Welcome to PR Internship - YOUR opportunity to put everything you have learned over the past years at university into practice and to get a thorough insight into what public relations is like "in the real world". This Blog allows you to reflect on your experiences, share insights with other students across campuses and to possibly give advice and support to fellow students. Please also see http://http://printernship-reflections2.blogspot.com.au/ for more reflections.
During the past three days, it has been the same. Print monitoring after print monitoring. I may have lost count of how many articles I have taken into the database. Some may think it is a boring affair reading all these newspapers but I find it all enlightening. Many sorts of news about Curtin flash out in English, Bahasa Malaysia, Chinese and Iban. I read Curtin news printed in many angles and positions. Even as Curtin Sarawak have their own brand positioning, it may at times differ from what is being printed, especially when the campus is casually mentioned. Good news, so far I read no negative impressions on the campus for this month.
There are several back issues pass on to me to archive and I do so happily. So far, I clipped 34 news clippings for the past three days. When I back track, I may have forgotten to photocopy one of them. (The photocopies are for my own use in my report for PR393) Either way, the solid number of news clippings I have now are 78.
Reflecting back during the past three days, I have learn that it is important to keep tabs of casual mentions of the company you are working in. Regardless of the positioning the company puts out, casual mentions or indirect advertising is a whole different manner to attend to.
17 May 2012 (Thursday)
Another
slow day.while the rest are doing on going projects, I am looking
through 8 papers today and grabbing only 1 article. I have read through
164 newspapers ever since my first day starting here. With half the day
gone in monitoring the print media, I resume to read throught the media
release database as recommended by Marcella.
I have gathered: (As of 17/05/1012)
7 Media Releases
22 Indirect Advertising
6 Brand Advertising
1 Feature Article
3 Events Advertising
2 Job Application
1 Perth Media Release
1 Tender Advert
1 Congratulatory Advertisement
In
the afternoon, Nicholas invited me to a mock audit of the School of Engineering. Throughout the meeting, I have learn the power of teamwork,
English and synergy. The real audit is in regards to ISO 9001
certification to be given to Curtin Sarawak. SIRIM officials will be
coming over for a few days to review the policies and procedures of all
the departments. Thus, all departments are doing a mock audit on each
other to prepare themselves for those days.
If they fail, they
will have to review the policy again, that is the reason why this mock
audit is done. It is to iron out as many kinks as possible and fine tune
the policies and procedures to the guidelines of ISO 9001. Departments
are task to audit each other, troubleshooting and pluging up any holes
found. This shows synergy between departments as well as teamwork.
Mastering English is important and I learn of this today how vital each
word is used. When all is done, each department will do revisions again
to the updated version of their policies and procedures until that very
comes when SIRIM does checks to see if Curtin Sarawak deserves the ISO
9001 certification.
18 May 2012 (Friday)
Everyday I learn new things at the Corporate Comms department.
Reflecting back, I have learn how to take pictures, the power of
mastering the English language, proof reading a press release, attending
an event and media monitoring. So far into my second week, I had fun as
well as getting to know the people within the department.
Today,
I am being briefed on who does what and their roles, from web designer
to relations management. They also tell me how important it is to
communicate and know client traits. Also, I went along with Nicholas to a
second mock audit meeting with the School of Engineering. There I learn
more how each department within Curtin Sarawak depends on each other in acquiring feedback of their performance.
Looking
back, every department within Cutin Sarawak are friendly to each other.
Even though they have their secrets within their databases, every
employee gets along with each other. Things get done efficiently and
properly.
I have learn today the how important each role is
within the department I am working in. Not only that, I also learn the
power of teamwork between departments as well as the... "politicking"
within a formal setting. It seems synergised and friendly as well as
highly positive. Everyone knows each other and could connect.
So
far, within my print media monitoring, there are no mentions of Curtin
University, however, in regards to our competition, China universities
are making a headway into Malaysia. Especially within Sarawak.
Newspaper read through since first day, 174. Articles collected... NONE...*cries*
(BEHOLD!!! The stacks of newspapers. Mine is on the top part, first row from the left, about 1/3. All done up and ready for the recyclers.)
Watching the papers and answering the phone... and messing it up
14 May 2012 (Monday)
It is a very slow morning. Instead of 30 newspapers I only have 18 to
look through which brings my 111 to 129 newspapers. Media monitoring is
essential. This is what terms as 'free news' in which news that could be found with ease and not paying a private investigator to dig them out. One only needs to go and by
a paper or hear the radio to get the latest. Being well inform brings a
bout of advantages as well as backtracking what has happen in the past.
