Internship Report

Internship Report Pauline Ng Wan Wan Ching | Lee L ee Kong Chian School of Business | Class of 2009

This report is written for the SMU Office of Career Serv ices for the grading of Pauline’s Pau line’s internship at Waggener Edstrom Worldwide. It consists of details of her responsibilities, responsi bilities, training, training , accomplishments and reflections reflectio ns during that period of work. Date Submitted: 29 October 2008

Contents Execu've Summary.................................................................................................................................... 3 About Waggener Edstrom Worldwide ....................................................................................................... 3 Descrip'on of Responsibili'es ...................................................................................................................3 Technology Clients ..................................................................................................................................3 eBay.....................................................................................................................................................3 EMC & RSA.......................................................................................................................................... 4 Infor.....................................................................................................................................................4 Consumer Clients ................................................................................................................................... 4 AbboH ................................................................................................................................................. 4 Asian Talent Conference ..................................................................................................................... 4 Jimmy Liao.......................................................................................................................................... 5 Burns Bridge SweeH ............................................................................................................................5 Wacoal ................................................................................................................................................ 5 Natureworks ....................................................................................................................................... 5 Business Development & Research ........................................................................................................ 5 WEIn WEIn‐ouse Training ................................................................................................................................. 6 Majo Major Accomplishments ............................................................................................................................6 Lesso Lessons learnt applicable for future ...........................................................................................................6 Per Personal Development............................................................................................................................6 Pro Professional Development ......................................................................................................................6

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Execu-veSummary ThecompanywhereIdidmyinternshipiscalledWaggenerEdstromWorldwide 1,anditwasappliedviaOntrac.I was inter intervie viewed wed and hired hired by Julia Julia Lai 2, the Deputy Deputy Gener General al Manage Manager r of the Sin Singa gapor pore e Office Office and also also the th DirectorofConsumerPRinthecompany.Myinternshipstartedonthe9 June2008and June2008and lastedfo lastedfor20 r20 wee weeks ks th un'lthe17 October2008, October2008, withtheofficialworkin withtheofficialworkinghoursstar'ng ghoursstar'ng from9amto 6pm.During theinternship,I theinternship,I was was stra stradd ddli ling ng betw betwee een n 2 depa depart rtme ment nts, s, unde under r 2 Dire Direct ctor ors, s, name namely ly Juli Julia a and and Yen Ting Ting Chan Chan (Dir (Direc ecto tor r of Technology),repor'ngmainlytoJulia.

AboutWaggenerEdstromWorldwide Melissa Waggenerfoundedthecompany25yearsagoin Waggenerfoundedthecompany25yearsagointheUSandmadePamEdstromwasmadepartner theUSandmadePamEdstromwasmadepartnera a few few years years later later andthe company company became became WaggenerEdstr WaggenerEdstrom.Now om.Now aninte an interna'on rna'onal alfirmwith firmwith theheadquartersin theheadquartersin nd SeaHle,itisthe2 largestindependentPublicRela'onsfirmintheUS.Itemploys largestindependentPublicRela'onsfirmintheUS.Itemploys morethan800peopleintheir 15 officesaround theworld the world, , achieving achieving revenueof revenueof morethan US$100milli US$100million on3 in2007.Couplingwiththeir14 strate strategic gic allian alliances ces global globally ly they they aredriven aredriven toward towards s their their missio mission, n, which which is “To “To share share our clien client’ t’s s passio passion n for for discoveryandinnova'onandgivetheirideasapo discoveryandinnova'onandgivetheirideasapowerfulvoicethatspans werfulvoicethatspanscon'nentsandcultures” con'nentsandcultures”. .

Descrip-onofResponsibili-es Tomoreaccuratelyconveymyrolesandresponsibili'esduringthisperiod,Ihavecategorizedthemby“Clients” andtheworksIhavedoneforthem.Ontopofit,thereisanothercategory;“BusinessDevelopment&Research” wherethey wherethey wil will l contai contain n allthework that that I havedonetha havedonethat t are not pertai pertainin ning g toany specifi specific c client client, , butmore butmore towardsthebusinessofWaggenerEdstrom.

