Archives for category: Professional Services

By Sophie Benjamin

I finished high school absolutely certain that I was going to be a professional musician for the rest of my life. Three years later, I’d decided that I didn’t want to spent the rest of my life poor, permanently hungover and stuck in a Tarago, playing shitty dives with even shittier bands.

So, I decided to become a journalist.

I began my journalism degree during the GFC, when jobs were disappearing and future predictions were grim. The lecturer of my foundation journalism subject told us sternly not to coast through the degree expecting to walk into a job, because in three years time there mighn’t be any jobs to walk in to.

I graduated from my journalism degree in December with job offers from three major national print, broadcast and online media outlets. Journalism grads with any job offers at all are pretty rare, and I know people who are bright, talented and have better GPAs than me who remain unemployed.

In a way I guess I’m lucky, but I have learned some lessons on my way to employability. Here are my tips for students who’d like to land a job as a journalist at the end of their degree.

Look for stories before you look for jobs.

Journalism is about telling stories, so get into the habit of looking for them everywhere you go.

Talk to people, keep an eye on Twitter and Facebook, look at local bulletin boards… soon you’ll start seeing them everywhere. Start consuming media voraciously – online news, local tabloids, national broadsheets, talk radio and TV bulletins. You’ll learn what separates great stories from average ones, and the best ways of telling them.

Work out where your interests and passions lie. You can pick up the skills from there.

No matter what industry you’re in, it’s very hard to do the ladder-climbing slog if you’re not passionate about what you’re doing. I’ve always been passionate about rural areas and the possibilities of online journalism, and that’s mostly where I’ve concentrated my efforts. I started my degree with an interest in online news and a strong aversion to seeing my own face on camera. This is still generally where my interests lie, but I’m glad I tried other things.

My first stint of unpaid work experience was with the ABC in Rockhampton on the programs production desk. My degree was very news focused, so the opportunity to learn how to put together radio packages and programs was invaluable, and in the process I found something I really enjoyed doing. Now I work as a cross-media reporter, which allows me to make audio and video packages without having to do pieces-to-camera. Win all around.

Take advantage of your student status and get as much practical experience in as many different fields as you can.

For many, the best part of being a student is getting ‘study money’ from Centrelink in the form of Youth Allowance or Austudy. The eligibility requirements change from year to year, but it’s definitely worth signing up for if possible.

For the first half of my degree, I did unpaid work experience while funding my existence with a combination of Youth Allowance and hospitality work. It is almost impossible to get paid work without having some unpaid work under your belt. Working for free sucks, so the sooner you can get that out of the way, the better.

I did unpaid stints at rural newspapers, community and major metropolitan radio stations and a music PR firm. I was pleasant, worked harder than I needed to and asked questions about the stories, the work, the career paths of certain staff members and did anything I could to help the staff… including getting coffee and doing mail runs.

By second year I was able to leave my barmaid job, because I’d got my name out there as someone whose work was worthy of payment. With my study allowance covering rent, bills and enough food to keep me alive, I wrote articles for street press and magazines, copy for advertising agencies and press releases and media kits for bands and artists. I also picked up a couple of temporary jobs with the ABC, which helped to tide me through leaner periods. Freelancing is hard, but it made me appreciate the value of my work and the importance of creating good relationships with the people you work with.

It’s worth mentioning that the degree I did has a strong practical focus and runs excellent in-house TV and Radio praxis for their students.

Be open to working in rural and regional areas.

All the people from my degree who are landing jobs are landing them in regional areas.

If you come from a rural or regional area, you’ve got a head start on the city kids. Regional bureaux are almost always understaffed, and they’re much more likely to give the work experience kid a go, if they’ve got a particularly bright and energetic one.

There are plenty of stories outside the metropolitan areas, and often country people are more helpful and willing to speak to you than city-dwellers. You’ll have fun and learn a lot, and starting off in the regions doesn’t mean you have to stay there.  Most of the people in top-notch journo jobs started in non-metro areas.

