From Global Pop Star to Public Relations Practitioner… CAREER GOALS

From Global Pop Star to Public Relations Practitioner… CAREER GOALS

“What are you going to be when you grow up?” A question that has undoubtedly puzzled the minds of all children and indeed some adults. Initially, my career drawing board held a predictable prospect, I was going to be a singer, like Hannah Montana specifically. Reach for the stars they say!

I highly doubt you will find a 10-year-old with a career aspiration in Public Relations (PR), but then again, with the widespread access to social media and internet these days, who knows?

Discovering Public Relations

During my time at school, I recall becoming increasingly concerned that I did not have a career path set in stone. “What do you want to do?” “Where do you see yourself in the future?” “What are your interests?” – all normal questions to ask an adolescent, but when you are that 16-year-old, with no clear answers and little career guidance, it is very daunting.

I am a planner. I thrive on organisation and my lack of career preparation helped shape a very anxious teen. Determined to discover my destined career aspirations, I scoured the internet, listing my qualities, interests and aptitudes, completed an abundance of ‘What career suits you?’ questionnaires and participated in countless career workshop sessions.

Public Relations.

Through online self-evaluation, I discovered that my skills and interests paired me with the world of PR, something brand new to me, yet so very familiar.

Communication and PR – A Match Made in Heaven

With my newfound blossoming interest in mind, I chose to pursue Business Studies at A Level. I was immediately engrossed in the PR element of the subject, however, one element of Business Studies I was not so keen on was the equations and mathematical modules. My dislike for solving equations assisted me in resolving another matter, Business Studies was not the degree for me. This revelation narrowed my subject search, leading me to a course that seemed to roll all my interests into one: Communication Management and Public Relations. I firmly believe that studying Communication alongside PR will be tremendously advantageous throughout my career. Communication is key in the PR industry and being able to put my academic learnings into practice will be invaluable.

Personally, I believe I am an effective communicator and recognise I possess the capability and skills to successfully develop professional relationships with others and promote myself in a confident, friendly and formal manner. Throughout my professional career, I have been granted the opportunity to implement in practice the theoretical learnings I have obtained at university.

During my time on placement at the Irish News, I was privileged to play a predominant role in organising successful PR campaigns, briefing clients/customers and organising large-scale public events. This experience will benefit my future career in PR considerably. According to Petrison and Wang (1993), open-minded organisations are moving away from mass marketing and are placing a heightened importance on building relationships with their customers and potential clients. In this way, organisations reach potential consumers/clients on a more personal, focused level.

PR is an extremely wide-ranging industry. The ever-changing environment provides new challenges, hasty deadlines and fresh experiences each day. I am fortunate that I thrive under pressure, I endeavour to maintain a high level of organisation at all times, while multi-tasking and making effective decisions.

Building a Professional Portfolio

A career in PR provides an abundance of networking opportunities through cross-organisation events and campaigns. These experiences play a pivotal role in the development of one’s professional reputation. A particularly unique and advantageous element of a career in PR is the ability to develop your own professional portfolio. Through sharing my career highpoints on professional social networking sites, I have been able to enhance my position as a PR professional. Sharing content on LinkedIn and creating informative blog posts on the Ulster PR Student Blog have allowed me to connect with significant figures, putting my name out there, no matter how small it may currently be.

Throughout my placement, I was afforded the opportunity to work with many prestigious entrepreneurs throughout Ireland, directly witnessing how fulfilling a career in PR can potentially be. This was a highly motivational experience for me, enhancing my enthusiasm and reinforcing my ambition to strive for success in my final year at Ulster University, strengthening my vision to ultimately achieve employment in this exhilarating field.

Event Management

An area of PR that I particularly enjoy is event management. During my time at the Irish News, I had the pleasure of organising multiple large-scale events, working with countless professional organisations. Successful management of these events involved meticulous planning, working as part of a team as well as independently, in a fast-paced, pressurised environment. The exciting anticipation of devising a project to capture the interest of a target audience, followed by the satisfaction experienced when the project is received, strengthens my belief that PR is the appropriate career path for me, spurring on my passion for the next venture.

