Media
Coverage Report
 |
| Franck Muller Report |
During
my internship, I was assigned to complete the media coverage report for
Nando's, Johor Premium Outlets (JPO), Sincere, Franck Muller and Foetus Groups.
A media coverage report is actually a media clippings report. News that have a
mentioned about our clients and products will be clipped and kept in the
report. Every report has its own format and layout. We need to include the publication,
headline, date, URL/advertising value, summary and circulation in the reports.
Advertising value is the editorial coverage cost in an advertisement space. It
enables the PR practitioners to compare their result with advertising. The
publicity of a brand therefore can be shown in dollar value. It is our jobs to
ensure that sufficient media coverage have been generated for our clients. Media
coverage can be generated through events, press release and research.
Follow
Up Calls
Besides
that, I need to do the follow up calls to check whether the media have received
our press releases. In addition, I also called to invite media to our events. Sometimes,
calling to media outlets can be scary because editors are very busy and may not
in a good mood to answer the phone. I have called to English, Malay and
Chinese media before. I need to speak in different languages when I reached to
different publications. This is a good opportunity for me to learn how to
communicate with the audience through phone. I will prepare a script and
practise it a few times before I do the follow up calls to ensure the conversation
goes smoothly. I need to persuade the editors to publish our press release. My
tactics are telling them fast and clear about the objectives of calling. Repeat
the message again if they cannot hear you. Don't forget to say thank you in the end of the
conversation. Speak kindly and politely so that they feel more comfortable to talk
to you.
Clip
Tracker Report
We
also have utilized the social media platforms to generate publicity for our clients.
We have used bloggers to promote the brands in the Nando's "Sedap Sangat
Ke" event. The bloggers are given with free vouchers to try out our
client's new menu. They need to write reviews about the food on blogs and post
photos on Instagram after enjoying the meal. My job will be monitoring their
posts and activity on Instagram to ensure the feedback and reviews from
customers are positive. Social media platforms are so important that can be used
to interact with the audience as well as to monitor the business environment.
Social media platforms are low cost promotional tools that enable companies to
create buzz for their campaigns effectively.
Translation
 |
| Translating press release |
I
am also translating articles for my colleagues. One of the unforgettable experiences is helping my colleague to translate a press release from English to Mandarin.
Finding the suitable words to construct a sentence is not easy. This is because
every word has its own meaning and the meaning may change in different
sentences. However, I have learnt a lot through the translation process. Also,
I think I am capable of writing press releases in the future.
Never
Stop Learning!
Lee Jin Woei 17230137
Miri Campus
