Welcome to PR Internship - YOUR opportunity to put everything you have learned over the past years at university into practice and to get a thorough insight into what public relations is like "in the real world". This Blog allows you to reflect on your experiences, share insights with other students across campuses and to possibly give advice and support to fellow students. Please also see http://http://printernship-reflections2.blogspot.com.au/ for more reflections.
Before starting my internship I had the perception that I
would be answering phone calls and getting coffee. How wrong I was! Only 10
days in and I have barely had a minute to spare. I had no idea that the
coursework throughout my degree would provide me with enough insight to handle
numerous challenges and really put theory into practice.
I have been fortunate enough to have landed my internship at
Corporate Sports Australia, where my role as an intern is to assist in the
organisation of WA’s largest sporting event, the Chevron City to Surf for
Activ. This year is the 40th anniversary of the Perth event and the
second year the event will be held in Karratha, Geraldton, Albany and Busselton.
Even though I have been so busy, I have tried to delay my
first post as there is so much more yet to come! So far only the Karratha event has been held
with Geraldton, Albany and Busselton coming up over the next few weeks. Then in
the last weekend of August, the Perth Expo will be held along with the Perth
Chevron City to Surf for Activ where approximately 50,000 participants are
expected. So as you can imagine, I will have even more to reflect on over the
next month.
So far I have been involved in organising the regional
events by creating post event surveys, event guides, press releases, MC notes, Facebook
posts, encouraging corporations, sporting clubs and schools to create teams as
well as responding to participant enquiries. I have also had the privilege of
being responsible for the entertainment at the regional events and have booked
in several talented musicians, dancers and face painters. I never imagined I
would get so much experience in such a short amount of time!
Not only have I learnt how to put theory into practice, I
have also learnt the importance of communication. Rather than sending an email,
the Corporate Sports Australia staff suggested making a phone call as not only
does an email prolong the communication process, but it’s difficult to get the
feelings behind the words. This is particularly important with an event that
supports a good cause whilst also building a relationship with the community. I
could definitely see a change in results after taking this approach. Initially
I sent several emails to corporations to encourage them to register a team with
no response. However, once I picked up the phone I could see an immediate
change with corporations wanting to be involved and register on my first call! Please
see the links below to two articles I found to be an interesting read about the
importance of telephone communication:
I have learnt so much in such a short amount of time. Even
though the next month will be extremely busy, I can’t wait to see how the
events unfold. It’s so rewarding knowing I am actually involved in tasks that
will have an impact on the success of each event. Even more exciting is the
fact I’ll be going to the Busselton event in a few weeks!
Being given the opportunity to draft several press releases
over the course of my internship at Baptistcare WA, I discovered that they can be very
organisation-specific and quite different to the practice learned at
university. Towards the conclusion of my internship, I was asked to write a
press release about an upcoming 1970s themed staff lunch to mark the
commencement of Baptistcare’s 40th anniversary celebrations.
I sought out the agenda for the lunch from the Events
Officer in order to give myself some initial ideas and to familiarise myself
with the subject of my writing. Obtaining the official agenda also ensured that
my facts would be accurate, always an essential requirement with press
releases.
Quotes included in Baptistcare’s press releases were to come
from at least one of two sources. The first, which is mandatory, was to include
a quote from a senior authority such as the CEO or one of the Directors. The
second, if applicable, was to come from a staff member of the department
relevant to the story. Given this ‘news story’ affected the whole of the
organisation, I considered a quote from our CEO, Lucy, to be most relevant. I
observed that Baptistcare prioritised obtaining quotes from the most senior
people within the organisation ahead of the most relevant person.
I also knew that Baptistcare’s press releases favoured
additional background content that incorporated information as to how the
organisation was fulfilling its mission. One particular activity, the Inaugural
Recognition Awards, was being heavily promoted at the time. I knew that my
supervisor would have inserted a brief statement on the tail end of the release.
I decided to adopt this practice in similar fashion, and added a call to action
for readers to nominate a staff member for the awards. I observed that Baptistcare’s
press releases would often stray from the original subject, which sometimes made the
press release look more like a promotional tool. Lengthier press releases are
also likely to be less appealing to journalists.
Baptistcare had also recently relaunched its website and was
actively promoting its social media presence in its marketing communications.
As a tie in with the subject of the press release, I directed readers to
Baptistcare’s website and social media pages to find further information about
the Inaugural Recognition Awards and 40th anniversary celebrations.