Post COVID-19 Public Relations

Due to the impact of COVID-19, the professional world has changed dramatically, with remote work escalating, organisations closing, and public events being cancelled. Luckily, the PR industry is adaptable to change, making it extremely valuable at present as we plan to rectify the damage that COVID-19 has left behind. The ability to adapt to change in a rapidly evolving industry increases the appeal to follow my career aspirations. PR will be a considerable asset to organisations, applying crisis management, assisting in recuperation and supporting the adaption to online implementation, all of which excites me.

As the world familiarises itself with the ‘new normal’, social media relations have become extremely important. Although negative connotations have been associated with social media, I believe having grown up in the new digital era, I am able to identify and harness the positive aspects of social media to enhance my effectiveness in my chosen career path in the PR industry. Indeed, I have a fundamental and comprehensive understanding of the influence a successful social media campaign can provide. Moreover, through professional experience I have developed the skills to implement an effective PR campaign for an organisation with a view to increasing their exposure and making a positive impact on their reputation. 

Social media is saturated with communication. In order to maintain a competitive edge, organisations must create an original, stand-out social campaign, to avoid getting left behind. Through my experience to date, I now see this is where I can excel.

As a consumer, I place huge importance on an organisation’s social media presence when purchasing a product or service. I have always maintained a passion for creativity, and I commend organisations on the originality of their online presence. Therefore, I believe this is an area that I would thrive in, allowing me to showcase my knowledge and opinions, in order to produce an engaging campaign that will influence consumers.

Job Prospects

Finally, job prospects are uncertain at present, with many industries having a lack of job opportunities due to the collapsing economy and impact of COVID-19. Nonetheless, social media is an area of PR that I believe will thrive post-pandemic due to the continuing social consciousness of society. Fortunately, social media is the area of PR that particularly interests me and is the route I intend to pursue as a graduate.

Irrespective of the extent of potential demand in the future, I am certain that my degree and acquired knowledge and expertise will aid me in finding suitable employment locally, nationally or in the international field. I am confident however that the increasing popularity and consistent evolution in the industry will undoubtedly create a variety of future job opportunities. This combination of my degree and my professional experience should enhance my post-university PR career prospects, although the future will be a particularly challenging time for graduates.

Ellen Turbett is a final year BSc Communication Management and Public Relations student at Ulster University. She can be found on Instagram and LinkedIn.

HOW FASHION COMPANIES EVOLVED THEIR BRAND TO SUIT DEMAND

HOW FASHION COMPANIES EVOLVED THEIR BRAND TO SUIT DEMAND

Fashion is a market that thrives on evolution. Every season, we explore a new trend, influenced by ever-changing pop culture, runway design and brand marketing. The fashion industry is equipped to deal with fast paced universal change.

Although, I am not so sure they had anticipated a global pandemic that would overturn the world. 

COVID-19 was completely unprecedented (a word we hear all too much, I know, I know), hijacking the fashion industry in a matter of weeks. Many retailers struggled to sustain their business, resulting in a decline in revenue, staff layoffs and company closures.

We often hear the term ‘we are worlds apart’ being used to describe the differences between cultures and countries. Depending on where you are in the world, fashion is different. This is due to diverse trends, lifestyles and inspirations. It could be argued that this is no longer the case and for the first time ever, the world has never been so comparable.

Thanks to mandatory lockdown which strained to all corners of the world, our new daily routines are surprisingly similar. We are all staying at home, working remotely and finding ways and means to entertain ourselves in our free time (which there is noticeably a lot more of… so long social life). 

Although this situation is far from ideal, I think it is extremely important that we realise how lucky we are to have social media, allowing us to remain together, in a time when it is so important to remain apart. Not only does social media help us to keep in touch with our families and friends, it allows us to connect and share our experience worldwide. The pandemic has evolved consumer behaviour considerably, leading to unique global trends that suit our new ‘at home’ lifestyles.

Have you baked banana bread, learned Tik-Tok dances or completed a Chloe Ting workout?

No? Why lie? Of course you have.

The fashion industry has particularly benefited from this ‘global connection’ and has found itself amongst some of the most popular lockdown trends. In order to maintain sales, it is important that fashion companies place a high focus on monitoring these trends, evolving their brand to suit the demand.

