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PUBR3002 PR Internship ORIENTATION session sem 2-2015
- 2. This session will cover • Introduction to PUBR3002 – what is it all about? – Note: the unit code used to be “PR393” • Trouble shooting: when things go wrong • PUBR3002 and beyond
- 3. Lydia Gallant e: Lydia.Gallant@cbs.curtin.edu.au ph: 9266 3887 room: 408:2012 Aboutyour Unit & Placement Coordinator Consultation times: Wed 11am-1pm Fri 10-11am All other times by appointment – please call or email to arrange a time.
- 4. Why do PUBR3002? • Past students often report this is the most beneficial experience in their course • Can sometimes even lead directly to a job offer • Helps students become ready for graduate employment • Part of our accreditation by the Public Relations Institute of Australia (PRIA)
- 5. Objectives – PUBR3002 • Complete a minimum of one month’s PR work experience (20 days) • Understand how PR principles can be applied in practice • Develop personal and professional attributes • Prepare a portfolio and CV • Be ready for employment in PR
- 6. Curtin’s Graduate Attributes 1. Apply discipline knowledge, principles and concepts; 2. Think critically, creatively and reflectively; 3. Access, evaluate and synthesise information; 4. Communicate effectively; 5. Use technologies appropriately; 6. Utilise lifelong learning skills; 7. Recognise and apply international perspectives; 8. Demonstrate cultural awareness and understanding; and 9. Apply professional skills.
- 7. Finding a placement • YOUR responsibility – and….it takes time! • It is good practice for applying for future jobs • Approach with same seriousness as application for a permanent job • You are now an AMBASSADOR for Curtin
- 8. “NEW” • PRepare to Succeed in the Real World – Four compulsory online modules + quizzes • About PUBR3002 (previously called PR393) • Professionalism in the workplace • Writing & grammar • Writing for a global audience – the Reflective Blog – Plus optional modules (available throughout the semester)
- 9. The search – for PUBR3002 or any work experience • Decide on the sector of PR you would ideally like to work in e.g., consultancy, corporate, not-for-profit, government, tourism etc. • Make a list of possible organisations in your chosen area • Make an initial call to identify decision-maker • *Hint* The first phone call is essentially your first interview • Write to that person with your CV and a copy of the PUBR3002 unit outline, or PUBR3002 Handbook • Persevere! • Don’t be afraid to ask for help. • Check Blackboard for PUBR3002 job ads • Find out about other students experience on the Reflective Blogs
- 10. Approval and Confidentiality – PUBR3002 • You must get your placement approved BEFORE you start + pass the first four PRepare to Succeed quizzes with 100% • You are under an absolute obligation to respect the confidentiality of your employer’s business affairs
- 11. Tasks – every day is different… • Updating media lists • Drafting copy for media releases, brochures, newsletters • Compiling media clippings & media kits • Organising name badges for functions • Conducting research • Data entry on stakeholder groups • Drafting speech notes • Assisting with photo shoots • Updating material on websites • Document filing • Confirming logistics for functions - caterers, musicians, signage • Assisting at functions - set up, registration tables, gifts for speakers
- 12. Be A Sponge! Absorb! – Knowledge – Skills – People’s advice – Politics – Information – Industry contacts
- 13. Unit outline, paperwork, updates • Please read the current Unit Outline (Semester 2, 2015) • Complete module 1-4 of PRepare to Succeed • Once placement is secured, complete and return Placement Approval form with CV – email to Printernship@curtin.edu.au • 10 days into internship… complete Update Form, and return to Unit Coordinator (email Printernship@...) • Check Blackboard regularly – for updates, job ads for paid and unpaid work • Contribute continuously to the Reflective Blog
- 14. Assessment No. Assessment Activity Percentage % 1 Employer appraisal (submitted directly to Unit Coordinator by the employer) 20% 2 Final report 70% 3 Reflective Blog 10% Total 100%
- 15. Memberships – networking, work exp opportunities, mentors • On campus – PR Student Chapter (PRSC). • In the PR industry – Public Relations Institute of Australia (PRIA) – PRIA Young Guns • Emerging Marketers (AMI) • Consider volunteering for a cause or interest i.e. Girl Guides, Cancer Council, church groups, sport clubs
- 16. The Opportunities are Endless….. • Corporate Communications - Curtin University • 96fm/6PR Southern Cross Radio • City of Joondalup • Breastcancer Foundation • ANZ • Perth Glory • Vodafone • WA Police • Starlight Foundation • Rio Tinto • Fremantle Football Club • Public Transport Authority • Rowlands • Hyatt Regency • Rosendorf • Perth Zoo • Weber Shandwick • Samaritans • Leukaemia Foundation • WACA • The Hub Marketing Communication • Devahasdin Communications • Alzheimer’s WA • Sunset Events • CBH • Apple • H-Line Ogilvy (Beijing) • Telethon Speech and Hearing Centre • Kings Park • Tourism WA • Linc Integrated • Chevron • Gloss Media • PPR • Art Gallery of WA • Boddington Old School • Netball WA • …..
