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Josh Myatt on work experience at Changeworks

During the first week of December, Changeworks had the pleasure of giving Josh Myatt, a student at Walton High School, a week’s work experience to show him the ropes of being part of a busy PR and Marketing team. Here, Josh journals his time spent at Changeworks.

5/12/11

Monday
Today it was my first day and it was just me and Sue (employer) and me in today, I got into work for 9:00am and I started on completing the account spreadsheet for income, invoices and expenditure. That took me most of the day really, after I completed that I watched the employer edit a video and how to put that accomplished video on to an actual CD.
What I liked about today was how not to be in a routine and listening out for bells, its a change from school with giving you more freedom. There was nothing I really disliked about today and it’s a huge difference from school. Read more…

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The rules of PR have changed overnight and if you don’t understand how to use PR 2.0 and embrace online communications you’ll miss out on many benefits for you and your clients.

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The field of internal communication is a rich one to write about because of its potential to influence and change. But that’s not to detract from the vitally important job of communicating to external stakeholders. Effective B2B public relations requires thought, planning and imagination.

Research shows that journalists turn first to the internet for all things press and media for their clients. After all most media types are going to be gen X-rs or gen Y-rs. They are online, wired, actively seek technological interaction and are becoming seamlessly connected through technology.  

Clients are often not doing enough to meet the communication needs of the press and media. They think that a list of latest press releases posted on their customer facing site is enough. But they are missing a trick, or twenty, and not getting a fair share of voice.

We recently conducted some informal research with journalists, specifically in the B2B sector (though the same will apply to B2C) and they pleaded with us to have more press resources online.

This is precisely why we are introducing an online media centre. With a dedicated url, easily referenced by journos and indexed by individual client, this will contain press releases as searchable html pages and dedicated RSS feeds. It will host all podcasts, blog feeds and videocasts that we use to supplement client communication as well as a searchable image library.

Of course none of this matters unless the journalists trust the source and this means spending much time and effort in building relationships. It goes without saying that face to face communication is still critical in building relationships, with 45% of journalists in the Keynote survey agreeing this was actually their preferred method. Telephone contact (15%) and events/ conferences (13%) also have a place, but fall a way behind the internet and face to face channels.

This is part of our vision to take B2B PR into the 21st century and to continue to drive value for clients. Find out more about our services at Changeworks Communications.