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Reading: The Impossible Institute’s Challenge To PR Pros
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B&T > Media > The Impossible Institute’s Challenge To PR Pros
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The Impossible Institute’s Challenge To PR Pros

Neil OSullivan MPRIA 2
Published on: 26th November 2014 at 9:34 AM
Neil OSullivan MPRIA 2
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Culture change organisation The Impossible Institute’s Dan Gregory challenged PR practitioners at the Public Relations Institute of Australia (PRIA) National Conference. “Your reputation is what people say about you when you’re not in the room,” chided Gregory.

More than 250 of Australia’s eminent public relations practitioners descended on Brisbane post G20 to attend the conference. Sunday kicked off with Dan Gregory’s Gruen transfer directness. “Other companies are leading the way when it comes to marketing to diverse demographics; we need to make someone’s issue someone else’s problem. What is in it for your customer?’’ he said.

Brisbane PR Conference - Assignment

Gregory said the first step was figuring out why your company – or your client- is in business:

  1. Find out why you do things
  2. Align your values with your customer
  3. Love someone better than anyone else does
  4. Foster truly open collaboration

“Collaboration is the key. It needs to be part of a team, and it needs to be judged as a team, and not just the individual. We need to incentivize collaboration. Why are company silos fighting each other?”

  • Companies fail to plan for failure. Design your organisation around human nature. Make failure hard.
  • Profit from the inconvenient truth. Don’t be afraid to tell a surprising truth and gain thrust with your customers.
  • Make your vision tangible and visceral. Your mission should be brief, specific, and MEAN something.
  • Create stories that are worth sharing. What’s the cultural narrative in your organisation? All cultures are shared by stories. That’s what brings culture to life.

Brisbane PR Conference - Assignment

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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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