TechnologyClients eBay DailyMediaMonitoringforSingapore Iwillreadthroughallthemajorpublica'ons,suchasTheStraitsTimes,WallStreetJournal,LianeZaoBao, Financ Fin ancial ial Times, Times, Busine Business ss Times, Times, Intern Interna'o a'onal nal erald erald Tribuneand ribuneand all other other online online source sources s to pic pick k out news news relevanttothebusinessofeBay. RegionalCoordina-on OuralliancepartnersfromMalaysiaandPhilippineswillsendintheirdailynewsreportsfromandmydutyisto compile,formatanddoQCtotheirreportsbef compile,formatanddo QCtotheirreportsbeforesendingitouttotheclie oresendingitouttotheclients. nts. MediaCalldown Callingallthepublica'onsinSingaporetofindou Callingallthepublica'ons inSingaporetofindoutaboutpitchandbylineop taboutpitchandbylineopportuni'esforeBay portuni'esforeBay. . MonthlyandQuarterlyMediaRepor-ng 

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1

www.waggeneredstrom.com

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[email protected]

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http://www.odwyerpr.com/pr_firm_rankings/independents.htm

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Dailynewsalertswillbecompil Dailynewsalertswillbecompiledinto edinto anexcelsheetandthePRvalues, anexcelsheetandthePRvalues, coverageet coverageetcwillbecalculat cwillbecalculated.Other ed.Other thandoingdatainpung,itisalsomyresponsibilitytocalculatethevalues,preparethechartsandgraphsas visualrepresenta'onsandalsotove visualrepresenta'onsandalsotovetthroughthereportsfro tthroughthereportsfromPhilippinesandMal mPhilippinesandMalaysia. aysia. On top of my assign assigned ed du'es, du'es, I took took the ini'a' ini'a've ve to re‐fo re‐forma rmat t the cover coverage age repor' repor'ng ng templa template, te, inser' inser'ng ng formu formulaswhen laswhen nec necess essary ary such such that that thecalcula' thecalcula'onswill onswill be automa automatedand tedand there therefo fore re reducethe reducethe amountof amountof effortrequiredtopreparefuturereports.Thenewte effortrequiredtopreparefuturereports.ThenewtemplatewasacceptedbytheDirecto mplatewasacceptedbytheDirectorandnowimplemented randnowimplemented intheSingaporeoffice,aswellasusedbyourpartner intheSingaporeoffice,aswellasusedbyourpartnersinPhilippinesand sinPhilippinesandMalaysia. Malaysia. EMC&RSA DailyMediaMonitoringforSingapore Other thanreadingthrough allmajor print print publica'o publica'ons nsandgoing andgoing through through Fac'va,I Fac'va,I willgo through through allmajor trade publica'on publica'ons sandwebsit andwebsites,such es,such asZDNetasia, asZDNetasia,Compu Computerwo terworld,SearchStorag rld,SearchStorage eAsia, Asia, PCWorld,SDA‐Asia, PCWorld,SDA‐Asia, MIS‐Asiaetc,tosearchforallnewsandreportsre MIS‐Asiaetc,tosearchf orallnewsandreportsrelevanttothebu levanttothebusinessofEMCandRSA. sinessofEMCandRSA. AudioTranscrip-on All All the the inte intervi rview ews s that that we have have cond conduc ucte ted d with with the the clie client nts s are are reco record rded ed and and for for the the first first 2 mont months hs of my intern internshi ship, p, I was respo responsi nsible ble for for transc transcrib ribing ing these these audio audio clips clips and provid provide e a word word for for word word report report of the interviewssothatbylinesandwhitepap interviewssothatbylinesandwhitepaperscanbedeve erscanbedevelopedusingthedatafr lopedusingthedatafromthetranscrip'on. omthetranscrip'on. 

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Infor AudioTranscrip-on SameasEMC&RSA PressRelease Ourin housewrite housewriterr, Jesse,taug Jesse,taughtme htme the basicfunda basicfundamen mental tals s of wri'nga wri'nga press press relea releaseand seand I wasgiven wasgiven the opportunitytowriteonebasedononeoftheaudiotran opportunitytowriteonebase dononeoftheaudiotranscriptsthatIhadprepared. scriptsthatIhadprepared. 

