Waggener Edstrom Is Hiring A Public Relations Account Manager
Wanna Neat Job In Public Relations?
Wanna Neat Job In Public Relations?
by

Waggener Edstrom Worldwide is hiring a public relations account director in their Seattle office. They reached out to me with an offer to post an ad for it over there in the sidebar. As we’ve discussed before, I only accept advertising from companies whose product or service is relevant to many of you and I insist those advertisers provide me with some subject for editorial content to accompany the ad as well.

The requirements gave them pause since the folks helping them with the advertising offer weren’t used to this editorial-advertising hybrid, so I decided to help them a bit with the post. It’s part of trying a new model, I guess.

The job description says they are looking for a senior leader for both clients, team and the agency as a whole. It reads like a senior account position and they say relocation funds are available. It seems the position is pointed toward a client or clients in the technology industry as well. If you are a senior level public relations person, you should click the ad here and check it out. Waggener Edstrom is a well-established, reputable agency with a nice roster of clients.

My only concern about the posting is there’s no mention of social media. Either they’re folding the requirements into their talk of strategic planning and, “creative tactical ideas,” or it’s still not something a senior level account director at Waggener Edstrom has primary responsibility for.

Not that this is a reason not to seek the job. It appears to be a very nice opportunity. But, as I’ve said before, social media most appropriately fits into the purview of public relations. At a minimum, PR professionals should be charged with integrating social media tactics and strategies with traditional communications methods.

Perhaps this is a chance for the public relations folks in all of us us to review our job descriptions and see if they fit the new media world.

Is public relations responsible for social media in your organization? Are senior-level managers expected to know and participate in social media strategy and tactics or is it something left to the junior staff members?

Tell us your story. The comments are yours.

About the Author

Jason Falls
Jason Falls is the founder of Social Media Explorer and one of the most notable and outspoken voices in the social media marketing industry. He is a noted marketing keynote speaker, author of two books and unapologetic bourbon aficionado. He can also be found at JasonFalls.com.
  • Thanks a lot, Tac. Glad to have you stop by and clarify for us. I appreciate
    the comment and the fact WE wanted to advertise here. Good luck with the
    search.

  • Hey Jason, Thanks for the post. An understanding of all communication channels are imperative in everyone that Waggener Edstrom's hires. In fact everyone in all roles, from Sr execs to operations and facilities management took training on social media during 2009, just to emphasize it.

    There are several jobs where social media is a bigger part of the role so it may be called out more specifically but it is a given at Waggener Edstrom that everyone understands it and how to use it.

    Maybe we just take it for granted that a Sr leader would understand this but that may be an assumption we shouldn't make.

  • Thanks a lot, Tac. Glad to have you stop by and clarify for us. I appreciate
    the comment and the fact WE wanted to advertise here. Good luck with the
    search.

  • Hey Jason, Thanks for the post. An understanding of all communication channels are imperative in everyone that Waggener Edstrom's hires. In fact everyone in all roles, from Sr execs to operations and facilities management took training on social media during 2009, just to emphasize it.

    There are several jobs where social media is a bigger part of the role so it may be called out more specifically but it is a given at Waggener Edstrom that everyone understands it and how to use it.

    Maybe we just take it for granted that a Sr leader would understand this but that may be an assumption we shouldn't make.

  • Hey Jason, Thanks for the post. An understanding of all communication channels are imperative in everyone that Waggener Edstrom's hires. In fact everyone in all roles, from Sr execs to operations and facilities management took training on social media during 2009, just to emphasize it.

    There are several jobs where social media is a bigger part of the role so it may be called out more specifically but it is a given at Waggener Edstrom that everyone understands it and how to use it.

    Maybe we just take it for granted that a Sr leader would understand this but that may be an assumption we shouldn't make.

    • Thanks a lot, Tac. Glad to have you stop by and clarify for us. I appreciate
      the comment and the fact WE wanted to advertise here. Good luck with the
      search.

  • Thanks for your support on this.
    Having a strong voice helping you with the job filling is not only beneficial for the company, as it will very likely get a new employee perfect for the job, but also one that is highly motivated, as he has to live up to the recommendation he received by his supporter.
    Just think if Jason would recommend you for a job. You'd work your ass of to make sure, that the company will know Jason did recommend the right person. And in return you will be much more appreciated and Jason will be repeatedly asked to help with a job filling.

  • Thanks for the feedback, Beth. Good to see social is becoming more and more
    a given rather than a bonus. And the more I thought about WE's posting, the
    more I thought, “They don't have proving ROI on the job description, but I'm
    sure it's required.” Still, would love to see it mentioned. Thanks for
    chiming in from Fleishman's perspective.

  • Beth Ward

    Jason,

    I'm with you, PR is the natural umbrella under which social media falls. Traditionally in marketing, our brothers (advertising) owned the paid space, while PR ruled the earned space. With the advent of social or sharing comes the opportunity to communicate in yet another arena. Public Relations with its focus on content, writing and news makes social a natural new venue.

