Month: April 2016

WIRES Campaign

NSW Wildlife Information, Rescue and Education Service Inc (Wires) is a potential client. Wire’s mission is to actively rehabilitate and preserve Australian wildlife and inspire others to do the same (WIRES 2016). Wire’s provides its supporters with the opportunity to donate and assist in wildlife rescue with over 2500 volunteers in 27 branches, assisting the community to help native animals in distress (WIRES 2016). There are large amounts of support coming from external partners. With the help of a public relations campaign, Wires should be able to amplify its mission statement to the public. The form of campaign I would like to create for this organisation is an event campaign targeted at families with young children (Wilcox, Cameron, Reber, Shin 2013).

The reason I chose to target this campaign at young children aged 4- 11 is because this is the age that children are most interested in animals, and also the most impressionable (Melichar 2015). If we were able to teach these children the importance of rehabilitating and preserving Australian wildlife, then we are able to successfully create awareness about building a better future for Australian wildlife (WIRES 2016). A wires event would be best for the organisation because it can actively engage with the target audience. Providing activities for young children that engages them about the wildlife will create awareness within the youth, which is why a children’s event with specific wildlife themed stalls would really capture the overall essence of how rewarding helping animals can be.

Stalls and interactive ideas that would be involved in the campaign would be:

  • A petting zoo.
  • Art competition through local schools for the best ‘saving endangered species’ poster.
  • Bake sale competition featuring the best animal inspired cake
  • Donations box.
  • Craft station for younger children to colour in or create their favourite endangered species.
  • Food stalls.

Reference list:

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

The Courier-Mail,. (2013). Australia failing badly at saving our native wildlife and their natural environment. Retrieved from

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.

WIRES Australian Wildlife Rescue Organisation. (2016). Retrieved 12 May 2016, from


Emotional intelligence

Here is my recorded audio element:


Here is the script for this task:

Exercising emotional intelligence

The link to the video on the powerpoint


Cooper, R. K. (1997). Applying emotional intelligence in the workplace. Training & Development, 51(12), 31-39.

Emotional Intelligence. (2016). Psychology Today. Retrieved 16 May 2016, from

Gurevich, A. (2016). Emotional Intelligence. Retrieved from

Jafri, M. H., Dem, C., & Choden, S. (2016). Emotional Intelligence and Employee Creativity: Moderating Role of Proactive Personality and Organizational Climate. Business Perspectives & Research, 4(1), 54-66. doi:10.1177/2278533715605435

Marchant, J. (2013). Why EI is important in the workplace. emotional intelligence at work. Retrieved 16 May 2016, from

Phillip Cenere, Robert Gill, Celeste Lawson and Michael Lewis (2015). Communication Skills for Business Professionals. Melbourne, Victoria, Australia: Cambridge University Press. ISBN: 978-1-107-65662-8

Segal, J., Smith, M., & Shubin, J. (2016). Emotional Intelligence (EQ). Retrieved 16 May 2016, from

Talent smart,(2016). (EQ) Stats. Retrieved from

University of Maryland,. EQ and YOu. Retrieved from

Soft skills

What are ‘soft skills’? Why are they important in business? (p. 21)

‘Soft skills will get little respect, but will make or break your career’ Peggy Klaus 2014.

Another word for ‘soft skills’ are ‘people skills’, personal traits describe them in relation to high emotional intelligence (Rouse 2015: 2016). ‘Emotional intelligence’ is the ability to recognise and manage your own and others’ emotions and are skills that characterise your relationships with other people, and how you approach work and life (LiveCareer 2016).


(Empire education n.d.)

Anna Mar is a Chief Architect with 18 or more years experience in the financial industry (2013). Mar addresses a list of 87 soft skills click here to see some examples.

After reading through Mar’s examples, it maintains that soft skills do not just help you to get one job, but will assist you in the applications of several jobs(Dabke 2015). Because ‘soft skills’ are general skills that are used in the workplace like feedback accepting, working in groups, and time management ( 2016).

