Interview with Andrew Smith, Director at escherman

This week for my Interview Series, we have Andrew Smith, Director at escherman, talk about his career path, current role, changes he’s seen in the PR industry over the years and his thoughts on the future of PR.

andrew-111. Before working in PR, you spent a couple of years working as a Deputy News Editor at a weekly UK publishing trade title. Can you talk about your experience working there and why you decided to enter the PR industry afterwards?

I started life as an editorial assistant on the Retail Newsagent Tobacconist and Confectioner in September 1985. In spite of appearances, this was an excellent training ground in journalism. One of my former predecessors in this role at the magazine – Mark Haysom – went on to become Chief Executive of Trinity Group Newspapers  and one of the most powerful people in British newspaper publishing.

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Interview with Mandi Bateson, Head of Social at Mindshare

This week we have Mandi Bateson, Head of Social at Mindshare, discussing her career path, her creative process for coming up and executing ideas, technology trends and skills that are becoming increasingly important for marketers.

Mandi 2012

1. To kick things off, can you tell us a little about yourself and provide a quick overview of your career to date?

I started working as a marketing and events coordinator during a 2 year stint in England in the early 00s. After a few years working in a multitude of B2B marketing communications roles, I was adamant that I would a) never specialise and b) never work for an agency. And yet here I am, loving agency life and in one of the more niche marketing areas in the industry.

I love that I started my career in B2B – I’ve set up forums for real estate software beta testers, created communities of interest for Australian businesses exploring international trade opportunities and used content marketing to generate leads for enterprise telecommunications. For 6 years I worked side by side with sales teams which meant a Monday morning without solid marketing results was a Monday morning I didn’t want to face. Our reports always showed that the strongest source for lead generation was word of mouth which is why I started focusing on social media marketing tactics before they were really known as social.

The past 4 years of agency life have been a rollercoaster – from setting up the social team at Daemon Digital (now TWO Social) to setting up the social team at PR agency Hill & Knowlton (now H+K Strategies) to my current role setting up the social team at Mindshare (still known as Mindshare thankfully). It’s been interesting to see how social is perceived within different marketing disciplines and it will be no surprise that I feel a media agency is well placed to see social come to life.

2. As the Head of Social at Mindshare, does that mean you basically throw parties and sip champagne all day? Or is there more to the role than that?

I have been asked at many a function if being Head of Social means that I’m responsible for the party. When I explain my role is about social media marketing I usually get an apology from the person that they’re not on Twitter.

We look at developing participatory ideas, creating content, influencer outreach, social listening, and communications planning. I spend a lot of time with our clients assisting them with their social strategy, whether that’s because they need help educating their internal teams on how it will be executed or that they need to translate a global strategy to have relevance locally or because they want to integrate campaign activity into always-on planning. Champagne is optional.

3. What would be a typical day for you at the office?

Much like anyone else, there’s no real typical day for me.

I have a fab team which I can rely on to execute our campaigns so I can focus on all the other elements that keep our business ticking along including meeting new clients and getting to know their pain points, internal training and education so everyone’s thinking social, catching up with the client teams to make sure we’re all working towards the same goal, meeting with our media partners to stay up-to-date with their solutions, writing strategies and developing campaign ideas, giving advice on how to manage those tricky social issues that always seem to pop up, tinkering with our planning and reporting templates and process documents, talking to our strategy team about upcoming campaigns and the role for social, attending some kind of training session on either our Original Thinking Framework or one of the company’s professional development courses, and talking to the digital team about social advertising updates.

We have offices in Sydney and Melbourne so there’s quite a lot of work to cover and sometimes all of this needs to be put on hold if a campaign requires all hands on deck.

4. Part of your role calls for a lot of ideas generation and creativity. Can you talk to us about your creative process? Do you switch it on and off or is your mind constantly racing with new ideas?

We always ask “why would they care, why would they share” when trying to tap into a killer social idea. Without wanting to black hat ideas as they develop, getting realistic about the likely audience reaction and how much incentive would be required to get a reaction improves creativity as you really need to be able to articulate the motivators and behaviours of your target market. Seems pretty obvious but it can often make a big difference between how an idea lives in traditional advertising and how it is executed socially.

Strangely enough I find that technology inspires my creativity. Most people will tell you that technology is not an idea – of course it isn’t. Unfortunately though my creativity is restricted by known limitations. To explain myself, here’s a campaign I liked: Flair Fashiontag. Say your friend posts a photo of themselves on Facebook in a cute outfit. You can use the app to tag a piece of clothing in the photo with a Fashiontag, which lets them know you like it, helps you get more info about the item of clothing or accessory and gives Flair magazine content they can use in their magazine. What I liked about this is that I didn’t even know it was possible to tag images on Facebook with something other than the name of a friend. The more aware you are of your possibilities, the more creative you can be.

