PR @ MullenLowe
To start at the beginning of the story, I began my journey at MullenLowe through a highly selective program called 4A's Multicultural Advertising Internship Program (MAIP), I was selected by MullenLowe's PR department in their Boston office to be a public relations intern for summer 2020. I assisted with two major brands for their Boston Beer accounts but I also worked on other projects on an as-needed basis.
Upon completing my internship, I was brought on full-time with the Los Angeles team as an Assistant Account Executive (AAE) and was promoted to an Account Executive (AE) in November 2021. I left MullenLowe May 2022 to pursue a new opportunity. At the start I worked on accounts such as Corona, Dorel, Safety 1st, and Moose Toys. Towards the end of my time, I primarily worked on clients such as Corona and Orgain. Due to NDA restrictions, I cannot show specific documents I worked on, but here's a brief overview of my responsibilities!
Media Relations + Reporting
Media relations played a big component in my day-to-day role at MullenLowe PR. Whether it was building a robust yet catered media list, crafting an eye-catching pitch, writing a tight (but comprehensive) press release, I was there to help craft and execute our media materials for launch dates. GlobeNewswire and PRNewswire and me? We go back.
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On a related note, I was also lead in maintaining track of secured hits and their respective UVMs for recap decks. On a monthly basis, my peers and I would submit a synthesized report on brand performance and competitors as well. In addition, on a weekly basis, my colleague and I would draft a competitor analysis report for our client.
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Favorite secured hit you ask? Easy.
Media Audits + POVs
Another key component of my role was crafting thorough media audits and point-of-views for our clients. Whether it was investigating a potential SMT opportunity or doing a deep dive on the internet for a crisis, I was in the trenches finding the information and synthesizing it in a digestible way for our clients. If you need a daily status update on the media landscape for your client, I'm your girl.
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On a similar note, I would conduct in depth media audits and research for potential new business opportunities.
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Fun fact: I got the opportunity to pitch a new business for MLPR. 😳
Brainstorming
PR is a creative industry. You have to think about campaigns that aren't only timely and on brand, but something that is relatable. Throughout my time at MLPR, I would participate in all-hands brainstorm sessions to help narrow down the direction of a potential PR activation. To me, teamwork and collaboration is imeprative to a successful launch, so this was a part of my job that I thoroughly enjoyed.
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Influencer Support
A component of my role at MLPR included supporting influencer programming. I supported with identifying, vetting, and pitching potential influencers for our overall Masterbrand influencer program. When we locked in our roster, I spearheaded the budgeting, logistics, and delivery of welcome kits for influencers from across the country. In addition, I supported in creating briefs for the influencers and archiving their digital assets / metrics. ​