PR and Journalism: A Rocky Relationship

One of the very first things we learn in our Public Relations degree is the importance of media relations and media coverage. How to correctly write media releases is practically drilled into our brains, and a whole unit is devoted to managing and creating relationships with media and journalists. It is one of the most important tasks that any PR professional must master. So I was truly excited when I was given the opportunity to dive into media release writing recently at my internship.

I am completing my internship at a theatre, and was asked by my supervisor to produce a media release announcing the AUSLAN interpreted performances of two of the plays featured in the upcoming season. I was ready to apply the skills I picked up in PR Techniques and create the best media release I have ever produced. 

Once I was happy with it, my supervisor looked over it and gave her approval. We sent out the media release and then all we could do was simply wait.

I was anxious, yet excited when it came to performing my media monitoring duties the next week. My supervisor told me the article had some interest and I began checking some local papers. And there it was! A half-page news story based on the media release I had written! It was my first time actually experiencing what it was like to gain some media coverage, however when I read the article my excitement slowly went away. 

Firstly, the name of the play was spelt incorrectly. What was supposed to be ‘Armour’ was spelt ‘Amour’ and on top of that, the date of the performance in the article was also incorrect. Although the article was there and we gained some coverage, all of the vital information was incorrect. I was extremely disappointed and there wasn’t anything we could do to correct the mistake at this point. 

In spite of the fact that this was extremely frustrating for both myself and my supervisor, it has taught me some vital lessons. Firstly, that PR professionals don’t have total control over the media coverage produced. Despite a media release with the correct information and a follow-up phone call with the journalist, the mistakes were still published. Therefore, it is vital to have contingencies in place if things don’t always go to plan. 

Secondly, the relationship between journalists and PR professionals is a vital one. PR professionals can do all they can to generate coverage, however it is the journalist that produces the final piece. Therefore, relationships with journalists must be managed and open communication throughout the media release distribution process is crucial. 

Thirdly, you must be able to bounce back. Although this was unfortunate situation and left me feeling down, PR professionals must be able to move on a do their best to let the public know the correct information. We continued to promote the AUSLAN performance through social media and our website before discovering that another article about the performances was published on ArtsHub, a national publication. This was extremely gratifying, as this article was more likely to reach a larger audience.  

Overall, my first time writing a media release in a professional context has been a huge learning experience for me, illustrating that even when you have the best intentions, it doesn’t always go to plan. However, there’s always next time, and something even better may be waiting around the corner! 

My interview with a West Coast Eagle

Hi Everyone,

Here's a bit of light entertainment for you all to read. As part of Savvy Creations re-branding its website (still waiting on the web developer to finish the final touches!) the company will be including a blog section to their website which will include blog posts about topics within the industries they specialise in: Fashion, Beauty, Health and Fitness, Travel, Lifestyle and Charity.

For the first blog post, I was lucky to interview West Coast Eagles player Jack Darling as part of Savvy Creations' Health and Fitness practice area. The questions I asked were some of the trivial questions that I'm sure many people may wonder about with what an athlete gets up to in his spare time and what not. Blogging in PR is becoming so popular due to the need for all professionals in this technological era to embrace social media and work out how audiences are using certain platforms to get information. Blogging is a great way for PR firms to attract greater traffic to their website and reach out to a greater number of people.

Here's a preview of the interview which will be featured on the new website soon.

5 Minutes with AFL’s Darling

Jack Darling has come a long way since his 22 goal performance during a game when he was in the junior league for Sorrento Duncraig. So far what we know about the lifelong West Coast Eagles supporter turned player is that he has a pretty mean appetite, eating his way through 15 Weet-Bix just as a snack, a huge Game of Thrones fan (let’s face it, who isn’t?) and has 3 older sisters… talk about being outnumbered. Oh, and did we mention he has a black belt in Tae Kwon Do? We sat down to talk about all things fitness and what the 22 year old gets up to in his spare time, including his love for his adorable American Staffy, Bailey.

What do you do on your days off from training?

 On my days off I enjoy going to the beach, fishing, sleeping in, having a coffee, bit of house work and pay bills and usually get a massage or physio. My family has a house down in Kalbarri so my girlfriend and I go up there during the off season or when we have a bye. Love to do a bit of surfing when I’m there and of course we have to bring Bailey my dog. 

What is your guilty pleasure food wise? There must be moments where you find it hard sticking to such a healthy diet.

