Hey Everyone,
So we are coming into the final week of Uni for this semester, and my placement at Therapy Focus is coming to an end.... although my involvement is not.
I can believe how quickly the placement has gone! It feels as if I have been there 2 weeks rather than a whole month. It has been great though and I have been offered two seperate casual positions - one with the Sibworks program, which is not so much a PR position, but more to do with my experience in disability services, and another coordinating the primary education program. Within this role I will not only educate children about disability and inclusion, but work to establish the Therapy Focus brand and logo through the use of Sunny and his roadshow within the community.
Last week Therapy Foucs officially launched 'The Kookaburra Twirl', our new book completely illustrated by children from accross WA. Sales of the book will raise money for the 'Help A Child Grow' fund, a Therapy Focus initiatove which works to improve the lives of disabled children by providing the necessary support and services. Therapy Focus recieved over 5000 entries from primary school children, each drawing an illustration for a nominated page from the book. From finalists 17 were chosen and published within the book. On Wednesday at the Curtin University Gallery, the winning children were presented with a certificate, their framed drawing and a prize pack awarded by the Minister for Child Protection and Community Services Robyn McSweeney......
Everything I just wrote then (and more) was sent as a media release, and given in person to the Community News reporter invited along to the Launch. Last Wednesday (a week later) I found 3 articles within three different community papers regarding the Launch. All of us in the Communications department were shocked by how terrible and disappointing the articles were. There was no information included regarding the fund the book was actually raising money for, and the journalist seemed more concerned with describing what the children's pictures were depicting - in describing one child's drawing he claimed it depicted the lack of literacy within the younger generations when the entire book was about including children with disabilities and accepting people for who they are!!!
Earlier in the week I discussed the nature of the PR practitioner/Journalist relationship with Alison, head of communications at Therapy Focus. She said that while journalists are happy to recieve media releases and information to help them establish news angles, they don't necessarily like the stories to be written for them by the PR practitioners - which often happens. Apparently (and understandably) journos require a level of ownership of the stories they are covering, meaning they like to do their own research and put their own spin on the story. In following this notion or concept, the Community News journalist was given only the basic information regarding the launch and was invited to attend himself, conduct interviews himself and bring his own photographer along if he wished. He seemed very pleased with this arrangement.
Looking at the final result though, I'd say that if you are determined on presenting specific information or messages within the media, it is safest to send succinct media releases and communicate exactly what it is you would like publicised within articles. The catch 22? The journo may find this offensive or take no interest in writing the story. The nature of the practitioner/journalist relationship is tricky at best. Practitoners need to use methods of communication which work best for the journalist and organisation alike.
Well thats all for today. I will be publishing my final blog this Thursday, just in time for the report..... It will be a summary of my time.
Goodluck everyone!
Tessa
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