Michelle Barnard

Thank you for taking the time to read my cover letter.

I am a veteran Public Relations (PR)/ Earned Media specialist with 20 years of experience, having worked on some of South Africa’s leading premium consumer brands.

I possess a high level of professional knowledge in communications, reporting on and developing and presenting PR & marketing strategies, can manage and oversee multiple accounts, and over the years, have established a proven track record for achieving outstanding business outcomes through established and trusted stakeholder relationships.

I am well-groomed in project management, media relations, budgeting, mentoring/people management, and business development skillsets. With the ability to transfer this skill set to a more junior support team. I am accustomed to taking full responsibility for the portfolios which I manage by providing excellent client service and always aim to increase the profitability of my portfolio/business unit.

Over the years I have been a senior resource for leading PR agencies and corporates either as an employee or freelance consultant.

My B2B & B2C sector experience is vast/versatile and includes the following:

• Arts, Culture & Entertainment
• Corporate
• CSI
• Fashion
• FMCG
• Health & Wellness
• Hospitality
• Interior Design
• Retail
• Tech & Innovation 

Please find my resumé attached for further reference of my career history and experience.

I reside in the Winelands and am available to start immediately and am negotiable on salary.

With thanks.

Michelle Swanepoel

Feb-2015 To PresentPR & Marketing Consultant Key Responsibilities:

• Developing publicity strategies for the company’s products and services, including a crisis management strategy 
• Implementing and managing the communications plan, including budgets, timelines, and reporting on results against set objectives and targets
• Conducting trend research and competitor analysis to ensure the brand is seen as a category leader in terms of quality, consistency, and innovation
• Analysing all media coverage of the organization and ensuring share of voice in the media is being achieved
• Driving the profiling of company Management in the press 
• Securing maximum editorial coverage by maintaining excellent media relationships and pitching to journalists, editors, and producers and “packaging” the content to the press as favourable editorial angles
• Copywriting. Writing all PR & marketing copy, including press releases, news announcements, profiles, feature editorial, thought leadership pieces, corporate profiles, blog content, website copy, newsletter copy, corporate brochures, and fact sheets (not limited to)
• Identifying and securing key industry events and engagement opportunities for hotel spokespeople to participate in
• Managing of all strategic partnerships, trade exchanges and sponsorship agreements
• Managing digital performance marketing by briefing in, managing, and reporting on, digital performance such as SEO, Ad word campaigns and all paid media
• Working with the digital content teams by creating the SM strategy, writing the content plan, driving the engagement strategy, and setting the paid media objectives
• Online reputation management. Actively managing brand reputation by ensuring each brand’s online presence as positive as possible and minimizing negative feedback by keeping acting swiftly and professionally. 
• Managing online customer feedback such as TripAdvisor to maintain a positive online ranking.
• Organizing strategic communications events such as press tours, conferences, and launches in conjunction with the sales team 
• Briefing in and presenting final artwork of advertising campaigns as well as all marketing collateral such as radio scripts, fact sheets, rate cards, sales presentations etc. 
• Preparation for participation in local and international trade shows 
• Supporting every department in achieving their business objectives through strategic communications. 
• Assisting with the company’s Corporate Social Responsibility (CSI) strategy 

• Created and maintained a favourable public image for KFM, cape Talk and Lead SA by communicating programmes, accomplishments and/or points of view
• Responsible for fielding questions and pitching stories to the media, preparing media kits, and organizing press conferences
• Developed annual marketing communications plans including strategy, goals, budget and tactics for station brands, corporate brand, internal communications platforms, and key events
• Developed media relations strategies, to seek high-level placements in print, broadcast, and online media
• Sought publicity opportunities, including distributing company news, scheduling media interviews, or speaking engagements for station
• representatives and key stakeholders
• Developed and maintained relationships with journalists, editors, media producers, bloggers, and influencers
• Tracked of results of public relations efforts.
• Forecasted of cutting-edge PR opportunities, to achieve and maintain a competitive advantage over other regional stations
• Reported on competitor activities
• Timeous updating of the brand marketing calendars and ownership of these calendars from a PR perspective
• Wrote press releases and preparing information for media
• Content creation for press releases, by-line articles and keynote presentations
• Monitored, analysed, and communicated PR results on a quarterly basis to Exco team
• Communicated with media regularly
• Managed media inquiries and arranged interviews, statements,
• Built long-term relationships with influencers and key stakeholders
• Collaborated with the marketing team and other stakeholders within the business
• Coordinated external and internal communications flow
• Acted as brand custodian with reputation management and crisis communication

