The Law of Connection and the Promise of New Opportunities!

I have been with Exa, Perth since the start of February 2012 and after analysing the public relations sector of Exa, I realised they had no existing media kit. Christina had directed me to update their media list and I proposed that I could help create a media kit for Exa. Christina was more than happy to delegate me with this task and she gave me the contact details for Kendal Shoobridge, Exa’s Marketing Manager and Erin who has a degree in Public Relations, specialising in Press Releases. I was so happy to get to work on this task and Christina advised me that I can collaborate with Kendal and Erin for advice and feedback on the media kits.

 

Christina sent a few words to Exa’s team in California, USA to introduce me as Perth’s marketing and PR intern. She also suggested that after I complete the media kits, I can work on promotional brochures for the Exa team in USA and obtain experience in the marketing industry in America. This is such exciting news and I can’t wait to gain international experience!

In the last few weeks, I worked on copywriting for Exa’s clients and these tasks challenged me to re-evaluate my writing skills. The talent of a skilled copy writer is to create engaging information for websites following a specific format and structure. I still have a lot to learn in this area and it is quite interesting to increase my knowledge in this area of Public Relations.

I attended a presentation meeting with one of our major clients in Perth this morning. During the meeting, we discussed a web design proposition to our clients. It was fascinating to see how people have different communication styles and how each person builds rapport with another.

Additionally, Christina gave Andy, Mark and I a copy of Michael Losier’s book, “The Law of Connection”. This book is part of a Neuro-Linguistic Program (NLP) which imparts communication styles and concepts to improve professional and personal relationships. There are four main communication styles outlined in the book which are visual, auditory, kinaesthetic and digital styles. Everyone has a favoured communication style and some incorporate more than one. The book suggests a few methods in how to communicate effectively according to each communication style. As the state manager of Exa in Perth, Christina is really helping to create good internal communication within our office, revitalising our knowledge and interpersonal skills.

I am so excited with my experiences with Exa so far and am thrilled with the promise of international experience. The horizon is looking wider than ever and I am so thankful for the lessons I’m learning at Exa.

Until next time,

Evelyn

All the Little Details in Creating Relationships

Ever wondered how people become friends? The process of that lifelong bond between two people stems from the very first impressions and moments that are shared. In PR, relationship building is the essence of our job. Without relationships, there can be no communication and inevitably, no PR.

Businesses are built on relationships and recently, my time with Exa has re-established the importance of communicating the value one places in each relationship. By effectively and genuinely communicating appreciation, relationships can grow stronger as arguably, people care for those who care about them.

6 Building Blocks for Relationships

Make the Other Person Feel Important & Do It Sincerely

Dale Carnegies’ book, “How to Win Friends and Influence People” outlines the following six ways to make people like you.

            

      1. Become genuinely interested in other people.

2. Smile.

3. Remember that a person's name is to that person the sweetest and most important sound in  any language.

4. Be a good listener. Encourage others to talk about themselves.

5. Talk in terms of the other person's interests.

6. Make the other person feel important - and do it sincerely.

At Exa, I have been creating a media list and entering client details into our Customer Relationship Management (CRM) system. CRM is a concept we learn in both PR and Marketing units. CRM enhances goodwill, credibility and profitability of the organisation where both the organisational goals and customer satisfaction are achieved.

Entering the details of media contacts onto the excel spreadsheet

Christina placed importance on inserting the correct details of contacts into the system. I was given a pile of our clients’ business cards and meticulously entered and checked the name, job titles and contact details of each client. The process ensures that with the correct details, we can easily write a letter, email or give a call to our client. CRM is a system that allows our client’s details and features to become easily accessible to staff members so Exa can be consistent in communicating with clients. Furthermore, we can show that we value them in remembering their names and details.

If someone was important to you, every detail of them becomes more vivid. Value is transferable. When Exa expresses how they value a client through remembering the little details about them, our clients value us and trusts us because they feel respected and important.

Strong relationships in PR can enhance success and lessen the impact of crisis. Exa in Perth has over 50 clients and that number continually rises. Exa teaches me that every relationship is valuable and that I should always remember the little details of clients/stakeholders because Maya Angelou once said that, “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.”

Until next time,

Evelyn

The Art of Communication and Networking

Communication is the intangible thread of connection between one person and another. It is essential for every area of life and crucially indispensable for public relations. My time with Exa Web Solutions has taught me that the art of communication is the language of leadership and sustainable relationships.

