寻找公关策略

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举报 2020-10-12

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由于业务增长的需要，事话（上海）正在寻觅一位专业的公关人才。

职位：公关策略

坦白说，我们此前从未定义过公关策略这一职位，这将是团队中的全新角色。担任此职位的人，需要拥有丰富的从业经历。
首先，我们最看重的是灵活性和机动性。你需要灵活应对团队作业中，涉及到公关层面的不同需求，并具备从策略思考、提案到执行的全方位能力。面对变化，能快速反应，并找出最优的解决方案。

其次，好的想法很重要。需要时常对人和外界保持好奇，并有着丰富的公关知识储备，能包容不同的文化和思想，擅长从不同角度给团队带来启发。
同时，善于分析和思考。能深入理解每个项目，懂得如何一步步推进。能深刻洞察消费者的真实需求，协调各方的不同意见，以确保项目的顺利进行。
当然，除此之外，你还需要具备以下公关素养：成熟的写作能力，丰富的人脉关系和足够的抗压能力。懂数字化营销和未来的营销趋势，能领导团队合作以及独立完成项目。

从具体的工作职责范围来看，你需要在以下四个项目阶段中给予公关支持：

1. 策略洞察环节

与创意、策略和调研团队密切合作，
并提供相应见解；
提供话题角度和营销数据，
供媒体和社交平台延展使用；
从公关角度时刻把控项目进程，
确保方向的正确；
能够快速应对并分析项目内的所有问题。

2. 创意环节

与创意团队紧密合作，多角度提供想法；
从公关角度进行优化，尽可能地创造最大化的新闻价值；
能自由地发挥想法，不被项目中的各种细节所限制；
能很好地融入团队合作，并能快速抓住创意的核心点；
了解不同的文化背景；
配合创意寻找合适的社交媒体意见领袖和具有影响力的人物。

3. 执行环节

负责制定公关战略和营销活动规划；
负责外部沟通、合作与购买，如公关公司、
媒体公司、社交媒体意见领袖等；
负责国内以及全球范围的新闻素材制作；
跨平台媒体合作；
预设公关 Q&A ；
设置 CPI 并通过我们的社交观察工具和问卷等进行监测；
配合制定社交媒体策略和传播周期；
跟踪监测传统和社交媒体营销活动；
开展媒体培训；
能快速应对各类公关危机的发生。

4. 总结评估环节

收集公关投放素材，整理数据结果；
复盘项目，并总结项目经验；
与其他团队成员分享经验和见解；
制定竞品投放分析方案。

如果你对此职位感兴趣，请将简历投至：jobs@cn.forsman.co

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PR Strategist

Those who work in PR at f&b come with vastly different experiences. None of us were particularly molded in PR when we came here - we had no definite idea of how one advertising agency should work with PR - but we had worked with, for example, journalism, communication, relationship-building processes and culture.
Our view on the PR role at f&b is that the most important thing is that you are flexible. Because you never know really how the working group best needs a PR Strategist. You have to be flexible and responsive to different levels of PR understanding and different skills in the group - and where the team is in the process. One needs to be a bit of a chameleon. Be able to switch quickly and move from balancing strategic insights to selling campaigns to clients to handling journalists. You enjoy each day being different and like to figure out the way forward.
We also believe that it is important to be strong in ideas. You are curious about people and the outside world influences. You have a broad frame of reference that can be used strategically. You are curious about culture and open to many different types of culture. You are comfortable being the one to look at our ideas with a slightly different perspective and will push insights from elsewhere.
Being analytical is also useful. You strive to gain a deeper understanding of how we do projects that creates change for real. You see customer needs and know how to run long-term change processes in organizations. You are able to understand how people who are not at all like you think about different issues. You scenario plan for different conceivable results.
Other things that we also see as important are: Strong writer. Large contact network. Endurance. Be digital and good at trends. Enjoy collaborating but also able to run solo successfully. Like everyone at f&b, we want to find someone who is esteemed and a team player.
We see that our projects often go through four major phases. Examples of how you may work in each phase are given here but the scope and content vary from campaign to campaign:
1. Insight work - strategy

Work closely with creatives, planners and researchers to find relevant insights for the assignment
Be able to produce data on topics / angles that the company can reliably work from, which also has support in the press and social media
Keep track of positioning, where we should be from a PR perspective - so we move in the right direction at the right pace
Quickly be able to do research on the current question

2. The creative process

Be supportive to the creatives and act on the idea board in different ways
Optimize PR outlets so that we get the maximum out and ensure news value in our creative campaigns
Be able to think freely and largely, not limit the creative process with practical details
Social competence in the form of being able to take part in the working group and to know where the creatives are in the process
Reference intelligence and cultural understanding
Drive a process to find the right casting / influencers all the way from idea to implementation

3. The roll-out phase - Campaign planning & Launch

Responsibility for developing PR strategies and campaign planning
Buying and collaborating with external agencies - eg PR agencies, social agencies,
influencer networks or actors for the dissemination of content
Ability to see the whole campaign from different points of view,
representing the public /market it will serve
Produce press material at national and global level
Processing and contact with journalists
Develop Q & As
Set up CPIs and measure via our social listening tools / surveys
Be able to develop or support social media strategy and create content calendar
Monitor and follow campaign in traditional and social media
Carry out media training
Be supportive during PR crises and manage drives