Continuing the theme of interesting automotive corporate new media initiatives, I’ve been given a heads up that BMW UK is recruiting a new media public relations manager.
Mark Harrison, corporate communications manager at BMW believes this is a first for the UK automotive industry and it certainly is a brilliant opportunity. It is a fascinating job, which ideally requires strategic corporate abilities, a passion for automotive matters and proven experience in new media.
This is pioneering work and a chance to maximise the opportunities presented by new media developments through the strong BMW and MINI brands.
It will also require creativity as the post-holder is expected to exploit existing PR and marketing activities rather than splashing the cash of a dedicated big budget.
The job recognises the increasing blur between traditional marketing and public relations as well as challenges presented by dynamic new communication channels. Monitoring, managing and influencing public commentary via new media is a skill set that BMW lists as important.
In addition, the company is looking for someone who can engage with a range of influencers and be tenacious, diplomatic, persuasive, creative – and reputable.
Quite a tall order, but evidence of the trends highlighted in Paul Holmes‘ Manifesto for the 21st century public relations firm:
“…the ideal candidates to help grow the public relations agency of the future will possess rare and perhaps even contradictory qualities.
For example, it should be clear that anyone dealing with the blogosphere should be blessed with exceptionally good judgment, since any lapse is likely to carry severe penalties. Such judgment typically comes with age and experience, which suggests that firms will need more senior people and will need those senior people to be more actively engaged with the media.
But at the same time, the blogosphere is a young medium—and this is an generalization that may be unfair to some senior practitioners—best understood by younger professionals. So firms will need to find either young people with exceptional judgment and wisdom beyond their years, or senior people with tremendous enthusiasm for the new and exciting.”
Holmes also noted that:
“Public relations people will therefore need to become expert in studying social networks, developing tools (as some already have) to help them map the complex relationships between traditional and non-traditional media, to identify authorities who are quoted or cited most often, to understand how and why stories that first appear in relatively obscure venues can have as much influence over time as an article on the front page of The Wall Street Journal.”
I’m really thrilled to see a real world reflection of these observations. This is the type of role and direction that we’ve been championing through MIPAA for the last couple of years – and as our chairman, Mark has been following online developments very keenly. So it is great to see him walking the talk with this appointment.
If you, or anyone you know, would be interested in the position – contact Mark dot Harrison at bmw dot co dot uk for further details. And, good luck.