One lesson about brainstorming that I’ve taken with me is that sometimes you have to let ideas go. I may have thought I had a cracking idea in a brainstorm in 2009 but if you cling onto an idea for too long you’ll find yourself trying to retrofit a strategy to suit that idea and what may have been a moment of brilliance will fizzle pretty quickly or even worse you become a one-trick pony selling social scavenger hunts to every client that comes along.

5. What are your thoughts on the digital landscape at the moment? Are there any technology trends that you’re really excited about?

I think we need to be aware of the consequences of this always-on environment that we’re in. Have you ever taken a break from social media? I try to do it twice a year for at least a week at a time because otherwise I find that my attitude towards social changes as I get overwhelmed with the constant barrage of people, platforms and brands telling me to like this, view that, share with friends, get outraged by this, overshare that. I think when we are trying to understand our audience we will need to know more than just how or when or why they access online properties and understanding their attitude will becoming increasingly significant.

It changes how people react to social media mishaps or crises as an issue that may have received little to no attention gleefully becomes branded as the latest #fail. It shapes who and what we trust as those willing to trade a tweet or a share for a sample freebie dilute their own social currency by becoming background noise instead of a possible “influencer”. The savvy social networker is becoming jaded by mainstream platforms and even more so by the promise of bright shiny new things. For many, tech snobbery is cool and “I don’t have Facebook” is the new “I don’t own a TV”.

I think brands that can understand the dynamics of the overall digital landscape and how it changes the attitude of those using the technology will fare much better than those jumping on the latest trend.

6. What sort of skills do you think will become increasingly important within the next 5 – 10 years?

We’re already seeing this but I think those wanting to work in social media will need to have a few seemingly contradictory skills up their sleeve. The assumption that people are good at either numbers or words is being proven wrong by social media marketing professionals who need to be as comfortable diving into line after line of data as they are writing succinct and successful copy.

The perfect marketer would have the ability to optimise social advertising, write copy appropriate for discovery within platforms or search engines, design and produce content, be able to calmly manage a crisis situation, analyse data like a pro, be an ideas man, be able to articulate the tone of every brand they work on, be able to write and deliver training courses, dabble with code, create media plans, manage media/influencer relations, write solid strategies and have an innate understanding of consumer psychology. A good social generalist will own the specialist field.

***If you want to get in touch with Mandi, say hi on Twitter @mab397 or check out her blog***

Interview with Ishtar Schneider, Senior Account Executive at Palin Communications

This week we have Ishtar Schneider, Senior Account Executive at healthcare PR agency Palin Communications, talking about her career path, working at Palin, her thoughts on company blogs and emerging PR trends and how she keeps up-to-date with all the news out there.

profile1. Prior to Palin Communications, you worked in a range of roles — from interning at Edelman to community management to media relations assistant — can you give us a quick overview of your past positions?

Haha well there is a fair chunk, I’m one of those people who always likes to be busy. I worked three jobs while doing Uni full time. One of those was as a media relations assistant for my own school – University of San Francisco. I was lucky enough to be hired into that job when I was only a sophomore so I was able to learn a lot through my 3 years there. It was basically entry level in-house PR experience and I got a really great base for my career in that job.

I was also an intern and then asked to stay on as community manager, blogger and stylist for a styling consulting firm in San Francisco called Urban Darling LLC. It was great experience since the company was pretty small and I worked closely with the founder who is a fabulous woman and who taught me a lot about the industry and gave me plenty of exposure to high profile people. I still do the occasional guest blog for them, since fashion is one of those things I never get tired of writing about.

My senior year I studied abroad here in Sydney and was lucky enough to intern with Edelman in their corporate team. I learned a lot and it definitely helped me when I made the big move over here, learning the media landscape in Australia. I met some great people, some of whom I’m still friends with! The PR industry is pretty small no matter where you go.

2. During your studies, you also dabbled in advertising and journalism – why did you settle on PR as your career path?

I’ve always known that PR is the route I wanted to take, not everyone does, but I’m lucky that I did. I took some advertising and journalism courses because I wanted a well-rounded view of the industry. All of those – PR, advertising, marketing, journalism – are so frequently intertwined that it helps to know the distinctions and to have a general understanding of each I think.

3. Can you describe your role as Senior Account Executive at Palin Communications?

As a SAE for Palin (a specialised healthcare agency), I am responsible for supporting the Account Managers on a variety of clients, including Non-profits, pharmaceutical brands, medical devices and medical technology etc. Its a pretty exciting range of projects that I get to work on which makes every day equally fun! I also have a few projects that I handle more autonomously which is great. We’ve just launch an introductory online course in healthcare PR based on industry demand that’s pretty nifty.

4. In the past, you blogged for fashion website Guilty Star. In light of the growing demand for original, high-quality content, how do you think blogging fits in the PR industry? Do you think all organisations should have a blog?

