Cohesive Communications Internship

My 5-week internship took place at a PR and marketing agency called Cohesive Communications, who specialise in B2B tech upstarts from around the globe.

I helped out on a number of accounts, from cloud data management vendor Rubrik to IT security solutions provider Barracuda Networks.

My responsibilities included:
– Attending weekly Monday morning catch-ups.
– Attending account meetings, discussing strategies.
– Analysing and tracking client media coverage.
– Informing team of any cyber security breaking news.

Tasks

– Media Relations: I successfully pitched to a number of tech journalists, securing interviews at VM World Europe & Barracuda’s Partner Event in London.
– Completing write ups to enter client into various award programmes.
– Social media research and analytics. Used Buzzsumo to monitor tech based content and influencers.
– I documented the Bike To Work scheme that the company took part in and edited a Vlog style video ready for social media.
– Helped compile a tweet social calendar in the build up to a client event.
– Wrote a blog on the company website about my experiences.

Successful at:

  • Pitching to journalists was enjoyable once I had got to grips with the process.

I didn’t have great amount of confidence from my previous placement so being able to overcome this was a bit positive for me.

From a media relations point of view, I felt I build up particular relationships with certain journalists. Zac Emmanuel from Computer Weekly was a recent graduate so felt like we were on similar levels. It was great persuading the journalists to book in for an interview and tick them off the media list. As I’m sure many people know, it is hard getting a journalist to answer the phone let alone have a conversation with them.

Struggled with:

  • I think because I enjoyed the placement so much, there wasn’t a great deal I personally felt I struggled at – I was always keen to get my teeth stuck into something.

In the first few weeks I was still getting used to things so that was likely to be my most vulnerable patch.

We had a team meeting about content and ways of developing the website. Another intern was there and she was a lot better at brain storming. I didn’t understand the tasks so my points were a bit vague. Looking back on it, it probably would’ve been more progressive to think of loads of ideas and explain how they were relevant. Create more of a discussion.

Other than that I thought it was a fantastic placement and I learn a lot!

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The Importance Of Blogging 

The Web Log or more famously known as The Blog, is one of the oldest surviving forms of social media. The majority of people have read a blog, but are people fully aware of the true power that comes with blogging?

  • There are currently more than 8 million blogs in the Digi-sphere.
  • Every 7-8 seconds a new blog is created somewhere in the world.
  • There are almost 3 million new posts made every day.

First launching around the mid 1990’s, the blog is one of the oldest forms of social media.  It’s roots are therefore fully embedded in the stimulating membrane of the world wide web. It has been absorbing content well before web 2.0.

If there isn’t any more of a reason to get blogging, then you must seriously be missing the point. While many people invest huge amounts of money in google analytics and paid for advertising, blogs automatically bring more traffic to your website through the key words that Google picks out from websites.

Building your brand image

According to information obtained from a PRCA training webinar: 70% of people admitted they learn more about a brand via it’s blog than through it’s paid for advertising.

This just goes to show how effective a blog can be. The amount of organisations around the world that invest large amounts of money into advertising and promotional services, when there’s a free alternative right on their doorstep. This reinforces how PR is adapting to the technological developments of the digital age.

With free blogging websites available such as Blogger and WordPress, there’s no excuse to get set up on the vast landscape surrounding blogging.

If you want to go the extra mile, you can pay for your own domain name, however this is only optional, you can include your company name in the WordPress header.

Case study

Once upon a time, there was a rather large fellow by the name of Mark price – the managing director of Waitrose. Believe it to not, his unflattering body image actually benefited his retail giant in more ways than one.

Waitrose were keen advocates of the blog, eager to post on a daily basis. However, they were missing one vital point, engagement. In order to create a successful blog, it must contain a certain style and personalisation.

Waitrose began by throwing out content left right and centre. This resulted in maximum effort but little engagement. This brought about a sudden change in tactics. The clever team and Waitrose thought up an ingenious strategy of creating a blog about Price and his quest to lose weight. Because of the witty blog title, The Chubby Grocerthe site took off and engagement doubled. They integrated the story of him losing weight as well as discussing the new weekly Waitrose recipes.

This was a great way of promoting recipes from the Waitrose magazine and giving Mark Price good publicity. All round fantastic PR. This is a perfect example of how companies like Waitrose are adopting to the fast paced environment of the digital age.

References

PRCA Training Online Webinars: http://www.prca.org.uk/training/courses