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ConsumerClients AbboH IsomilMediaEvent–Oct2008 Iwasinvolvedinprepari Iwasinvolvedinpreparingthemedialist, ngthemedialist, dissemin dissemina'ngthemediainv a'ngthemediainvitesandfol itesandfollowin lowingup gupwiththemediafor withthemediafor theRSVPlistpriorto theeve the event. nt. Duringthe Duringthe eve event,I nt,Iwasresponsi wasresponsibleforintrodu bleforintroducingthemediato cingthemediato thespeakers thespeakers andensuring andensuring thattheeventlogis thattheeventlogis'cs 'csw wentwel entwell.Aertheeven l.Aertheevent,I t,Ifol followe lowedupwiththemediawhodidnotturn dupwiththemediawhodidnotturn upandpreparedmediakitstobesenttothem.Forthemediawhoturnedup,Ifolloweduptogatherthelistof publica'onsthatwillbecoveringtheclientandtheirproduct.Throughouttheprocess,Iwasalsoinvolvedinall thenecessaryadministra'veworkthatcomesalong,suchasTim thenecessaryadministr a'veworkthatcomesalong,suchasTimelineandExpenses elineandExpensesTr Tracking. acking. MediaMonitoring&CoverageRepor-ng For this this clien client, t, I am fully fully respon responsib sible le for for the media media monito monitorin ring g and cover coverage age repor' repor'ng, ng, unlik unlike e in the Tech depart departmen ment, t, whereI whereI work with with a team team of 3 othercolle othercolleagu agues. es. I liaisedire liaisedirectl ctly y with with the media media andtheclient, andtheclient, whereIhelpservicetheirqueriesandrequests.Forcoveragerepor'ng,Itooktheini'a'vetocreateatracking excelsheetthatwillautom excelsheetthatwillautoma'cal a'callycalcula lycalculateallthe tealltheva valuesandalsodidastepby luesandalsodidastepby stepinstruc'o stepinstruc'ons nssh sheetforthe eetforthe useofthetrackingsheetforotherstouseinfuture. 

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AsianTalentConference MediaMonitoring&CoverageRepor-ng SimilartoAbboH,Iwastheonlypersonfullyinchargeofthemediamoni SimilartoAbboH,Iwastheonly personfullyinchargeofthemediamonitoringandrepor'ng toringandrepor'ngforAT forATC.Acoverage C.Acoverage trackingexcelsheetwasalsoprepar trackingexcelsheetwasalsopreparespeciallyforA especiallyforATC. TC. Administra-on 

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4|I n t e r n s h i p  R e p o r t                                                   P r ep a re d b y

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Du'esincludepreparingMee'ngAgendas,Mee'ngMinutes,WorkbackSchedules,ExpensesTrackingandAOM thatrequiresadministra'onandliaisonbetweentheclientandWE.Iwasgivenfullresponsibilitytocatertothe clients’expecta'onsandneedsandwasindir clients’expecta'onsandneedsandwasindirectliaisonwiththem. ectliaisonwiththem. EventPRandLogis-cs For the three three confe confere rence nce days, days, I was on loc loca'o a'on, n, prepar preparing ing to introd introduce uce media media to the client clients, s, prepa prepare re for for interviews,andalsodoingfrontofficedu'eswhe interviews,andalsodoingfrontofficedu'eswhenrequired. nrequired. Marke-ng&Sales Fora fewhourseachday for2 months,I months,I wasdoingtelemarke' wasdoingtelemarke'ng(coldcalling) ng(coldcalling) fortheclient,speaking fortheclient,speakingtothe tothe Directors/PresidentsorVPsof Directors/PresidentsorVPsof umanResourcesincomp umanResourcesincompaniesspanningvariousin aniesspanningvariousindustries.Despiten dustries.Despitenot otgiv givenany enany quotaasthistaskisprovidedoutofWE’sgoodwill(WEisacompanythatsolelyprovidesPRservices),myefforts managedtoaccountfor50%oftheaHendanceforthecon managedtoaccountfor50%oftheaHendancefortheconference. ference. 

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JimmyLiao Campaignproposal Iworkedonthisclientduringthefirst3weeksofmyinternshipwithanothercolleagueandwebrainstormedfor ideasforthelaunchoftheJimmyLiaoWalletcollec'on,settobeinOctober.Aerafewbrainstormingsessions, Iwastaskedtoprepareadetail Iwastaskedtoprepareadetailedproposalfo edproposalforthecampaign. rthecampaign. 