I don’t think blogging is for everyone. I think you’ve got to really enjoy blogging otherwise it will show in your writing and no one wants to read what you don’t even want to write. I think organisations need to really identify WHAT the purpose of their blog will be, WHO will be the voice (will you have one main voice or many contributors), and put in the time and effort it takes to make the blog a success.

You can’t just have a blog because it’s what you “should” be doing and expect it to be a rousing success. Interesting, topical, engaging content and a clear voice is key. If you go through all of this and decide a blog isn’t the best thing for your brand/service/product that’s OK! It’s the same as asking is Facebook or Twitter or Pinterest or Instagram right for every company? The answer, in my opinion, is resoundingly, no.

5. What are your thoughts on how the PR industry will shift in the next five to ten years? What sort of trends and changes do you anticipate emerging?

I think the industry is experiencing a lot of change, especially within the health sector. Something that everyone is concerned with at the moment is regulation in the social media arena. People are rethinking their positioning in that space given recent regulations that state you are responsible for EVERYTHING on your page/account including posts by others and (the biggest shocker) suggested posts/videos.

I think this has PR agencies reevaluating the way they approach social media and this will only continue to change in the future. I think online will continue to grow and I definitely think there’s a lot of exciting potential for us as PR professionals in the next 5-10 years. Integration between advertising, pr and marketing efforts will continue to be the way to a winning campaign. Great article on Mumbrella recently on this –

6. As a PR professional, you have to keep up-to-date with all trending news and topics for your clients. I’m curious as to how you stay on top of this while preventing information overload. I know there were some days where I’d absolutely dread looking at my Google Reader!

Haha yeah it can be overwhelming at times, I try to check things out in the morning before I dive into work and periodically throughout the day when I’ve got a spare moment. It helps signing up to relevant newsletters so that when they come through (there are some daily and weekly health ones worth reading)you can just scan them and move along. Twitter is also great if you follow the right people and/or hashtags. That being said, I think it’s definitely worthwhile to take a break (even if it’s over lunch)to tune out otherwise your work life/pressing activities will consume you!

7. And lastly, what would your number one tip for PR students looking to get their foot in the door?

Stay in touch with people you meet. I’ve been really lucky to have worked for people who were extremely encouraging and supportive of my fledgling career. Take advantage of the knowledge around you and keep in contact with those people (and professors!) no matter where you end up after graduation. Also, be ENTHUSIASTIC! It’s contagious I promise. In my experience if you show people you’re excited to be doing something, no matter how mundane, they will remember that and it will get you far.

***You can get in touch with Ishtar via Twitter or LinkedIn***

Interview with Luisa Regattieri, Account Coordinator at Espresso Communications

This week for my Interview Series, we have Luisa Regattieri, Account Coordinator at Espresso Communications, discussing why she chose PR, her various internship experiences and job hunting tips for graduates out there.

Photo 5-03-13 19 53 441. First off, can you tell us a little about yourself and your role at Espresso Communications?

I am an Account Coordinator at Espresso Communications. I am responsible for monitoring coverage for clients, researching, planning and assisting my team to ensure we provide our clients with the best service. Espresso has been a great place to kick start full time work in the PR industry, as the role is flexible in the sense that as I gain more experience, I am exposed to greater responsibilities.

I work with a range of clients, predominantly in the consumer and enterprise technology sector. However, as each client is different I am also working across other verticals such as advertising, retail and business.

Espresso’s clients range from start-ups to well known and trusted companies in their respective industries. As such, the type of consulting I am required to offer is unique to each client, allowing me to expand my skills and gain a wider array of experience.

2. Before Espresso, you interned at Guide Dogs NSW/ACT and Hotwire – what was that like? I’d imagine they were quite different experiences?

They were definitely two very different experiences, and essentially that is why I chose each of them. Hotwire was my first internship and a great window into the world of PR. It gave me a better understanding of what gets done day in, day out, in an agency setting. Working in an agency gave me the opportunity to work in teams to achieve goals for each client, and also exposed me to a lot of very savvy minds, who have shaped the way I approach PR.

My internship at the Guide Dogs was completely different. Firstly, it was in-house. The opportunity allowed me to understand how PR is integrated under the marketing umbrella of a bigger organisation. I learnt that unlike an agency, where you are required to juggle multiple clients, with an in house role you are only required to work on one client. Whilst this can appear somewhat easier, my experience proved that an in house PR person’s role is often stretched further to encompass aspects of marketing and event planning, which can lead to longer hours.

3. What do you think made you choose PR as a career path?

After a year studying a Bachelor of Arts at the University of Sydney, I knew I wanted to study something more vocationally focused. I have always been interested in communication, having complete a TAFE course in Media, in Year 11 as part of my Preliminary Higher School Certificate. When exploring my study options, the Public Communications degree at UTS was of most interest to me, so I enrolled in the Public Relations stream and haven’t looked back!

