Monthly Archives: October 2015

Non-profit Public Relations

Hi there, friends!

It was only after week 11 of my PR class did I finally understand the term third sector. What differentiates between a non-profit organisation to a normal organisation is that a non-profit organisation uses its surplus revenues to further achieve its purpose of the organisation. Within these groups, the role of public relations is on the move. This, I totally did not know about. I had no idea public relations actually plays a big role in trying to make meaning of the aim of a non-profit organisation in the forever morphing media landscape.

I have learnt that proactive communications is essential in order to have that sense of community engagement in a non-profit organisation.

Power of Proactive Communication

I personally think, Human Rights Watch shows an effective community engagement as the organisation encourages individuals and groups to come together in a community, to envisage, shape strategies, make decisions and take action. Moreover, it facilitates deep and lasting changes and empowers communities, rather than assisting the communities to “fit in” with existing social, economic or ecological frameworks.

Changing media cultures have created new social spaces for dialogue. I have come to realise and fully understand that traditional media are highly centralised, with editors acting as ‘gatekeepers’ and selecting the messages that reach the public. However, with the many social media platforms we now have in today’s society, individuals now set up their own social network in sites like YouTube or Twitter in order to reach directly to a global audience.

This video was made to allow more people to know about the BBC Children In Need and have a better understanding of the organisation. I saw this video clip via television only and did not know that this video was also posted on YouTube and shared all over other social media platforms. Little did I know that one of the main reasons why this video was widely shared on different social media platforms was to create the opportunity to table alternative views in online forums that promote interaction, discussion and networking. It was only then did I also understand that the internet allows community activist to develop virtual communities via email groups and different websites.

Human Rights Watch is a third sector organisation that has embraced social media and generated conversations about little-known pockets of social activity from the bottom up. The organisation’s official website includes blogs covering a huge range of topics, from Disability Rights to Terrorism/ Counterterrorism.

Project HOPE launched a series of their online documentary short films that tell the story of how volunteers have helped greatly in saving people’s lives in different parts of the world.Through a combination of celebrity Twitter outreach, blogger engagement, targeted Facebook ads, and a traditional email campaign directing people to their YouTube videos, Project HOPE is economically growing its social media following and enhancing support for and engagement with its programs globally.


Jonston J & Sheehan M 2014, Theory and Practice Public Relations, 4th edn, Allen &Unwin, NSW, pp. 261-279.

Kane J 2000, ‘Communitarianism and citizenship’, in W.Hudson & J. Kane (eds), Rethinking Australian Citizenship, Cambridge University Press, Cambridge, pp. 30-215.


Content Management: News and Social Media

The things discussed for the topic “Content Management: News and Social Media” had given me a clearer understanding on the tremendous effort made by the Public Relations and Marketing team in trying to make an impact on their targeted audiences about their specific companies and how the publics can be greatly and easily influenced by their effort made. I believe the key messages in week 6’s readings regarding social media and media releases are that it is important for an organisation to form strategic relationships with their audiences. For example, organisations can create a Facebook page to which users can subscribe, or Like; news content then appears in subscriber’s newsfeed (Johnston & Sheehan, 2014, pp.173). Moreover, visual elements are also vital when sharing content on social media as it can provide clearer message to targeted audiences and at the same time provide them with a resource comprised of tailored information (Sabourin 2014).

In today’s era, social media plays a vital role in the Public Relations and marketing industry. Social media can be used to reach key target publics and stakeholders. The unique and engaging qualities of social media make its platforms ideal for public relation. However, little did I know that because of its qualities, social media public relations must always be planned for and considered in the context of a specific organisation’s overall public relations strategy to ensure coherence. As technology has become so advanced over the past decade it has played a massive part towards the adoption of social media (Johnston & Sheehan, 2014, pp.164). I have come to realise the reason why some organisations try really hard to relate their products or organisations with their audiences is because of the informality social media gives in the form of dialogues and transactions between individuals and groups such as organisations (Johnston & Sheehan, 2014, pp.163).

Moreover, it was interesting for me to learn the great amount of effort put into planning solely for a social media account. A content calendar is a document that includes what content is going to posted on different social media websites each day (Sorokina 2014). I personally like the idea of how a content calendar works because it helps effectively in time management and it also prevent the company from going off topic with whatever it is they are trying to promote to their targeted audiences. However, it is important to be able to create an effective content calendar in order to ensure your content marketing strategy is helpful, straight to the point, high quality and well written. Tips on creating a good Content and social media calendar  should definitely be understood well first as it will be enormously beneficial in meeting varied client needs. 

Here’s an example of a content calendar.


Jonston J & Sheehan M 2014, Theory and Practice Public Relations, 4th edn, Allen &Unwin, NSW.

Things I Have Learnt About ‘Media Management & Agenda’

The readings have changed my understanding towards the roles of Public Relations and just how much steps needs to be taken in order to be a successful in the field of Public Relation. The survey done by Michael Kaminer gave me quite a shock on the relationship between Public Relations and Journalists. I have always thought that Public Relations only revolves around the news and entertainment media. Never have I thought there are negative vibes going on between Public Relations and Journalists.

Link to the ‘What Journalists Really Think of PR People’ survey:


The readings gave be a better understanding towards the roles of Public Relations and how important it is for the key tools of media releases and kits to be made available in a diversity of formats and stored clearly on the organisation’s website. Moreover, little did I know that citizen journalists and bloggers can provide an different form of journalism and can provide an army of reporters, increasing the role of the paid journalist.

I have also come to realise the importance of the 5W’s and 1H concept in writing press releases.

‘What, Who, When Where, Why & How’

Initially, I was always unsure as to what a media kit is and the purpose of it but I after reading the readings and ‘google’ more about media kit, I now fully understand what it is.

Few links on the things I have learnt about Media Kit:



Furthermore, I have come to a better understanding with the the variety of media tools made available to be utilised when working with media. A few media tools I have learnt about are media campaigns, press conferences, press releases and media kits.

Media campaigns aims at a sequence of goals and intentions, using a strategic approach with suitable tactics. Example of media campaigns are celebrity endorsement, meetings, sponsorships and so on.


Jonston J & Sheehan M 2014, Theory and Practice Public Relations, 4th edn, Allen &Unwin, NSW.