Month: March 2016

Early Public Relations

‘Either write something worth reading or do something worth writing’ Benjamin Franklin 1706-1790

Public Relations is not a new concept or practice; it has been around in fact for many hundreds of years (Dennis et al. 2013). Public relations can be traced back to ancient civilisations of the Egyptians, Babylonians and the Greeks (Dennis et al. 2013).

Pharaoh’s accomplishments were written on stones in hieroglyphics as a way to publically exhibit and connect a Pharaoh with his subjects (Millmore, n.d). The Rosetta stone is the key for modern translation and understanding of the hieroglyphics (Dennis 2013). It is argued between historians that the practice of public relations became established first by Edward Bernays or Ivy Lee (Gunderman 2015). Edward Barneys ‘The father of public relations’ mostly ‘re-branded’ propaganda and by overcame ‘sales resistance’. Bernays constructed a display at the 1929 Easter parade, having fashionable young women post their ‘torches of freedom’ by encouraging cigarette smoking among women (Gunderman 2015). Campaigns like Bernays would be used today and commonly is like the Mardi gras supporting the LGBT society.

Ivy Lee was an expert in American publicity and the founder of modern public relations. Lee mainly used PR as more of a one-way propaganda for his clients and an alternate way to pioneer the recent press release through this. However, he was the first in history to introduce the term ‘public relations’ (IPR- public relations 2012).

Public relations is primarily about building a planned and sustainable understanding between an organisation or individual and their publics (Public Relations Institute of Australia 2016). PR is more than advertising because it can be a social institution that works to discard market limitations and raise efficiency with public’s resource to create more market participants (Xifra 2015). Pharoah’s, Barneys, and Lee were the earliest founders of PR even though PR is a significant part of History it differs from propaganda because it main aim isn’t to just spread an image but create a relationship with the publics


Dennis L. Wilcox, Glen T. Cameron, Bryan H. Reber, Jae-Hwa Shin (2013) THINK Public Relations

Gunderman, R. 2015, The manipulation of the American mind: Edward Bernays and the birth of public relations, viewed 28th March 2016,

Halff, G, & Gregory, A 2015, ‘What is public relations to society? Toward an economically informed understanding of public relations’, Public Relations Review, 41, 5, pp. 719-725

IPR- public relations. 2012, Public Relations through time, viewed 28th March 2016,

Millmore, M. n.d. Mystery of the rosetta stone, viewed 28th March 2016,

Public relations institute of Australia, 2016, About public relations, viewed 28th March 2015,

Xifra, J, & Heath, R 2015, ‘Reputation, propaganda, and hegemony in Assyriology studies: A Gramscian view of public relations historiography’, Journal Of Public Relations Research, 27, 3, pp. 196-211, PsycINFO, EBSCOhost, viewed 28 March 2016.




KCQ’s (step two)

Key concepts and Questions (step two)


Reading my firms annual reports was a difficult challenge to prevail from. I have never previously read a financial report, in fact I had never read a report 112 pages long before. My firms report had a large amount of company information and company values in their spreadsheet. One of the most interesting parts for me in the report was the Chairman and CEO report. This particular section was very interesting because it contained graphs of the ‘Year at a Glance’ and highlighted the most important areas of business for the company. Design-Build-Operate Strategy, Sales Focus and Delivery Excellence, Industry Alignment, Board of Directors and People Strategy were the important and most main areas of the business process to me.

“ Dear Shareholders, we are pleased to announce that during the
financial year ended 30 June 2015, SMS Management & Technology (“SMS”) delivered strong revenue
and profit growth. Revenue is at a record high of $356 million, whilst Net Profit after Tax (“NPAT”)
of $17 million is 34% up on the prior year.” Said JACQUELINE KORHONEN the CEO of SMS Tech and Management

Areas of business $$
Revenue from operating activities $356.2m
EBITDA $28.7m
NPAT $1.7m
Basic earnings per share 24.5 cents
Dividends per share 17 cents
Net cash balance $9.2m
 - 2015 Annual report


Top Three favourite blogs

My top 3 blogs

  1. Accounting with Anna is a visually effective blog, i enjoyed scrolling through her blog and reading her posts. One of my most favourite things about her blog is that i can see her Twitter activity.
  2. I find this blog very enjoyable because its very quirky and interesting. I liked the post ‘Im like a cake, not an onion!’ this really stood out to me, and thats something i look for.
  3. I found this blog exceptional because it has an effective home screen filled with colourful images and pages to click onto, i also like that they are an active blogger.


