Fundamental Workshop || Public Relations with Tactics

The rise of technology means that being able to communicate through writing has become more important than ever for people working in public relations. This workshop on ‘Public Relations with Tactics’ will instruct on creating clear, concise and well written PR and marketing content. It will cover: Targeting audiences Designing persuasive/informative releases Using the pyramid approach Developing corporate brochures, profiles and newsletters for different...

Taking Control of the Online Narrative: Blogging 101

Blogger outreach is now a mainstay in the life of PR professionals and is increasingly valued as an important area of influence for brands. So, what are the insights of bloggers regarding working with PRs and how can we create a sustainable working relationship for the future? Join us at an exclusive PRIA breakfast to hear from Felicity Grey, Managing Director of Australia’s largest blogging community, Nuffnang with veteran vintage blogger Candice Deville. Discuss the differences between journalists and bloggers, balancing editorial and advertorial and how to create authentic narrative through shared...

PRIA Emerging Leader Forum

You are invited to join The PRIA WA as we launch the Emerging Leaders Forum. The first of its kind for PRIA, this one-day event is designed for budding public relations, marketing and communications leaders looking to develop in their workplace by improving their leadership skills, diversifying their communication skills and learning how to take control of their careers. The Forum will address what it takes to be an ethical, effective and influential leader, and identify some practical self-management tools to empower and activate you to achieve your professional and personal potential. You will learn from and be inspired by several highly successful and respected professionals from a variety of backgrounds and take part in a career-building workshop. If you or your employees are dealing with greater responsibilities and working in more challenging workplace scenarios, then this Forum aims to support...

PRINKS Melbourne at Bond

The next PRINKS Melbourne event will be on Friday 17 July, and we would love to see some new and familiar faces joining us for a drink and a chat, to talk shop (or not) at beautiful Bond Melbourne, just off Flinders Street. Kick off your weekend with a complimentary drink and canapés on arrival, courtesy of Bond Melbourne via Soda Communications, exclusively for PRINKS. For those newly initiated, PRINKS is an industry networking group for communications professionals (whether you’re in PR, advertising, media, marketing, social, or digital) and graduates, designed to build connections and opportunities over a drink or two. All are welcome – feel free to come on your own or invite a friend/colleague. Supported by the...

Great Expectations – What CEO’s want from their PR investment

While few CEO’s directly manage communications, PR is one of the most scrutinised budget lines in Australian businesses. In the age of global brands, the proliferation of media channels and shifting goal posts of modern business communications have elevated PR to a boardroom concern. CEO’s today demand greater transparency, accountability and return on investment on their PR investment than ever before. Former Age business journalist and founder of icon.pr, Joanne Painter, shares her insights and strategies for engaging c-suite executives in the PR journey – and offers some tactics for building engagement in PR from the top down. In this interactive workshop we will also explore: What CEO’s really think about PR (and why are so many afraid of it) Why PR should matter to CEO’s How to convince your CEO to invest in PR When to engage your c-suite in the PR...

PRIA Summer Master Class

The Public Relations Institute of Australia (PRIA) is proud to offer this 3 day intensive PRIA Summer Master Class to guide the PR leaders of the future. Why? Gain a competitive edge over others in the industry Learn from industry leaders Become the next industry leader Upgrade your status, and move up in the PR world. 24 CPD points are on offer. Upon completion, graduates will also receive a certificate. Who? Whether you are an emerging practitioner and PR professional, you will get fast insights, strategies and tools to jump to the next level. How? Prices from $1,399 will give you a three-day investment which includes: 7 facilitators All work materials; Three full days of refreshments; and A chance to mingle with PR professionals. Numbers are limited to 25, so you will have the opportunity to ask questions and explore issues of particular interest to your career and...
What is Public Relations?

What is Public Relations?

Today, for your reading pleasure, we are going back to basics. We are going to take an in-depth look at a question that has puzzled people for generations: What is Public Relations? According to all the textbooks, public relations is defined as long-term, deliberate efforts to maintain (and foster) a mutual understanding between a company (or organisation, or not-for-profit, or individual) and its audiences. The Public Relations Institute of Australia (PRIA) goes even further in their definition. The PRIA states that public relations is actually a management function. A management function designed to: evaluate public opinion and perception; align the policies, procedures, products and services of a company with that public opinion; and then execute a communication program that earns public acceptance and understanding. While extremely detailed, and very specific, this definition can seem a little complicated and a little daunting. Philip Lesly  had a much simpler definition. Lesly was an award-winning American public relations practitioner (who operated the largest PR firm in world for over 20 years) and author of the Handbook of Public Relations and Communication. He described public relations as all tasks associated with helping an organisation and its public adapt mutually to each other. Lesly’s definition is quite different to some of the more complicated textbook definitions: it describes a mutual adaptation. It highlights the importance of an open dialogue, of two-way communication between audiences and organisations. But it was not always so. A Short History of Public Relations Public relations arrived alongside the rise of mass media in the early 1900s. The exact origins of public relations are difficult to pinpoint; the discipline developed over...