- 17. Key dates & deadlines • PRepare to Succeed module 1-4 – now! • Placement Approval Form – ASAP (at least 10 days BEFORE commencement). Approval deadline: Friday 28th August! (census) • Reflective Blog – ongoing • Intern Appraisal Form – w/s 26 October (your responsibility!) • Final Report – hard copy & Turnitin date stamped by Friday 6 November 2014
- 18. From the perspective of a real-life PR Intern… Molly…
- 19. Final report format – PUBR3002 • Assume the reader knows nothing about your organisation. Include a brief history/background of the organisation. Ensure your content is relevant – each section should be clear in meaning and purpose to the reader. • General guidelines include: – Business report format – Supporting literature properly referenced. – High standards of presentation and written English – Organisation background – Industry background (characteristics, key competitors, environment, current issues, positioning)
- 20. Report format cont... – Place of PR, discuss what the “place” means to the position of PR and PR activity at org, including an organisation chart – Detailed analysis of PR function. How is PR currently contributing to the organisation’s mission? – Summary of work you carried out. Keep a detailed daily journal or log. This can be in first-person style. – Recommendations. How could PR better contribute to the organisation’s mission & vision?
- 21. Essential appendices – PUBR3002 • Samples of your work, each clearly labelled. Direct your reader to EACH item in your appendix. • A new CV, including your PUBR3002 placement • Recommended length of report: – Minimum of 4,000 words plus appendices
- 22. Reflective Blog • 10% of your overall PUBR3002 mark Minimum of – Four original posts, reflecting on your experience, new insights and possible challenges encountered – Plus Four responses to other students’ posts • Allows you to reflect on your experiences, share insights with other students across campuses and provides an opportunity to provide advice and support to fellow students • Provides a first hand insight into the use of social media platforms in public relations
- 23. Reflective Blog: Objectives • Demonstrate an ability to reflect on issues of professional practice, including communication, professionalism and ethical practice • Demonstrate an ability to reflect on theory learned at university and evaluate how this is implemented in the working environment • Reflect on new insights gained and highlight where experiences may alter your understanding of public relations practice; and • Reflect on learning experiences and highlight how these may alter future approaches.
- 24. Reflective Blog | Student feedback: “I found the blog fantastic! I learnt so much from what others had posted that it was incredible - even I was surprised! Not only was the blog a good tool for learning about others’ experiences but because blogging is such a popular form of communication in today's society I found it great to practice my actual blogging skills as well. Much more relevant than text book exercises! Overall I think that students can really benefit from this and I hope the blog stays a part of PUBR3002” “Initially I thought it would be a real hassle having to upload into the blog. However, I found it a really useful tool and I found myself contributing often. I looked forward to reading the experiences of others. I have learnt a lot just from the blog alone. It's really nice reading about similar experiences and situations that we are all going through together! It makes the real world look lots less scary” “This blog has been more beneficial than I ever expected, I find myself reading the long list of blogs and becoming so interested in my fellow students experiences and comparing this to my own”
- 25. Need more help? • Check out the Reflective Blogs: http://PUBR3002reflectiveblog.blogspot.com/ & http://PUBR3002reflectiveblog2.blogspot.com • Every PUBR3002 report is different. However, you are welcome to view a few samples in UC’s office.