BurnsBridgeSweeH BBSSingaporeLaunchEvent Ipreparedtheinvitesandprovidedforalllogis'csaswellasfrontofficeserviceduringtheevent.Ontopofthat, mydu'esalsoincludealladministra'v mydu'esalsoincludealladministra'veworksimilarto,butles eworksimilarto,butlessthan,whatIdidforA sthan,whatIdidforATC. TC. 

Wacoal BreastCancerAwarenessMonthCampaign MyideaforWacoal’sBCAMcampaignwasacceptedbyJuliaandtheclient,andIwasgivenfullresponsibilityin preparing preparing forthe eve eventand ntand implemen implemen'ng 'ng theevent.My internshi internship pwasextend wasextendedso edso thatI cancomplete cancompletethis this event.Ontopoftheadministra'vedu'es,suchasProposal,WorkbackScheduleetc,Iwasliaisingdirectlywith theSMUWomen’sConnec'on,SMUCorporateCommunica'ons,WacoalandBreastCancerFounda'on(BCF)to prepareforthecampaign.Theresultisatwo‐daydona'ondriveandabreastcancerawarenesstalkheldinSMU withthehelpofSMUWomen’sConnec'on. BreastCancerAwarenessMonthPublicRela-ons Otherthanbeingtaskedwiththeprepara'onof Otherthanbeingtaskedwiththepre para'onof theevent,Iwasgiventheopportunitytowritethepr theevent,Iwasgiventheopportunitytowritethepressrelease essrelease for for this this camp campai aign gn. . Aer Aer appr approv oval al from from SMU SMU Corp Corp Comm Comms, s, BCF, BCF, Juli Julia a and and the the clie client nt, , the the pres presss rele releas ase e was was dissemina disseminatedto tedto selectedrelev selectedrelevantmedia.As antmedia.As bythenI by thenI hadalready develope developed d anunderstandin anunderstanding g forthe media media andalsohadthechancetoknowthemedia,Igotmyfirsthitas andalsohadthechanc etoknowthemedia,Igotmyfirsthitas thisstorygotpublis thisstorygotpublishedinthe4October2008 hedinthe4October2008 copyofShinMinDailies. CrossWalkerPressRelease Wacoa Wacoal l launch launched ed a new produc product t called called the CrossW CrossWalk alker er and I wrote wrote the press press releas release e for for its launch launch. . Aer Aer approvalfromJuliaandWacoal,itwa approvalfromJuliaandWacoal,itwasdisseminatedt sdisseminatedtoallrelevan oallrelevantmedia. tmedia. 

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Natureworks MediaMonitoring Ontop of lookin looking g for for newsand newsand repor reports ts on thedaily thedaily newspa newspaper pers s as like like eBay eBay, I also also track trackedblogsandother edblogsandother websitesonbio‐plas'csandtheenvir websitesonbio‐plas'csandtheenvironmentthatarerela onmentthatarerelatedtothebusine tedtothebusinessoftheclient,suchastreehu ssoftheclient,suchastreehugger gger.. 

BusinessDevelopment&Research ResearchProjects Apartfrommydailydu'esandresponsibili'esfromthetechnologyandconsumerdepartment,Iwastaskedby othermanagersanddirectorstoperformresearchfunc'onsforvariouspurposes.Andthisrangesfromfinding 

5|I n t e r n s h i p  R e p o r t                                                   P r ep a re d b y

