Monthly Archives: August 2010
August 27, 2010
My MWW Group internship got off to a thrilling start with the news that I would be the Nikon team intern just after receiving a Nikon COOLPIX SL3000 digital camera for my birthday in the same week! I learned that one of the major projects the Nikon team would be working on throughout the course of my internship would be BlogHer and “Nikon Night Out.” Given my interest and past experience in event planning, combined with my untapped passion for photography and a brand new digital camera, I couldn’t be more excited to jump into the role.
I was involved in all aspects of the planning process and it was a very exciting learning experience for me. It was even more rewarding to see the end result of the team’s hard work when I was able to attend “Nikon Night Out” at the Bryant Park Grill. One of the most interesting aspects of the entire process to me was research and learning about the blogger attendees, which then transitioned in to personal interaction with the bloggers. The very first week of my internship began with going through a list of possible Nikon Night Out Invitees and researching their past BlogHer attendance, BlogHer 2010 attendance status, and the focus of their blogs. Through my visits to their blogs I was able to gather fascinating information about their personalities and life through their writing. Additional projects that further increased my blogger attendee knowledge included more focused research, correspondence with bloggers, and support securing items for their personalized gift bags.
The event was invigorating because so many elements came together in a short period of time. It was a satisfying reward to realize how much I remembered about each blogger and how comfortable it was to interact with them. Since I was responsible for check-in at the front door, I was in prime location to meet each blogger and interact with them on a personal level. After reading each one of their blogs, I genuinely felt as though I knew them on a personal level and I was excited to talk to them. Based on the feedback I received from the bloggers, they seemed appreciative that I was familiar with them and their work. These interactions with the bloggers gave me a greater understanding and appreciation for their enthusiasm and excitement towards BlogHer. The value of the connection these bloggers have established with each other in the blogosphere was much clearer to me. It was a privilege to play such a prominent role in these important relationships.
Overall, “Nikon Night Out” and supporting BlogHer was a great professional learning experience. I am extremely thankful I had the opportunity to be a part of such an important event and hope to bring the knowledge I have gained with me to my future professional responsibilities.
August 20, 2010
Here at the MWW Dallas office, Samsung Telecommunications America is one of our clients. Before getting the opportunity to work with MWW, I never gave my cell phone, or the mobile industry in general, much more than a thought of it is the tool I use to talk, text and check e-mail daily. My perception has greatly changed in the last six months.
Because one needs to be beyond familiar with their client’s product, I have received a deeper insight into the world of mobile technology. There are several different operating systems, some specific to each distributor, while others can run on several different phones – I was unaware of this before. The industry itself is ever-changing. There is always a new innovation to keep up with, or a new trend and it is our job to make sure our clients are aware and planning along with the changes. It is very interesting to keep up with the trends through work experience instead of learning it from the news, after the trends have already been adopted.
Every week here is pretty different, which has given me a great insight as to the different kind of work that goes into a client in the mobile industry. There are more technology writers and bloggers than one could imagine, and interacting with these members of the media has opened my eyes to how large of an industry this is and the amount of time that is spent breaking the news of new technologies and devices to the public. It is also the relationships with these media that keep our client fresh and out in the public for consumers to read about.
There are always stories in magazines, newspapers and blogs about events or product launches, but the work that goes into them often goes unseen. I have been lucky enough to work on launch events for new smartphones, and experience this hard work. When you see the end result, it is sometimes hard to believe that an event on the rooftop of a city building for the hottest new phone happened with the help of a few media lists, phone calls and persistence.
The varieties of experiences with Samsung at MWW have been a very enlightening one, and the things I have learned here have helped me grow in my skills and in the end will help my career to grow.
August 13, 2010
Almost immediately upon starting my internship at MWW Group I was assigned my company that I would monitor, research, and represent as an intern. I was relieved after hearing that it was McDonald’s because I was very confident that I knew a lot about it. I thought to myself, “I have been eating McDonald’s for twenty years. There’s hamburgers. There’s french fries. There’s happy meals. What else could I possibly need to know?”
Four weeks at MWW Group has taught me that there is much more to McDonald’s besides the food that puts a smile on your face.
