As clients’ needs and wants always change, it’s important to
constantly be looking for new work. A consultant's job involves ‘pitching’* to new clients
in order to secure new opportunities for the consultancy.
This week many of my tasks consisted of researching, looking for new opportunities.
(I must admit, being able to research into the areas that I did was so much fun... Property and Lifestyle were definitely my favourites- I could have researched them all day!!)
This week many of my tasks consisted of researching, looking for new opportunities.
(I must admit, being able to research into the areas that I did was so much fun... Property and Lifestyle were definitely my favourites- I could have researched them all day!!)
(Here is a sneaky screen shot of the Builders Choice Magazine; if anyone else is into property, get online and have a flick through the e-mag!) (http://www.thebuilderschoice.com.au/index.php/magazine)
Task one: Developing New Business Profiles.
Going through different types of media outlets and identifying ongoing media opportunities that could be used to profile clients. The result of this would be to open up a newspaper like The West Australian, The Sunday Times, or even a trade publication, such as Australian Property Investor or the Builders Choice Magazine, and have a published interview or feature on the client. The trade publication will differ, depending on what kind of client it is. This gives your client publicity having the spotlight on them, which will often result in them coming back to you in order to gain more publicity or positive media coverage.
Going through different types of media outlets and identifying ongoing media opportunities that could be used to profile clients. The result of this would be to open up a newspaper like The West Australian, The Sunday Times, or even a trade publication, such as Australian Property Investor or the Builders Choice Magazine, and have a published interview or feature on the client. The trade publication will differ, depending on what kind of client it is. This gives your client publicity having the spotlight on them, which will often result in them coming back to you in order to gain more publicity or positive media coverage.
Task two: Creating Award Databases.
This task consisted of searching for and compiling as many awards as possible and creating a database. For example, one profiled all awards in the construction business across Australia.
One reason why this is done is so that the consultants are aware of what is going on in specific areas and what awards and events are happening. Secondly, an opportunity to register for an award is something that most businesses would like to do, in order to gain recognition and further publicity for what they have done.
This task consisted of searching for and compiling as many awards as possible and creating a database. For example, one profiled all awards in the construction business across Australia.
One reason why this is done is so that the consultants are aware of what is going on in specific areas and what awards and events are happening. Secondly, an opportunity to register for an award is something that most businesses would like to do, in order to gain recognition and further publicity for what they have done.
The last point I’ll mention that I learnt this week, is the
importance of maintaining strong relationships with clients and the media. Establishing
and strengthening relationships is a big part of the everyday process of being
a consultant. Some clients will stay with you on an ongoing basis, so it’s
important that they are happy, and are getting the best of the PR service you
are providing. For example, we wrote out a card and attached a small gift and
sent it to someone who had published a story for us. Many people wouldn't even think of giving a proper gift for something like this, but we wanted to show our gratitude for their extra hard
work, and make sure they knew we really appreciated it. This is something that
would help to strengthen our relationship with them, and create ongoing
business in the future.
Until next week- my final week of my internship! (Time
really does fly!)
*Pitch; “the words or speech someone, especially a salesperson, uses to persuade someone
to buy, do, or use something”. http://dictionary.cambridge.org/dictionary/business-english/pitch_1
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