4. What was your job hunt like?

Unlike most, it was actually relatively painless. Having just returned home from a few months abroad I didn’t place too much importance on getting a job straight away. I think this is what made the process a lot less stressful. Espresso seemed like a great fit because of my experience with Hotwire, and when I met the team I knew it was the kind of agency I wanted to work at. I must admit I was very lucky!

In terms of the process for applying, I used websites such as SEEK and Pedestrian.TV to apply for jobs, summiting a tailored cover note and CV, for each job I was interested in. As Espresso was one of the first to respond, I did not need to use other websites. However, I would highly recommend setting up a LinkedIn account and keeping in contact with anyone you have met from internships or work experience. LinkedIn also allows you to stay abreast of trending topics and issues in your industry.

5. That jump from studying to working can be quite jarring. But that jump from part-time work to full-time at a PR agency is even more intense. How did you find your first week?

Before starting work full time, I returned just a few weeks earlier from four months overseas, so adjusting to my first week was very intense. I would go as far as to say even the first month. Getting into a work routine was difficult, especially since my body was more accustomed to a university lifestyle of sleeping until midday. However, once you get used to the working hours, and learn to juggle multiple tasks on the go, it becomes easier. In the PR industry, I have also learnt there is no such thing as a typical day – sometimes you just have to learn to go with the flow.

6. For the graduates out there looking to get their foot in the door, what would be your advice to them?

My advice would definitely be to work hard and be proactive. Looking back on my internships, although I had to juggle university, casual work and an internship, it was definitely worth it. At the time it can seem a little inconvenient, but it was my experience that landed me the job at Espresso. It has also helped me to feel my confident in my current role.

***To get in touch with Luisa, you can check out her LinkedIn profile***

Interview with Edward M. Bury, Strategic PR & Integrated Marketing Communications Consultant.

This week for my Interview Series, we have Edward M. Bury, a strategic public relations and integrated marketing communications consultant based in Chicago. With extensive experience in the marketing, PR and journalism sector, Edward had a lot to share, especially about his career path, his stint as a journalist and why blogging is important for business.

1. You’ve been in the marketing and communications industry for over 30 years – can you tell us a little about your career path?

Upon graduation at Illinois State University with a degree in English, my goal was to land a position in journalism. It’s all I ever wanted to do. Fortunately, I received a referral from my Scoutmaster to an advertising executive at the Chicago Tribune. He referred me to an editor at the City News Bureau.  I secured an interview and was offered a job starting at $100 per week. This was January of 1977.  I was thrilled.

2. What was your experience like working in editorial positions at the City News Bureau of Chicago and Pioneer Press?

My years at City News really shaped me as a professional communicator.  CNB was a 24-hour local wire service that served daily newspapers, television and radio stations.  We did the grunt work: Police and fire stories, criminal court cases and other hard news.  It was the best job I ever had.  I covered real crime and politics — a big change from the soft features I wrote for the ISU daily paper. Spent 12 months on the overnight shift.

It also compelled me to learn to write fast and effectively. I covered some big stories, including the arrest and pre-trial proceedings of convicted mass murderer John Wayne Gacy.  At Pioneer Press, a community newspaper group, I got a byline and the opportunity to cover news and features in some west Chicago suburbs. The pace was much more relaxed, and I knew I’d never be bumped to overnights.

3. How do you think your experience as a journalist has helped shaped your PR career?

As noted, working in the news business really sharpened by writing and editing skills.  I also learned the value of accuracy and storytelling, and how the other side of the communications industry — the public relations side — worked.

4. With platforms like Twitter and blogs becoming increasingly important for news consumption, what are your thoughts on the media landscape today? Where do you think we’re headed in terms of the dynamic of journalism and PR?

Well, the obvious result from the explosion of online communications is that anyone with a computer and broadband access can theoretically reach anyone else with the same resources.  Traditional media has had to embrace social media, and I think that’s a smart thing to do. Why not encourage and embrace dialogue in real time?  I wonder if we’ve run out of platforms and new ways to share information, images and videos online.  What’s going to follow Pinterest?

As for the second question, I think journalists and public relations professionals will always have a working relationship where one feeds off the other.  Story pitches have to get much more refined because the media landscape has shifted to “narrowcasting” more than broadcasting.

5. What made you want to start up your own blog – PR Dude? Love the name by the way!

I launched the PRDude blog after my position with a national real estate association here was eliminated due to declining revenues. My goals were:

  • Enter the blogging community to enhance my digital footprint
  • Chronicle my search for new full-time employment and encourage others in the same predicament
  • Have a forum to share ideas and encourage dialogue on public relations.

I selected the “Dude” moniker because “Guy” was already taken.  Plus, it makes me sound a generation younger than I really am!

6. In what ways do you think organisations should leverage blogging for communications purposes?

First, I think every organization should immediately augment static, unchanging web content with blogs and new content. Second, virtually any organization should launch a blog for several reasons: Helps build awareness for new programs, products, positions and developments; creates a repository of positive online content that could help mitigate negative perceptions during a crisis; encourages dialogue with key stakeholders; engages team members to have a role in communications.