This practice was fairly standard with what I have learned at university and
provides a useful link for readers wanting to find further information.
My overall observation was that Baptistcare had customised the format of a press release to fit with its current marketing needs, which included promoting its mission, upcoming events, activities and leadership. This format varied from university practice, in my opinion.
This press release was a real test of what I had learned during my time with the organisation. Upon reading the final draft, my supervisor told me
that the press release I had written looked perfect and that she wouldn’t
change a thing! I had finally mastered a press release, Baptistcare style!
Watching the Papers (Happenings
of the First week)
8 MAY 2012 (Tuesday)
On my first day I have
been introduced to Ian and Marcella. I am very nervous, but it is expected. Working
time hours have a 30 minute flexibility and starts at 8am or 8.30am until 5 pm until
5.30pm. Lunch is at 12 pm or 12.30pm and it is for one hour.
My first duty is to
create a log in sheet for myself using excel. Second duty is to do newspaper
clippings of any articles and media releases of Curtin university. I would have
to sift through newspapers ranging from February until now for news regarding
Curtin University, Sarawak Malaysia.
Still on my first day,
I have not gotten my login username or password for the staff PC, so... I have
to improvise using my laptop for the time being until Marcella sorts that out
with human resource.
It has not been ten
minutes when the job starts and I am the only one in the room when Marcella
went out. A lady comes in asking for a laser pointer. Oh my God... I'm just new
and still not knowing where is everything placed. But still... I adhere to
command structure and refer to Nicholas. On a side note, bring my own
stationery. Scissors, rulers, pens and pencils, papers, etc.
I have a huge stack
newspapers to clip. I look for Curtin's name in each paper so I skimmed them
and fast read. Lucky I have that skill or this would be tedious. I log how many
papers I have done.
Good news, I just
submitted my Y1 form for computer log in account to HR with Ian's help on the
same morning. Hopefully I would be able to use the staff PC soon. I put in my
form to a guy named Basil at HR at 9.45am and at 10.17am, I got my new staff
ID.
On my very first day, I have learned a lot in regards to media clippings. It is
just not about Curtin, rather it is monitoring the media for information that
would give an edge in this industry. Nicholas told me much in regards to the
media clippings I am doing today. I also learn of the value of information and
pricing set for the articles and advertising set out by Curtin and the expected
achievements they aspire for. In their case, it is to gain the highest value
possible. This media clipping I am doing today tells me of the requirement for
a public relations department to monitor its surroundings. It is true to this
old saying, 'knowledge is power, guard it well'. The better informed the
department is, it could perform better on the 'playing field'. The information
I am looking out for is content on the competitors, government initiatives in
the education industry and others related and the way the corporate
communications department place a value on the adverts is they take into
account the rates of advertising for a paper and compare it with what and how
it has been published.
Nikolas told me the second day, Marcella will tell me more in depth on media
clippings. After it is done, it will the time to key in what has been gathered
into the computer.
Ok... I log out of office at 6pm on my first day. I've gone through 35
newspapers, but a majority is from The News Straits Times. I have found 5
articles in regards to curtin university. One feature article called Curtin
Insight by a Dr Lew Tek Yew, one New Straits Times interview with a curtin drop
out (he was studying business and management) on his successful online toy
store called Robotica Toys and two press clippings merely mentioning Curtin University
and one Curtin advertisement on a job opening. I have another 50 more papers to
go through.
9 MAY 2012 (Wednesday)
On my second day, I've
started my day going through yesterday's papers and the monthly stacks. I still
have a large stack to go and I have only done one paper before today's
newspapers come to my desk. Good news though, Marcella says I have access to
the corporate communications files and folders.
All the information
gathered will now be keyed in. She also taught me how to place in the values to
calculate how much each article is worth so we may know the requisition spent
on such adverts. It is enlightening to learn and update what I know. I relish
this ... Exercise.
Information gathering
is extremely tedious. It requires focus and looking through all these
newspapers has sharpen attention. By 4.15 pm, I completed my quota of the day.
I have looked through 31 newspapers but only succeeding in gathering one event
advertisement and two media releases from Curtin university.
It is time well spent
as I feel more alert and my thoughts work faster as I read through all these
endless articles. Media clippings are a good way in exercising the mind to be
more focused and disciplined. Next is to archive them in the database and
ascertain their value than store them electronically.
