Internal communication - a powerful PR strategy

Hello everyone,

This is my last post. I am sad my internship is over as I was really enjoying it at the MCB. I want to make a last reflection on my placement. Since I was placed in the internal and media relations section, i got to see how important internal communication is for an organisation and how it contributes to the achievement of its mission.

The MCB has taken the resolution to become more socially responsible and the only way to make its staff understand this was through internal communication via the company's intranet. I am lucky to have been at the heart of this process, handling the green intranet of the MCB. I used to post news and information about how to become environmental friendly and the impact of global warming on the country and the relation this has with the operations of the bank. It was amazing to see how the information was bringing a change among staff within the company. They were adopting ecological behaviour at the office. Also, they participated in the discussion through forum discussions and share their views about what the company should do to minimise the impacts of its operations on the environment.

So working on the intranet on a daily basis has made me realised how significant it is to communicate within the company. Like it is said, education starts at home. This applies to companies as well. Communication starts inside the company then moves outside. Effective internal communication is the only way to succeed and PR is helping a lot in this process.

Time to say good bye now.

Wish you all best of luck for your future career.

God Bless,

Youshrina ;)

Qualities of a good PR person

Hi again :)

I just can’t believe it guys that we are reaching the end of the semester. God! It went on so quickly. While at the MCB, not only did I get the opportunity to apply the PR skills I learnt during lectures and Tutorials, but I also realised the indispensable qualities that a good PR person should possess in order to succeed in the challenging and dynamic PR industry.

Hard work
Hard work is always rewarding. It is the best approach to professionalism. Hard work helps to meet the never-ending deadlines of the PR profession. Don’t forget that hard work is a personality trait that can render others impressed ;)

Vocational skills
As discussed in my previous post, the profession is now expecting more from PR persons than just drafting releases and preparing presentations. Now in the information age, PR professionals should develop research and listening attitudes as well. Modern managers rely on accurate facts and figures to develop strategies. They expect their PR professionals to be well informed and if you look at it properly, research and listening is a way to get a seat at the management strategy table. At the MCB, the PR practitioners (as internal, financial and media communicators) have fully understood this and their research and listening findings have increased their participation in management and has helped the bank to persevere in its mission and maintain its image in the banking industry.

Being an industry expert
Apart from grasping communication skills, practitioners should understand thoroughly the industry in which they operate. At the MCB, for instance, the communication practitioners had to develop other skills such as reading fiscal findings, understanding and using financial terms in daily communication activities with financial stakeholders. They have become experts in current trends affecting the economic and financial sector of Mauritius. This is done by keeping abreast of current affairs and developing the ability for lifelong learning.

Understanding and accepting technology
A PR practitioner should be in touch with the current and latest developments in technology. Most organisations are incorporating new media and technologies in their PR programmes. It is therefore, the duty of each professional to get familiar to these as effective tools.

Be effective thinkers
Finally, practitioners should be creative, analytical and strategic thinkers who work closely with the management.

Thanks to this internship experience, I have been exposed to these fascinating qualities in the communication professionals of the MCB. Hope you too have experienced these and if you have other qualities that you have noticed because you have been placed in a different industry, I’d be more than happy to know them.

Will update more soon ;)
Take care
Youshrina

Professionalism and ethical practice in PR

Hi everyone,

I hope you are all experiencing and learning a lot during your internship as much as I am. Before I start any discussion, I would like to apologize for the delay. This is my first post on the blog. But I have kept a record of all the tasks that I have done and all the insights I gained.

I am Youshrina Mungur from the Charles Telfair Campus in Mauritius and I am actually doing my internship at the Mauritius Commercial Bank (MCB), the leading banking institution in Mauritius. I have been placed in the Internal & Media Relations section. I would like to share with you my first press conference experience. On September 7, 2009, the MCB had its MCB Foundation press conference to announce the winner of the scholarship the bank offers each year to the best High School candidate in the field of economy. There are two main things that struck me on that day.

Firstly, the bank has a policy not to favour any media for good coverage, which is of course a good ethical principle. Everything was well coordinated so that each media outlet could interview the lucky winner and her parents. The bank usually allows newspaper outlets to conduct interviews first and then radio and TV. This is because newspapers usually take less time as they do not have to arrange any equipment or brief the interviewee in terms of posture and so on as would TV. But the national TV wanted to have the first interview at the conference and they even insisted on it. But they were refused this privilege and it went to newspaper outlets as per the policy. Is this ethical dealing? According to the bank, the national TV wanted to have a privilege but the bank does not favour any media. Well, in theory, we have learnt that as far as possible, we should never say no to journalists while maintaining ethical practice as well. But then, it seems to me that in real life, this is quite difficult to apply as companies do have their own ethical policies. According to me, both the bank and the national TV are right in their position. The bank wants to remain loyal to its policy and not favour any media. On the other hand, the media in question wants to get a privilege because it is the only TV network in the country and particularly the national TV.

Secondly, as part of my duty and participation in that event, I had to send invitation to all the media and to make sure that all of them get easy access from the security guys once they arrive for the conference. I did my part and I sent a list of attendees to the security. But the MCB has another policy regarding access. Whoever is external to the bank, unless if it is for transactions, has to line up and take the visiting card, even Ministers. Unfortunately, the media was a bit annoyed about this policy as they had to line up and wait to get a card, particularly when some of them were late for the conference. The journalists complained to me and asked for a “fast-track” for them. I went on recommending this to my department and they said they would consider it but do not guarantee that there would be actually any change. I explained to them that in every case, it is better not to say no to journalists and find a way to please them. I also expressed my view that considering a fast-track does not mean changing the policy as the fast-track will be meant for only the media. It also does not involve anything unethical as it would be only a way to facilitate the job of the journalists which is actually something that a communication department or PR person should do.

“Journalists want you to take care of them and their needs”, ever since I started my studies in PR, I have constantly heard or read this statement. But it is very difficult to apply theories in the real professional world. This situation has left me perplexed for quite a few days as it seems to be an issue arising from conflicting loyalties. Should the bank give more importance to the media and consider a fast-track for them or should it remain loyal to its policy?

Your reactions, please.

Thank you.