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Professional Portfolio

Portfolio Analysis

This portfolio demonstrates some skills which are needed in the PR industry, many of them in which I have mentioned in my professional profile. I believe that my professional portfolio will support my working experience in the field. Through this portfolio I demonstrate that I have the ability to write engaging and relevant web articles and that I understand how the content must be adapted for different audiences. I also show that I am aware how social media platforms can help business to become a name and interactively attract its audience.

The work I produced at Stampede Equestrian shows my understanding on how social media is essential to boost any type of business. Advising Stampede Equestrian on how to use social media required me to utilise my conversation skills. I held meetings directly with the owner of the business, therefore, I listened very carefully to her brief in order to understand exactly what she wanted to achieve. For obvious reasons I also had to build good relationship with her and demonstrate that I have understood her brand and needs very well.

As a new business who’s goal was to increase its presence in social media, I needed to use my creativity. After the owner gave me a rough draft of what she intended to accomplish, I develop a plan to increase awareness of the brand by contacting some online influencers. I had to ensure that the approach to the influencers was well timed and done professionally.

I believe that this was valuable experience, creating awareness for a new small business in the equestrian industry. I needed to understand the needs and expectations of the client and I also needed to ensure that the content of the message, and the way to approach people was going to be captivating enough to make them want to engage with this new brand.

I feel that I successfully advised the business, I directed the owner in the right direction as was proven by the increase in sales that they received and by the increase of followers they had on social media sites. Following my advice on the use of relevant pictures and content and also choosing the correct moment to post, share and comment on social platforms was a contributing factor to the upturn of the business. My work is an example of effective ways of sending the message out to a specific audience, giving evidence that when the style of the message that a company sends to its potential customers is appropriate, it will encourage more people to want to interact with the brand. This also demonstrated my planning skills and my ability to achieve objectives for a social media strategy.

Being a guest blogger for the well-known website Baby Centre enabled me to select the correct style and tone of writing for a specific audience, pregnant women. In order to achieve a post on this website I needed to develop media relations. I needed to communicate and develop a good relationship with the editor of the blog.

My article needed to have an interesting and compelling topic to ensure that the audience wanted to read it. From my own experience and with some research about the subject I wanted to cover, I found that there were many blogs that discussed similar topics. I believe my article was successful as I wrote something to which my audience may have been able to relate, and compare with their own experiences. My article had hints of ‘descriptive graphic reality’ and a bit of sarcasm; I think this was a suitable tone of voice to use when targeting pregnant women as they are more likely to read something which makes them feel identified with the subject.

Guest blogging brought some benefits for my personal blogger development; it helped me to build my individual branding, it also helped me to be seen as a more credible writer. This would definitely help start creating my own online credibility. In addition, it also would drive more traffic to my personal blog and to some extent, increase my engagement with my followers.

This experience meant that my dedication to consistently writeing interesting posts definitely paid off, the benefits far outweigh the time I have invested on my blog, for example I got more exposure, credibility, inbound links, social media exposure, build up your brand and referral traffic to my website.

During my time as an intern in Beever Hair Ltd I needed to conduct research. For this task I carry out this research independently but with instructions that specified precisely what to investigate.

This research was required before the execution of the tactics the company wanted to take place. I quickly learned by hand that in PR industry whether for assignments big or small, it is important for a client work and for me as a professional.

Before conducting the research I have several meetings with the Marketing Consultant and the owner of the company, in these meetings we discussed client’s needs, target market, and available resources in order to draw up a good PR plan. One of the aims of this research was to target the appropriate audiences and find the right influencers.

I was able to use the research to identify key insights related to the audiences, housewives, mothers and women who wanted to work from home. In order to find relevant blogs and websites that were appropriate to promote the brand, I needed to find the most appropriate search tool for my project. I used the online tool for digital marketing research and influencer outreach online Inkybee.com

Through this experience I can confirm that by understanding consumers and the industry you work in, is essential in any strategic PR, which in turn helps the company to build a more effective campaign. From the results the research revealed the company was able to establish realistic goals and therefore has more chance to meet their communication objectives. It also helped the company to determine what their message is and how to design it in a way that their audience could understand and appreciate.

