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!

"Welcome to Western Australia"....to up to 5000 from over 70 countries!

In my initial "induction" post, I mentioned the opportunity I would be getting as an intern at the Department of State Development to assist in the preparation for the upcoming LNG18 Conference and Exhibition....and in today's post, I would like to give you a greater understanding of what this task will entail.  There is no denying it will be an incredible learning curve - even for someone who has been in the Department for several years.  However, it also promises to be such a creative and exciting adventure!

Recently, I had a meeting with Dione, the Project Manager within the Department who heads up the coordination, design, materials, messaging and plan for the Department's booth at the Exhibition next year.  Listening to the work that Dione and her team have to do leading up to the Conference and Exhibition, I simply felt....overwhelmed! The Exhibition is a public relations dream! Combining creativity, logic, intelligence, savviness, media awareness - to be able to welcome up to 5000 participants, from approximately 70 different countries in the world to an exhibition on oil and gas - means that all staff members working on this significant project (including me!) will need to draw on all of their public relations skills.  This is interesting, given many staff members are Project Officers - some not 'trained' or 'schooled' in public relations.

Dione ran me through my main task that is designed to fit as a puzzle piece into the Exhibition.  I will be responsible for using my creativity, resourcefulness and budget to prepare the Department's videos for the booth.  Sound simple? Think again!

Try to imagine the Perth Convention and Exhibition Centre, filled with thousands of people at any given time over the course of the conference, surrounded by booths set up by private companies, and needing to stand out, hold attention, present interesting information, showcase Western Australia in the best possible way, and ensure that the videos tell the story of not only oil and gas in Western Australia, but other industry growth, recreation, facilities, lifestyle, opportunities, culture......! Dione has provided me with the challenge:

"We have a short time to get a person's attention, and we don't want that person to see the same footage numerous times."

There are constraints along with that - the budget that I need to manage wisely, use of the Premier's time for filming (also to be managed wisely!), available and usable footage from other agencies and companies (bearing in mind that all footage needs to be culturally sensitive).

Hearing Dione speak about LNG18 and my task in the big picture though, I can't help but feel excitement growing in me.  This is such a creative task!

Over the next few weeks, I need to develop a Project Plan that articulates my ideas - but also the logical steps of putting those ideas into action.  Where will footage be sourced? What new footage should be shot? How would I make best use of the budget? How would  make best use of everyone's time (including the Premier's)? What would I want to teach the international audience about Western Australia?

Stay tuned.....I have a feeling there will be experiences and learnings to share from this project!

A small, powerful engine of a well-oiled resources machine:

Inside Communications & Media at the Department of State Development

Having been a Project Manager at the Department of State Development for approximately five years now, my eyes were widened on Tuesday at my induction meeting with the officers responsible for communications and media at the Department!

The Communications and Media Unit is essentially made up of two staff members - who each directly report to the Director General. Having only two staff members does not mean that the responsibility of the Unit is in any way diminished however; it means those two team members must be very good at their job!

The Department of State Development is responsible for the facilitation of Western Australia's major resource projects, for the most part funded and developed by the private sector.  Wondering what might fit into that bucket? Perhaps you have heard of the Wheatstone LNG Project, being developed by Chevron? Or the Roy Hill Project, being developed in Port Hedland by Gina Rinehart? These major resource projects may be funded, constructed, managed and operated by private companies, but the State plays its role in 'keeping them honest.' Each project has stringent approvals to obtain, including: environmental approvals (State and Federal), financial guarantees, local content obligations, impact management to name a few.  The Department of State Development plays the primary role in guiding and facilitating these approvals for the private company.  The Department's website (created and published by the Communications and Media Unit) provides further context on the agency's core business.

So, where does Communications and Media fit into this mix? At my induction meeting with my supervisor, Natalie and her co-worker, Rick, I learned the role of the Unit is vital to internal communications - with the Department's Intranet and Internet to manage, the jointly-produced "Prospect" magazine to design and publish, media enquiries to handle - from newspapers, radio, the Minister's office, and investment opportunties for Western Australia to promote, for example, the 18th International Conference and Exhibition on Liquefied Natural Gas, being held in Perth from the 11th to 15th April, 2016. The LNG 18 event promises to be a significant showcasing opportunity for Western Australia as a 'LNG hub' of the world.

I am embarking on this internship experience very excited about the new insights I will gain from an organisation I have been proudly a part of for so long.  Meeting with Natalie and Rick has filled me with confidence that I will brush up on all of my public relations skills, use my natural creativity (that is not always readily usable in the Department), and receive useful feedback and supervision during the experience.  I am also sure I will learn far more about other teams across the Department - especially the area responsible for investment attraction.  In a time when the 'mining boom' has eased, iron prices are down, and there are much fewer major resource projects being actively developed in the State, the Government needs to work hard to ensure that the private sector recognises what is unique and optimal about doing business in Western Australia.


My impression so far of this small, but powerful engine room that is Communications and Media is that they play an integral role in that job!