*Don’t worry too much about your grades.*
Unlike degrees like law or medicine, your future job prospects aren’t directly tied with your GPA. I spent time I could’ve spent on turning in perfect assignments doing work experience and the like. I graduated with a horrible GPA, but three job offers.

Keep plugging away until you get what you want.

It’s a hard slog to get them, but there are definitely jobs in journalism out there for people who are smart, passionate and hungry for them. Don’t wait until third year – start getting your chops up now.

———————

Guest post by Sophie Benjamin

Sophie Benjamin is a recent graduate of the Queensland University of Technology’s Journalism program. She works as a Community Editor and multimedia journalist with APN Online, based in the regional city of Toowoomba. www.sophiebenjamin.com / @sophbenj

In the organisation of this event, AIMIA Queensland looked towards merging the areas of search engine optimisation, social media and digital PR to deliver the first event of the year, “Why Online Reputation Management Matters”. The speakers were Chris Adams (entrepreneur and founder of Orbit Media), Scott Esdaile (Social Media Manager, BCM Partnership), Llew Jury (Managing Director of Reload Media) and Marissa Tree (Snr Account Manager, Red Agency and also representing the Public Relations Institute of Australia).

Chris Adams of Orbit Media Group, started with a fresh perspective on the strategies around managing online reputation. He called this “Competitive Reconnaissance”.

The motto of his company, Orbit Media, is “we don’t think for a living, we do”. Through channelling this, they have helped accelerate brands. Brands often compete against their products. When making a purchasing decision, a consumer does not think to themselves “I am going to see Iron Man” not “I’m going to see a Paramount Pictures movie”. Therefore the brand for Iron Man is held at a greater interest than the brand surround Paramount Pictures. Another unique problem that brands face is brand drift with the very common example of the drift from MySpace and into Facebook. Both are social networking sites sharing main features yet due to MySpace’s mistakes, existing users drifted towards Facebook and users which have not signed up to a social networking site before opted to use Facebook due to its accessibility. We may see another brand drift appearing from Facebook and into a new social networking site due to privacy concerns in the future.

Brands NEED to have a presence in the social media space and I often stress this whenever I meet with a business owner or marketing manager. However, they believe that there is a the social media challenge where once a brand enters this space, it is exposed and encourages feedback. Social media should be about taking brand proposition and pushing it onto millions of people with social networking accounts. Chris Adam says that “if you curate your profile well enough, you have all the information in one place” and I would like to add after that quote “for your readers and followers and not just for yourself.” When I post updates on Twitter and Facebook, I like to keep most of it in association with my professional interests – I curate this by choosing what to update online.

However, trying to maintain presence on a variety of sites mean fragmentation of the brand and of the message. If everything is pushed in one website, some of the messages get lost or someone may rehash it and add their own interpretation of this message. Chris cited a Sony example with millions of views on the video but only tens of thousands on the website itself – and this website would contain other relevant information in relation to that video. I am currently coming up with some ways on making sure that the right information is being relayed across multiple channels and ensuring that fragmentation is being minimised.

A great example that Chris had put forward is Kodak. Kodak does a payment gateway – when someone is sharing a new camera on Facebook (aka a ‘haul update’), a reader can buy that camera on the Facebook platform because the API is responsive.

Getting a brand into an online community allows you to understand about how people feel about a brand. Competitive reconnaissance is about how people feel about a brand and using that feedback to manage the brand’s online reputation. Competitive reconnaissance – don’t come up with a plan, come up with plans. Build granite underneath the pyramid. Make money by putting stuff into people’s hands. Take something that will be adopted and shared and let users share for you.

Llew Jury, the Managing Director of Reload Media discusses SERM or Search Engine Reputation Management. Have you ever Googled your own name, your candidate’s name, your colleague’s name (or any other name)? What happens if the top few results are undesirable online portrayals of your (individual) brand? According to Llew, 37% of online users associate appearance at the top of the search results with a company’s leadership in its industry.