 I really love Italian food. Pizza, Garlic Bread…you name it! I often go down to Little Caesar’s to satisfy the cravings. Generally I don’t eat too badly but I just eat lots and lots until I am beyond full.

 If you could be any athlete from any sporting code, who would it be?

Adam Scott the Australian Golfer- Don’t have to work too hard on fitness!

What is your exercise routine?

At the club we usually train in the morning, have a few hours off to get lunch and a massage then go into weights. After weights we do a group yoga session to focus on our core strength and flexibility then into the ice bins. When I’m at home I tend to relax a bit more and just take the dog for a walk around the lake near my house or down at the beach.

 What’s your ultimate holiday destination you would love to go to?

At the end of this year my girlfriend (now fiancee) and I are going to Greek islands which should be great. Love traveling.  Get about 8 weeks off a year and I like to go overseas in the offseason for as long as possible. Went to Japan with some of the boys at West Coast and last year my friend and I went travelling around America and got to see a few baseball games and did all the touristy things you would do.

What would you be doing if it weren't for AFL?

Something definitely relating to sport.  I love my surfing, golfing, Tae Kwon Do. I’m very lucky that I’ve been given the chance to play for the AFL team my family and I grew up supporting and always had my sights set on playing footy.

Where do you see yourself in the next 5 years?

I’d like to think I’d still be playing at West Coast, it’s such a great club and have made some really good mates. Adam (Simpson, Coach of West Coast) is a good guy who has been a great addition to the club. Looking forward to getting in to a more senior role in the playing group and seeing some talented footballers join us. And of course, winning a Premiership. That’s any footballers dream. 

All the best,

Tahlia

Halfway there and getting into the technical side

Hi everyone!

I just reached over the halfway mark in my internship at the Department of Sport and Recreation and have been learning so much more since my last blog entry, particularly in relation to writing.

One of the DSR's biggest events, the Sport and Recreation Industry Awards, happened recently and I have been spending some time assisting with the preparation for the event, including creating PowerPoint presentations, setting up, helping with the participation certificates etc. The event itself was absolutely beautiful as it was a breakfast event held at Kings Park with stunning views! I also learnt a bit more about media relations here. DSR invited the media to this event just so the media could enjoy it as one of the guests-they didn't invite the media as an opportunity to be featured in the press. This helps strengthen the relationship between DSR and the media.

 (Full house at the Sport and Recreation Industry Awards)

(View from the venue at the Sport and Recreation Industry Awards)

I have also been writing more media releases lately, in which Ara (my supervisor) gives me detailed feedback after each one. I enjoyed this process as it helped improve my writing immensely (something I always thought of as one of my weaknesses), especially on how to cut down and simplify my writing.

I have also been attending the weekly team review meetings, which is a relaxed gathering where each member updates the rest of the team on the tasks they have for the week. This can vary from the utilisation of social media to new events to media campaigns to new videos.

One of the newest tasks I have been given is interviewing and writing stories for The Chronicle. The Chronicle is a state-wide newsletter about Aboriginal sport and recreation activities throughout Western Australia. I absolutely love this task, as I get to hear first-hand about how sport and active recreation is greatly benefitting the community. I was very lucky to interview the mother of an amazing young WA softball player, and the mother was very happy to hear that we would be doing a story on her daughter's wonderful accomplishments.

I cannot wait to see what the second-half of this internship will bring me. Till next time!

Michelle

Introductions and catch-ups

Hi Everyone!

My name is Tahlia Manners, I'm a Mass Communications student majoring in PR and Web Communications and, like all of you, am completing my 20 day PR internship at a company called Savvy Creations who specialize in Fashion, Beauty, Lifestyle, Health and Fitness and Travel PR. I started the process to finding a placement way back in January of this year and secured the role as a PR (and now marketing) intern in February...so technically have done a few more than 20 days! The experience so far has been fantastic and have learnt so much on the way.

To get you up to speed, the past 7 months has been focusing on the total re-branding of Savvy Creations. When i first started, my roles included copy-writing for the new SC website to make it sound sophisticated and modern and RESEARCH, research and more research in to what makes a great PR company- from aesthetics to their practices (which is why Savvy Creations later decided to include marketing as part of their services. Clients want a one-stop shop). For this, I spent hours researching many different PR websites, media kits, logos and branding which acted as inspiration. During this time, I helped in providing images for the new website, the content, colour schemes, PR and Marketing packages for businesses and decisions on logo designs. The final logo decision is the one below which embodies the way in which the company wanted to be perceived: contemporary and sophisticated

Now that you are all up to speed on some of the highlights thus far, my last meeting with my boss (meetings occur roughly every 2 weeks where we are assigned the work) I was asked to;

1. Write 2 Press Releases:  
2. Come up with an innovative publicity stunt for a client**
3. Write and draft an advertising campaign for a client**
4. Come up with 30-40 Web Development companies in Perth and write up a generic email to send to them to inform on our services and how we can help
5. Look over a Perth photographer's website and write up some possible content changes.

