A Day in the Life....Caroline Dobbin

I tend to get into the office around 8am. I’m lucky enough to live nearby, so I walk in and pick up a copy of City AM on the way. I read this along with the FT, the Guardian, and some of the other daily newspapers whilst eating my breakfast and having a quick chat with whoever else is sitting in the breakout area.

My first job is media monitoring. One of my clients is a London area airport, and each morning we do a round-up of relevant industry news and any coverage which the airport has received – given the forthcoming decision on the expansion of Heathrow, there’s plenty going on.

Another of my clients is a successful street food company who are running a crowdfunding campaign, and I spend the rest of the morning ringing journalists to see if they’re interested in covering the story. Several of them are, which is great, and one requests an interview with the two founders of the company. I get in touch with the client to find out when we could set this up.

I’m due to have coffee with a journalist who writes for a private equity magazine – I’ve spoken with them several times on the phone but haven’t yet met them. We meet at a coffee shop nearby, and chat about my client (a French private equity firm) specifically, as well as covering broader topics including the publication they work for and what’s going on in private equity more generally. It’s a really useful meeting, and a good chance to put a face to a name. I pick up a sandwich on my way back to the office.

As well as being an avid consumer of social media in a personal capacity, I also advise several clients on digital strategy across a variety of platforms. We’re currently running a sponsored ad campaign on Twitter with one client, so I check in to see how it’s performing. Some of the content needs a bit of a refresh, so I draft some new tweets and send them over to the client for approval.

I hear back from the client about setting up an interview. They’ve suggested a time tomorrow so I get back in touch with the journalist who is also free then, so we book the interview in. I start work on a briefing note for the client, giving a bit of background on the journalist and the publication, to make sure they’re fully prepared.

My last job of the day is an all-agency brainstorm – we’re pitching for a lot of new business at the moment and brainstorms are an important part of the process. No ideas are black-balled, and it’s a great way to hear thoughts from the different people who make up the agency, who include financial PR experts, public affairs gurus and former journalists. It might be late in the day, but there’s plenty of sugar to keep us all going.

A few colleagues are having a quick drink at our local pub, the Red Lion. It’s ‘local’ in the most literal sense, given that it’s next door to our office! After a last check of emails and the all-important Twitter, I head downstairs to join them.