    As I look for new candidates at Fleishman-Hillard (senior or junior) social is a requirement at all levels. Our communications require a strategic approach not just a tactical execution. So VPs, AEs, and interns must know how to communicate with audiences beyond press releases and media Q&A. With all new employees social is not a nice to have, but a must have.

  • Beth Ward

    Jason,

    I'm with you, PR is the natural umbrella under which social media falls. Traditionally in marketing, our brothers (advertising) owned the paid space, while PR ruled the earned space. With the advent of social or sharing comes the opportunity to communicate in yet another arena. Public Relations with its focus on content, writing and news makes social a natural new venue.

    As I look for new candidates at Fleishman-Hillard (senior or junior) social is a requirement at all levels. Our communications require a strategic approach not just a tactical execution. So VPs, AEs, and interns must know how to communicate with audiences beyond press releases and media Q&A. With all new employees social is not a nice to have, but a must have.

    • Thanks for the feedback, Beth. Good to see social is becoming more and more
      a given rather than a bonus. And the more I thought about WE's posting, the
      more I thought, “They don't have proving ROI on the job description, but I'm
      sure it's required.” Still, would love to see it mentioned. Thanks for
      chiming in from Fleishman's perspective.

  • Thanks, Scott. Love hearing the real world perspectives from folks doing it. Thanks for your continued readership and participation here.

  • Tom, I definitely agree with you. If finding a job is all about networking, shouldn't filling one be as well? I think it furthers the strategy of using influencers (such as Jason, but could be any strong, trusted community voice) as an effective and efficient means of fulfilling your business needs.

  • scotttownsend

    We do pretty much what you suggest. As the Marketing/PR Director at United Linen, I manage the social media strategy and tactics. Being a small company, this is manageable. Any larger and we would need some additional help.

    Our goal in Marketing is to start a relationship with prospects and enhance the existing relationship with current customers. We want people to choose us as their service provider. So while they are under contract with someone else, we start a relationship through cold calling and pointing prospect to our channels of communications so they can find out more about us, on their time frame. That's the idea at least.

    Is it working…well, we write up new business weekly, bu I haven't had a new customer say, “we chose you because of your blog.” But as we continue to create relevant content, use the SM tools to listen to the marketplace, and help prospects know how and where to find us, we'll hear more about SM helping prospects make a buying decision in our favor.

  • scotttownsend

    We do pretty much what you suggest. As the Marketing/PR Director at United Linen, I manage the social media strategy and tactics. Being a small company, this is manageable. Any larger and we would need some additional help.

    Our goal in Marketing is to start a relationship with prospects and enhance the existing relationship with current customers. We want people to choose us as their service provider. So while they are under contract with someone else, we start a relationship through cold calling and pointing prospect to our channels of communications so they can find out more about us, on their time frame. That's the idea at least.

    Is it working…well, we write up new business weekly, bu I haven't had a new customer say, “we chose you because of your blog.” But as we continue to create relevant content, use the SM tools to listen to the marketplace, and help prospects know how and where to find us, we'll hear more about SM helping prospects make a buying decision in our favor.

    • Thanks, Scott. Love hearing the real world perspectives from folks doing it. Thanks for your continued readership and participation here.

  • Hi Jason,
    I kind of like this editorial-advertising hybrid. Not only because it provides you with content, but also because in this case it emphasizes the network aspect for job seeking. If you go out there to promote a job, I assume you know the company and you have made good experiences working with them.
    And on the other side you can help the job seeker to get in touch with the company. Maybe give him some support on the way.
    Might make you vulnerable though (you recommend the company and possibly the new employee), but I still think the positive aspect wins.
    Maybe I haven't looked enough but I haven't seen many of these hybrid job offers. Would like to see more.

  • Hi Jason,
    I kind of like this editorial-advertising hybrid. Not only because it provides you with content, but also because in this case it emphasizes the network aspect for job seeking. If you go out there to promote a job, I assume you know the company and you have made good experiences working with them.
    And on the other side you can help the job seeker to get in touch with the company. Maybe give him some support on the way.
    Might make you vulnerable though (you recommend the company and possibly the new employee), but I still think the positive aspect wins.
    Maybe I haven't looked enough but I haven't seen many of these hybrid job offers. Would like to see more.

    • Tom, I definitely agree with you. If finding a job is all about networking, shouldn't filling one be as well? I think it furthers the strategy of using influencers (such as Jason, but could be any strong, trusted community voice) as an effective and efficient means of fulfilling your business needs.

      • Thanks for your support on this.
        Having a strong voice helping you with the job filling is not only beneficial for the company, as it will very likely get a new employee perfect for the job, but also one that is highly motivated, as he has to live up to the recommendation he received by his supporter.
        Just think if Jason would recommend you for a job. You'd work your ass of to make sure, that the company will know Jason did recommend the right person. And in return you will be much more appreciated and Jason will be repeatedly asked to help with a job filling.