Media Connections Kicks Off A Media Madness Membership Drive

Our friends at Media Connections got in touch with a special membership offer they are running this week that we wanted to share with our Marketing.com.au readers. Media Connections is the place where story ideas, media and publicity meet. As a Media Directory, they offer business, PR and marketing companies a channel to submit releases to their growing database of journalists. Journalists are alerted of that “next story” with their Journalist Alerts putting your news, new releases and new profiles right into their inboxes. There have over 350 journalists subscribed to the alerts and Media Connections are committed to getting your news out for you. This week, the Media Connections Team have kicked off a week long Membership Drive after the success of their $1 Membership offer when they launched quarterly memberships on the 2nd of July. The Media Madness Membership Options are: Quarterly Press Room Membership $20 (Save $55) Annual Press Room Membership $50 (Save $225) Annual Marketing Membership $150 (Save 425) What is the catch? There is no catch and even better these rates stay in place over the life of your subscription! The Media Madness Membership Drive will close at Midnight Friday 19th of July. Registration is simple: Visit: http://mediaconnections.com.au/register/ Choose the membership option that best suits you Register and enter the corresponding code to save: Press Room Quarterly – MEDIAMAD Press Room Annual – MEDIAMADPR Marketing Annual – MEDIAMADM If you would like more information or have any questions for Media Connections, please contact the team...

The Real Cost of Marketing

How much marketing costs, or how much to spend on marketing can be a very tricky question for a lot of companies to their collective head around. It’s kind of like the chicken and the egg scenario. You need to undertake marketing to attract clients but unless you have clients (and therefore a bit of cashflow), you can’t afford to undertake marketing. Sound about right? And when it comes to working out a marketing budget, how much to spend can be impossible to work out. How long is a piece of string? While we can’t answer that for you, we can give you some elements to consider when putting together a marketing budget. First of all, do you know what marketing actually is? What is marketing in a nutshell? In case you aren’t sure here you are: marketing is everything that your company does in order to reach your target audience and convince them to buy your product and service. Don’t forget about the second step in that definition. It is no good to just ‘reach’ your audience. You must motivate them to take action, to buy your product, to log on to your website, to phone your service number. This is the only way you are going to convert your marketing spend into profit. Otherwise, what’s the point of spending the cash at all? The next thing to remember is that marketing is a process, comprised of many elements, steps and phases. A good marketing campaign is not a two day TV ad placement. It is an integrated program which may include (but in way should be limited...

Ad Spend or Editorial Placement – Advertising Versus Public Relations

Consumers are often unaware of product placement, of the use of integrated marketing campaigns, and celebrity and media endorsements to ensure a product’s success. These tactics are increasing due to difficulties capturing the attention of Y gen. No matter how much public relations consultants want to believe it – there is no research to support the claim that PR-generated media coverage is worth two or three times more than paid advertising. In 2005, David Michaelson and Don W. Stacks, professors at the University of Miami, tried to establish whether readers attributed greater credibility to news columns compared to advertisements. They looked at differences in credibility, message recall and interest levels. In a nutshell, the researchers discovered that there were negligible differences between editorial and advertising. PR-generated media coverage and print advertising enjoyed equal credibility and both marketing mechanisms scored higher on the credibility and interest rating levels than online or radio advertising campaigns. The professors’ results suggested that there is an enormous benefit to delivering marketing messages through a variety of communication channels. And (good news for PR professionals) with PR-generated media coverage obviously on par with paid advertising, it bolsters the argument for reallocating budgets into the public relations coffers (PR has always operated with considerably less cash than advertising). There are some experts like Al Ries, author of The Fall of Advertising and The Rise of PR, that believe that most companies shouldn’t waste money on advertising until they have established some level of brand recognition and credibility through PR. Al Ries states that all the recent brand successes have been due to public relations, not advertising;...