Interview Testimonials

On the subject of relationships, Christina and I visitedPerth Facial Plastic & Cosmetic Surgery and Aussie Crates to create videotestimonials and strengthen existing relationships for Exa with our clients. Wakingup at 6am to be at the office by 7am was no easy feat but when we visited ourclients, it was such an insightful day that it was worth it! Christina interviewed Exa’s clients while Ben, our professional camera man, filmed our clients on why they chose Exa’s web design services. I met Dr Tuan Pham, a prestigious plastic surgeon who spoke about how he valued Exa in his testimonial. I also met Roz who is Aussie Crates Marketing Manager. She has such a bubbly personality and an eloquent way of speaking in which she engages your attention every time she talks. During our interviews, it was interesting to hear about our client’s perspective of Exa and gain an external stakeholder view on the company.

Networkingover Breakfast

This morning, I had a marketing breakfast event at The Beaufort Street Merchant with marketing and PR managers to share our industry experience. Our guests included:

Christina,State Manager for Exa Web Solutions

Roz, Marketing Manager for Aussie Crates

Sarah, Media and Communications Manager for the government agency, ChemCentre

Rio, Marketing and Communications Manager for Scott Print

These ladies were all in managerial communication positions andChristina explained how I may find myself ‘working in their shoes’ in a fewyears. This reminded me that in our present day, women are gaining more powerin the work place and successfully attaining managerial and professional positions. It was such a great breakfast and I was soaking in every word and tips these ladies were sharing. The networking breakfast was truly a learning experience as I gained insight into the working lives of Communications and Marketing Managers.

Communicating the Value of Public Relations in the Workplace

One of the topics we discussed was how measuring the valueof PR and marketing is still a difficult task when CEOs have little understanding of what PR and communications means to their business. One of the ladies even joked that we should conduct a presentation to our bosses to help them understand what we do. There is a misconception that marketing and public relations is a supporting role rather than an essential role in the work place. CEO’s can sometimes undermine the value of PR and communications because they cannot see the exact return on investment. The ladies from the breakfast said that communication can be difficult but with the right words, gestures and learning about the idiosyncrasies of people, you can change people’s attitudes, perspectives and motivate them.

I have learnt that communication is really the epitomising tool of successful public relations. My journey with Exa has not only broadened my industry knowledge, it has given me networks that are truly invaluable.

Until next time,

Evelyn

A Whole New World to PR | The Elusive Line Between PR & Marketing

“The real voyage of discovery consists not in seeking new landscapes but in having new eyes.”

 –Marcel Proust.

It has been a busy few weeks to the start of my internship with Exa Web Design, Perth. From the initial interview, to sitting at my desk and finally settling down, I caught my breath and decided it was time to reflect upon my first few weeks at Exa.

Our Team at Exa

Exa was established in 2000 by Peter Ball in Melbourne and is now employing over 250 staff. Currently, Exa has offices in Melbourne, Sydney, Perth, Mumbai, Bangkok and the USA.

The Perth office was established in 2009 by Christina and we have 6 staff with over 50 clients in various industries.

Our team at Exa in Perth is like a little ‘family’. Christina is our manager, Andy is our project and business developer, and Mark and Kim are our sales people.

The First Thrills of the Job!

My first day at Exa was exciting, nerve-racking and thrilling! I am so honoured and lucky to be working with Christina who is Perth’s Marketing Manager for Exa. Her success sheds light to the job opportunities and possibilities which a Public Relations degree can offer.

For my first challenge, I was assigned a media list to reformat and update for media contacts in each nation of Australia. This is a challenging task as eastern states are 3 hours ahead of Perth so I need to contact journalists before 2pm (5pm eastern state time) during their work hours.

My experiences so far!

I have been to client meetings with Christina for an architecture company and one scoping meeting with Andy and Kim. Scoping meetings consists of our Exa representatives negotiating with our clients to come to a common understanding of what our clients’ expectations and requirements are and what Exa can provide. These meetings remind me of how communication is the foundation of successful public relations. The scoping meetings illustrates the concept I learnt from my PR Corporate unit which is that proactive two-way communication is the key to creating relationships with clients and strengthening existing relationships.

My main task at Exa’s office is copy writing for clients’ websites. Web copy writing is communication with our key stakeholders at Exa which are our external clients. Andy and Quentin provide a brief of website requirements to me and I create a copy which will be read by our clients’ customers.

The line between marketing and public relations grows more elusive within a small company. Exa is quite large nationally but within Perth, Exa is considered a small company. I was anxious that my tasks at Exa were under the scope of marketing. I had a misconception that PR is about communicating with the media, creating media kits and event planning but upon reflection, I have experienced a whole new world to public relations that puts my prejudice of PR to shame. Exa is continually opening my eyes to the different avenues of PR and as Marcel Proust once said, “The real voyage of discovery consists not in having new landscapes but in having new eyes!”

I guess my voyage of discovery isn’t over yet!

Until next time,

Evelyn