Tracy Stephenson
Account Manager, P4

Written by Patrice Dodd on 2010-10-04

Tracy is an Account Manager with more than five years experience in the communications, public relations and events industry. Her industry experience includes providing corporate communications, public relations, event management and marketing solutions to a number of high profile national clients including Domino’s, Lorna Jane, Peppers and Westfield. She also has extensive experience in project managing a number of local high profile campaigns including Brisbane International Boat Show, Queensland Fire and Rescue Services annual Don’t Be A Fool, Change Your Smoke Alarm Campaign, Art Brisbane 08 and the launch of Siana Bar and Dining Restaurant.

Describe a typical day in your role as Account Manager at P4?

I think the thing about consultancy work is that there is no day the same. At the start of my day I will check emails and read publications so I know what is happening in the news, then I can be doing anything from following up pitches, developing public relations plans, writing media releases, to meeting with media and client specific personnel.

Best and worst part of your job?

The best, is the diversity that comes with consultancy and of course the great clients we get to work with every day. The worst, is managing client expectations and the unpredictability of the media such as not getting the coverage due to an unexpected event arising.

If you had to give one piece of advice to a professional entering the public relations industry, what would it be?

I think I would have to give two, firstly do as many internships as you can and secondly, start out in public relations consultancy.

What challenges (if any), does P4 face in regards to new media technologies?

Educating our clients about understanding the value and worth of social media, they tend to not value social media presence as much as appearing in print publications. Also, the fact that public opinion affecting reputation is more visible by new media, it has become harder to be ‘all over everything’ and therefore to manage the clients reputation.

How do you see Public Relations changing in the future?

I see it becoming more like the States. In Australia, public relations tends to be something that is value added to a company, whereas in the States it is integral to the company’s operation and success. Companies in the future will rely on public relations more as publicity will drive the message further and advertising will become less.

What changes have you seen in the industry since you started?

The greatest change I have seen is the decrease in media publications in Brisbane due to a decrease in resources. Another change is the development of social media.

What can we expect to see from P4 in the next 12 months?

Consolidation to manage current client growth as well as further development of a board range clients, particularly those on a retainer basis.