Competitors would also advertise out what they have done in media
releases of their own and their paid adverts. Government laws passed or
bills enacted favoring the education industry will also be published or
said out. Protests or even rallies that would effect the said industry
would be highlighted. Ignorance is a sin and it must be vehemently
avoided. Media monitoring is effective and efficient to keep one
prepared for challenges to come. Even better, by monitoring, hardships
to the company has a higher chance to be foreseen.
I have
finished all the newspaper clippings of the day and managed to get 12
articles archived. Now I have been confirmed of given authorization to
answer phone calls should Ian or Marcella are unavailable. I feel
nervous again... Taking calls on behalf of the department...
SQEEEEEEeee...
This is so exciting.... but it feels anti climactic because there are no calls today.
Besides that, I tied up all the newspapers and now it is ready for the recycling person to come by and take it away.
I
went through the media release archaives to get a better insight on how
Curtin is positioned before Nicholas gave me another job which is to
align the photo albums. Taking this opportunity, I look through all the
pictures as I work and I find them educational, exciting and
enlightening. Here at my hands are the visual history of Curtin
University Sarawak and they are full of stories.
After that,
another task is allocated to me. Marcella ask me to look through the
news clipping to search for any news regarding the Diploma of Business
and Diploma of Ocupational Health and Safety. Than we are to scan and
fax them over to whoever that wants them. I work slightly overtime until
Nicholas says he's going back. So, much information to sift through and
if Nicholas did not say to return home, I might have stayed the whole
night there flipping over the files. I really do enjoy the work.
15 MAY 2012 (Tuesday)
The morning is still the same and I have looked through 18 newspapers
putting 129 to 147, only grabbing two articles. I got my first phone
call for the day when Marcella and Ian went out to meet several Ministry
of Higher Education personnal. First thing, it is recommended to know
how to greet the person calling. Have a pen and paper ready to take down
particulars.
1) Say hello. 2) Ask who they are. 3) Who they are looking for. 4) Purpose of calling. 5) Any messages you can take for them. 6) Get the phone number.
This
checklist is what Ian told me after I mess up my first call. It is a
harrowing experience. I was extremely flabbergastered at my tongue tied behaviour. Do not panic or be nervous. I did that.
Concentrate on the call. I did not get the message down properly due to me being worried if I had followed the textbooks correctly when answering the phone and it
is embarrassing.
Reflecting back today, I learn there are many ways to
answer the phone and it is better to choose one which I am comfortable
with instead of following the textbook from other previous PR units. As an after thought... take a deep breath and relax. It's just a phone call. I thought I would be fired as I had read in the previous textbooks in the other PR units, but it is a silly thought. I feel so bad the whole day because I messed up one phone call and Ian reassures me it is no problem at all when I apologise to him for my foolish mistake. The phone call was from PETRONAS and something about a RSVP to an event of sorts. This will be with me... FOREVER!!!
I have been allowed to observe a meeting between Ian, Nicholas and
Flynn with Curtin Consultant Service. It is an enlightening experience
on how they wanted to do a rebranding and generating additional funds
for CCS to use. Beyond that, they discuss how they would acheive that but that's their plans not to be told out in this blog.
16 MAY 2012 (Wednesday)
The day begins with 9 newspapers on my desk bring my total to 156 in my
print media monitoring duties and I have collected 6 articles.
I have gathered: (As of 16/05/1012) 7 Media Releases 21 Indirect Advertising 6 Brand Advertising 1 Feature Article 3 Events Advertising 2 Job Application 1 Perth Media Release 1 Tender Advert 1 Congratulatory Advertisement
I
also learn today each department within Curtin Sarawak has their own
well kept database and access are restricted to their own departments.
At first it would seem strange, but when I ask I got vague answers from
everyone within the room. I assume it must be they do not want people
from other departments stealing hard thought ideas or concepts. It is
logical to secure their files from being seen, especially when there are
certain projects still underway.Throughout the day, I read through the whole media releases from 2006 until 2012. So far I am at 2011 and reflecting back, I have read how media releases should be written for various agendas and this is extremely educational and I am honoured to be given a chance to learn such information.