I still have another 30
more newspapers from The New Straits Times to see through and next day's papers
will come bowling in adding to my stack of 30 to turn it to 40. When it is time
to go home, I decided to bring back 10 newspapers with me and after going through
them, I only found two more advertisements. Until now, I have look through 76
newspapers, gathering only 10 clippings.
I also decided to go
through in putting them in the database and work on in proof reading and fine
tuning the latest media release Marcella assign to me about the John Curtin
Leadership Association (JCLA) on a family event they are hosting.
10 MAY 2012 (Thursday)
Today we had an
environmental event. It is about planting trees and taking care of the
environment. I manage to get a few video shots and some pictures. My duty is to
get visuals. I was jittery but Ian tell me to focus and it will just flow away.
I manage to get eight gigs of information both in videos and pictures. Now it
is back to do the clippings and the media release and archiving said clippings.
Not only that, I have to load in the videos and the pictures from the Borneo
Jazz 2012 Tree Planting Ceremony to the database and proof read the media
release for JCLA.
After three days going
through the newspapers, I found out public universities has been mentioned in
nearly every issue. Mostly are the University Sains Malaysia, University
Technology Malaysia are one of the few. Next would be Taylor's, Monash, Harvard
or Oxford. Bear in mind, these are not paid adverts but just casual mentions
within the paper articles. Regarding paid advertisements, they nearly feature
more than five times a week. Curtin's competitors sure are tenacious.
I found one article
after my quota of 20 for the day. It is a mention in an article regarding
Borneo Jazz 2012. Until now, I have been searching papers through February to
May.
Reflecting on the past three days, all I have been doing are media clippings.
There is so much information and it is exciting to compare different newspapers
on how they write on Curtin and the way they position the university.
Furthermore, I do enjoy reading the indirect advertising each paper does for
Curtin every time they mention it.
After today's event, I
get to wash 15 shovels used in the Borneo Jazz 2012 Tree Planting Event as well
as getting videos and assisting in taking pictures.
I have gathered: (As of
10/05/1012)
3 Media Releases, 3 Indirect Advertising, 2 Brand Advertising, 1 Feature
Article, 1 Events Advertising, 1 Job Application, and 1 Perth Media Release.
Newspapers sifted
through: 96.
11 MAY 2012 (Friday)
Starting my fourth day,
I input all the data collected. It is a fast process. My newspaper quota today
is 15. After completion I did the media release for the JCLA. It seems trivial
but the hardest of all activities this week are the media clippings. Finally
after so much flipping through the papers, I have finished all duties allocated
to me this week. I have hour left to 5 pm. I have found 12 media clippings
today. I hit gold on the last few papers. On my final day of my first week,
there are no duties allocated to me, to which I am grateful off. It gives me
time to fine make sure all tasks are done professionally and double checked.
Throughout my first week, which is just four working days, I have done the
following...
Going through newspapers from February till the latest month for media
clippings. Archiving hard copies of media clippings into files and
electronically. Proof read and update JCLA media release for the Rainbow Family
Project. Become a camera person for taking videos and pictures during the
Borneo Jazz 2012 Tree Planting Ceremony. Assist in preparing objects needed for
the Borneo Jazz Tree Planting Ceremony.
It is an educated fun
experience and I am looking forward to my second week. However, I would have to
endure more newspaper clippings. After all, there is no work on Saturday and
Sunday. So... a stack of weekend newspapers will be waiting to welcome me at my
table. Doing the math and counting Saturday, Sunday and Monday's papers, I
would assume there will be up to 30 papers so sift through. I assume that much.
I have learn how much indirect advertising and direct advertising could assist the Corporate Communications department in spreading the brand and messages.
SAFETY NOTE to anyone that reads this post. PLEASE be aware of the newspaper inks. Use rubber gloves and wash hands after flipping stacks of newspapers. Other wise, if you go to an event, you are in danger of shaking hands with a VIP using black stained fingers. Not a good thing in giving an important person ink stained fingers as a going away present.
End Blog Report of Week 1
[On a side note] Just for laughs. You might need to know what is My Little Pony to get this joke. During all this time, to get me through the newspapers, I always play this in my head... ALWAYS.... EXTREME READING.
After going through stacks...STACKS... HAHAHAHA... I have acheived extreme reading!!!
Twilight Sparkle, protage of Princess Celestia says this... "This... are... my...books ... AND I'M GOING TO READ IT... Bwahahahahaha."
