Public Relations in Everything!

The Public Relations Internship Unit is drawing to a close.....and so is my internship at the Department of State Development!

I have spent twenty working days back in the world of "public relations" and in and out of the world of "project management", and I've learned a few things in that time! Some of these lessons have been reminders - as I learned them first through my Public Relations major at Curtin....some of these are new, from using public relations 'on the job' so to speak. The internship has been invaluable for that - proving that not all lessons at university are directly applicable, but no lesson is useless!

So what are some of my 'take away's' from the time I have spent as a Communications and Media intern?

1. You are never too old or too experienced to learn

You've likely heard it before - you are never too old to learn new tricks - but the internship reiterated this message to me first-hand. I consider myself to be a good writer - I'm more than familiar with writing Ministerials and memoranda and Cabinet Submissions....so I believed I had Government writing in the bag! I learned very quickly that there are so many different styles of writing, even within Government, that there are plenty of opportunities to continue learning how to write! Writing for the Prospect Magazine, for the Department's internet and intranet and drafting the Premier's media statement taught me that! I had to be told at times that the writing style wasn't right for the document, or the language was too formal, too informal, or simply that the 'public relations' wasn't in it.  So, whilst I am an experienced Project Manager, I'm not that experienced after all....

2. Plan BIG, even for a small job

Sometimes we've given what seems like a small job....dare we say 'simple'?? Whether we admit it or not, we make assumptions about how long it will take us, what we'll need to do to get it done, and how much energy we need to put into PLANNING it. I know that I'm guilty of it! And it is what makes a good Project Manager.....but I have learned through the internship that in public relations, planning should always be BIG.  That is, planning should be at the forefront of your mind in any task - big or small.  This message was driven home to me in a few of my 'small' tasks.  Take for example, the Premier's media statement.  It's a media statement, right? How hard could that be? How long could that possibly take? Turned out though that there were a few scenarios to plan for.  Would he be going on all proposed visits? Had all third parties RSVP'd? What was so special about that particular company or that particular person? Would all information be up to date as of his flying date? What started out as a 'simple' media statement, actually turned into a large planning exercise.  So, make sure you plan! Find out what the process usually  is, find out exactly when documents are usually signed, sealed and delivered, who needs to approve the material?, what will you do if you cannot deliver what was first expected? Planning can take care of most issues you will encounter - in project management, and in public relations. 

3. Use what you already know

No matter what stage you're up to in your career - intern, entry-level, Manager, Director, CEO - you know SOMETHING.  In undertaking my internship, that was a given in some respects.  I have been with the Department for 5 years now, it's only natural I would know a thing or two about the business we're in.  However, I think it's wise to remember wherever you go - no matter what company or business you find yourself in - you know SOMETHING that no one else knows.  Use it! Don't flaunt it.  Don't abuse it. And don't use it to gain power.  But definitely use it!  There is a risk that being an intern makes you feel subordinate, and sometimes a little useless.  There were definitely times that I felt that way.  However there were other times when I knew details and facts that came in especially handy in completing the task at hand.  It's very possible that I taught something along the way.  So, use your knowledge to share something, add value to something, and make something better than it would have been without you!

4. Leadership is found everywhere

Leadership and management are NOT the same thing - again, you've probably heard this before.  It never hurts to be reminded that leadership is unique, but it is found everywhere.  Sounds like an oxymoron, doesn't it? Perhaps, but bear with me.  When I started my internship, Natalie, Rick and Rebecca were just other employees at the Department.  I have never bothered to find out a great deal about what they did, how they did it and under what pressure.  Substantively, their positions are not very high - in fact, not as high as mine in my substantive role - but having spent time working as part of their team, I am reminded that leadership is about sharing knowledge, achieving what you can with whatever resources you have, whilst inspiring others to do the same.  Natalie, Rick and Rebecca are leaders in their field.  They reminded me that there are several ways to get things done - and none involve bossiness! They work under an enormous amount of pressure and the stakes are high in their role, but they do it with respect and strength.  And THAT'S leadership. 

5. Public relations is in everything

It is tempting to hive public relations off to a separate department in the company or business, to be used when desired, and kept out of sight when not.  Project Managers can experience a love/hate relationship with public relations.  As a Project Manager, I often loathe the 'jazz' in project updates.  I like to be realistic, not raise expectations unnecessarily, and stick to the facts only.  Sure, I deal a lot with 'strategic' project thinking - and it definitely has its role - but I cringe at times at some of the language used around particular projects.  Having had my time in the Communications and Media Unit, I have been reminded that public relations is in EVERYTHING.  And so it should be.  How can we possibly hope to present a message in a united manner without public relations? How do we sell a product or service - no matter whether we are in private business or the public one - without public relations? We can't. It's very possible that I had refrained from labelling any of the creativity, inspiration or messaging in my work for what it is, but having been reminded of what hard work is involved in the field, I must admit that public relations is in EVERYTHING - including my substantive role! 

I'm very grateful that I got to experience the intership.  It has finished off my public relations study in a practical, hands on and reflective way that I didn't believe possible before it commenced.  

Just goes to show.....you are never too old to learn or to be reminded of a useful lesson! 

I hope you all enjoyed your internshps as much - and that you learned as much. 

What's in an (article) name?

It's been some time since I sat down to write an article that was designed to SELL a product or service! Project Management has taught me so many incredible lessons - especially about Government and the Public Service. But.....perhaps there's a chance it has weeded something out of me: 

CREATIVITY!

I have just finalised a draft article proposed to be published in the Department of State Development's Prospect Magazine.  The Magazine has readership from all over the world - the feedback is generally that the Magazine is relied upon by industry, regional and overseas offices, and that it is missed when it is expected to be out! The focus of the Magazine is the mining and resources industry - and all that that entails.  It features fantastic, high-resolution photographs (often from private industry, but sometimes Government departments) to make sure it is never boring. 

In my role as Project Manager, I assisted in the development of a new Department initiative that aims to provide a framework to private sector parties wishing to develop projects in Western Australia.  The Infrastructure and Services Assessment is a form of impact assessment - where impacts are identified, measured and managed.  When you look at some of the difficulties experienced by communities as a result of large-scale development right next door to a small community, it is easy to see why this process is necessary. 

Now, as an intern.....I was tasked with WRITING for the Magazine about this new initiative! 

So, how did I go? Not great. Don't get me wrong - there was nothing wrong with my writing, or my content.  But my creativity certainly left a little to the imagination!! I had forgotten how very important it is to GRAB the reader from the very start....draw them in, get them wanting to read more. 

Rebecca, who works on the material for the Magazine, as well as editing, proof-reading, and approving content for the Communications and Media Unit, received my draft and provided me with ample feedback ;)

USE P

Needless, to say, I got my draft back with red all over it.....but with a good idea of what I have been missing in the world of Project Management!! What have I been reminded of?

BE CREATIVE

USE PERSUASION

PUT THE IMPORTANT STUFF UP TOP

DON'T LOSE THE READER WITH A MEDIOCRE OPENING

Constructing the article was harder than I had imagined - I was required to get all direct quotes approved, and photographs, and hardest of all, I had to remind myself what public relations is all about:

THE PUBLIC!

Unfortunately, I can't publish the article - though it will be out there eventually(!), but I can provide you with a link to the current edition of the Prospect Magazine.  Have a read!