We sat down with Louise Watson-Dowell, Head of Digital PR and Social Media at Definition, to get her ideas on a decade within the business and perceive what makes her tick.
Are you able to inform us a little bit bit about your background and what led you to a profession in digital PR?
“So I studied movie and pictures at college in Leeds. I went a little bit bit later than most individuals, so I didn’t graduate till I used to be 28. On the time, I wished to work within the video/movie business, however numerous corporations wished you to work without cost to get a foot within the door, and I couldn’t actually afford to try this for any lengthy interval. I did some freelance manufacturing jobs, script writing, advert hoc assistant producer roles—issues like that. However nothing everlasting confirmed up.
“Then, I noticed a job for an account exec at a PR agency, did a stint of labor expertise they provided, which led to a full-time place… and that was my foot within the door. I’ve been with a few companies since then and now, right here, celebrating almost 7 years at Definition.”
So it was the creativity that appealed to you?
“Yeah, I knew I wished to work with undertaking administration and technique parts. In my first company, we labored intently with a inventive staff on huge inventive ideations for PR campaigns. That’s what I liked and nonetheless love. Additionally, I began my profession proper when corporations grew to become conscious of social media, so I naturally gravitated in direction of launching and managing social channels—turning into form of a hybrid PR and social media individual. Plainly’s the place I used to be meant to be.”
What do you discover most fun about digital PR?
“The content material piece, indubitably. Whereas you want to have a great deal with on conventional PR fundamentals, digital PR is about telling your story throughout completely different channels, past simply speaking to journalists. It’s about creating one thing compelling sufficient to pause a social media scroll or make somebody click on after they search on-line. It retains you in your toes!”
What traits ought to a great digital PR have?
“Oh my goodness, be curious! Learn the whole lot you possibly can about model campaigns. Being on-line, rather a lot, is crucial to find what works—even if you happen to’re not creating tons of your content material. It’s about understanding why one thing works. Settle for you don’t have all of the solutions; it’s essential to supply opinions and insights from others.
“And it’s all about discovering the hook—the factor that makes what you’re doing charming.”
How do you keep updated with the newest PR or social media traits?
“Social Media Today and PR Daily are my go-to sources. They preserve you up to date on important modifications and the way journalists and PRs are working collectively in new methods. TechCrunch affords wonderful insights, particularly on the subject of regulation and social media behaviour in B2B contexts. LinkedIn can also be improbable, each for content material and coaching sources. And Campaign is nice for that view on inventive execution and company tradition.”
What have been a number of the greatest bits of your profession?
“Working with GE on their hydropower marketing campaign was a standout. They wanted to highlight the importance of hydropower within renewable energy. We created a large-scale video documentary marketing campaign showcasing a 1000-kilometre journey in an electrical automobile, powered by hydropower. It caught the eye of political stakeholders and the general public, producing stable leads to simply 10 weeks.
“One other memorable undertaking was with EY. We organised simultaneous occasions in a number of cities to foster progressive concepts for small and huge companies. Anybody who’s labored on occasions is aware of they’re worrying to tug off, and we did 4 on the similar time, in at some point. It was all price it for the nice content material and protection although.”
When you might work with any firm, previous or current, which wouldn’t it be and why?
“I’ve labored with KPMG and EY up to now, and I’d love to finish the set of the Huge 4. However out of all of them, I’d actually wish to work with Deloitte. They appear cutting-edge and have built-in their very own company inside the agency, providing much more consultancy companies. I like how skilled companies corporations have such a large spectrum of experience – I’ve learnt rather a lot from shiny minds at consultancies.”
What recommendation would you give to corporations trying to construct a reputation on-line?
“Don’t put all of your eggs in a single basket. Companies typically hope for fast wins by way of one channel like search engine optimisation or PPC, however audiences are extra dispersed. You want various methods, and we will information companies in figuring out the place greatest to focus their efforts. Be open-minded and strategic.”
Lastly, any books or sources you’d suggest?
“Undoubtedly join business newsletters and platform newsletters—Brandwatch, Sprout Social, TechCrunch, LinkedIn. Whereas I don’t learn loads of enterprise books, studying normally is a good way to take a break and reignite creativity. It helps you step exterior your surroundings and are available again with recent views.”
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