Eugene Ng, Curtin Intern for Corporate Comms says this "This... are... my... newspapers... AND I'M GOING TO READ IT... Bwahahahahaha."
Times are hectic when working. I would recommend some calming music to relax your mind during those vital lunch hours. I listen to this song as I work at times. It calms the mind.
After being at my placement for over three weeks, it’s officially time to stop procrastinating and actually post something up on this blog; in saying that, I swear this is most likely THE last introductory post to be up for the semester.
In this short period of time, the number of awkward moments I’ve had would most likely equal to the amount of times the world has seen Britney Spears’s happy bits. Most of us would have had that horrid experience of meeting a teacher we once had outside the classroom and we ALL know how awkward that can be. Well try being surrounded by all of them every single day.
Yes, I am currently completing the PR393 placement at an institute filled with all sorts of traumatic moments which I spent 5 years trying to get out of. Rossmoyne Senior High School is located just ten minutes south of the Perth’s CBD. Founded in 1968, this independent public school is now one of Western Australia’s leading school in academics, music and volleyball.
Rossmoyne Senior High School
Only graduating three years ago, my oversized forehead is still somewhat fresh in the memory of those teachers I’ve had. So as you can imagine, it was somewhat ‘interesting’ to constantly receive that same ‘oh my god, unless you failed your TEE, what are you doing here’ expression from them.
However, to be honest this experience hasn’t been all bad. Being in a familiar surrounding, has, I believe enhanced my experience as an intern. I discovered that if you deliver a good job to any work assigned, word does get around to teachers who once ‘hated’ you, and you’ll eventually be sipping on the same diluted coffee with them during morning tea.
The past few weeks have been somewhat of a whirlwind experience for me. I started this placement not knowing what to expect; what the public relations sector at an educational institute is like; and if there is even anything relevant for me to do that relates to this unit. However in a short period of time, I had liaised with several journalists including Anne Gartner from the Canning Times, Maria D’Agostino from School Matters and Amber Gorrie who is the Media and Communications Officer of the Department of Education. In that time, I have been fortunate enough to have three stories printed by the Canning Times and made a (I like to believe) positive impression on Maria and Amber. To me, this was absolutely surreal as it’s amazing to actually apply the concepts and techniques we spent the last few years learning into a real life situation.
In addition to those little heart-skipping moments, the some other projects I worked on include writing articles for the school’s monthly newsletter (which was printed for the 1600 students at the school); organizing the seating chart for the Year 12 Valedictory at Curtin Stadium in October; updating any ‘Latest News’ on the school’s website www.rossmoyne.wa.edu.au ; along with a few side projects including assisting Year 8 students with their assignments on the promotion of their ‘product launches’.
With only a few days left and an untouched 5000 word report, I hope everyone is a tad more organized than I am and have enjoyed their time at their respective placements. I look forward to updating you with more awkward moments and trivial achievements the next few days.
Just another blog from me! I'm at Hollywood Private hospital helping out the marketing department and on Thursday 16 September it was R U OK? Day. You may have seen the ads on television with the lovely Hugh Jackman as the spokesperson for it. It is a national event that promotes the prevention and discussion of suicide around Australia. It is a day to remember and ask your colleague, friend or family member "Are you okay?" The idea behind it is to get people talking to one another and to realise that sometimes just one question and some kind support can make the world of difference to someone's life.
On the day, the HR team at the hospital held a sausage sizzle for the staff and sold reusable coffee cups along side for a gold coin donation. I think we managed to raise around $300 for the day.
I offered to take photos for any publications around the hospital they would want them for as I dabble in photography and love any excuse to whip out my fancy new camera.
It was wonderful talking to all of the staff who came down to support the cause and make them do silly poses with the cups for
the photos.
Here are some pics of the R U OK? cups:
Today was also really great as my supervisor told me that if I can write up a media release for her we could try to get some media coverage for it. It is for two nurses who received awards for all of their great service at the hospital. It will be very exciting if something happens with that. I better brush up on my press release skills!
Anyway, I have been having a wonderful time just enjoying the experience of working in their office and really appreciate the amount of work and trust that they give me. I am starting the next edition of the Zing highlights which will be out again next week and am dabbling in a bit of the events side by helping the coordinator sort out poster designs. So overall it has been a good start to the week.
I hope everyone else is going well and good luck with your reports!