Watch Dr. James Heckman accurately describe the importance of soft skills in the video below:


It is important to have soft skills in the business industry because unlike technical and hard skills soft skills can’t be taught in a class or a training program (McKay 2016). This is because they are combinations of who we are, incorporating our attitudes, behaviours and how we interrelate with other people (McKay 2016).


Empire Education of Management & Technology. Soft Skills Training Program (2016). Retrieved 25 April 2016, from

Dabke, D. (2015). Soft Skills as a Predictor of Perceived Internship Effectiveness and Permanent Placement Opportunity. IUP Journal Of Soft Skills, 9(4), 26-42.

Heckman, J. (2012). Hard Facts Soft Skills. Retrieved from

McKay, D. (2016). What Are Soft Skills and Why Do You Need Them?. Careers. Retrieved 25 April 2016, from

Mar, A. (2013). 87 Soft Skills (The Big List). Simplicable. Retrieved 21 April 2016, from

Rouse, M. (2014). What is soft skills? SearchCIO. Retrieved 21 April 2016, from

Soft Skills. (2016). Retrieved 21 April 2016, from

Top 10 Soft Skills in Demand. LiveCareer. Retrieved 21 April 2016, from

PR Crisis

‘Conflict builds character. Crisis defines it.’ Steven. V. Thulon

‘Discover Girl’ is a young teens magazine that has recently been under scrutiny by parents and the media for negative messages aimed towards adolescent girls thus creating a public relations crisis for the magazine (ABC news 2016).

It produced a section that gave beauty advice to young tweens on swimsuit options to suit their body type (ABC news 2016). Parents were shocked by the message portrayed in the magazine that gave an underlying image of body shaming. An article published by the abc news discusses parental disapproval of this swimsuit article targeting girls as young as 8 years old; many other news articles disapproved of this negative message as well as a critical response from the public on social networking sites (ABC news 2016).

(to see full article click here)

To cope with this the Editor of ‘Discover Girl’ magazine apologised publically through Facebook directly aiming her sympathies at the effected parents and thanked them for bringing it to her attention (ABC news 2016). However there were great amounts of backlash against the editor for her poorly worded apology. Critics disapproved of her excuse that she ‘hadn’t read the article’, (ABC news 2016). By doing this she has belittled her professional reputation as an editor and represented the magazine badly. The video below explains a better way that ‘Discover Girl’ could have handled a PR crisis such as this

Public relations professionals are responsible for handling the organisations conflict and crisis situation(Wilcox, Cameron, Reber, Shin 2013). The Conflict management Lifecycle explain the way in which we should approach crisis’ like Discovery girls’. There are many ways organisations respond to crises: Some attack the accuser, are in denial, make excuses, justify with reason, integration, corrective action or even write a full apology (Wilcox, Cameron, Reber, Shin 2013). Discover girl should have hired a Public relations practitioner rather than using the easy ‘excuse & denial method’ claiming she didn’t know.


Reference list:

An open letter from Catherine Lee, Discovery Girls Magazine. (2016). Retrieved 11 May 2016, from

Bayles, J. (2015). How to Handle A Negative Online PR Crisis. Retrieved from

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

Parents outraged after magazine offers swimsuit tips for tweens. (2016). ABC News. Retrieved 11 May 2016, from

Scott, S. (2013). Conflict management lifecyle. Retrieved from


Technology has impacted communication

Communication occurs all the time; we are always communicating. Sometimes we even unintendedly or unconsciously communicate (Counselling skills 2016). Several elements are consisting of communication that you need to analyse to find the real impact of technology on communication (Phillip et. al 2015). The table below shows the elements of communication by David Berlo. Many years ago communication usually occurred face to face of by letter, it’s crazy to think that the primary form of communication consists on the Internet.

