Kelly Lane wasn’t expecting a career in PR six years ago when she joined Weber Shandwick Australia. After graduating with a Master of Arts majoring in Journalism from the University of Technology, Sydney, Kelly was applying for journalist jobs around the country. But on the recommendation of a friend, she applied for a role at Weber Shandwick and hasn’t looked back.
“Most elements of PR requires great writing skills. Combined with my journalism experience, I quickly found that I could recognise what made a good story and provide valuable advice to clients on which angles we should pursue,” says Kelly.
Growing editorial focus
In her time at Weber Shandwick, Kelly has worked across multiple practice areas including Corporate, Technology and Consumer. The agency saw Kelly’s interest and aptitude for editorial work and consistently found opportunities to place her in account teams where there was a high need for writing and content creation.
“Being part of a large agency like Weber gives you exposure to a diverse client portfolio and service offering. My role has changed a lot over the years, which has kept me challenged and allowed me to carve out a career path that reflects my skills and interests,” says Kelly. “In the past couple of years we have seen increasing demand from clients for quality written work, giving me the opportunity to set up and lead the agency’s dedicated editorial offering.”
The Editorial Services team is a core group of specialist writers who work alongside our client teams to deliver best practice writing services for a variety of campaigns. The types of writing they produce is diverse, consisting of more traditional PR materials such as media releases and bylines, to blog posts, whitepapers, video scripts, advertising copy, EDMs and more. Due to the nature of the work, the team often collaborates with Weber Shandwick’s in-house team of video producers, developers and designers.
The world is your oyster
Something that Kelly really appreciates at Weber Shandwick is the benefits of being part of a global network. During her time at the agency she has been given the chance to work in overseas offices and has also been part of regional development programs.
“A few years ago, I was one of 20 people from Asia Pacific selected to attend Hothouse, an intensive three day industry learning course held in Bali, which was a great opportunity to learn from senior leadership and network with colleagues from our sister agencies,” said Kelly.
“I’ve also been nominated to attend Spikes Asia this month as part of an internal program for developing creativity, and last year I was shortlisted for Young PR Professional of the Year in the PR Week Asia awards and was given the chance to attend the award ceremony in Hong Kong.
“Weber has a big commitment to recognising and celebrating people’s achievements, while also ensuring we operate as a really connected network, which means a lot to me,” comments Kelly.
As Weber Shandwick’s editorial capacity grows, Kelly is looking forward to the challenges of helping clients move into new territories and giving other team members the opportunity to do more editorial work.