SE10’s Digital Marketing Manager, Yasmin Abraham, and I recently had the pleasure of meeting a group of Advertising and PR students from the Loyola University Chicago School of Communication. These budding professionals were visiting London as part of an immersive course in international PR and we were honoured to join one of their morning sessions.
The aim was to bridge the gap between theory and practice, allowing the students to witness how the principles they learn in the classroom are applied in the dynamic world of PR. This gave them the opportunity to gain valuable insights and ask burning questions about the realities of working in the industry.
Yasmin and I were delighted to contribute to their learning experience by shedding light on the world of business-to-business (B2B) PR, with a particular emphasis on the industrial sector. We engaged in conversations about the specific audiences our clients aim to reach, their key PR objectives and our most common tactics.
These discussions highlighted the importance of a strategic long-term approach when influencing customers’ complex purchasing decisions, as well as the delicate balance required between logical reasoning and emotional appeal in our messaging.
Throughout our session, we shared examples of recent work and the outcomes we achieved for our clients. Two aspects stood out distinctly: the diverse range of projects we handle and the growing role of digital strategies and data analytics in almost all campaigns. The students were especially keen to explore how we effectively leverage social media to connect with B2B audiences.
In addition to discussing our client work, we delved briefly into the story behind SE10’s beginnings, including the origins of our name and branding. We also touched upon the unique dynamics of the PR agency business model, our experiences of working remotely, and the techniques we employ to foster effective collaboration and camaraderie among our global team. Equally important was our exploration of the paths we took to join SE10 and our personal career journeys thus far.
We enjoyed the opportunity to share our experiences with the next generation of PR professionals who will soon be making their mark in our industry and hope to have helped them in some small way. As they embark on their exciting careers, armed with the knowledge and insights acquired during their time in London, we wish them all the best!
By Hannah Kitchener
About the Author
Hannah is an associate director based in the UK, who leverages her strategic, campaign management, and written content creation expertise to support clients in the construction, energy, and materials handling sectors across Europe, the Middle East and Africa (EMEA). With a professional qualification in Journalism from the National Council of Training for Journalism in the UK, Hannah has strong interviewing and writing skills that enable her to craft compelling content for clients across multiple platforms. Her experience and knowledge of the construction, energy, and materials handling sectors, meanwhile, have helped her build a strong network of trade media contacts across the EMEA region, enabling her to secure meaningful media coverage for clients. In addition to her journalism training, Hannah’s academic qualifications have further honed her ability to communicate across cultures and languages. Having studied French and German at BA level, and with an MA in Translation, Hannah has a passion for inter-cultural communication, which is invaluable to SE10 in executing PR campaigns across multiple markets and in several languages.