7. Having been in the industry for so long, I’m sure you’ve worked on quite a number of exciting things. Is there a particular campaign or project that stands out to you?

When I was in the agency business, we represented a fashion design school; there was a McDonald’s franchise next to the school.  I came up with an idea to have a “fashion show” of garments made with McDonald’s paper and plastic items. The show received tremendous TV, print and wire service coverage (this was in the mid 1980s). The resulting media exposure brought greater awareness to the school and led to an increase in enrollment.

8. And lastly, in an era of tweets, 24/7 news cycle, status updates and bite-sized blog posts, how do you stay up to date with the latest industry trends while avoiding information overload?

I subscribe to a daily newsletter from Mashable.

***To get in touch with Edward, you can check out his website at***

Public Relations: What are the differences between working in-house and at an agency?

If you’re currently not on the Q&A website, Quora, I recommend you create an account and start participating, now! Ever since I joined, the only other website I’ve spent more time on is reddit – it’s a great place to learn about new things and connect with interesting people. A while back I posted up the question – “What are the differences between working in-house and at an agency?” – because I was interested in learning about how the two differed.  

Ian Edwards, a communications consultant with more than 20 years experience, was kind enough to provide a very thorough answer. The below post was originally published on Quora: 

There are many differences between being in PR “client side” (or with an organization) and “agency side”. In no particular order:

Scope of Responsibilities:

  • Agency: While it’s possible that you would be assigned to only one client, if that client was a whopper, more likely you would be responsible for tending to many clients. Agency workers have to juggle different clients, with different priorities, schedules, strategies, needs, urgency, personalities…. at the same time.
  • Corporate: PR teams client-side have, usually, one focus — their employers. It means a very different kind of work flow. For a lot of PR people, they like the more refined focus compared to hectic agencies.


  • Agency: You might have many “bosses.”  If you’re junior in a PR department, say corporate reputation, you may have supervisors, a department chief, project leads, CEO, CFO and client-side reps that all need to be happy. Your client might also need you to involve other departments within the agency (graphics, consumer, media relations), which may create a whole other level of people management.
  • Corporate: Again, the chain of command is more refined. VPs communication have to appeal to their solid and dotted line superiors.

New business development/Budgets:

  • Agency: At agencies, new business development (finding and signing new paying clients) is a never-ending task and one that may pull your focus from actual customers, depending on the drive for growth and new revenue. Your career at an agency, and subsequent promotions and compensation, may be very tied to your ability to sign new clients.
  • Corporate: While new-age corporate PR needs to look at ways to ask for, create and secure greater budgets from their CFOs to pay for anticipated PR activities, some are looking at ways that they can create revenue streams. This is and will be novel, since PR departments have traditionally fallen into the “expense” categories. More likely, you will field solicitations from agency folks courting your company.


  • Agency: If you’re a junior at an agency, you might not make much at all.  There is greater upside as you rise in the ranks, but (generally!) comp is lower at agencies. A smaller agency might not offer benefits like health insurance and might be stingy with time off.
  • Corporate: Client-side PR people tend to fall into more traditional job categories and can (many times!) make more money. Again, benefits tend to be richer for PR people client side.

Work environments:

  • Agency: This can swing wildly from buttoned down traditional office space and cultures to hipster, open-concept, creative environments. A lot depends on the type of clients the agency is courting and the expectations of those clients.
  • Corporate: This tends to be more traditional and conservative, again, depending on the organization.

Billable hours/Proving effectiveness

  • Agency: Agency people sell time and are expected to tally up “billable hours” of appropriate work toward key clients. Depending on the agency, you might be expected to bill 8 hours a day and still put in “non-billable” hours toward new business and other activities that don’t collect revenue. If you don’t meet your billable quota, that likely means you will need to explain that to your superiors who have to manage profit-and-loss and productivity reports.
  • Corporate: While agency and corporate PR people will both likely have to face job evaluations, the criteria for success might be quite different. Billable hours are not usually a focus client side. Rather, corporate PR people have to showcase their effectiveness to the higher-ups. Office politics, “managing up” and proving value are common issues for  both kinds of PR people but perhaps more considered focuses of client-side professionals.


  • Agency: An account might have assistants, account exectives, account supervisiors, senior account supervisors, VPs, SVPs, EVPs, etc. working on fulfilling strategy and maintaining the client relationship.  Smaller budget clients will have far fewer people billing time.
  • Corporate: Because of the higher cost of employing people (vs. hiring consultants), a PR department might be much smaller than the team agency side. Often there is only one person doing PR client side and, often, that person’s job is to manage the relationship with the outside agency. In my experience, some PR people client side have little experience with actual PR activities, but are strong in managing the agency relationship to meet the corporate goals.