Remember, if you have access to the databases, I would recommend all our fellow interns to look through them all one at a time, prioratizing on which is more important. Only do this when all duties are done and there is nothing for you to do for the time being. Just go the extra mile and work hard. Read, ask and take the initiative to learn. In the databases, there are loads of information that has been used, so learn and read them as much as possible. This will also help you all in doing your duties better as the more informed you are of the company you are working in, the better you will serve and anticipate your workload. The added knowledge will help you work faster and complete those duties better. Knowledge is power, guard it well. Not only that, use it well.
Watching the Papers (Happenings
of the First week)
8 MAY 2012 (Tuesday)
On my first day I have
been introduced to Ian and Marcella. I am very nervous, but it is expected. Working
time hours have a 30 minute flexibility and starts at 8am or 8.30am until 5 pm until
5.30pm. Lunch is at 12 pm or 12.30pm and it is for one hour.
My first duty is to
create a log in sheet for myself using excel. Second duty is to do newspaper
clippings of any articles and media releases of Curtin university. I would have
to sift through newspapers ranging from February until now for news regarding
Curtin University, Sarawak Malaysia.
Still on my first day,
I have not gotten my login username or password for the staff PC, so... I have
to improvise using my laptop for the time being until Marcella sorts that out
with human resource.
It has not been ten
minutes when the job starts and I am the only one in the room when Marcella
went out. A lady comes in asking for a laser pointer. Oh my God... I'm just new
and still not knowing where is everything placed. But still... I adhere to
command structure and refer to Nicholas. On a side note, bring my own
stationery. Scissors, rulers, pens and pencils, papers, etc.
I have a huge stack
newspapers to clip. I look for Curtin's name in each paper so I skimmed them
and fast read. Lucky I have that skill or this would be tedious. I log how many
papers I have done.
Good news, I just
submitted my Y1 form for computer log in account to HR with Ian's help on the
same morning. Hopefully I would be able to use the staff PC soon. I put in my
form to a guy named Basil at HR at 9.45am and at 10.17am, I got my new staff
ID.
On my very first day, I have learned a lot in regards to media clippings. It is
just not about Curtin, rather it is monitoring the media for information that
would give an edge in this industry. Nicholas told me much in regards to the
media clippings I am doing today. I also learn of the value of information and
pricing set for the articles and advertising set out by Curtin and the expected
achievements they aspire for. In their case, it is to gain the highest value
possible. This media clipping I am doing today tells me of the requirement for
a public relations department to monitor its surroundings. It is true to this
old saying, 'knowledge is power, guard it well'. The better informed the
department is, it could perform better on the 'playing field'. The information
I am looking out for is content on the competitors, government initiatives in
the education industry and others related and the way the corporate
communications department place a value on the adverts is they take into
account the rates of advertising for a paper and compare it with what and how
it has been published.
Nikolas told me the second day, Marcella will tell me more in depth on media
clippings. After it is done, it will the time to key in what has been gathered
into the computer.
Ok... I log out of office at 6pm on my first day. I've gone through 35
newspapers, but a majority is from The News Straits Times. I have found 5
articles in regards to curtin university. One feature article called Curtin
Insight by a Dr Lew Tek Yew, one New Straits Times interview with a curtin drop
out (he was studying business and management) on his successful online toy
store called Robotica Toys and two press clippings merely mentioning Curtin University
and one Curtin advertisement on a job opening. I have another 50 more papers to
go through.
9 MAY 2012 (Wednesday)
On my second day, I've
started my day going through yesterday's papers and the monthly stacks. I still
have a large stack to go and I have only done one paper before today's
newspapers come to my desk. Good news though, Marcella says I have access to
the corporate communications files and folders.
All the information
gathered will now be keyed in. She also taught me how to place in the values to
calculate how much each article is worth so we may know the requisition spent
on such adverts. It is enlightening to learn and update what I know. I relish
this ... Exercise.
Information gathering
is extremely tedious. It requires focus and looking through all these
newspapers has sharpen attention. By 4.15 pm, I completed my quota of the day.
I have looked through 31 newspapers but only succeeding in gathering one event
advertisement and two media releases from Curtin university.
It is time well spent
as I feel more alert and my thoughts work faster as I read through all these
endless articles. Media clippings are a good way in exercising the mind to be
more focused and disciplined. Next is to archive them in the database and
ascertain their value than store them electronically.
I still have another 30
more newspapers from The New Straits Times to see through and next day's papers
will come bowling in adding to my stack of 30 to turn it to 40. When it is time
to go home, I decided to bring back 10 newspapers with me and after going through
them, I only found two more advertisements. Until now, I have look through 76
newspapers, gathering only 10 clippings.