Quick-thinking companies jumped at the opportunity to transform their brand into COVID-19 Chic. With the world now working from home, gone were the days of office dress codes, smart shoes and warm coats. The trend of 2020 quickly became driven by comfort dictated consumer spending, with loungewear coming out on top, with the slight exception of a smart shirt for a zoom meeting.

MODELS AT HOME

An area that was hugely impacted for the fashion industry was modelling opportunities. E-commerce fashion brands rely on models and clothing shoots to advertise their pieces online. Regrettably, like everything else, this could not happen, as these shoots involve a huge entourage of professionals in a studio to get the perfect shot.

Fashion brands have had to once again get creative, asking their models to style their new-in looks at home. This strategy proved very effective for brands, especially ASOS who have launched their ‘Models at Home’ campaign. Seeing clothes being styled at home by models of all different shapes and sizes, allows consumers an insight never seen before.

This ‘Models at Home’ strategy has created a refreshing change, removing the robotic, studio environment, allowing consumers to see how ‘normal’ people style outfits in their own environment.

FACE COVERINGS

Face coverings have quickly become an essential accessory during this crisis and in some cases have been a lifeline for fashion companies. The demand for face coverings was immediately colossal, becoming a wardrobe staple overnight.

Brands have been quick to avail of this demand, creating fashionable masks to allow consumers to replace their disposable, unflattering versions with trendy and exciting creations.

This trend was valuable for fashion brands in several ways. It has created a new design path to go down, generating product sales to make up for those that they will have lost. It has also created a demand for work within companies, saving jobs and creating new trends.

Face coverings have created a new way for fashion brands to increase their sustainability, allowing them to use their material offcuts, reducing waste. This is beneficial for their environmental reputation, something that often has negative connotations for fashion companies.

These companies can create positive media exposure for their brand by utilising the sustainable approach and showcasing this on social media. This will benefit them in several ways, promoting their desire to contribute to the fight against COVID-19 and creating an effective sustainability PR campaign, presenting their drive to increase sustainability within the fashion industry.

Social media influencers have embraced the fashionable face coverings. With lockdown restrictions easing slightly, there is a desire to dress up when we are finally getting out and about again. To keep up with this evolving trend, it is important that fashion brands not only create pretty face coverings but also create co-ordinating versions, to allow consumers to match with their clothing. This links with the sustainable approach, using patterned offcuts as well as generating further sales.

Matching your mask to your dress? That’s so fetch.

LOUNGEWEAR

A ground-breaking trend during lockdown has been loungewear. Wardrobes once overcrowded with uncomfortable jeans and stiff blazers are now significantly softer, showcasing comfortable, yet respectable transitional pieces. Although we were all advised to ‘stick to our work routine’ when at home, I think we can all agree that the work uniform was the first thing to go.

The demand for loungewear had already increased pre-lockdown, with social media influencers showing off their casual outfits of the day (#OOTD) for their workout routines and online meetings. It could be argued that many influencers already lived that ‘Working from Home’ lifestyle due to their workload being predominantly online.

However, this could not have prepared the fashion industry for the immense appeal for matching gym sets and velour tracksuit bottoms. Like all of us, fashion companies were unsure how long this pandemic would last and therefore did not know the longevity of demand for loungewear. It was important for brands to create something that would be comfortable yet functional and versatile, ensuring the pieces could be used both lounging at home but also could be dressed up for a socially distanced lunch date in town. 

Brands such as ASOS, Pretty Little Thing and Topshop utilised the ‘comfortable yet functional’ ideology when creating their loungewear pieces, ensuring they looked stylish, steering clear of the dreaded ‘is that loungewear or pyjamas?’ question.

With most of the world working from home, it can be agreed that the office dress code has been long forgotten. This begs the question, ‘will it ever return?’ After spending months curled up on the sofa with our laptop, in our cosy, yet oh so stylish loungewear, will we be itching to get back into our blazers for a sense of normality, or have our priorities permanently shifted?

The fashion industry has so far excelled throughout the pandemic, adapting to a huge change in trends, assisting in the making of personal protective equipment (PPE), maintaining a presence on social media, without the help of fashion shows/runways and using their imagination in order to fulfil tasks.