Type of work:

  • Agency: Regardless of where you work (agency or corporate), the activities or tasks needed to fulfill a PR assignment are pretty common — strategy, writing, stakeholder development, releases, presentation training, media outreach, etc. Agency side, the work can be very specific to “scopes of work” and expected deliverables that fulfill a PR-supplier contract that can release payment.
  • Corporate: Again, the ways to do PR are pretty much the same wherever you go, but corporate side, they may be less focussed on the ways to prove deliverables and more focussed on what works to meet corporate communication goals. While it seems deliverables and goals should be inter-connected (and likely are), sometimes the priorities of an agency worker to ensure billable hours and revenue are at odds with what is actually working. This last part is what is a major headache for the client-agency relationship — doing the work that actually works.

Interview with Andrew Tran, Social Media Specialist at Vodafone Australia

This week for my Interview Series, we have Andrew Tran, a Social Media Specialist from Vodafone Australia, who has had a ton of experience working with online platforms, managing communities and running social media channels. Andrew also manages his own blog where he writes about social media and how brands can incorporate it into their business objectives. For this interview, Andrew talks about his career path, his current role at Vodafone, blogging for business and the evolution of content creators. Enjoy!

1. You’ve worked in a lot of interesting roles – community producer, sales specialist, social media producer – can you tell us a little about your career path? How sort of steps did you take to end up where you are now?

Starting from sales I got my break working in eCommerce which gave me a good platform to learn a bit of online sales through SEO and some analytical exposure as well.

After 3 Mobile merged with Vodafone, I was given an opportunity to broaden my skill set in digital with, the intention to come back to the social media realm. I’m very fortunate to have been given the time and space to be on some amazing projects/campaigns, make mistakes and then learn from my mistakes – I think that’s very important in any career path you take.

Nothing beats hard work and dedication in any career you want to be in.

2. What’s your role as a social media specialist at Vodafone like? What type of things do you get up during a typical day?

Essentially we support the business in all things social related. From campaigns, brand exercises to customer care and major projects. My typical day envolves a bit of production work on our blog (, community handling and, working with my other colleagues to find opportunities to either promote, listen and/or engage with our customers.

3. What sort of strategy do you have to ensure that the Vodafone blog always has fresh and interesting content for the readers?

It’s mostly about looking at the numbers, gathering insights from the data you extract and talking to various parts of the business to ensure that your content is up to date and, relevant to your audience.

Time is also important as you need to experiment and figure out what works and what doesn’t.

The key is to gather as much experience as you can but, the funny thing is experience is derived from mistakes you make.

4. In addition to your work with Vodafone, you also manage your own blog. What sort of content do you post on there?

My blog ( was firstly about anything I saw that was cool and interesting online.

However, over the last 8-10 months, I really wanted to focus on a particular subject, in this case it was social media.

So now the majority of my site features posts that I find relevant for either small businesses and/or students studying this field, but from time to time I’ll still post content that’s can be totally irrelevant to social media but I believe my audience will like.

5. How important do you think a blog is to a business these days?

Blogging has come a long way over the past 4 years. Businesses both big and small need to understand what the power blogging can do and, how it connects with the whole social ecosystem.

6. With the growth of social media platforms and accessibility to powerful tools, how do you think the role of content creators and producers will evolve?

Definitely, you’re going to see more and more people create content but have an analytical side as well. Understanding why you produce a particular content relative to your audience and then being able to back this up is very important.

7. You’ve developed a wide range of skills during your career, from copywriting to community management to video blogging. What sort of skills do you think will become increasingly important, especially in the marketing and communication fields?

Analytics and the ability to understand and provide relevant insights to improve the engagement you have with your audience.

In addition, psychology of your industry will also become important as social media evolves from building and audience to identifying which conversations to engage in and, to be effective in those conversations as well.

8. And lastly, any tips for anyone wanting to start their own blog?

Be clear on what you want to write about, understand who would read it, then tailor what your writing to your audience and, constantly try to look at ways to change it up be it your writing style or the types of content.

***To get in touch with Andrew, check out his blog or say hi on Twitter @iamayetee***

PR Word of the Week – Content

Earlier this year I had the pleasure to write a guest blog post for Kristine Simpson, a PR professional based in Canada. The below blog post, which touches on my favourite PR word – ‘content’ – originally appeared on Kristine’s blog – Running a PR life.

My favourite PR word: Content

There used to be a time when PR mainly meant media relations, i.e. you have a story that you push, you send out a press release to your media contacts and hope that you’ll be able to score some coverage. I’m exaggerating a little here, but that was the gist of it.

Nowadays, with so many platforms, channels and publishing tools widely available, PR professionals no longer have to just rely on the media to get their story out; they can also create their own content. Don’t get me wrong, media relations and press releases will always be important to PR, but now with creating your own content being so simple and mostly free, it allows the PR industry to really take hold of a story and run with it.

Shoot and upload a video, snap and share some photos, publish a blog post, create a podcast. All these things can now be done so easily. Then you’ve got channels like TwitterFacebookGoogle+TumblrQuora, etc., where you can just as easily distribute content.

