A vibrant career
Published: 16 Feb 2016
Name: Julia Bryce
Job title: Senior PR account executive
Works at: Frasermedia Ltd
Qualifications: BA (HONS) Communications with Public Relations
WHAT DOES YOUR ROLE INVOLVE?
As a senior PR account executive I solely manage a number of the lifestyle and business clients. My role is extremely varied, and my work involves a variety of different aspects including designing and implementing strategic social-media campaigns; pitching and writing creative, newsworthy press releases and features; compiling results-driven, targeted advertising campaigns; developing key media relationships, and organising high-quality events.
At Frasermedia, our team of six professionals work very closely, supporting one another, sharing key contacts and opportunities within the business. With over 45 clients across our Aberdeen and Inverness offices, we are kept extremely busy.
No day is ever the same at Frasermedia as each and every one of our clients have completely different needs. Writing press releases and magazine features are a huge part of my job, as well as pitching great stories to the press and generating as much media coverage from a story as possible. Raising brand awareness on behalf of our clients is my main aim, and securing key coverage is very rewarding for all parties involved.
BEST THING ABOUT YOUR ROLE?
The vibrancy of our client base is one of my favourite aspects of my job. Everyday is completely different and if I’m not interviewing leading hairdressing professionals, or herding award-winning Aberdeen Angus in a field for a photo-shoot, then I’m hosting and organising media and blogger events to generate further client exposure to a wide yet targeted audience. My job is exceptionally fast-paced and priorities can change in the blink of an eye.
I also love to be creative when writing interesting award entries on behalf of our clients. Representing Frasermedia at the prestigious Pride Awards organised by the Chartered Institute of Public Relations (CIPR), is a highlight of my career so far. I was individually shortlisted as a finalist in the Young Communicator of the Year category last year against one other individual. This is a huge achievement for someone of my age, and something I believe is down to my passion and enthusiasm for outstanding results for my clients.
YOUR JOB’S BIGGEST CHALLENGE?
Meeting tight deadlines can prove challenging when timescales are extremely short. Sometimes articles must be approved within the hour so having a strong, trusting relationship with my clients is extremely important.
Organising events for clients on a tight budget can sometimes prove a little overwhelming. However, having a focused and structured plan in place on what we want to achieve ensures I stay focused on all elements of the event, and stay within budget.
BEST CAREER ADVICE?
Have a plan and make key contacts in your industry of choice as soon as possible. I have found a degree is important in some industries, but work experience has been the key factor in my career development.
Gaining invaluable experience while I was at university definitely helped me secure my position at Frasermedia. So much so that I was offered a full-time job before I had graduated due to working part-time for the company over my fourth year at university. I have received four promotions since starting with the company in 2013, and have gained vital experience in understanding all aspects of how the business works.
Finally, always be polite and humble as you never know who you may meet in business or work for in the future.