At this stage, we cannot be sure when this will all come to an end but one thing, we can be sure of is… WE HAVE CHANGED.

Will we ever return to our office uniform?

Will we ever put ourselves through the torture of high heels in a nightclub again?

Will face coverings ever go away?

Who knows?

But one thing is certain, COVID-19 has changed the fashion industry forever and companies have evolved their brand to suit demand.

Ellen Turbett is a final year BSc Communication Management and Public Relations student at Ulster University. She can be found on Instagram and LinkedIn.

HOW TIKTOK SKYROCKETED SALES TO THE ‘LITTLE’ MOON

HOW TIKTOK SKYROCKETED SALES TO THE ‘LITTLE’ MOON

It is becoming more apparent each day that traditional media platforms are taking a back seat in the marketing world. Although newspapers, radio and television are still prominent features within the household, the instantaneous nature of social media takes preference in delivering information to society.

Whether it is a swipe up on Instagram or a scroll down on TikTok, we are constantly being influenced and a lot of the time, we don’t even realise it. The global pandemic has introduced many new trends into society, including home workouts, banana bread and TIKTOK.

Would I be correct in saying this time last year, you had absolutely no intention of downloading TikTok? “It’s a children’s app” you laughed. “Not for me” you urged. Just wondering what your TikTok screen time is now?

Nevertheless, as COVID spread across the globe, we all became desperate for an escape from the deadly news and isolation boredom and TikTok provided just that. Initially, we all learned a dance or two, tie-dyed our jeans and made whipped coffee. The popularity of the app became apparent very quickly, with unheard songs going to number one after a dance trend and normal people becoming mega influencers, with millions of followers LITERALLY overnight. Addison Rae, Charli D’Amelio and Noah Beck… to name a few.

Many platforms seen a surge of interest throughout the pandemic, including Etsy, online fashion stores and most predominantly, TikTok. Currently TikTok boasts an incredible ONE BILLION monthly active users in contrast to 680 million users in late 2018. These avid scrollers spend on average 52 minutes everyday on the app, with the most popular age group of users, Generation Z scrolling for up to 80 MINUTES. Bearing in mind most videos on the app do not surpass 15 seconds, so that is a LOT of scrolling.

The popularity of the app resulted in plenty of ‘TikTok made me buy it’ moments – including North Face puffer coats, Juicy Couture tracksuits and most recently LITTLE MOONS.

Little Moons were created in 2010 by brother and sister, Howard and Vivien Wong who were keen to introduce the world to the delicious Japanese treat, Mochi. Brand awareness has undoubtedly skyrocketed for the sibling duo all thanks to the exciting algorithm of TikTok, seeing their sales increase by an incomprehensible 700% with their predominant suppler, Tesco.

HOW – you might ask? #LittleMoons

The instantaneous popularity for Little Moons has resulted in mass sell-out, making the sweet treat GOLDDUST and virtually impossible to get your hands on. This search process has become a trend in itself, with many TikTok users sharing their experience on the hunt for the treasured desserts, visiting endless ‘Big Tesco’s’ in their area. Therefore, you can guarantee those lucky enough to get their hands on them are going to take themselves to TikTok to do the all important ‘Taste Test’, contributing to the trend, generating views and popularity for both themselves and for the brand.

Win-Win situation – you get 100k views on a TikTok video and Little Moons get £100,000 in sales, seems fair… right?

With 55 million views on the #LittleMoons hashtag, simply from consumer involvement, this ultimately begs the question, do we still need to spend a huge chunk of our budget on marketing and brand awareness tactics?

The recent success of Little Moons did not involve a big billboard in London or an extortionately funded Instagram campaign. It involved the importance instilled in young people to jump on trends to stay relevent, the influence of user-generated content on the consumer and creative, inviting video marketing.

Unfortunately, I have not been lucky enough to get my hands on the sweet treats. I thought my job in Tesco would make the hunt slightly easier, but OH BOY was I wrong? Recently, I have noticed the freezer isle has become particularly popular with young people, hovering just incase the bare shelf will be restocked. I live in hope that someday soon, there will be a box left over by the time I finish my shift. I highly doubt it though. Eagle eyed individuals have even noticed some Tesco employees (not me Tesco) have been hiding the desserts behind other items to snag after work – and in true TikTok style, have taken to app to snitch on these workers, showing viewers all the hidden nooks and crannies to check before they admit defeat. It really is an extreme sport.