Most of the work that I have done for McDonald’s has been relating to the Ronald McDonald Check It Out Reading Program. I have gained extensive knowledge about media relations through the constructing of media lists and pitches. This research has showed me that the McDonald’s reputation and image doesn’t come from the work it does inside its restaurants, but more importantly the work that it does inside its community.
I attended one of the Ronald McDonald Check It Out Reading Programs events at Madame Tussaud’s Wax Museum in Times Square. I thought that the event was an amazing way to promote reading and education by offering free happy meals for every book that each of the children read. Being socially responsible has built McDonald’s credibility as a company and I believe that this is why they are as successful as they are today and by being so proactive this success will continue far into the future.
This experience at MWW Group has taught me that there is much more to it than the success of McDonald’s. It all starts with the success of the community and seeing the smiles on the children’s faces helped to show me how great of a job that McDonald’s is doing.
August 6, 2010
Experience is something that you cannot teach. In my mind it is the single most important attribute in becoming comfortable within an environment. Seemingly every young kid is edgy on his or her first day of school, first baseball game or first date. But as time progresses and these events become regular in one’s life, the tension disappears and anticipation takes over: What will happen next? How can I make this situation better? What direction do I see this going?
Much like a young kid again, starting my summer internship here at MWW has brought some of these feelings back. I had just completed my junior year at William Paterson University and felt good about my ‘experience’ with nearly two years of public relations skills under my belt. At the same time I would recall finding myself in a classroom speculating what a true public relations environment would demand.
Given the opportunity here at the East Rutherford headquarters, my questions and inquiries get answered day by day. Whether I’m creating a media list, monitoring for BallPark, doing different types of work for Palisades Insurance or just simply sending out a fax, I realize that every piece of work has a high level of significance. With that said, it would be normal to feel a bit of pressure jumping right into actual client affairs just weeks after completing my third year of college. But the collection of people here at MWW Group never give those thoughts a chance to seep in.
The old adage ‘no question is a stupid question’ could not be more appropriate than for working at the intern level. Fortunately enough, the people around me have assured me that this saying holds truth. In return, the learning curve becomes less relevant, helping to produce a great understanding of the work at hand. From my supervisors on a daily basis, to Vice President’s at staff meetings, all the way up to the CEO introducing himself to me, they have all helped make my transition to the MWW family seamless.
In addition to the client work, being a part of the intern team has given me an opportunity to work on the intern project. The project has given myself, along with rest of the team, an opportunity to develop unique, extensive ideas along with the exclusive public relations experience of teaming with a group of people working towards one common objective.
So as my final two semesters at college quickly approach in September, I know different mind-sets and speculations will surpass my earlier thoughts. I will continue to learn and value my new knowledge of the Public Relations field in classes, but will not be taught experience. Instead, I will use a combination of the classroom and my invaluable time at MWW to continue to pursue my ambitions in the Public Relations world.
August 4, 2010
When I first accepted a summer internship position within MWW Group’s healthcare division, I could not have been more thrilled. Among the countries top ten PR agencies with notable clients, an established intern program and offices in New York City; MWW was exactly what I was looking for in a summer experience. Plus, since I had interned the previous summer at a local marketing and public relations agency near my home in Michigan, moving to a larger agency in the “big city” felt like a mini-promotion. So while I certainly anticipated learning a great deal during my time at MWW, I also thought I would enter my new internship as a partial veteran of the industry. I figured I had already been introduced to the art of writing press releases and contacting media personnel, so therefore I should be an experienced intern with an already established sense of comfort within the PR world.
Well, let’s just say that anticipation was not exactly accurate! If anything, I have had to step outside of my comfort zone more at MWW than at any other internship I have had in the past and for that I am so thankful.
While I am convinced that all of MWW’s interns have had to step outside of their comfort zones, I think that being one of the only two healthcare interns especially required me to do so; today’s healthcare industry is an ever-evolving and changing one, which meant that I was faced with a variety of clients who had a variety of needs. For instance, on any given day I might start out my morning gathering email addresses and phone numbers belonging to lifestyle reporters from various blogs and magazines for Sensis, a condom company. But then by the early afternoon, I might be calling health and science editors at The New York Times and The Wall Street Journal, informing them about the American Society of Tropical Medicine and Hygiene’s recent information on dengue fever outbreaks in the United States.