It’s such a cliché isn’t it – “content is king.” But how else can you describe it?



Something that is to be expressed through some medium, as speech, writing, or any of various arts: a poetic form adequate to a poetic content.


Okay, so long story short – I was a university student, working part-time at a place I hated, looking to jump into my PR career as soon as possible. So to put a little spark in my job search, I decided to start up a blog where I wrote about my thoughts on the communications industry.

Slowly I built up my blog, reaching out and interviewing PR professionals, getting their perspectives on a range of topics until one day, one of the people I interviewed offered me an internship. Three months later I’m working as an Account Coordinator for her agency.

There wasn’t an application form, cover letter or resume – just one little blog with a steady stream of content and it scored me a job.

So for the PR students out there job hunting – don’t sit there and send out resumes while waiting for the phone to miraculously ring. Get out there, set up a YouTube channel, set up a podcast, build a blog, start a portfolio of writing samples – just keep churning out content and show potential employers how proactive you are.

Interview with Thang Ngo, Strategy and Planning Manager at SBS Australia

This week for my Interview Series, we have Thang Ngo, Strategy and Planning Manager, Audio and Language Content, at SBS Australia. Thang has had quite a diverse career path, starting out in the advertising industry before becoming a Councillor at the Fairfield City Council as well as several positions in SBS Australia. Thang talks about his career path, social media tips and his food blog Noodlies.

1. You’ve had quite a diverse career – from advertising to councillor to your current role at SBS — can you tell us a little about your career path?

I graduated with a commerce degree, majoring in econometrics, but really, I didn’t learn much about economics or statistics.

Uni did help me to work out meeting deadlines, a good writing style and being able to work in a team are all really important. That’s really helped me in all my jobs.

For me, my life and my work is the true resume, your colleagues, suppliers, clients use this to base their assessment of you – it’s really like being in an interview every day of my life.

My career is diverse, from graduate trainee, advertising suit, advertising manager, elected local government councillor to my current role at SBS – I reckon I got most of those jobs based on prior knowledge of the way I work as much as my resume and how I performed in the interview. In fact, I’ve sat through very few interviews in my career.

2. You’re currently the Strategy and Planning Manager of Audio and Language Content for SBS, which sounds like a really cool title, but I’m not sure I understand what you do, could you describe what a typical day would be like?

I reckon it’s a broad, ambitious and big picture role. In the division, I’m responsible for the business planning process, external communications including managing community and stakeholder relationships and somewhere in there, I’m charged with innovation, new ideas for the division.

My proudest innovation is SBS PopAsia, the division already had a 24hr digital radio and online streaming music channel that plays the best of Asian pop. The aha moment for me is that music is about image and image is built by video.

I was determined SBS would deliver Australia’s first free to air pop Asian music channel. Everyone thought it would be hard.

In reality, it only took one trip to Korea and lots of follow up phone call and emails. I conceived the idea in May and on Sunday, 4 September 2011 the first show was on air. It rated from day one, tripling the numbers for that timeslot, Facebook likes jumped from around 5,000 to almost 41,000 today.

3. You’re quite active across a range of online platforms, Google+, YouTube, Twitter, what’s your strategy? Do you try and be visible on all the sites?

There’s too many social media platforms and they’re growing every day. It try to keep across most major ones, but by no means all. In addition to the ones you’ve mentioned, I’m also on Pinterest and Tumblr. 

Google+ I’m less of a fan, it has better features than Facebook, especially Hangouts. But really we’re all too busy to migrate all our photos and friends from Facebook to Google+. While I acknowledge Hangouts is a neat feature, the whole Google+ package hasn’t been able to give me a compelling reason to choose it over facebook.

Just to prove I’m not a Google hater, I confess to loving YouTube, why read when you can watch a video? My Noodlies food blog channel started a few years ago and today, there’s over 300 videos and 350,000 views.

My strategy for social media is easy, it’s about supporting other people and socialising interesting content. Of course, it’s tempting to use it exclusively to promote my blog and my content – in the long run, that’s just boring for my followers. And besides, it’s good to support other bloggers, and to promote great content.

4. What would be your top advice to an organisation who wanted to increase their online presence and engagement more effectively?

Don’t use it to blast promo messages about your brand – that really is boring. Use it to research what your customers want – SBS PopAsia uses our Facebook and Twitter posts to understand our customers and what artists and songs they love.

Your brand personality should be reflected in your social media, if it’s fun, then that should come across. If you’re about giving great, responsive service, then make sure you demonstrate it by replying to tweets and Facebook messages.

5. You also have your own food blog — Noodlies — which I think features some really great reviews and articles, although I have to disagree with you when it comes to the best pork roll joint! Were there any particular reasons why you decided to create a blog?

I work in the North Shore and don’t get home to Cabramatta until late. And really there’s only two of us, seems a waste of time, effort and ingredients (how could we use a whole cabbage?!) to cook at home.

