Guest lecture given to post-grad Masters of Marketing and Communications students about PR, its changes and working in the industry.

1. LIBBY FORDHAM
University of Melbourne
Lecture
October 2016
#PRlyfe

2. LAST CENTURY PR

3. OLD WORLD
COMMUNICATIONS
One way conversations
Controlled curators of information
Very few ‘channels’
Slower moving information/information
sharing
Platforms for alternative thought limited

4. TRANSITIONING
FROM OLD WORLD
TO NEW WORLD
Opening up of communication channels
and choice
Technology coming into households
Commencement of innovation towards
curation for the consumer

5. NEW WORLD
COMMUNICA
TIONS
Not just ‘social media’
anymore
We’re actually undergoing
‘App fatigue’
Consumers take what they
need
Already time poor, already
guilty about spending time on
their devices
Lack of trust in traditional
media, governments, privacy
What comes next?

6. WHERE TO
WORK
• In-house
• Government
• PR Consultancy Firm
• Freelance/Contract

7. IN
HOUSE/CLIENT
SIDE
Directly part of the bigger
marketing/comms/sales
direction for the company
Opportunities to work
across all levels of delivery
Often more job security
Experiencing working with
suppliers, printers,
agencies, channels

8. GOVERNMENT/A
GENCIES
Within the
bureaucracy or
Ministerial office
Provides a solid
grounding in
communications
Often long hours

9. PR AGENCY
Opportunity to work on
multiple clients at once
Ability to specialise in
disciplines
Choose an agency which
specialises in an industry
you’re interested in
Employment tied to the
client list
Often long hours and doing
all the bad jobs

10. CONTRACT/FREE
LANCE
Internal long or short term
projects
Through a placement
agency or network
Great way to build
experience
Need to be self motivated
Consider cash flow
Work around the world

11. THE REALITIES OF THE
BUSINESS

12. YOUR
AUDIENCE IS
NOT
‘EVERYONE’
Consumers curate the information
they wish to connect with
You may think your information is
the most news worthy but it’s your
job to make it interesting
Find your niche and engage with
them
Your niche will inform and guide

13. LEARN AND
DO A BIT OF
EVERYTHING
Diverse industry
with various
specialist streams
Industry continues
to change
Build your
knowledge network
Stay ahead of the
fads

14. KNOW THE
IMPORTANCE
OF WHAT YOU
SAYChoose a position
which reflects your
values
Your audience is not
‘everyone’
Every platform
requires that
language is
nuanced

15. DON’T DO IT FOR
THE GLAMOUR
Hard work and potentially very long
hours
The more glamourous roles often
don’t pay well
Align your interests and values

16. GET A THICK SKIN
Everyone is an expert
Copy often suffers under changes by
committee
Different people have different writing
styles
Adjust your to suit the voice of the
business you represent and your
audience

17. GET A
MENTOR/NET
WORK
Learn from others
Seek career advice
Get your work peer
reviewed
Build a network
Stretch your skills

18. LEARN TO
PITCH TO A
JOURNALIST
Getting a story up is a
competitive business
A day in the life of a
journalist has changed
Their response can be
blunt or brutal
Receiving many pitches
Do your homework

19. QUESTIONS
libby@libbyfordham.co
m.au
www.libbyfordham.com
.au