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Professional Portfolio

Boosting Social Media Presence – Stampede Equestrian

In order to put the company on the map and drive traffic to their website, I advised them to utilise some social media channels and create relevant content in order to grab the attention of their customers. I suggested then to put to work into their Facebook, Twitter and Instagram account.

Since the objective was to create and maintain a presence on the top social media platforms, the company should focus its efforts on the social media networks where its target buyers are spending time. To do so I guided the company to use a variation of text and images posted on Facebook, Twitter and Instagram to ensure that the audience is engaged with the content by liking it, sharing it, re-tweeting it or following the social media accounts.

Their twitter account only had few followers and didn’t have much activity if any, but since the plan to increase presence was implemented, it has been attracting new followers and causing engagement. The plan included choosing an easily identifiable username, uploading a recognisable photo plus the company logo, including clear and concise descriptions of the business, and leading customers back to their website.

Stampede Equestrian Twitter Account 

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To ensure that the tweets reached the relevant people, I proposed that they should always use tags relevant to the business, this with the aim to bring more people onto their social media accounts and their website. In addition, I planned for them to post daily Twitter and Facebook posts ensuring posts were published at the best time to reach their target audience.

Tweets using relevant hashtags 

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In order to generate the desired action, I recommend creating online competitions on Facebook. Since this a relative new business that have something new to offer, I advised them to generate buzz by introducing it via a contest. It brings some advantages and generates interest in their product; the winner can tell other followers about it and even drum up interest in their older products.

Online competitions on Facebook

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I also suggested giving their followers content that’s worth sharing, in the hope that they will share it so that the company page’s exposure will grow. I recommended this because delightful posts are often more memorable and shareable, and they’ll help the business to build a loyal following much more than those sometimes necessary boring posts will.

Interesting Post

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By using Instagram, I confirm that it communicated the company to be a new and original brand who understands the importance of utilising current digital ways of communication with its audience. This platform is helping the business to create meaningful relationships with its customers.

Instagram Account

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My social media plan has allowed Stampede Equestrian to increase not only their brand awareness and reach of their brand at little to no cost but increase sales.

 

Guest Blogger – Baby Centre

Guest blogging was a way to build strong relationships with the editor of the Baby Centre Blog and in some way a possibility to develop professional connections. It also helped to set value to my own brand (my blog) and to acquire link building.

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http://blogs.babycenter.com/mom_stories/4-savvy-survival-skills-for-commuting-while-pregnant/

This experience gave me the chance to enhance communication as well as my interpersonal skills. It also enabled me to select the correct style and tone of writing for this specific platform and audience. I think being a guest blog acted as my doorway to gaining some status as a decent blogger.

I believed that the simple act of writing is helping me to shape and crystallise my own thoughts and opinions. Knowing that people were going to read my blog forces me to aim at a certain level of quality.

 

Research – Beever Hair Ltd

I needed to conduct a research to find influencer bloggers of hair and beauty. I have to identify blogs of hair and beauty with domain authority over 25 and collect the data of each one including contact details, frequency of post and audience.

The aim was to find these specific bloggers with the plan to then encourage them to write positive reviews of the Beever Hair products and/or write about how to get an extra income by selling these products. In doing so the company would reach their main target audience of women, housewives, mothers and women who wanted to work from home.

In order to initiate the research I signed up to www.inkybee.com and I needed to make most of the free trial. I was working to a time scale of one week as charges would be levied after this period. I have met the objectives since I found all the relevant data, which was taken into account to develop the business promotional goals.

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I believed that my research helped the business to approach and work with bloggers who can give Beever Hair more credibility, SEO juice, and sales. These in the end should strengthen their promotional campaign, since bloggers are real people with real voices and real opinions.

I successfully gathered the data of bloggers that the target audience follow and to whom they can relate and share common ground with the bloggers’ story and the experiences they are sharing.

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