Management

Topic 1

PR0307 Campaign Management

Aims of the unit

• To consolidate your knowledge of PR developed throughout your study of PR

• To develop important professional skills through the development of a communications plan with a real client organisation

• To bridge the gap between university study and a professional career in communication

Professionalism in PR - issues

• Vocational vs managerial skills – technical skills need to be complemented by strategic, analytical skills

• Sets of practices vs body of knowledge – practical experience or tertiary education?

• Serves public vs organisation/client interests – ethical practice to be governed by a code of conduct/membership/certification by professional body (PRIA)

Professionalism!

 What does that mean?

DARE TO DISAGREE

• BUT… Always being mindful of others. Use tact and decorum. One’s actions must be in keeping with important professional principles, ethics and the law.

• Murdoch code of conduct. Social media policy. What do YOU think is acceptable behaviour?

How NOT to communicate!

•First email

•

•Hi Catherine, our group is in your friday class and we just have a question about the

•(Human resources – for PR plan only) section of the plan. Is that talking about the PR human resources requirements?

•

•So if it is talking about the PR HR needed would we talk about who we need when running an event and things like that?

•

•Not to sure if im making any sense?

•

•(no signature)

My email in response Hi XXXX I don’t teach on Fridays. If you mean today’s class please let me know. I presume you mean the PR plan? Kind regards Catherine RESPONSE FROM STUDENT haha yeah i ment today sorry (no signature) My response Hi XXXXX For the HR section it’s basically who is doing what with regards to the PR plan – what PR team members do your require and which parts of the work will they undertake? Will anything be outsourced? Regards Catherine

Think about this!

• Do you love all forms of news and current affairs, enjoy deadlines, thrive under pressure, have a passion for writing and all forms of communication?

• If not – why are you here?

Communications Specialist Permanent / Full Time Methodist Ladies’ College currently has an opportunity for an experienced journalist or strategic public relations specialist to join our Community Relations team for an immediate start. You will have: • Relevant experience and qualifications in journalism, media and public relations • Excellent communication, interpersonal and organisational skills • Attention to detail and accuracy • An understanding of contemporary marketing issues and a flare for creativity • Knowledge of publishing and the ability to demonstrate skills in article lay-out • Strong computer literacy, including Office, Adobe Creative Suite and On-line services In return you will receive: • An exciting and vibrant working team environment • Coaching and professional development • A competitive salary plus benefits • Discounted MLC tuition fees • Salary continuance insurance • Lunch provided during school term time • The ability to work with one of the most prestigious all girls’ schools in WA. Interested? Apply today and join the exciting culture that is MLC! Applications close Monday 17 May 2010 Please forward a letter of application with a copy of your CV and send to mycareer

Media Officer

The media officer is responsible for the national media relations strategy and for effectively communicating the values, achievements and activities of staff and students and the unique mission of the university, including its active commitment to equity, social justice and community engagement

• THE ROLE

• Media Relations

• Build and maintain positive relationships with media outlets and respond to media requests.

• Monitor the media and report to Managers and relevant internal stakeholders on any issues.

• Plan, develop and implement media strategies.

• Compile media releases, media responses and other content for the media as required.

• Editing, writing and proofing services.

• Write, edit and proof a wide range of material for internal and external distribution.

• Provide an editorial consultancy service to other branches of the organisation.

• Update and maintain content on the organisations website.

•

• Communications

• Liaise with graphic designers for the design of promotional material and documents.

• Ensure all facets of the business adopt the correct style and protocols for branding.

• Undertake photography for the Corporate Affairs branch and arrange and brief photographers.

•

• Event management

• Plan, develop and implement a range of internal and external events.

•

• Stakeholder relations

• Undertake communication strategies to ensure stakeholders are communicated with.

• Work with and respond to stakeholders to ensure a positive relationship is maintained.

• Respond to VIP processing requests and coordinate with other business areas.

•

• Crisis communication

• Assist in the operational response to emergencies including stakeholder communication, public information and media liaison.

•

• THE CANDIDATE

• To be successful in your application you must possess:

• A minimum of 5 years experience in a similar role within a large corporate environment.

• Relevant tertiary qualification.

• Excellent communication skills.

Manager Corporate Affairs and Communication

• The ideal candidate will have: • Demonstrated experience in the design and delivery of communications plans to engage internal and external audiences. • Demonstrated understanding of communications theory, approaches and mechanisms to achieve organisational objectives. • Demonstrated expertise in delivering a wide range of fit-for- purpose communications to engage external audiences, including emergency and ad hoc communications, annual reports, and project communications.

Government, Defence and Public Policy Engagement Manager

• The ideal candidate will have: • Demonstrated experience in providing analysis of strategic stakeholder relationships and related public and industry policy and trends, which are relevant to achieving strategic objectives • Ability to formulate stakeholder engagement plans consistent with a stakeholder relations strategy • Ability to responsibly form and maintain ethical relationships with government, industry peers and other stakeholders to assist in the delivery and growth of our mission

Junior media & public relations consultant

• We are seeking a motivated and enthusiastic new team member to develop in to a consummate professional consultant. The position requires a keen interest and understanding of news, the media process, superior writing skills, and the ability to effectively manage the needs of a variety of clients (including those in the business, property and education sectors). The applicant must possess excellent interpersonal skills and work well in a small, tight-knit office supporting senior professionals.

Professionalism in PR • Need to improve occupational standing through body of

knowledge, ethics & certification (Pieczka & L’Etang, 2006)

• Strategic communication involves how an organisation presents itself in society in the discussion of public issues (Hallahan et al, 2007)

• Feminisation has had profound implications for the industry’s professional status (Fitch & Third, 2010)

• Challenges of legitimising a profession that has a legitimacy problem itself (Merkelsen, 2011)

Common elements in defining professionalism

• Emphasises public benefit rather than self interest

• Aims to develop body of knowledge – a profession required having specialist knowledge

• Socialisation through accredited training (university degrees) and exclusivity (certification, membership, codes of conduct)

 Can we align PR as a profession in the same league as

doctors, lawyers & engineers?

Professionalism in PR - challenges

• Definition of PR itself – marketing, advertising, human resources – how is PR positioned in your organisation?

• Measurement of the success of PR campaigns – accountability to the bottom-line

• Emergence of CSR & new media technologies – changing the face of professionalism

• Feminisation & professionalism – higher representation of women (3/4 in Australia)

Unit Overview

Topic No Topic Assessment

1 Professionalism

2 Not-for-profit sector

3 Legal & Ethical Issues

4 Research Group Charter

5 Evaluation

6 Sponsorship

7 PR Strategy

8 Campaign Management Online essay/test

9 Working with other professionals I

10 Working with other professionals II

Draft written report/presentatio n

11 Careers in Communication

12 Pre-conference Briefing

Conference/presentatio n (compulsory attendance)

Final Presentation & Report

Mon after conference/presentation

Self & Peer Evaluation

Client-projects

• Groups of 4-6 to work with a NFP client – develop a communications strategy relevant to the client’s communications needs

• Conference organisation (1 group) – event management of the conference including publicity, invitations/programs, catering, venue logistics, managing student groups and client-liaison

Readings

• Recommended textbook BUT no reader

• All readings are available via library or on LMS

• - Book chapters

- Journal articles

- Newspaper articles

• Journal articles not found on LMS are in the journal database in the library

- Can be accessed electronically via the library website

PLEASE COMPLETE ALL POST- WORKSHOP and PRE-WORKSHOP

ACTIVITIES ON MYUNITS BEFORE NEXT WEEK’S WORKSHOP (CLASS)