I'm currently completing all of these tasks with an upcoming meeting this week, which I will update you all on the end results

What i have learnt so far from my internship (in particular this week)

1. Organisation is key: with uni work, part time job and assignments, prioritize and get all the work done before the due date as in the past couple of weeks, my intern boss has needed the work early. That way, you'll never get caught off guard. 
2. Always ask questions: the more you know about a task and the company the better you can complete it. Background research is also vital, so have a look at the company website, their vision and missions.
3. Be enthusiastic and eager: ultimately one of the main reasons I was originally hired was due to my enthusiasm, which as my boss says is something you cant teach. I will always ask my intern boss if there is any more work she is willing to give me to build up my experience and make a lasting impression.

I promise the next post will be shorter..7 months of catch up (in a nutshell) is now done. 

Tahlia 

PR in the Real World

My internship is at the Multiple Sclerosis Society of Western Australia (MSWA). MSWA provides various services to people living with MS such as physiotherapy, counseling, occupational therapy and more. All the money raised through various events and donation appeals goes towards these services and research into unlocking the mystery of MS. There is no cure or known cause for MS, therefore the research aspect gives many people hope for the future.

My first day consisted of various meet and greets before getting straight into work. My supervisor, Taryn, assigned me the responsibility of interviewing a volunteer at MSWA who had recently won an award for his volunteer work. My task was to interview him and write a story that will be published on the website and in their quarterly newsletter: Movers and Shakers. It took me quite a while to get back in PR mode, but eventually I came up with a good set of questions to ask for my interview.

George Leathley was the star of my article, and I thought my questions would lead into a memorable and emotional story. George was awarded Citizen of the Year for his contribution to the community. Taryn had already briefed me on his background so I was aware that he volunteered for three different organisations, so I thought a good question to start with was – “What got you interested in becoming a volunteer?” The answer I got was completely different to what I was expecting.

George’s reply was, “to receive Centrelink benefits I had to complete 30 hours of volunteer work a fortnight.” This is a perfectly fine answer but it was definitely not the angle I was going for. The remaining answers weren’t much different; they were very honest but got straight to the point. I knew I had a lot of work to do.

After five hours I managed to finish, with nearly ten drafts for an article with only 300 words.

Once I had completed George’s story, I had to write about five more stories for the newsletter, which were mainly on upcoming events for MSWA.

Writing George’s story was a really challenging task for me, as I wasn’t expecting that amount of responsibility on my first day. Now it is completed I feel more confident in my work and I hope by the end of this internship, I will have gained all the skills needed to become a PR professional.

Until next week, Gabby

Leaving but with Happy Memories

Leaving is always hard when your colleagues have welcomed you into their team so warmly. I fully enjoyed my time at Baptistcare and I have learned so much from all these experienced people. They were all really good at what they did and they shared that knowledge with me so generously. I could not have asked for a better placement.

I spent my last day in a tiny town Southeast of Perth - Brookton. Visiting the last aged care facility on the list and talking to the last couple of residents.

While there, I met the manager of the facility - a young man in his 20s. It was then I really started thinking about what I wanted to do with my life. He is only a few years older but he's already got so much experience under his belt. Obviously I do not intend to manage an aged care facility someday because I do not think that is anything I ever want to do but he has gotten this far in just a matter of years. If I can decide on something and actually commit to it, who knows where I can go in a few years? Meeting him has definitely got me thinking and deciding. 

During my time at Baptistcare, I definitely learned the finer points of writing from my colleague who majored in PR and Journalism. I have improved my photography and definitely my videography and I learned what makes a good interview. I learned what makes for a good feature piece and what photos make for a good editorial.

While the internship involved quite a fair bit of writing, writing is an incredibly important aspect of PR. From press releases to byline articles, I got to experience it all during this internship and my portfolio is definitely not lacking now.

Thank you Baptistcare for this amazing opportunity!