstone staffs and my supervisor, I was given tons of opportunities in engaging different kinds of works such as producing visual designs, social media and website write-up, editing photos, taking part in video shooting and even liaising and sourcing of human power for events. Although Cornerstone Miri is not considered as a huge corporate organisation with full-on established Public Relations functions like holding press conferences, sending out press releases regularly and dealing closely with journalists for external publications yet I am confident to say, they did not give me any smaller platform in learning the perks of Public Relations.
To elaborate, I learnt about the shaping of image and brand in revamping the website; I learnt about the conciseness and accuracy of message in crafting social media write-up; I learnt about the impact of excellent visual on the reception of information by the public; I learnt about the detailed managing of events and of course, I witnessed how a good Public Relations practitioner look like when I see my supervisor – composed, eloquent, sharp and ever ready for everything and anything.
Attached below are a few of my works and the things I have done during the internship…
Media meeting with my colleagues
The “legendary” 7 designs I have done for just one publicity
Social media publicity design and write-up by me
Social media special publicity design and write-up by me
Editing photos for publicity with Adobe Lightroom
Assisting in video shooting for a kids conference
Assisted and took part in The Christmas Fest 2019 promo video
I even appeared on Instagram story as the closing person after Christmas Fest has ended
Some useful tips…
Finally, here are some humble tips given by me with the tiniest hope that perhaps they will help anyone in embarking on their own internship adventures…
- Be present – attentive on instructions and orders.
- Be excited to learn – it’s all about the application! So glean in and enjoy the learning curve.
- Be ready for pitfalls – it’s not always sunshine so better guard yourself for bad days! Even so, embrace it and know that everything is a priceless lesson.
- Engage with people – you are surrounded with new environment and new people so why not take the chance to know more about them over the coffee talks and perhaps gain more than what you need for the internship! (of course, do this with ultimate respect)
- Don’t be afraid to ask and do more – often we are terrified by our own inner fears or the thought of being disadvantaged if we make more effort but my advice is don’t, take initiative and work closely with your supervisor, it will all be worth it.
The Closing
And here I am, looking back at my internship journey filled with laughters and tears. No words can portray how glad I am being able to have one and finish it well. Interesting enough, there were A LOT of times during my period in the office whereby I totally forgot I was there primarily for academic purpose as I simply enjoyed the Public Relations experience so much! Truly, no regret. Deep down from my heart with greatest gratitude, I just want to say, thank you everyone who had helped me throughout the two months. With a smile, I shall now bid goodbye to my internship journey… so long, farewell!