Selfridges in London were ahead of the hype, boasting a Little Moons counter, where you can choose numerous favours – like a Mochi Pick n’ Mix. Current government restrictions have allowed Selfridges to open their food counters, for takeaway, which, yes you guessed it, EVERYONE is taking advantage of. Videos on TikTok have exposed the huge queues gathering at a social distance outside the London department store, with newly hired security guards to control the demand.

SECUIRTY GUARDS for Little Moons? Can you believe it?

Although trends come and go, it is clear if the organisation get involved and push to maintain their popularity, it doesn’t have to be a one hit wonder. Little Moons were straight on the ball, jumping on the TikTok trend, creating their own videos, as well as promising to increase their supply to meet demand.

The million-dollar question is, WHAT OR WHO IS NEXT? As I scroll down my TikTok, which I admit, I do a lot *facepalm* there is a newfound rising popularity surrounding weighted hula-hoops, and feta cheese in pasta. Even in the early stages of popularity, I have noticed feta cheese is becoming sparse on the shelves in Tesco. The sheer power that TikTok holds over modern society is mind blowing and it is extremely important that organisations recognise this influence and begin to navigate this new wave of marketing effectively.

Ellen Turbett is a final year BSc Communication Management and Public Relations student at Ulster University. She can be found on Instagram and LinkedIn.

MOLLY-MAE LEADS THE WAY

MOLLY-MAE LEADS THE WAY

Who runs the world? Influencers.

It is undeniable that social media has become an obligatory part of our everyday lives. According to wearesocial.com, more than 3.8 billion people use social media in 2020. *MIND-BLOWN*

A major element of modern social media is influencers. Influencers are individuals who build a following on social media, based on their opinions and expertise on a specific topic, most commonly fashion, fitness or beauty related. Influencers post regularly, generating huge exposure from their loyal followers.

Molly-Mae Hague, you either know everything about her, or nothing at all. That is the beauty of influencers; megastars to their interested audience but not quite A-Lister household names. Molly-Mae is a 21-year-old, Social Media Influencer from Hertfordshire, who rose to fame in 2019 as a contestant on the UK hit series, Love Island.

Love Island has been known as a ‘gateway’ for Social Media Influencers to gain a higher following, overpowering the shows initial goal of finding ‘love’. Molly-Mae did not shy away from this and has since openly admitted that initially Love Island was simply a “business venture” to further her career in Influencer Marketing.

Molly-Mae’s career has gone from strength to strength, making her the most successful contestant to leave the show. This however is no accident, it is a result of meticulous planning, content creating and professional endeavours.

Upon leaving the villa, Molly-Mae’s business venture had already proven extremely successful, with all of the UK top clothing brands aiming to secure a deal with her. After considering her options, Molly-Mae signed an incredible £500,000 deal with Manchester based fashion company, Pretty Little Thing. This was the highest brand deal a 2019 Love Island contestant generated.

As Molly-Mae’s Pretty Little Thing collaboration rolled out, the brand found their sales increase dramatically, with the range selling out immediately. This therefore resulted in Molly Mae receiving another six-figure deal to extend the collaboration for an extra six months.

Molly-Mae donated all profits from one of her Pretty Little Thing collections to the mental health charity MIND following the death of friend and Love Island host, Caroline Flack. MIND provide advice and support to empower anyone experiencing mental health problems. The charity campaigns to improve services, raise awareness and promote understanding surrounding mental health.

The decision to donate all profits to MIND was a personal decision for Molly-Mae, due to the death her close friend. Doing this allowed Molly-Mae to use her huge platform to promote the importance of mental health awareness and understanding. Molly-Mae engages with a lot of young people through her social media following, maintaining a positive reputation and a high level of influence. It is important to target her following with important issues, encouraging them to speak out about their mental health.

On the back of her partnership with Pretty Little Thing, it was clear that Molly-Mae was a big hit. To ensure she captured her success at a high point, Molly-Mae decided to embark on her very own business venture. With a target audience in mind, through commitment and dedication, she successfully launched her very own tanning brand, Filter by Molly-Mae.

