4 April 2011
PR PROBE
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Spills, Salary’s, and Storm’s . Bond’s Guide to 2010 Public Relations Disasters. By Shaun Kasianowicz
What an exciting year for the public relations industry in 2010. From oil spills, to exploding engines and “dog sex scandals” to salary cap calamity; wherever you look in 2010 there were major public relations debacles. With the ever growing citizen journalist population and quickly expanding smart phone technology; news and gossip are only a flick of a finger away. After conducting a survey at Bond University in Robina, QLD, with the help students, professors, and PR graduates, we have narrowed the list of 2010ʼs most memorable PR disasters down to just 5. Anyone can just open up the financial or business section in the newspaper and find boring monotonous public relations 2010 Bondies Public Relations Disasters: • BP Oil Spill • Qantas Engine exploding • Tiger Woods Adultery Scandal • Melbourne Storm Salary Cap • Canberra Raiders Joel Monaghan ʻdog sexʼ photo
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follies, but we wanted to know what outrageous PR disasters stood out most to young practitioners and students. Did these PR disasters leave a mark on the youth of society, or did we just laugh them off? Will the next generation of practitioners be prepared for similar disasters?
in advance just in case this scandal hit mainstream media.” “ BP was the worst handled public relations blowup I have ever seen. I cannot believe that BP was offering residents of Alabama a measly $5,000 dollars to accept the damages done by the spill and give up their right to sue in court.”
This is what fellow bondies had to “Melbourne Storm handled this say: PR horribly because Fairfax Media owned a sizable portion of “ I think that Tiger Woodsʼs PR the team, and publically gave a scandal was handled so poorly, I biased, one-sided response to canʼt believe that he still has a the issue.” I cannot believe that single sponsor, or is still even the public relations advisors playing in the PGA. Donʼt you would allow a company with think that his manager or publicist serious investments in a team, had some sort of idea of what publically make a biased was going on? Shouldnʼt they statement to the media regarding have had crisis plan worked out scandal.” 2010 Bondies Public Relations Soluitions: • Crisis management plan • Construct media release insuring safety and new maintenance protocol • Release guilt up front and in full, social network image rebuild. • Up front media release admitting guilt, rebuilding image campaign • Media release, social media rebuild.
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PR PROBE 4 April 2011
Where do Bondies go. Should I stay or should I go! %"#$
By Blake Pedersen
As the end of another semester draws near, Bond students are scouring for that job opportunity which will help mould themselves into the professionals Bond inspires them to be. But is the opportunity here in Australia?
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A recent study conducted through Bond UniversityĘźs Public Relations students found that the 65% of the twenty public relations students revealed that they wanted to leave Australia to work overseas. Dennis Martin, a student at Bond University stated that there were more advantages to working outside of the “Australian bubbleâ€? and work in an environment that is culturally ! challenging to him. (Dennis Martin) !
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According to Ms Lucy Macdermott, Alumni Relations Coordinator at Bond University, since "#$!#%!45(0+.!6+!4(&'2-5.-!#+)! 2006 up to #1*2&*-&!&.+7*!899:! the January graduation in 2011, over 32% of alumni students are presently working outside of Australia. %,#$ !+#$
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With such staggering figures, the question is why? Why move to work outside Australia when there are great opportunities locally? The recent uptick in the global economy, the Global Financial Crisis has slowly started to improve after the disaster created one of the largest employee turnovers in decades. Job opportunities look to be on the rises and predictions internationally are only getting better according to Forbes magazine. As a result, Students graduated and looking to graduate are identifying opportunities beyond the boarders of Sydney, Melbourne and Brisbane and looking towards Europe, America and Asia.
PR PROBE 4 April 2011
Google for President How using Google will help your campaign. By Bj Scoular
The announcement that Google is now offering campaign tools on its website in the lead up for the 2012 us presidential campaign is no shock with other internet and social media sites now offering the same kind of function. Youtube which is a part of the Google franchise, has just launched its campaign toolkit, offering a variety of tools to help monitor your campaign, such as tracking your audience and their demographics, being able to drive donations, get people to sign up for news and emailing lists and link your video to certain products or companies through Googles AdWords to help generate more views.
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The political facebook page acts as in intermediary, showing both parties and what is happening with up to date news and polling figures. The best part about this facebook page is that it is an unbiased forum reporting both sides equally, some of the features of the sites are its polling function giving people to express how they feel about certain ideas, also with the use of the like button they can put to issues or politician up against each other and people can click on the one which they like, as if it where a pre election, election.
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“As if it where a pre election, election.”
All of the information from the facebook site is available for all of the parties to view giving them quick easy research which would generally cost thousands of dollars and use up hundreds of man hours. With the ability to track how individuals feel on certain issues making it possible to have a more personal approach and being able to communicate to certain people about certain issues on a personal level. What the Google campaign tool does is let you post ads to certain demographics and link your ads up with certain words that people will use in their search, so when it comes down to it the Google campaign tool is actually a political version of its already established and widely used program AdWords, but just in a political setting. Its main message is that it is there to connect and persuade, that you can communicate to a larger audience,
New growth for PR. How will it effect you.
“Fast-growing industries are not short-term solutions to career dilemmas.”
Photo provided by Photo Cory Doctorow.
that you will get a rapid response to your ads and that you are able o target precisely who you want to. Having said that to not use this Google campaign tool would put you out of date and behind the others as you are able to manage everything all from the one website, being able to do this makes your IMC persons job alto easier as the message can be written once and then just uploaded once from the Google site across all of your social media and web platforms.
One has to still think yes, even with all of that there are still as of 31 By Bj Scoular March 2011 182 jobs listed on seek With public relations being named around Australia, 748 on on the top 50 best carers for 2011 jobsearch.com.au, 61 on my career by US money news, and research and 87 on career one, thats a total by Kelly Services saying that, “Fast- of 1,078 around Australia at this growing industries are not shortpoint in time. If you don’t mind term solutions to career dilemmas.” moving for a job or a long commute With all of this in the front of your or you are just plain lucky and get a mind and still high levels of job close to home then there is jobs unemployment in certain industries, out there and with the industry only One has to think is their going to be getting bigger there is no need to a job in PR out there for me, a worry about a job scarcity in the PR greenhorn fresh from university with field any time soon. some experience if they where one of the lucky ones who got some work experience or an internship.
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PR PROBE 4 April 2011
“We need to ensure that communications students have a comprehensive knowledge of social media.” Susie Ting
The importance of social media in society Why you will need it to get a head. By Bj Scoular
In todays world of facebook, twitter and blogs and the flood of information and the constant updates of that information, we beg to ask the question how important is a knowledge of social media. In todays information economy, where companies websites are not enough when it comes to getting their message out in the marketplace, where companies like BHP Billiton and Rio Tinto have facebook and twitter pages. The future is moving towards this direction of fast media, where we get our information from places like facebook or twitter rather than from more traditional media like news papers or the 6 oʼclock news.
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The Blog PR week published an article on standing out in interviews in 2011. The article really doesnʼt give away any secret o information r ground breaking but really just states the obvious, that social media is a tool and that you need to know how to use the tool the right way other wise it is just a waste.
The article is just really trying to get the point across that every man, woman and child is using social media and they all have a grasp of how to use it to a certain point. The article really talks about the monitoring and success aspect of social media and its effectiveness not just in hits or views but in return on investment. Many people have the same opinion, Susie Ting an integrated marketing lecture from Bond University says “we need to ensure that communication students have a comprehensive understanding of best practice and how to build, managed reach online communication and social media.” once again talking about not just the knowledge of being able to create a profile and post things but how to monitor it and make it successful.