Graduate Case Studies - Katie Matthews - Senior Account Executive - PHA Media
Name:Katie Matthews
Age:25
Degree and university: 1st class BA in Journalism from the University of Sheffield
Job title: Senior Account Executive, Sport and Leisure department at PHA Media
What do you actually do?
First of all, I consume the media. In this job you need to know as much as possible about how newspapers, magazines, TV, radio and online media outlets work, and the sort of stories/angles/features they cover. My time is then split between planning ideas and strategies for the clients I work on, liaising with clients to see if we can make those ideas happen, and speaking to journalists to try and get those ideas in to the best, most appropriate media outlet.
Why did you decide to go into this sector?
I have a genuine interest in the media and the way different outlets cover different stories. I think this interest is important, as it makes me better at my job and it certainly makes it more enjoyable. I did a degree in Journalism, but after various placements and internships at newspapers, I saw the amount of news that is generated by PRs, and thought that might be an environment that I enjoyed more. I was right!
How did you find out about your particular course?
I had thought for a long time that I wanted to be a journalist, and I also wanted to do a vocational degree at a good university. For me, Sheffield offered the best journalism course and the best environment in which to do it. Even though I am now a PR, the skills I learnt during my journalism degree have proved incredibly helpful.
Would you undertake further training to further your career?
Yes I would. I can’t imagine going back to full time studying, but I am very keen to continue training and learning to stay on top of the game. Especially where digital PR is concerned. The digital landscape changes so quickly, and PRs that don’t keep up with what is going on will be at a disadvantage for sure.
What do you like most about what you do and are there any downsides?
I like the variety; I like knowing what is going on in the news and having an informed opinion about a particular story or the way it is being covered. I like the fact that knowing, reading, watching and listening to the media is part of my job; I like building relationships with clients and other stakeholders and I like seeing a great piece of coverage or campaign come to fruition. I also like the occasional schmoozing I get to do – there are hotels, restaurants and private members clubs that I have had access to in London that I could never have dreamed to go to if it hadn’t been for work! As for the downsides… You sometimes have to deal with rudeness and forever remain the diplomat! I can’t read a newspaper normally any more as I am always on the lookout for opportunities for clients, or what a certain interview is plugging. And my boyfriend, friends and family get annoyed with me for checking my blackberry all the time when I am on holiday. But if a client has an issue that they need dealing with, or a journalist needs some information in time for a deadline then it is important that I or someone else in my team can respond quickly, so it’s part and parcel of the job.
What do you think are the most important skills/strengths you need to make a success of what you do?
Being naturally personable helps, as conversations happen more easily and relationships with both journalists and clients become more genuine and longer lasting. Having good time management skills, being organised and being a lateral thinker are all important. And of course you have to be a good communicator – good writing skills and a confident, natural way on the phone and when meeting people face-to-face are key.
What advice would you give graduates wishing to come into this sector?Know the media. Radio, TV, newspapers, magazines, blogs... consume them all as much as possible. Do you know what day the Media section is in the Guardian? What day Femail is in the Daily Mail? What station and time Woman’s Hour is on? Who presents Sky News in the afternoon? You also need to get some decent work experience, so if you know the answer to all of the above questions, then send your CV to PHA Media!
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