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outquota'ons outquota'ons for eve eventspacesand ntspacesand media media clipping clipping services,to services,to performin performing gindepthresearc indepthresearch honthe onthe media mediain in Singapore Singapore.I .I didanin‐depthresea didanin‐depthresearchrepor rchreportonthe tonthemedi mediaoutletsinSinga aoutletsinSingaporeand poreandAsia Asia thatusesvodc thatusesvodcastsand astsand hostsvideos.It hostsvideos.It wasa greatcomplim greatcomplimentwhentheGM entwhentheGM oftheoffice thoughtit thoughtitwasreall wasreallyprofes yprofessiona sionaland landsent sent thecopyofmyworkdirectlytotheclient. BusinessDevelopment I also tooktheini' tookthe ini'a'veto a'vetocontr contribut ibute etothe tothe businessof businessof WE byspending byspending 'meon topof myworking hours hours to update updatethecompanymedialist. thecompanymedialist. I re‐create re‐created d a brand brand new medialistwith hyperlink hyperlinkingfunc'onsand ingfunc'onsand formulas formulas thatenableeasysearchofthemediacontacts.Ontopofthat,toensurethatthemedialistisuptodate,Icalled upeverypublishingcompanytofindoutthenamesandcontactsoftheireditorialteam.Ontopofthat,Ialso inpu inpuHe Hed d thes these e cont contac acts ts onto onto the the WE intr intran anet et wher where e all all WE em empl ploy oyee ees s can can view view and and mak make use use of this this informa'on. 

WEIn‐ouseTraining Waggeneroffersregulartrainingfortheiremploye Waggeneroffersregulartrainingfortheiremployees esth thatare atared donevia onevia videoconferencesandWindow’sMee'ng videoconferencesandWindow’sMee'ng asthetrainersareworkingfromtheUS.Ihavetakenadvantageoftheseclassesandspent10hoursintraining. The classes classes I have have aHended aHendedare:PR are:PR Fundament Fundamentals, als, Effec'vePresent Effec'vePresenta'onswith a'onswith Microso MicrosoWo Word, rd, MailMerge, UsingWeXview(WEIntranet)andMul'pleMaibox (MicrosoOutlook).Asa (MicrosoOutlook).Asaresultof resultof thesetrainings,Iammore thesetrainings,Iam more proficient proficientinusingMicros inusingMicrosoOfficefunc' oOfficefunc'onsinmydaily onsinmydaily workandreports. workandreports.On On topofthat,I topofthat,I nowhavea nowhavea de deeper eper understandingofthePRindustryprof understandingofthePRindustryprofessionallyandallh essionallyandallhavebeenre avebeenreflectedintheprogr flectedintheprogressofmywork. essofmywork.

MajorAccomplishments 

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Developedgoodrela'onswithclientsandmyworkcomplimented,ATCdidnotknowIwasaninternand specificallyrequestedformeto specificallyrequestedformetoworkontheirnextproject. workontheirnextproject. ShaunWooHon ShaunWooHon,the ,the head andGMof SGoffice,acknowledgethequality SGoffice,acknowledgethequality ofmyworkwhenhesentmy ofmy workwhenhesentmy researchreportdirectlytotheclient. Myini'a'veswereconfirmedbymycolleaguesandsuperiorswhentheyacceptedandstartedusingthe newmedialistthatIhadcreatedfromscratch. Anotherini'a've Anotherini'a've, , coveragecalcul coveragecalcula'ontemplat a'ontemplate eforrepor'n forrepor'ng, g, thatwas acceptedand acceptedand used forclients likeAbboH,A likeAbboH,ATCandeBaywas TCandeBaywasanotherconfirma'onofmyeff anotherconfirma'onofmyefforts. orts. GotmyfirsthitwhenthestoryIpitchedforgotcov Gotmyfirsthitwhenthe storyIpitchedforgotcoveredinShinMinDai eredinShinMinDailiesforWac liesforWacoal. oal.

Lessonslearntapplicableforfuture PersonalDevelopment Remainoutgoingand Remainoutgoingand op'mis'c,alwayssee op'mis'c,alwayssee thebig picturewheneve picturewhenever r task isassigned, isassigned, bemo'vated bemo'vatedandtake andtake ini'a've,alwaysmaintainthisgrea ini'a've,alwaysmaintainthisgreatlearningatudeandtobe tlearningatudeandtobeme'culousineverythingIdo. me'culousineverythingIdo.

ProfessionalDevelopment Dealing Dealing with andmee'n and mee'ng g clien client t expecta'o expecta'ons, ns, preparingwork preparingwork thatis consistent consistently ly high in professi professionalquality onalquality, , workin working g with with col collea league guess of differe different nt workin working g styles styles, , to voice voice andcra myopinion myopinion in a profe professi ssiona onal l way way and punginmoreeffortthanexpectedto.

6|I n t e r n s h i p  R e p o r t                                                   P r ep a re d b y

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