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Reading: PRIA Partners With IBSA For National Review Of Comms Education
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B&T > Media > PRIA Partners With IBSA For National Review Of Comms Education
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PRIA Partners With IBSA For National Review Of Comms Education

Neil OSullivan MPRIA 2
Published on: 1st September 2015 at 6:00 AM
Neil OSullivan MPRIA 2
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The Public Relations Institute of Australia (PRIA) announced last week its collaboration with Innovation and Business Skills Australia (IBSA), as a first step to securing a suite of Australian Qualifications for the Communication and Public Relations profession.

“PRIA spent the past 18 months consulting widely with our members, communication educators and representatives of the HR profession, to establish a clear set of skills and competencies required of current future PR professionals,” said Graham Le Roux, general manager PRIA.

“Over the past decade our industry has reformed from an enabling function that sits on the edge of the org chart to a position of critical authority, having earned its place at the executive table. Now, we need to ensure that our education and training framework is mapped to the skillset that can deliver on the productivity, innovation and performance expectations.”

The PRIA is leading a significant program of reform to prepare current and future communication professionals for the rapidly expanding skills they will require throughout their careers.

The partnership with IBSA is a significant component of the reform program, which will also include:

  • strengthening PRIA’s alignment with Australia’s accredited public relations and communication universities;
  • the upcoming launch of the PRIA Professional Framework for public relations and communication professionals, and a complementary professional development program.

“Our partnership with IBSA is in its initial scoping phase, to determine the breadth of the skills required for a suite of dedicated Communication and Public Relations qualifications. We look forward to these qualifications strongly informing all education and training courses for communication and public relations.”

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By Neil OSullivan MPRIA 2
PR is notorious for not PR'ing itself, so let me tell you my story and why I'm passionate about communicating stories and impacting social change. My journey started off - like most - with an internship where I was able to move internally into a permanent role. After four fantastic years working to enhance the lives of people with an intellectual disability, I made the best decision of my life to come to Australia.Since then I have in some amazing brand cultures; Special Olympics Australia, Oxfam Australia, and the Public Relations Institute of Australia. Leading marketing and communications activities is all about storytelling, and delivering your message through dynamic strategies to achieve strategic outcomes. My marcomms skills have transferred across various industries; sport, NFP, NGO, PR, industry bodies and membership organisations. What are my USPs? • Exemplary knowledge of social; strategy, customer engagement, brand storytelling, personas, advertising, marketing and events; • Direct management in social; community management, monitoring, social listening, content calendars, content creation (using tools like Piktochart and Hootsuite) monitoring posts and preparing analytical reports. • Managed multiple small and medium sized teams as well as various national volunteer councils and committees. Wealth of experience on variety of boards; • Marcomms expertise; copywriting, blogging, press coverage, media relations, social, video production, website management, CRM system management, EDMs and freelance ghost-writing; • Come with a creative eye with experience across creative design; • A strategic thinker, with experience as a 2IC role; and • History of continual professional development across social, content, leadership, strategic and media relations. ★ Additional specialties: internal/external communications, sponsorship and relationship management, thought leadership, stakeholder and community engagement, budget and issue/crisis management. ★

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