- 26. Current Vacancies Check Blackboard regularly! • Check PUBR3002 notice board outside 408.2010 • Sign up with PR Student Chapter (PRSC) and receive emails about work experience opportunities • Add yourself to the PRIA Young Guns mailing list by emailing wa@pria.com.au
- 27. The Top Ten Tips for PR Success 1. Read the unit’s paperwork thoroughly 2. Talk to fellow PR students and network with graduates and the PR industry 3. Rehearse your phone call script 4. Read online job ads, newspaper/specialist-magazine employment section – what’s on offer, what skills are needed? 5. Give yourself ample time to draft your report, show your organisation supervisor, edit, perfect it.
- 28. Top Ten Tips (continued). 6. Proof-read everything you write Proof-read everything you write Proof-read everything you write 7. Be courteous to your organisation – a thank- you card, chocolates, cake or wine….. 8. Think like a PR professional! 9. Act like a PR professional! 10. BE a PR professional!
- 29. But what if I am not ready yet?! Careers @ Curtin Communication Skills Centre Teaching & Learning Workshops PRSC PRIA/ Young Guns Oyster
- 30. Keep an eye on Blackboard Check your student emails and the PUBR3002 Blackboard section regularly for updates – Placement opportunities – Job opportunities – Tips and tricks – Events, seminars & workshops – Useful links – And much, much more!
- 31. Any questions, worries, concerns? Your unit coordinator is here to help! Lydia Gallant e: Lydia.Gallant@cbs.curtin.edu.au ph: 9266 3887 room: 408:2012 Consultation Please call or email at least 24 hours in advance to arrange an appointment time
Editor's Notes
- This unit – well, and equally this Orientation Session – is not only about finding and completing a placement. This unit is effectively about getting started on a successful career in public relations and communication. PUBR3002 is a stepping stone – and a fantastic opportunity to set yourself up in an area you are interested to pursue upon graduation So, make the most out of it. Use this unit strategically, and launch your career!
- This is a brief introduction to PUBR3002 Professional Practice – both for current students…but also helpful for your friends who might be considering to complete the placement over the next semester break. Please feel free to pass on
- PUBR3002 gets you the work experience employers are looking for. Even if some students may be a little bit worried about the idea of having to organise an industry placement at the outset, at the end of the day the vast majority refers to the is unit as one of the most rewarding experiences at university. PR provides fantastic opportunities: a) Your placement might result in a job opportunity b) Your gain relevant experience in your chosen field, adding to your CV ..which again might help you to score that dream job c) You might realise that your dream job wasn’t what you thought it would be like…!
- Apply discipline knowledge, understand its theoretical underpinnings, and ways of thinking; i.e. four roles or two role dichotomy, understanding of how effective communication and effective PR . Extend the boundaries of knowledge through research. 2. Apply logical and rational processes to analyse the components of an issue; - no need for templates, understanding of what kind of information is needed. Think creatively to generate innovative solutions. – how can you and your team truly stand out in front of the client? 3. Decide what information is needed and where it might be found using appropriate technologies; Make valid judgements and synthesise information from a range of sources. – e.g. research your client and other campaign examples. Confidently identify with information is appropriate and will set you apart. 4. EASY as PR student! Communicate in ways appropriate to the discipline, audience and purpose.Understand you audience and your stakeholders – are they business clients, team members, an email to my lecturer????? 5. Use appropriate technologies recognising their advantages and limitations.- Email might not always be the best way to resolve group issues! 6. Use a range of learning strategies; Take responsibility for one's own learning and development; Sustain intellectual curiosity; know how to continue to learn as a graduate. Although many cannot wait to see the end of uni, the key thing we teach you is an ability to further learn and develop yourself. CPD is absolutely crucial and particularly stressed in the PR industry with frequently changing technologies, etc. 7. Think globally and consider issues from a variety of perspectives; Apply international standards and practices within a discipline or professional area. – the PRIA accreditation allows you to! 8. Respect individual human rights; Recognise the importance of cultural diversity particularly the perspective of indigenous Australians; Value diversity of language. -every group member is valuable. Recognise and accept that people have different styles of working 9. Work independently and in teams; Demonstrate leadership, professional behaviour and ethical practices. Works both ways- know what is expected from you AND be able to tell potential employers what they can expect!
