The Kinetic way – a Shorthouse review

Dan Shorthouse joins Kinetic for two weeks worth of experience

Dan Shorthouse joins Kinetic for two weeks experience. 

‘Knowing me, knowing you, there is nothing we can do’ sung four very trim Swedes in 1977.

This was subsequently covered by four, unbelievably happy, beaming women in the Jewellery Quarter on a crisp Monday in June. I’m not quite sure how or why, but this felt like the perfect welcoming to two weeks worth of work experience in an industry, I was completely mystified about.

Having only finished university two weeks prior, PR to me was still suited and booted men drinking whisky in New York City that I’d watched in Mad Men. This broke up three years of Shakespeare, Milton and Blake and sounded like a mystical, if unlikely, prospect.

From the moment the Kinetic door opened to 3 Tenby Street, I was part of the family. Work experience is a concept that many are sceptical about. “Will it give you a true feel for the industry? Won’t you get bored of making cups of tea?” But no. A real warm feel greeted me as I entered the office and continued throughout the two weeks. The first cup of tea I received was wonderful as a point of reference!

PR is all about communication, trust and chemistry. The tight knit team at Kinetic really knows their clients, their aims and their goals inside out and real strive to provide the best possible experience, not only for clients, but for me too – a tall, Black Country Lad from Wolves. Luckily, my accent behaved itself and was kept to a minimum, especially during key sell-ins. Bostin’ wor it!!

Kinetic certainly keep you on your toes. The rigorousness of their procedures ensures a top quality service every single time; it’s almost unbelievable the attention to detail that the team here endure to achieve. Kinetic would endlessly repaint the Sistine Chapel where possible. Bring it on Michaelangelo, where’s your media release? Media list? Project review? Thought not!

Working here is fun. It’s incredibly busy, but brilliantly challenging. It’s almost like a marathon, run very quickly, with analysis of every turn and every street ticking by in your mind. Strategy is vital. Like my heroes Dave Brailsford and Bradley Wiggins at Team Sky, the “belief that if you improved every area by just 1 percent, then those small gains would add up to remarkable improvement”.[1]

The drafting process is much like this. It’s small tweaks that add up to one major improvement and an unbelievably satisfied feeling that rivals completing the Sunday crossword in the allotted time slot.

A company that sticks to its values are vital and wonderful to see, especially following FIFA’s recent incident which has crushed their respectability. Kinetic’s VMV’s are the chocolate that runs through the Madeira cake that is 3 Tenby Street. It runs right through the business and interlocks with everything Kinetic strives towards; rigorousness, challenging, moral, pioneering and most of all, fun!

I was proud to be a part of that and was made part of the family, if only for two weeks.

Diary full of the day’s deeds, I left fully satisfied that I’d seen the true side of the PR industry. A fast-paced, quick-moving workplace which still finds time to conjure creative ways to promote and push client exposure. PR is definitely about communication; internal, external and on the web. Anywhere, everywhere and everything is all about your image, your face to the rest of the world. Every moment is a time to make an impression.

 

[1] http://jamesclear.com/marginal-gains

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