Monitor and examine your online “risk tolerance” before engaging with riskier campaigns. By keeping one step ahead of the game through monitoring search engine results of your brand, you can monitor negative reviews versus results of other ranks.

Llew put forward a great tip for businesses out there – reply to every single negative or positive review of a business – then push to the customer relationship management systems.

Marissa Tree: The online voice and its impact on brand integrity

Put proactive plans in place rather than wait around.

All press is not good press. This can be magnified these days when it can spread like wildfire and an example that I want to put forward is the backlash that Cotton On received some time ago when a popular blogger ranted negatively against some of its slogans – this spread like wildfire amongst subscribers, Twitter and Facebook and soon the post was populated with negative comments. Brands should act with integrity when responding. Marissa holidayed in Thailand and went to Trip Advisor to obtain feedback of a particular hotel.

Negative reviews get picked up often and this is a concern for small businesses. However, as Llew pointed out earlier, positive and negative reviews need to be replied to and the CRM updated accordingly.

Perception is reality. The Brisbane Lions Facebook Page were very diligent with updates, then one day there was a lot of spelling mistakes and various errors. It turned out they were a fan and had to state that it was an unofficial account which would have been a disappointment to those who actually thought that it was the official account of the Brisbane Lions. While brand advocates should be thanks, there should be more done by communications people who are able to relay the key messages and have a stake in the brand’s success.  Another source of frustration as a communications person is the Facebook Community Pages. Ever since Facebook has set up the Communities Pages, it has been disappointing for me to see that what I once thought was an ‘official’ Page for a musician was actually a Communities Page which had no control by the musician or their representatives. Perception is reality for the end user!

And last, but not least, from Marissa Tree – remember who you are talking to, who are they influencing, and who are their influencers.

Scott Esdaile, Social Media Manager of BCM Partnership, finished the night off with an excellent practical guide and overview of online reputation management mainly focusing on the social media side of things including case studies from Target and Sunny Queen Eggs.  He has excellent resource to go to as well for social media questions!

AIMIA Queensland and PRIA Queensland presented “Why Online Reputation Management Matters” on May 20 2010.

Twitpics by Hannah Suarez (@h_suarez)

Last week I attended the inaugural Creative³ international forum and came out of it inspired, challenged, moved into action…and about 20 pages worth of notes from the speakers.  Most of these have been ‘translated’ from note form and into the following blog entries just for the creative3 and the QUT Creative Enterprise team!

Karen Walker (international fashion designer) – When you are in a creative world, inspiration can come from everywhere

Sanjoy Roy (Managing Director of Teamwork Films) – Do not devalue what you are doing

Patrick Delaney (Executive Director, Sales and Product Development, FOXTEL) – Storytelling is key, simplicity is paramount

Margaret Manning (CEO, The Reading Room) – Creativity runs throughout the whole business

Hugh Mason (Partner, Pembridge Partners) – Capital raising for creatives

Graeme Wood (Founder, Wotif) – Every business starts with a simple idea

Michael Smellie (Former Global COO Sony BMG) – The world is global and it can only become moreso

Michael Lynch (ABC B oard Member, Former COO of Southbank Centre in London) – Art is what remains when all the rest has vanished

Russel Howcroft (GPY&R Chairman, Gruen Transfer panel member) – Advancing creativity in an economic context

Adam Elliot (Academy Award Winning Director of Harvie Krumpet) – Life is not a dress rehearsal

Check out my blog entry on why storytellers make great presenters (or is it the other way around?)

About QUT Creative Enterprise Australia

QUT Creative Enterprise Australia equips emerging businesses with the skills required to make and manage their success, provides access to leading technology, office space and facilities, and connects their ‘young’ business clients with the right networks and opportunities!

Since 2003, new and start-up businesses have benefited from the range of business advisory and development programs, networking and training opportunities, research, workspace solutions, production facilities, and financial support on offer.