Another challenging aspect of being a healthcare intern has been mastering the wording of my pitches during media outreach, seeing as the information I have had to pitch has often been extremely scientific and technical. For example, while pitching a story for Euromed on saw palmetto treatment for Benign Prostatic Hyperplasia (BPH), which is the most common proliferative disorder found in men, I had to learn how to correctly explain the causes of BPH, since many reporters were unfamiliar with it. This, as you might imagine, was no easy task! I felt as though I was an interpreter, a bridge between the everyday language used in popular newspapers and the scientific language used in laboratory press releases.
I think that ultimately, forcing me to step outside of my comfort zone has helped me in more ways than I would have ever imagined; it has allowed me to better understand what it is that comes naturally to me compared to what it is that I find more challenging. So while my experience at MWW may not have been exactly what I had anticipated, I am still just as thrilled and just as thankful to have had the opportunity to work here this summer.
August 2, 2010
When I first started interning this summer for MWW Group, I knew nothing about Senseo. However, after working with this client for a month or so, this has obviously changed. Senseo is a Downe Egberts brand that has been around since 1753. They are now a Sara Lee owned company. Their products include single serve coffee machines and 11 different varieties of coffee pods. Senseo thrives in Europe, and their current mission is trying to make it into consumers’ homes in the U.S. There is just one problem: Senseo’s image has always been gourmet brewed coffee. Here in the U.S., we want our coffee fast, easy and now. To change this, Senseo is joining in a partnership with a homegrown appliance organization in order to appeal to the everyday American. With these new convenient and fast coffee machines, Senseo hopes to change lanes into the fast track and have consumers begging for more.
Now that Senseo has a new look and a new image, what measures are they taking to bring in new customers?
Just this week, Senseo and Meredith held an event to present their new machines to top lifestyle magazine editors in Des Moines, Iowa. At the event, these editors watched demos and discovered how to make quick and fun recipes using their new products. Fortunately for them, they also did not walk away empty handed. Each editor received their own machine, along with a gift bag that Alex Abel, another intern, and I assembled. We hope that with this event, these editors will share with their readers what they learned and inspire them to purchase a Senseo machine of their own.
To help other interns out there that may be faced with the same task, I thought I would share with you the process of making a gift bag. It may seem like an easy task, but it takes a lot of patience, creativity, and a lot of thought to make the perfect one. The Senseo team worked together and came up with a fantastic gift bag. So, here you go:
In our gift bag we had the following items:
1. Senseo USB- on the USB we included several documents with information about Senseo coffee, recipes that were demonstrated by our very own Chef Cat and exciting food/dessert and beverage pairings. This way, editors could go home, learn more about the product and create the same recipes they saw at the event, and hopefully share these recipes, ideas, and the product with their readers.
2. Cinnamon Sticks, All-Spice and Ground Clove- Chef Cat created a recipe for a Senseo® Sugar and Winter Spice Senseo au Lait, which included Cinnamon Sticks, All-Spice and Ground Clove. We provided these ingredients in the gift bags so editors could recreate this delicious winter treat at home.
3. Pecans- Pecans were included in our gift bag because the recipe for a SENSEO® 10% Kona Coffee Blend® Vanilla Almond Café, called for chopped nuts. Again, we wanted to make the recreation of the recipes Chef Cat created to be as simple as possible for the attending editors.
4. Sara Lee Tumbler- We provided this tumbler so that editors could use their new machine right away! The machine they received allows for the user to adjust the size of their mug or tumbler, making it convenient and easy to use. The tumbler also appeals to the new, fast, and everyday feel Senseo is going for.
5. Whisk- This tiny whisk helped editors mix spices into their deliciously brewed coffee. They also served as ornamentation to the packaging by tying them onto the bags with a simple brown ribbon.
6. Senseo Coffee- We supplied each editor with two different flavors of Senseo Coffee pods: Breakfast Blend and Dark Roast or Paris. It was important to actually give editors our client’s main product. We wanted them to look, feel and taste our product.
Lastly, it is important to have something that brings unison to the bag. For example, Senseo’s logo is in a rich, chocolate brown color. We used this same color in the bag with shredded confetti and outside of the bag with a chocolate brown ribbon to hold the bag together.
The Senseo/Meredith event was a success and I hope that this post helps you on your next gift bag making task. Good Luck!