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B&T > Media > PRIA Sees First Upturn In Performance For Several Years
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PRIA Sees First Upturn In Performance For Several Years

Neil OSullivan MPRIA 2
Published on: 16th March 2015 at 12:36 PM
Neil OSullivan MPRIA 2
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The Public Relations Institute of Australia (PRIA) has seen the first upturn in its performance for several years, according to Beaton’s recent benchmark survey of Australian Associations.

The turnaround follows the election of a new Board in February 2014. Since then, the effort has focused on developing new member engagement programs, and bringing value back to PRIA’s post nominal system, with the reintroduction of continuing professional education requirements.

Part of the new direction was to determine what role the 100 plus volunteers on board, state/territory councils, college of fellows, registered consultancies group, and the many committees and advisory panels, should perform. “We are determined to build a new PRIA in a united, collaborative, and hands-on way,” said national president Mike Watson.

Another issue was to ensure the Institute lived within its means. The role and services of national office – its single greatest expense – need to be redefined. Chief executive officer, Ray Shaw, has stepped down to enable both the position and office to change to a more administrative and transactional role.

“Shaw was engaged at a high level to analyse and reset the business model of the organisation and he has done that very well in a short time,” explained Watson. “He has introduced many new systems and processes to give the Board a solid foundation on which to make strategic change.”

PRIA will focus on member programs including mentoring, tertiary accreditation, new student and consultancy staff memberships called PRelationships, expanding consultancy registration, and education programs linked to global competencies

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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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