Filter is a collection of tanning products. However, some eager eyed fans have noticed the brand is listed on Endole as a ‘wholesale of perfume and cosmetics’, which gives them the rights to expand the range into a cosmetic and beauty brand. This expansion has been successfully carried out by many brands. Local brand bPerfect Cosmetics did exactly this, expanding their tanning brand into a makeup cosmetics line and most recently, opening a Mega Store in Belfast City Centre. *No pressure Molly-Mae*

In September 2020, Molly-Mae hit the significant milestone of one million subscribers on her ever-growing Youtube channel, where she documents her life through daily vlogs, behind the scenes on business ventures as well as hair, makeup and fashion tutorials.

It could be argued that Youtube is an extremely vital part in Molly-Mae’s success. Her loyal followers were introduced to her through Love Island, a TV show that followed her daily life, every day, for over two months. Therefore, people may feel that they know Molly-Mae on a more personal level and her Youtube ensures this relationship is continued.

To celebrate this milestone, Molly-Mae launched a huge giveaway on her Instagram account. This giveaway boasted £8,000 worth of prizes, with Louis Vuitton bags, Apple gadgets, as well as her tanning products from Filter by Molly-Mae.

Giveaways are an immediate way to create engagement on social media, with many influencers participating in brand collaboration giveaways. Collaborations benefit both the brand and the influencer, with brand specific prizes and entry requirements that increase following and engagement for both.

Molly-Mae decided to cut out the ‘middle-man’ and set up the giveaway on her own. This allowed her to include authentic prizes that were directly related to her personality, her brand and her followers’ interests. Doing this also allowed Molly-Mae to stay clear of the typical, robotic perception that comes with giveaways. She ensured her caption was sincere, including a message of gratitude to existing followers.

Molly-Mae posing with her £8,000 giveaway prize on Instagram.

The entry requirements on the giveaway were as follows:

  • Like this post & tag a friend
  • Subscribe to my Youtube channel
  • Make sure you’re following @mollymaehague and @filterbymollymae
  • Share this post to your story for a bonus entry

These entry requirements ensured multi-networking which generated a high level of engagement, increasing social media following, as well as building brand awareness for Filter by Molly-Mae.

The giveaway also created headlines for the tabloids, keeping Molly-Mae in the public eye. It is very important that influencers show commitment and dedication to content creation in order to maintain their public image. This is especially important in 2020, with events, launches and media appearances being minimal due to COVID-19.

Molly-Mae’s vision for the future was impeccable and the aim of this giveaway was certainty achieved, with the total entry level reaching almost THREE MILLION, her personal Instagram gaining over 200,000 new followers and 300,000 new Youtube subscribers.

Both her personal Instagram and Youtube account will benefit greatly from this surge in followers through an increase of sponsored posts as well as an increase in earnings through social media insights and engagements.

The biggest success to come out of the giveaway has been the increase in Instagram followers for her tanning brand. Filter by Molly-Mae gained a mind-blowing 500,000 followers and counting. Yes, that is correct – 500,000!

Social media giveaways are an effective way to generate engagement with a loyal, existing audience, as well as a way to reach out to new people. Molly-Mae utilised people’s desire to participate in competitions to increase engagement for her new brand, Filter by Molly-Mae. She done this at a time where her fame and engagement were high, gaining public exposure at a time where this is limited.

To be sure she obtains the benefits of her giveaway and retains the increase in engagement, it is essential that Molly-Mae develops strategic communication tactics to build a relationship with new followers, as they are not required to continue following her once the competition has ended. It is important that she remains consistent, sharing user generated content, as well as asking for feedback and recommendations.

As soon as the winner of the giveaway was announced, Molly-Mae was already forward-planning, building excitement for the next one on social media. This is the perfect way to keep followers, old and new interested. However, if the next prize is anything like the first… who wouldn’t be interested?

I have a good feeling about the next one… if you see me out and about in the near future with a 4-piece Louis Vuitton luggage set or Apple gadget bundle… thanks Molly-Mae!

Ellen Turbett is a final year BSc Communication Management and Public Relations student at Ulster University. She can be found on Instagram and LinkedIn.