The Importance of PR

‘The Importance of PR – Finally Recognised’

I feel really privileged that I managed to secure myself a paid contract position with Landcare Australia that also allows me to satisfy my Professional Placement final unit. My new role with Landcare has already taught me so much that could not be taught in a seminar.

I started last week (Monday 16 March) and have already gained great experience and insight into the world of not-for-profit PR. The first realization I had was how fantastic it was to be working for an organization who truly value Public Relations and not just from a technical point of view but also from a strategic one. Even within the Government Department of Agriculture, Forestry, Fisheries (where my office is based) they appreciate Public Relations as a management function more so than a technical function.

Landcare have recently created my position in WA to work cohesively with the Projects and Business Development Managers, as part of a team, to increase the profile of WA Landcare groups and their associated projects. Each component works with and relies on the input of the other which is a truly rewarding approach. This is something that WA has recently put in their Business Strategy document as being crucial to the increase of our success. If there is no communication between each department then we feel initiatives and opportunities will be lost.

Having come from an organization who did not even consider PR as part of their corporate strategy I was immediately excited by the emphasis Landcare was putting on PR.

In my first week I was sent along to a meeting with Synergy – WA’s largest electricity retailer and Landcare WA’s platinum sponsor. Here in the meeting I was given the opportunity to pitch a PR concept that would initiate employee involvement, generate publicity for Synergy and add to their current relationship with Landcare.

I suggested working with another partner of Landcare’s, MobileMuster who plant one tree for each kilo of mobile phone handsets is recycled. I suggested Synergy ask their employees to collect old mobile phones from within the office, their families and local communities and then we use the handsets to create a mound of mobiles on World Environment Day thus allowing a great media opportunity, getting Synergy staff involved and Landcare receive all the trees to be planted on the site of various Landcare projects. They loved the idea and I am currently creating a formal proposal for the entire campaign – Nova have even come on board and offered to sponsor the promotional campaign on behalf of Landcare.

A few weeks ago working in an organization who did not have one aspect of internal or external PR strategy I would have been reluctant to pitch such a large campaign concept as well as actually putting this entire campaign together as the lead. Thanks to the confidence instilled in me by Landcare, the importance and belief they place in PR strategy and the responsibility given to the PR Manager to pitch ideas to huge corporate clients I am seeing my own ability to realize PR in a practical way and also the positive effect PR strategy has at a management level when correctly used.

The other lesson learnt quickly however is the importance to align campaigns and how important strategic fit is between each partner and their objectives. MobileMuster and Synergy both have very specific campaign objectives and so being sensitive to these requirements and ensuring that one campaign does not ‘cannibalise’ the other is essential.

Synergy were very keen to only fund projects they felt really matched their ‘energy efficient / conserving’ message and for this reason I added an additional campaign message of ‘Please unplug your phone charger from the wall after use to conserve power’ was suggested and adapted from their end. This also increased the relevance of the recycle mobile drive for Synergy.

Thursday I have a meeting with Milne AgriGroup (otherwise known as Mt Barker Free Range Chicken) who will be asking for new and exciting PR strategies to publicise their new partnership with Landcare. I am really looking forward to being able to once again work within a team and pitch ideas to a client who values PR and the positive repercussions that come from effective PR strategy. I will keep you posted!