Stepping into the real world has quickly
made me realize that gone are the days when my work ethic gave way to laziness
and resolved to sourcing minor facts from Wikipedia that would go unnoticed. In
the real world, when you send out a release, whether internally or externally,
you are reaching not just the people the article is sent to but social circles
and family networks that spread like wild fire via word of mouth and sharing. I
have had to step back and reflect on the actual impact of an article that is
sent out and I have realized that globalization and social media has
intensified these networks exponentially in the past ten years to the point you
have to be very careful of the accuracy of facts because in one way or another,
people will discover if they are incorrect and therefore affecting the
organization’s credibility.
Hames Sharley assigned me with my first big
project of sending out the eNewsletter that is published every other month and
sent only to internal staff. The newsletter covers project updates for the
various departments, new submissions, events, sustainable initiatives in the
office, industry news and new appointments. To gain the necessary content, I had
to liaise with each branch across Australia and provide a deadline so that I
would have enough time to put it together using InDesign. The task seems
simple, until you realize that you have about 25 pages of content you have to
cross check and verify with multiple people and still follow up on those who
have not responded with any materials for their branch. The Marketing
Coordinator (Siaw) made me realize the importance of getting it right by
reviewing my work and challenging facts to ensure it was all up date because it
would stick out like a sore thumb to any employee involved in the project.
She also emphasized the need to cross check
with senior directors that the content could legally be disclosed because of
confidentiality in pending or unfinished projects. There are also some
instances that require sensitivity as it common for the firm to undergo joint
ventures with multiple organizations for a single project and in this instance,
they must share and agree on the right to publicize it whether internally or
externally. If I had provided an update on a project under such an agreement, I
would therefore be jeopardizing the project as a whole if it were to be leaked
one way or another. For me, this really added value to the marketing and PR
profession because there is a lot riding on it, and it must be taken seriously regardless
of what others may think. It also points out the necessity for cooperation in
an office environment and the facilitation of open communication so these
issues don’t arise.