And because food there is such an amazing variety of fresh and cheap food in the area – Vietnamese, Chinese, Cambodian, Thai, Lao, Malaysian, Iraqi, Chilean, Lebanese etc we tend to eat out every night.

Friends started asking us for recommendations and it seemed easiest to start a blog and refer them to that.

6. Last question, what’s your favourite Sydney restaurant?

That’s such a hard question to answer. But living in Cabramatta where food is fresh, flavoursome and cheap, I find it hard to justify splurging on an over the top meal. See my recent op ed in the Sydney Morning Herald here.

If I’m forced to name one it has to be Hai Au, great authentic Vietnamese food in Canley Vale. It’s home style food, with so many authentic dishes that your mum would serve up. Their new charcoal chicken is over the top deliciousness and I never go without ordering the canh chua hot pot.

***To get in touch with Thang, say hi on Twitter @thangngo***

BONUS: For an inside look at what Noodlies is all about, check out the video below.

Interview with Arik Hanson, Principal at ACH Communications

For the latest addition to my Interview Series, we have Arik Hanson, Principal at ACH Communications. Arik has working in communications for some time and offers his perspective on topics like the differences between in-house and agency roles, keeping up to speed with relevant information as well as the skill sets that are becoming increasingly important for PR professionals.

1. You’ve been working in the communications industry for over 10 years, what has been the most memorable highlight during your career?

Without a doubt, starting my own business almost three years ago. It’s been the most exciting, rewarding and challenging job of my life (I mean, other than parenting).

2. With experience in both agency and in-house roles, what can you tell us about the similarities and differences between the two?

Agencies definitely seem to attract a certain kind of person. You have to be OK with a lot of ambiguity. You have to love solving problems creatively. And, you have to love juggling about 14,531 things at once. You’ll get that on the corporate side from time to time, but it’s not quite the same.

On the corporate side, things are usually just a bit more buttoned up. Conservative. You usually can’t go around the office singing tunes at the top of your lungs at a corporation–at an agency, that behavior is encouraged And, where creativity and seniority matter a bit more on the agency side, MBAs and titles seem to hold more weight on the corporate side (just my opinion based on my experiences). Both have strengths and weaknesses–just a matter of what you’re looking for from a job/experience.

3. Did you enjoy one more than the other?

I enjoyed both for different reasons, but I think I’m an agency guy at heart. I think that’s why I like running my own business so much. Much of what I do on a daily basis is similar to what I’d be doing if I were a director/VP at an agency right now. It’s not all that different.

4. Currently the communications industry is evolving at such a rapid pace with different social networks and publishing platforms available. How do you keep up with the emerging technologies and figuring out which one will be relevant to your profession?

I don’t really. And, don’t let anyone fool you–no one really does. Not if they’re doing their day jobs well. But, there are ways I try to stay one step ahead of my clients (and competition). Speed to information is so critical, so I have tools and processes to get through a lot of content each day, in a very short amount of time. I also do a lot of research for my clients–so that helps keep me abreast of the latest happenings and trends.

5. In 2009 you started ACH Communications, what made you decide to strike it out on your own?

I’ve always had an entrepreneurial edge to me. And I’ve always wanted to start my own business–I just never had the unique skill set. Back in 2009, I was a little ahead of the curve in terms of social media marketing and an understanding of that space. And, I have a fairly expansive network here in the Twin Cities. Coupled with my entrepreneurial drive, I thought now was as good as time as any to give it a shot.

I got lucky with a few early clients and things just snowballed from there. What I’ve learned in my 16-plus years in this business is a lot of your success is about luck and timing. Now, I like to think I had a lot to do with that, but prior to 2009 I had my share of less than optimal work experiences and positions where I felt a bit frustrated at times. So, timing was just on my side this time.

6. You’re also the founder of Help a PR Pro Out (#HAPPO); what was the motivation behind launching the initiative?

Think back a few years ago–the job market was a lot rougher than it is now (and some would argue it’s still not that great). Valerie Simon (my co-founder) and I just wanted to help people–plain and simple. We were tired of saying “I’ll do anything to help” to our friends who were out of work–and then never following through. So, we took a stand. Three years later, HAPPO’s still going strong.

7. What skills do you think will become increasingly more important for PR professionals?

Interesting–I’m presenting on this exact topic to the Puget Sound PRSA chapter in mid-June. A few key skills come to mind: advertising copywriting (social ads), programming skills, video editing/production skills and mobile. Of course, traditional skills like writing, relationship-building and project management aren’t going anywhere–we’re just expected to do more now.

8. And lastly, what advice would you give to a PR student looking to develop a long and successful career?

Nurture and feed your network every day. You don’t understand at a young age how important relationships are to everything you do in your professional career–but I’m here to tell you that they matter. A LOT. Feed that network every day and you will be AMAZED at the results.

***To get in touch with Arik say hi on Twitter @arikhanson***