Do you remember the days when Twitter had just come out and people were trying to figure out how to use it for business?
I do. In fact, I became fascinated with social media for business. I was still a student but I could already see the massive shifts happening in the communications world.
Even though I studied International Business, my passion for comms made me follow big names such as Brian Solis and David Meerman Scott who were pioneers in how to do PR the modern way.
And so I decided to pursue a career in PR. I read every book on PR that I could get my hands on, I interned in PR and I worked part-time in a PR agency during my final year at university.
I tried to learn everything I could.
I did everything - I wrote press releases, I pitched national and regional media through email and cold calls, I worked with bloggers, I managed social media channels.
It was great. I learned a lot.
But I could see that even though I worked so hard and my agency team did too, we were basically just slaves in the eyes of the client. They didn’t consider us strategic advisers. We were just implementers and every time we tried to convince the client to do something new, it was close to impossible.