Senior Account Manager, Ketchum London
- Bachelor of Communication (Honours)
- Public Relations
For a good old-fashioned PR gig, it doesn’t get much better than London.
After honing her skills in Auckland for a few years after graduating from the University of Waikato in 2012, BCS graduate Courtney Stayte is now a senior account manager for award-winning PR firm Ketchum London.
At Ketchum, Courtney works on several key accounts, including P&G Global Haircare (Herbal Essences), Essity and Danish footwear brand ECCO – to name a few. As a senior account manager, she’s responsible for overseeing a variety of campaigns and activations for some of the world’s biggest brands, all designed to engage audiences and get them thinking.
Courtney says a highlight so far in her career has been the global influencer campaigns she has worked on, including a recent one for skincare product Olay.
“I worked on an influencer campaign for Olay - their first one ever - which involved coordinating around 40 social media influencers to launch the product and gain widespread awareness of the brand – that was really exciting.”
Courtney says influencer campaigns, where brands and organisations work with people who have highly engaged social media audiences to help distribute their messages, are the norm in PR campaigns.
“I’m definitely seeing a big shift towards using influencers as common practice, especially with a lot of the consumer brands I work with.”
She says that while it’s now commonplace in the PR industry, influencer PR is still a new concept to many organisations.
“It can take time for new methods of raising awareness to catch on, much the same as it took a long time for general social media advertising to gain traction – and now businesses wouldn’t be without it.
“But we’re pretty rigorous with how we incorporate influencers into a wider PR campaign. We vet them to make sure their followers are genuine, and we pick and choose carefully which ones are authentic and align with the values of the brand we’re working with.”
Before heading to London on her OE in July 2018, Courtney was senior account manager at award-winning PR firm Porter Novelli in Auckland, having progressed from account manager after two years. Prior to that, she was an account manager at another Auckland-based firm, Haystac PR.
In New Zealand, Courtney looked after a variety of trans-Tasman clients across industries including FMCG, travel and tourism, and aviation, all the while enjoying some great perks such as sampling celebrity chef food, regular trips overseas, and holding the America’s Cup trophy.
Courtney says the BCS degree is a must for anyone considering a career in PR. “The qualification relies heavily on putting theory into practice, which is a non-negotiable for any PR practitioner.”
Click here to learn about Waikato Management School alumni.