Abstract
During June and July, I did my first internship in a public relations company based in London, called Bell Pottinger. I didn't know exactly what the challenges were in this field, so it was a chance to learn many new things. Chime Communications PLC is the holding company of 35 companies which include the UK's leading public relations group, Bell Pottinger; the UK's leading research and consultation group, Opinion Leader Group; and one of the fastest growing advertising and marketing services groups in the UK, VCCP. The Bell Pottinger Group, managed by Kevin Murray, is a network of 23 companies which collaborate together 'to make their clients better known, better regarded and more successful'. The aims of this internship were, to improve my english, to increase my understanding of the functioning of a public relations firm, and to put into practice the knowledge acquired during the academic year, particularly in marketing. In addition, it would enable me to experience a particular professional project, and find out if this was the field in which I would eventually like to specialize. In order to do this, I arranged to do my internship in London in one of the companies of the Bell Pottinger Group called The Collective. This is the department which has to bring new businesses into the group and then, once acquired, to assign them to the most relevant agencies. Another function of the team is to specialize in crisis management.
Extract
[...] In an emerging country such as Saudi Arabia, a PR agency will, obviously, have to employ all those factors, but, in addition it will have to take into account the specifics of the particular culture in which it is working. Intense research will have to be undertaken to ensure that the company has a full knowledge of the attitudes, behaviour and customs of the country involved. Armed with this knowledge, a PR agency, can behave in a flexible and comprehensive manner in the execution of its campaign. This, combined with the same methodical approach which applies to all PR campaigns, will create the necessary environment for success. [...]
[...] These features are key success factors which enable the top public relations companies to enhance their image, to stand out from their competitors and to be the best in the country. 2nd Part: Saudi Arabia Even if the goals of public relations are the same from one country to another, there are differences in how a PR company operates in two such contrasting countries as the UK and Saudi Arabia where the culture are so different. It is why when a public relations agency deals somewhere new, it has to be careful. [...]
[...] Another function of the team is to specialize in crisis management. During the internship, different tasks were entrusted to me and in particular I was used most of the time for translation from French into English, especially with regard to a problem involving one of their clients, a Dutch trading oil company which in 2006 unloaded toxic waste material in Abidjan in Ivory Coast. After this event, a lot of articles were published in newspapers and magazines both in France and in the Ivory Coast and I was required to translate them into English. [...]
[...] To achieve this goal, they have to persuade both local and international audiences. In Saudi Arabia they need to convince Saudi authorities to help make this centre a success for example on transport and security. Then, they need to encourage local financial firms to locate here. They also have to persuade citizens that they will benefit from the new opportunities. In fact they are trying to convince local people that it is a good investment and a powerful engine of economic and social growth which will provide new jobs and increase profits. [...]
[...] Second Part: The Essay Introduction Public relations has grown in importance in the last ten years due to several factors such as increasing competition, the need to develop and maintain a good corporate image, the recognition of the power of public opinion and the development of media. The role of a public relations agency is to positively influence public perception by presenting a strong image of the company. In fact, public relations is about reputation: "it is the result of what you do, what you say and what others say about you". [...]
