Sink or swim

First days in the office generally involve setting up accounts, checking emails, meeting fellow colleagues and getting a feel for the organisation. I, like I'm sure the rest of you, certainly experienced these on my first day. But I was thrown into the deep in with one of my first tasks being to attend a meeting alongside the Senior Communications Advisor with the two of the top executives for the company - the Chairman/Managing Director and President of Alcoa Mining. We discussed an internal video about changing corporate culture that was being filmed later in the week. The two execs were thanking and encouraging positive corporate change which will be used an introduction into a focus group session that will provide better insight into the Alcoan culture. My first day also involved proofreading an internal newsletter, formulating content for a media release, gaining background knowledge on key programs and partnerships, and discussing content for the new website.

My level of flexibility, initiative and time management were really tested straight away as I was in three different offices/locations for the first three days! This is because of the widespread offices and refineries across the region extending from Wagerup (near Waroona) to Booragoon in Perth. I have been given a company laptop which I use at each location and I am found a suitable work area. I think my professionalism and attitude when dealing with this flexible work arrangement was really positive and showed my potential to my supervisor. I am looking forward to see what other tasks require me to ‘step-up’ and provide me with a challenge for the remainder of the internship.

I am back in the original office tomorrow (Booragoon) ready for the filming of that corporate culture video. Wish me luck!

Let Them Eat Cake

My 20 days of ‘real’ work are over, which slight upsets me. I dare say that I have learnt more about PR, professional manner and team building in the last 20 days at ATOM than the entirety of my 3-year degree. Being able to put knowledge into practice is the most rewarding feeling. It affirms that I do not have to be too scared of the new world I am about to enter into.

It is sad to say goodbye to ATOM. But it is sadder to say goodbye to the bunch of 'ATOMITES' that have helped and supported me throughout my internship journey. Thank you for all the knowledge that you have passed on to me, and trusting me with tasks that have the potential to commercially affect the business. But most of all – thank you for the CAKE!

(It was so good; I didn’t have time for a picture!!)

I wish the best to all the 2015 public relations graduates! After 3 years, 6 semesters and countless hours of study we have finally made it. Congratulations! I look forward to bumping into you in the ‘real’ world.

Until next time,

Cheyenne

x

HOW TO WRITE A GREAT MEDIA RELEASE!

How to write a great media release!

Writing a media release is something that we all do a lot of at university; however, writing in the real world is very different. Contrary to the formal language and strict format we are taught there is a lot more room for creativity. Here are my tips for writing a cracking media release.

1.     Grab their attention with a punchy headline!!

It doesn’t have to tell them everything, but it does have to make them want to read further.

2.     Is their anything unique with your story?

Once you have worked it out you can highlight this to set yourself a part from the rest.

3.     Grab attention in your first paragraph!

Your first paragraph should grab attention with exciting language as well as simply telling them what they need to know.

4.     Supply images

Attach a couple of images that a journalist can use.  Anything visually pleasing or that will make their job easier is a good idea.

5.     Provide extra information

It is important to provide all your contact details as well as links to your website and/or social media sites.

6.     Provide text that can be copied

When attaching the media release as a pdf paste the text in the bottom of the email so the journalist can easily copy and paste quotes and other information.

7.     Don’t restrict yourself when choosing media

Make sure you think outside the box when creating your media lists. Are there more than just the average local newspapers that you want to target? For instance bloggers, TV shows, news programs, magazines and directories for what is happening in Perth.

8.     Track attention and build relationships

Keep an eye out for who picks up your story. This is a great opportunity to build a better relationship with these media people by thanking them for the cover and making sure to shortlist them for any future correspondence.

Remember: there are no two ways about it! So find your own style and do some research. Here are some examples of how other people write their media releases:

http://www.huffingtonpost.com/zach-cutler/press-release-tips_b_2120630.html?ir=Australia

https://publicrelationssydney.com.au/tips-for-writing-a-great-media-release/

Best,
Gemma

Entering The Public Relations Job Market (aka having something more than others might save you a place)

Days was passing by and I had completely forgotten about the PR 393 unit and its requirements. I was focused on my other unit which of course is not an excuse. Anxious and frustrated seeing on blackboard that the census date was about one week away I decided to act or else I would have to drop out of the unit.

I went and met with Lydia and Marie Louise who gave me tips. As I got to the office I saw that another student who had more "work" experience than me didn't find an internship either so I got even more worried if I were to ever find one. Luckily after sending many emails I finally got a response from a Public Relations company to come forth for an interview.

On the day I took a taxi there since sometimes I still can get lost/late using buses in Perth. I arrived on time and finally met with Barbara McNaught the founder of the company named Momentum Forum events. This was my first actual interview ever. I already like this unit because it forced me to put myself out there and get a reason to contact these big agencies. I really wanted an internship there because I want to become an actor and Barbara is a former actress so that was it and from there I was convinced to was on my path to meet her whatever the outcome of the interview would be.

Of course as everyone is advised to do I did my little research on the company etc and that was fine but the problem is everyone did that so that didn't get me the job. At some point in the internship Barbara asked if I like animals and I answered "Of course I do! I even have a pet channel on Youtube." I believe this is what helped Barbara made up her mind as this is when she said she gave me the job. When looking for a job, especially in the PR field, the most important thing I learned is that you should distinguish yourself from others one way or another. Luckily for me I did just that. I later became relevant to me why so much emphasis was put onto the pet love since her next event was the Perth Pet Expo which I am now working on and which will take place on the 6th and 7th December 2014. As a summary being innovative and creative pays off since at the end of the day we all have mostly the same degree.

Thanks for reading !

Thierry