I also decided to go
through in putting them in the database and work on in proof reading and fine
tuning the latest media release Marcella assign to me about the John Curtin
Leadership Association (JCLA) on a family event they are hosting.
10 MAY 2012 (Thursday)
Today we had an
environmental event. It is about planting trees and taking care of the
environment. I manage to get a few video shots and some pictures. My duty is to
get visuals. I was jittery but Ian tell me to focus and it will just flow away.
I manage to get eight gigs of information both in videos and pictures. Now it
is back to do the clippings and the media release and archiving said clippings.
Not only that, I have to load in the videos and the pictures from the Borneo
Jazz 2012 Tree Planting Ceremony to the database and proof read the media
release for JCLA.
After three days going
through the newspapers, I found out public universities has been mentioned in
nearly every issue. Mostly are the University Sains Malaysia, University
Technology Malaysia are one of the few. Next would be Taylor's, Monash, Harvard
or Oxford. Bear in mind, these are not paid adverts but just casual mentions
within the paper articles. Regarding paid advertisements, they nearly feature
more than five times a week. Curtin's competitors sure are tenacious.
I found one article
after my quota of 20 for the day. It is a mention in an article regarding
Borneo Jazz 2012. Until now, I have been searching papers through February to
May.
Reflecting on the past three days, all I have been doing are media clippings.
There is so much information and it is exciting to compare different newspapers
on how they write on Curtin and the way they position the university.
Furthermore, I do enjoy reading the indirect advertising each paper does for
Curtin every time they mention it.
After today's event, I
get to wash 15 shovels used in the Borneo Jazz 2012 Tree Planting Event as well
as getting videos and assisting in taking pictures.
I have gathered: (As of
10/05/1012)
3 Media Releases, 3 Indirect Advertising, 2 Brand Advertising, 1 Feature
Article, 1 Events Advertising, 1 Job Application, and 1 Perth Media Release.
Newspapers sifted
through: 96.
11 MAY 2012 (Friday)
Starting my fourth day,
I input all the data collected. It is a fast process. My newspaper quota today
is 15. After completion I did the media release for the JCLA. It seems trivial
but the hardest of all activities this week are the media clippings. Finally
after so much flipping through the papers, I have finished all duties allocated
to me this week. I have hour left to 5 pm. I have found 12 media clippings
today. I hit gold on the last few papers. On my final day of my first week,
there are no duties allocated to me, to which I am grateful off. It gives me
time to fine make sure all tasks are done professionally and double checked.
Throughout my first week, which is just four working days, I have done the
following...
Going through newspapers from February till the latest month for media
clippings. Archiving hard copies of media clippings into files and
electronically. Proof read and update JCLA media release for the Rainbow Family
Project. Become a camera person for taking videos and pictures during the
Borneo Jazz 2012 Tree Planting Ceremony. Assist in preparing objects needed for
the Borneo Jazz Tree Planting Ceremony.
It is an educated fun
experience and I am looking forward to my second week. However, I would have to
endure more newspaper clippings. After all, there is no work on Saturday and
Sunday. So... a stack of weekend newspapers will be waiting to welcome me at my
table. Doing the math and counting Saturday, Sunday and Monday's papers, I
would assume there will be up to 30 papers so sift through. I assume that much.
I have learn how much indirect advertising and direct advertising could assist the Corporate Communications department in spreading the brand and messages.
SAFETY NOTE to anyone that reads this post. PLEASE be aware of the newspaper inks. Use rubber gloves and wash hands after flipping stacks of newspapers. Other wise, if you go to an event, you are in danger of shaking hands with a VIP using black stained fingers. Not a good thing in giving an important person ink stained fingers as a going away present.
End Blog Report of Week 1
[On a side note] Just for laughs. You might need to know what is My Little Pony to get this joke. During all this time, to get me through the newspapers, I always play this in my head... ALWAYS.... EXTREME READING.
After going through stacks...STACKS... HAHAHAHA... I have acheived extreme reading!!!
Twilight Sparkle, protage of Princess Celestia says this... "This... are... my...books ... AND I'M GOING TO READ IT... Bwahahahahaha."
Eugene Ng, Curtin Intern for Corporate Comms says this "This... are... my... newspapers... AND I'M GOING TO READ IT... Bwahahahahaha."
Times are hectic when working. I would recommend some calming music to relax your mind during those vital lunch hours. I listen to this song as I work at times. It calms the mind.