These business support services are focused on supporting clients through each stage of their business growth, and accelerating their capacity so they can effectively compete in the marketplace. Aiming to be internationally recognised as a successful creative industries development agency, the organisation drives creative industries enterprise, research and engagement through its services. For further details click here

I recieved an email this morning from a woman who is starting up her own PR agency.  So far she has been successful in generating PR  for one of her own projects and landing it in relevant niche online portals and also in print outlets including city press and glossies but needs a bit of help getting new work in.  I’ve decided to published a modified response it so that the advice can suit to PR SME’s in general.

A lot of the work generated from SME’s such as yourself would rely on word of mouth recommendations (WoM).  WoM needs to be facilitated across multiple channels including:

  • Personal connections such as friends and family
  • Existing connections from side-projects or side-businesses
  • University/workplace connections
  • Connections generated from sites such as LinkedIn and Twitter. Here’s an aggregrator compiled by QUT of publicists on Twitter: http://www.tweepr.com.au/

The question here is, “how can I generate more sources and more channels”?  You may get a lot of word of mouth referrals (I also include site traffic as part of WoM in this industry) but think about the quality rather than quantity – how many of these will have people who will pay for your services?  Here are some ways to work on finding referrals and increase conversion rates from visitor to client:

Make the most of the (right) events

Attend the events where your clients could be and create/maintain relationships from the networking that you have made.  Even though it is January, it is not too early to research websites and portals holding information that can lead you to the right events or look for the organisations, associations, and more that can hold such events.  Have a read of my entry that I wrote some months ago detailing tips for attendees to make the most of events before, during and after!  Being prepared is more than just looking at what is on the event website.

Q&A Time!Who else shares the same Passion as you?

Get to know other publicists/PR agencies and tell them about what you do.  There is the opportunity to share knowledge, contacts or networks between you and the other party.  There might also be opportunities to obtain referrals from other agencies should their client not fit in their core target for their business.

Another way is to partner with someone who focuses on a different clientele – for example your focus could be design/furniture/architecture brands compared to their focus on the fine arts.

Groups, networks, associations and other entities

There are groups/networks that you can join as a PR business owner such as PRIA (I work in AIMIA and we have coordinated events with PRIA and they are pretty active in Brisbane).  There are groups/networks that you can join as a business owner / entrepreneur and also as someone working in the creative industries or in the particular industry sector that your SME provides services to.

Regarding clients that are individual-only enterprises or startups I find that this group are probably doing their own PR work until something  triggers them to search for a specialised consultant.  This could be facing the pressure of releasing an important new product that needs to stand out from the competition or they wish to increase exposure during a time of change for their business.  Emailing/calling them about you could be an option for these as when the opportunity arises, they will have you in mind .

By Hannah Suarez

According to this Public Relations Society of America article, PR budgets are still tight despite optimism in the economy.  In another context, PR budgets are tight for start-ups and small business owners.

Being involved in both ends (consulting for start-ups/SMES and for my own) here are some tidbits that I have picked up:

Pitch Engine

Pitch Engine has a free function where you can create a social media release and this is kept online over a period of a month.  The features are great and you can create a professional and thorough social media release.

I have made one recently for a client and they received 300+ page views in total over a month.  The Australian rep literally whisphered in my ear about Pitch Engine at Barcamp and since then I have been recommending the use of it to my own networks.  Most recent social media release that I have seen this implemented is the Digital/Comms office of QUT Creative Industries.

Pro: You can include a link to the release in your emails, it’s an interactive alternative to downloading .PDF or a text-only release, great for visually-oriented clients and Pitch Engine has WOM in mind by including in a Twitter pitch section and links for SM accounts.

Con: Free account only lets you have the release for a month, Social media releases may not be suitable for all industries.

Work on search

More will find your site via organic search and I have recently attended an event where an individual operator turned up in the radar of major companies because his website (his reviews of their products to be exact) started appearing in search.  This is relevant on both sides of the coin – you will need to see what is being written about you and vice versa.  The reason why I am not using SEO (search engine optimisation) is because I want to cover both search engines and being searchable via semantic search, social media search etc.

Here’s a useful Australian Anthill article on search. Read the rest of this entry »