- Finding a placement can appear like a daunting task –but you will be amazed how empowering it is! Just ask some past PUBR3002 students. Most students are a little bit apprehensive…maybe even scared. However, PUBR3002 is a fantastic “trial run” for finding a job in PR upon graduation. YOU are in charge. Nobody can allocate you a placement in an area you might not be interested in – this is YOUR opportunity to secure a placement in an industry or area of PR you are interested in and are considering to enter upon graduation. Make the most of it – tackle the fear and you will realise how rewarding the experience is! On this note: please don’t email out masses of generic CVs. The placement market is highly competitive! I strongly advise you to be strategic about it – we’ll be coming back to this later in this presentation
- Tackle the search for your PUBR3002 placement strategically! I strongly advice you don’t simply take the first offer or easiest opportunity. Sit down and think about where you would LOVE to work upon graduation. What would YOU like to do? It’s always easier to ask someone for a placement than for a job – and even if you might not get a position offered at the end of your placement, you nevertheless will end up with relevant experience on your CV and in work samples in your portfolio that have the potential to set you apart from the crowd of PR/marketing graduates. OR: you might find out that your ‘dream job’ is actually not what you would like to do for a living after all – which is also fine. PUBR3002 provides you with an opportunity to re-orientate and gain those crucial skills employers are looking for. It can take a while, there may be setbacks, but believe me: it will be all worth it! Just speak to some past PUBR3002 students – or have a read through the Reflective Blog! Also, check out the Communication Skills Centre and Careers for support!
- Particularly relevant with Reflective Blog
- There is no set guideline for your placement – the actual work you will be completing depends on a) your place of work b) your interests c) current projects – however, please keep in mind that this is a PR placement. You might be asked to complete administrative tasks – which is absolutely fine (nobody can escape admin and you’ll be amazed how much you can learn by just soaking up your surrounding). However, if you feel that you are not getting sufficient experience out of your placement, please approach your supervisor. Don’t be too demanding (they are doing you a big favour in offering a placement), but enquire about other opportunities in a friendly way. Recent research has indicated that supervisors appreciate you feedback and value placement students who are enthusiastic, keen and show initiative (e.g. ask to get involved in certain projects without having to get invited first)
- Some tasks may appear monotonous and less challenging – however, you’ll be amazed how much you absorb by simply being surrounded by communications professionals! You’ll be amazed how much you have soaked up by the time you sit down and start writing your report
- The Reflective Blog is listed publically i.e. EVERYONE around the world can read it! (please keep that in mind at all times!). However, contributions to the Blog are by invitation only – you will receive an email invite upon approval of your placement. Please keep an eye out for it – and contact your Unit Controller asap if there should be any problems.
- You must pass all assessment activities. See report marking breakdown – 70% is a lot – BUT there are different elements to it
- You are entering a competitive industry. Experience and contacts make all the difference! Use your skills and expertise and consider volunteering! Employers are looking increasingly for extracurricular activities and commitments – much more than for top grades! – PLUS, many jobs don’t get officially advertised. Currently, our graduates with the most exciting entry level job offers have found out about these openings via friends and industry contacts
- Every semester new exciting placement opps pop up – make the most out of it
- * See http://PUBR3002reflectiveblog.blogspot.com/ - your invite as contributor will be forwarded upon approval of your placement...however, in the meantime you are still able to comment on existing posts!
- This is just a taster – more information about the final report will be available mid semester – in the second orientation session
- Please note: there is no need to worry about the 4000 words and to keep on counting manically whilst writing your report. From experience, students need 4000-6000 to sufficiently cover the required sections in the report. HOWEVER, don’t panic! You’ll be pleasantly surprised how much you’ve got to write about once you start reflecting on your experience!
- I think the Blog is a brilliant idea, it provides a great opportunity to share ideas with others, provide feedback and share experiences The blog was extremely useful to feel connected to other work experience students and see how they handled problems and issues within their placements. The blog was really great! It was great to be able to compare what you do with your other classmates and see how varied PR really is.
- Housekeeping: Curtin student email account – check regularly and keep active Check BB regularly Respond to emails! – Allow 3 days for responses – if you haven’t heard by then please check if you inbox might be full! – or follow up