Planning a Public Relations Campaign

He who fails to plan is planning to fail‘ – Sir Winston Churchill (1874-1965).

It’s critical to have a clear plan of the steps ahead in developing a successful Public Relations campaign (Turney 2011). One must be able to define the objectives, set goals, target publics, follow a timeline and execute a specific action plan successfully (Shemon 2015). Successful business man John Marston’s RACE formula is one of the most used to plan a Public Relations campaign (Musgrave 1976). Alyn and Bacon’s diagram (2009) displays Marston’s RACE formula.


(Alyn and Bacon 2009)

Research is the most critical part of planning a PR Campaign (Turney 2011). To begin planning a campaign discover exactly what achievements are required from a campaign and the possible implications and set backs that could occur (Melichar 2015).

To set goals one must analyse issues, develop strategies and effective tactics to meet the goals and overcome objectives.  To ensure these goals are met create a timeline that displays all the expectations required throughout the campaign (Wilcox etal 2013). Develop the target audience by clearly defining whom a campaign is designed to approach.

A successful campaign needs to be executed with communication tools that follow a plan specifically aimed at publics (Bowen, Rawlins, Martin 2015). Research  requires one to determine the best possible course of action to implement.

Targeting a certain public through particular communications media involves relevant Communication (Bowen, Rawlins, Martin 2015). The best possible way to execute a plan in the media (Turney 2011). Reflecting on the previous steps helps determine what could have been done better. (WordStorm, 2014).


Bowen, S., Rawlins, B. and Martin, T. (2015). Mastering Public Relations 1.0 | Flat World Education. Flat World Knowledge. Viewed 20th March 2016,

Denis Wilcox, Glen Cameron, Bryan Reber, Jae-Hwa Shin (2013). THINK Public Relations (2nd). New York, New York, USA: Pearson Education Inc. ISBN: 9780205857258

Melichar, C 2015, ‘Partnering for Success: Effective Public Relations and Development’, Public Relations Tactics, 22, 10, p. 18, Health Business Elite, EBSCO host, viewed 19 March 2016.

Musgrave, P 1976, ‘Eleven steps for planning and evaluating your public relations campaign’, Management Review, 65, 8, p. 42, Business Source Complete, EBSCOhost, viewed 19 March 2016.

Shemon, M. 2015, Introduction to strategic planning in public relation. Slide share. Viewed 21st March 2015,

Turney, M. 2011. Acronyms for the public relations process. On-line Readings in Public Relations. Viewed 21st March 2015,

WordStorm, 2014. Developing an Effective Public Relations Campaign and Marketing Plan in 6 Easy Steps! – Public Relations | PR Company Sydney | WordStorm. Viewed 20th March 2015,




ACCT11059-My Company

On The 11th of March I received the company SMS Management and Technology for my first assessment. For ASS#1 I must become familiar with the purpose and background of SMS and also study their most recent financial reports.

SMS Management and Technology

“Empowering business”

SMS Management and Technology was founded in 1986 and it is one of the leading consulting, technologies and managed services firms in the Asia Pacific (SMS Management & Technology 2016). SMS handles a wide range business and technology services that improve a wide business strategies, operations and finds solutions. According to the IBISWorld Company Premium Report SMS was ranked 936th out of the top 2000 best companies in Australia (IBISWorld 2016).

The following URL/ clip briefly addresses the functions, values and purposes of SMS.

SMS management and Technologies three core values on which they have developed and prided themselves on for over 25 year are to ‘add value, maintain unity and enhance reputation’ of their customers businesses (SMS Management & Technology 2016). SMS is partners with many well established companies, some of these are Microsoft, Amazon, IBM, Pega and Telstra.

The following clip outlines why businesses choose SMS management and Technology to handle their business needs.