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What campaign just earned them 1000 pieces of coverage? What tech has helped them create an additional 7 hours this week? What team structure has best integrated digital talent?
We are in a privileged position to hear about the best comms development around the world.
“We’re on a mission to track down the world’s most amazing comms teams to discover their secrets, methods and philosophy”
We’re not selfish at CoverageBook. We’re on a mission to track down the world’s most amazing comms teams to discover their secrets, methods and philosophy behind what makes them amazing and then we’re going to share it with you!
We’re kicking off this exciting series with NeoMam in Manchester, UK.
NeoMam Studios produce and promote visual content to support their clients’ digital campaigns, amplifying the reach of every piece through influencer marketing.
We caught up with Gisele Navarro, head of media relations to find out their secrets..
What mix of skill sets are behind your success?
Everyone in our team has been trained to become the digital PR executives they are today — with diverse backgrounds that go from journalism to music production to acting. Their work experience includes everything from telemarketing to waiting tables at Wagamama.
I normally run a mile from marketing and PR profiles when hiring for new openings within my team as I like to work with people who haven’t built any habits around contacting journalists and working with publishers.
The main skills we like to nurture are curiosity, calculated risk-taking, decision making, empathy, flexibility and autonomy.
“I normally run a mile from marketing and PR profiles when hiring for new openings within my team”
Do you follow a creative process?
Everyone at NeoMam has a place in the idea generation stage of our projects, which is the first step before we produce any piece of content. To learn a bit more about our ideation process, I’d recommend to have a read at this post covering how we use the concept of chunking for coming up with content ideas.
In terms of the day-to-day of our Media Relations team, one of our most creative processes is that of strategising for a campaign. When it comes to prospecting for publishers/bloggers we want to target with a particular piece of content, expanding on our main target audience is key to the success of our campaigns.
Before simply targeting “travel” when working with a piece about the benefits of a tech-free vacation, we ask ourselves a series of questions that will help us pinpoint the different online audiences that would be naturally attracted to the topic:
- Who cares about this information? (Who has this problem and needs a solution to it?)
- What type of people does this topic attract? (Who is likely to be affected by the topic discussed in this piece?)
- Why would they find it interesting? (Who would benefit from reading this?)
What are the top two tools you and your team couldn’t live without?
Yesware for email tracking and CoverageBook for reporting. I’ve even written an article about why I love them so much.
Do you all work in the same office? Any interesting working spaces?
Our English digital PR team works in-house, altogether sitting side by side in our office in the Northern Quarter, here in Manchester. Our multilingual specialists work remotely, so we’ve got team members working from home in different locations around the world, from London to Buenos Aires!
A distinctive feature of our work space is the amount of whiteboards we’ve got spread around us.
We keep an eye on open projects, follow scores for mini-games we play as part of our processes and pay special attention to key metrics for our team — such as our email open rates and new relationships built with publishers every week.
It takes a look around the office to know what everyone is working on, where we’re making an impact and what are the areas where we need help.
“We keep an eye on open projects, follow scores for mini-games we play as part of our processes and pay special attention to key metrics for our team”
What book inspires your team?
“The Great Game of Business” by Jack Stack is at the core of everything we do, particularly our mini-games. It’s the model by which we run the agency and the reason why we have built one of the strongest teams I’ve had the pleasure to work with.
Everyone at NeoMam has a stake in the outcome and that is the fuel that powers our agency.
Originally from Buenos Aires, Gisele Navarro is the Head of Media Relations at NeoMam Studios. With a background in SEO and link building, she now specialises in digital PR and influencer marketing, shaping the content promotion strategies for a range of clients and managing NeoMam’s multilingual team of digital PR executives and blogger outreach specialists.
More on NeoMam Studios here.
Step inside other innovative PR teams:
Read our interview with Johan van der Zanden, Communications Director at ING Bank and hear how Agile transformed their global PR.
Read our interview with Andrew Jennings, the lead of Ketchum’s Agile team ‘Storyworks’ here.
Originally published at coveragebook.com.