The re-elected State President of the Public Relations Institute of Australia in South Australia has emphasised the need for innovative practice as the role of the communications profession increasingly impacts on organisations and businesses, regardless of industry.
Long gone are the days when public relations was perceived as the process of managing events or driving publicity, PRIA SA President Leila Henderson says.
“The Public Relations industry now incorporates key drivers of our economy, from business strategy to government relations to customer retention programs,” Ms Henderson said.
“Evolving technologies and innovation play an increasingly critical role in our effectiveness as professional communicators.”
Ms Henderson said that seeing PR as a tactical role devalues its strategic importance in today’s world.
“Embracing social media, ever-changing platforms and new technology creates great opportunities for organisations to have meaningful connections with a vast array of stakeholders,” she said.
“But some organisations still struggle to manage these new ways of interacting – allocating this important role to interns without giving it any strategic thought.”
The winner of the Information Technology category in the recent 2014 Women in Innovation awards for her Newsmaker.com.au site, Ms Henderson is excited to lead the PR profession in SA in 2015.
The SA Council plans to hold a series of events to support PR practitioners and communication professionals in updating their skills and knowledge.
“We’ve developed a great program of seminars for 2015 which include continuing our successful PR60 series. We will be discussing the relationship between social media and PR, the way forward for tourism promotion and scientific communication in this state, sustainable governance and corporate citizenship.
“We are keen to demonstrate the role of strategic communication in promoting the state’s best interests, and we want to continue the legacy created from last year’s PRIA national conference, held in Adelaide, which boasted almost 300 interstate delegates.”
PR professionals are invited to the PR60 events to hear from leading experts in the areas of strategic communication. These 60 minute events are usually held at lunchtime or early evening.
Ms Henderson was recently elected unopposed to lead the SA division, having already served a two year term as a state councillor. Other elected council members include Bianca Borrett, Media & Public Relations Manager at South Australian Tourism Industry Council; Kim Groves, a University of SA Lecturer in public relations; Beth Scott, Consultant at Weber Shandwick; Cait Tynan, independent consultant and the National board representative; and Jo Eime, New and Emerging Practitioners Group president.
Ms Henderson also welcomed Michelle Prak as a newcomer to the Council. The Corporate Communications & Policy Manager, for the Motor Accident Commission, Ms Prak (know as Prakky), is a well known social media commentator.
"We are very happy to welcome our latest councillor, Prakky, who brings her well-known social media skills to the table. We now have a team that represents agency, corporate, government, tourism, education and student communities and we plan to build out the team further during the year."
The next PR60 event details:
Date: Wednesday 22 October
Venue: 6pm at the Gilbert Street Hotel, 88 Gilbert Street, Adelaide
Speaker: Dena Vassallo, Head of Innovation and Integration for PPR Australia & New Zealand, will demonstrate the power of the Social Media Newsroom. The PPR Adelaide team won an In2 SABRE Asia-Pacific award for the Social Media Newsroom created for the South Australian Motorsport Board/Clipsal 500 Adelaide.
More information about the conference can be found at www.pria.com.au or on Twitter (@PRIANational #PRIA2014) and Facebook.
For media queries contact:
0414 69 70 71
About the Public Relations Institute of Australia
The Public Relations Institute of Australia (PRIA) is the national industry body for public relations and communication professionals in Australia. PRIA, in its 65th year, represents and provides professional support and recognition to over 2,000 individual practitioners and more than 125 consultancies nationwide. Since 1949, it's been PRIA's role to promote and enhance the professional communication to the broader community. PRIA adheres to the highest standards of ethical practice and represent public relations practitioners in the best interests of the profession.