May-2010 To May-2012Senior Account Director Conversation Capital -Consumer/Lifestyle, Cape Town City Centre, South Africa 

• Developing and implementing strategic account plans that align with the client's goals and objectives
• Building and maintaining strong relationships with clients by being their primary point of contact and addressing any concerns they may have
• Collaborating with cross-functional teams, such as sales, marketing, and customer service, to deliver comprehensive solutions that meet the client's needs
• Managing budgets, contracts, and timelines to ensure projects are delivered on time and within budget
• Analysing client data to identify trends and insights that can be used to improve service delivery and account performance
• Mentoring and coaching account managers and other team members to help them develop their skills and achieve their goals
• Staying up to date with industry trends and best practices to ensure that services and solutions offered to clients are relevant and competitive
• Working closely with senior management to develop business strategies and identify new opportunities for growth

• Developing and implementing strategic account plans that align with the client's goals and objectives
• Building and maintaining strong relationships with clients by being their primary point of contact and addressing any concerns they may have
• Collaborating with cross-functional teams, such as sales, marketing, and customer service, to deliver comprehensive solutions that meet the client's needs
• Managing budgets, contracts, and timelines to ensure projects are delivered on time and within budget
• Analysing client data to identify trends and insights that can be used to improve service delivery and account performance
• Mentoring and coaching account managers and other team members to help them develop their skills and achieve their goals
• Staying up to date with industry trends and best practices to ensure that services and solutions offered to clients are relevant and competitive
• Working closely with senior management to develop business strategies and identify new opportunities for growth

• Building and maintaining relationships with clients: Managing and maintaining relationships with key clients
• Developing strategic account plans: Developing and implementing strategic account plans that identify growth opportunities and outline strategies to maximize revenue
• Leading cross-functional teams: Collaborating with other teams within the company, including sales, marketing, and customer service, to ensure that clients receive exceptional service and support
• Monitoring performance metrics: Monitoring performance metrics to ensure that clients are meeting their goals and objectives
• Analysing data and making recommendations to improve performance
• Managing budgets and forecasts: Managing budgets and forecasting revenue for your accounts by developing and presenting financial reports to senior management
• Providing exceptional customer service: Providing exceptional customer service to your clients, including resolving issues, responding to inquiries, and ensuring that clients are satisfied with the services provided
• Identifying new business opportunities: Identifying new business opportunities with existing clients, as well as new clients, including prospecting, developing proposals, and negotiating contracts
• Staying up to date on industry trends: Staying up to date on industry trends and best practices, and share this knowledge with clients to provide value-added service

• Developing and implementing marketing strategies: Creating and executing marketing plans to promote the company's products or services
• Media relations: Maintaining relationships with members of the media, including journalists, reporters, and influencers, to pitch stories and secure media coverage
• Content creation: Developing compelling and relevant content, including press releases, articles, blogs, social media posts, and videos, to engage target audiences
• Social media management: Creating and managing social media accounts, monitoring social media engagement, and developing social media campaigns
• Event planning and execution: Planning and executing events, including product launches, media briefings, and conferences
• Market research: Conducting market research and analysing market trends to inform marketing strategies
• Brand management: Ensuring consistent brand messaging across all marketing channels, including advertising, PR, and social media
• Budget management: Managing the marketing budget and ensuring that campaigns are cost-effective and within budget
• Reporting and analysis: Analysing the success of marketing campaigns and reporting on key metrics to stakeholders
• Collaboration: Collaborating with other departments, such as sales, product development, and customer service, to ensure alignment on marketing strategies and messaging

Degree. BA Industrial Psychology