Seeking Clarity: A Dejavu Experience with Journalists

This week would be the most challenging to date. 

Even my desk depicted how bust I was with beautiful orange Clarity folders everywhere. Notice I cleaned it for the photograph. 

Despite having worked as a journalist for the Kalgoorlie Miner Regional Newspaper in the past, I found this task the most nerve racking.

With the online strategy for the ICF campaign now sorted, it was time to begin contacting media outlets to generate traffic towards the online medium to achieve awareness and engagement.

I spook with different members of the ICF leadership team and together we devised news worthy stories that would appeal to a wide target market. 

What deems a topic news worthy?

At university, if we tick off on of the topics from the ‘newsworthy’ list I'm sure we are all aware of, it almost feels as though it guarantees our topic coverage in the media.

WRONG.

Despite having stories that related to health and well being, corporate and executive, media outlets were not as interested as what I first thought they’d be. 

I wrote and pitched 4 media backgrounders to various media outlets around the Perth, including the Sunday Times, the West Australian, Scoop Magazine, ABC Radio and Business News.

The topics varied from coaching in health - more closely breast cancer, coaching and ADHD, coaching for business executives, and coaching and yoga.

Speaking with journalist on the phone was quiet the straight forward process and once my first call had been made, I was not so nervous.

Unfortunately the stories did not stick with the media, but the process from fabrication to pitch was a fantastic experience. 

Particularly, I learnt to be prompt, straight to the point, and as Ellie from the strategy team suggested, ask the journalist first if they have time to speak.

Speaking with Kellie she said that they might not work as they are not the type of stories they are interested in right as it did not appeal to current affairs. 

This meant that these press releases could be utilised next March for coaches week. 

This experience revealed my true passion for the PR industry verse going back to journalism.

I believe this is because of the challenge that the PR industry requires

First steps into the real world

Third year, half way through semester one.. The panic set in. I had no placement to complete my Public Relationships Internship in semester two. Luckily Marie-Louise Malkin was willing and able to help me out. Some emails were sent out but sadly no response. Another hope and a bulk email was sent and I started losing hope, until I finally received an email back. Chantelle from Bauxite Alumina Joint Ventures was one of the only ones out of about 20 applications responded and I finally got my interview. The interview consisted of coffee and an explanation of what I would be doing, so I knew I was in.  

My first day arrived, I was nervous and didn’t know what to expect. Bound for Osborne Park, a 45 to 60 minutes drive, depending on traffic, I arrived at my internship. My first day was a bit of a blur, I was very nervous, I didn’t really know how office jobs worked and soon found out it was nothing like school or university. I found you didn’t exactly have to be busy all the time as I was stuck doing odd jobs to keep busy. Meeting everyone in the office I was overloaded with names to remember but I knew that everyone was so nice and welcoming and were all willing to help if and when I lost my way. Not understanding or knowing what to do, Lia and Chantelle are the ones that take care of me. Both are really nice and between the two of them manage to keep me busy. Lia is the communications officer and Chantelle is the managers external and public affairs person, she is my main supervisor, although she seems to be out of the office quite a bit, Lia is there as a back up if needed.

As the weeks go by I’m slowly finding my place and becoming more confortable within the office. I’ve moved from odd jobs like photo copying newspaper articles, to updating their media contact list, editing documents as well as their website and making spread sheets to show the layout for their agriculture shows. My recent activities have included creating, working on and promoting their facebook page as well as helping to organising and understanding what’s required at agriculture shows as well as working on documents that include business goals, objectives and strategies.

I’m really enjoying this as it’s different from anything I’ve done before, I wasn’t sure how I would go, despite the slow start. I’m really looking forward to working on some media releases and talking to journalists about promoting their business as well as participate in their agricultural shows to see different ways they promote their company and deal with local communities they need support from.  

Stay tuned to see how I fair in the real world!

Beginning a PR Internship: Nerves & Excitement

Well, where do I start …

My name is Rachel Shortte and my internship placement is at the City of Perth.

Before I commenced my internship, I was filled with all sorts of emotions; excitement, nerves and I was unsure what to expect, which I am sure almost everyone else experienced as well. I conducted some research into Public Relations internships by looking over past blog entries and academic journals. The research reassured me that undertaking an internship would assist to build confidence and gain practical experience, “through internship experiences, students become more independent, ambitious, and focused” (Daugherty 2011, 470).

Daugherty (2011) mentions that some of the main aims for Public Relations interns, which I concur with, are to; acquire skills, develop a richer understanding for the specialisation area, gain real life experience and proactively seek future benefits; including job opportunities and the establishment of a portfolio. I thoroughly recommend that other students take the time to read the article – ‘The Public Relations Internship Experience: A Comparison of Student and Site Supervisor Perspectives’. The article gives an insightful overview of the Public Relations internship experience from the perspectives of students and supervisors.

I began my internship in mid-August, and so far it has been an incredible experience (on my first day I even got to meet Lisa Scaffidi!). Each day of my internship there has been an abundance of opportunities for me to learn and develop my Public Relations skills. Everyone within the City of Perth that I have come into contact with is welcoming, supportive and genuinely lovely people, especially the Public Relations & Communication Team.

Although only having been in my internship for a few days, I can most certainly understand the importance of undertaking both theoretical study at university and applying the theory learnt in an internship placement. Internships enable students to put what they have learnt into practice and to shape their knowledge into a practical sense.

Until next time, keep enjoying your placements!

Rachel

(Written: 31^st August 2013)

 

Reference:

Daugherty, Emma L. 2011. “The Public Relations Internship Experience: A Comparison of Student and Site Supervisor Perspectives.” Public Relations Review 37 (5): 470 – 477. doi:10.1016/j.pubrev.2011.09.010.