Technology and social media keep evolving however with this modern social communication diminishes (Drago 2015). Communication is the key to all relationships (Phillip et. al 2015). However, technology doesn’t improve all kinds of relationships no matter how close you connect with the whole world, Priestley’s paradox is a perfect demonstration of this concept (Phillip 2015). Technology doesn’t enhance communication, but it does have a positive effective on sections of business like public relations, marketing, accounting and other areas of business, where their primary objective is to communicate with the audience (Phillip 2015). Business uses technology to sell their products, often using social media forums to advertise and brand their products (Drago 2015). This video shows you the positives of technology for businesses.

The video below shows the evolution of technology.


Technology has influenced me to communicate mainly through the internet, I no longer stay back after class to ask questions, or ask questions throughout because all the information I need is online, I email the lecturer, text my class mates there really is no need for any physical social interaction with the people around me. The same situation is involved with keeping up with friends, a simple instant message rather than an arranged catch up is the new way of socialising.

 Reference list

Berlo’s smcr model of communication. (2016). Communication Theory. Retrieved 19 April 2016, from

Counselling Skills. (2016). Retrieved 19 April 2016, from
Drago, E. (2015). The Effect of Technology on Face-to-Face Communication. Elon Journal of Undergraduate Research in Communications, 6(1).

Phillip C, Robert G, Celeste L & Michael L (2015). Communication Skills for Business Professionals. Melbourne, Victoria, Australia: Cambridge University Press. ISBN: 978-1-107-65662-8

Vivid Photo Visual. (2010). The Evolution of Communication. Retrieved from
WiseLifer,. (2015). The Evolution of Modern Technology. Retrieved from

Difference between persuasion and coercion

“Influence is the compass, persuasion is the map” Joseph Wong 2012

Persuasion and Coercion are entirely different tactics to communicating. Persuasion is an essential part of public communication because it’s about building relationships with the publics (Cenere 2015), whereas coercion is a more vigorous way of establishing a message or belief ( 2016).

According to Business Dictionary 2016 persuasion is the ‘process aimed at changing a person’s (or a group’s) attitude or behaviour toward some event, idea, object, or other person(s), by using written or spoken words to convey information, feelings, or reasoning, or a combination of them.’

For people to be effectively persuaded, three things need to happen.

  1. The message needs to come from a credible source
  2. The message needs to have a logical argument
  3. The message needs to relate to us in some way

(Kerslake 2015)

The video below outlines elements of persuasive arguments

The 2016’s definition of coercion is ‘use of force or intimidation to obtain compliance’. Levels of coercion involve physical violence, blackmail and misrepresentation or fraud; because of this coercion is not an ethical approach to public relations, but damaging approach instead ( 2016).

Persuasion is essentially what public relations is all about, and coercion is not used in public relations because it is threatening to publics, which does not build trust between an organisation and individual (Wilcox Public relations practitioners must conduct their methods in ethical behaviour (Yang, 2016). This approach means persuasive messages must be accurate, honest and candour (Wilcox Compelling messages must be these reasons because they are representing a business or an organisation and its reputation. Secondly, because misleading information does not serve the best interests of the public or organisation ( 2016: Wilcox


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

Kerslake, T(2015) Weekly Study Guide module 8, retrieved from pg4-5 (2016). Why You Must Recognise and Understand Coercion.. Retrieved 21 April 2016, from

Phillip Cenere, Robert Gill, Celeste Lawson and Michael Lewis (2015). Communication Skills for Business Professionals. Melbourne, Victoria, Australia: Cambridge University Press. ISBN: 978-1-107-65662-8

The definition of coercion. (2016). Retrieved 21 April 2016, from

Watts, P. (2012). Elements of a Persuasive Argument. Retrieved from

Yang, A., Taylor, M., & Saffer, A. J. (2016). Ethical convergence, divergence or communitas? An examination of public relations and journalism codes of ethics. Public Relations Review, 42146-160. doi:10.1016/j.pubrev.2015.08.001



What makes a good public speaker?

Effective Public Speaking skills are extremely beneficial in the business industry. Public speaking skills help one communicate inside and outside of organizations effectively (Mind tools n.d). Audra Bianca from Demand Media explains this further click here to read more (Bianca n.d.). Public speaking is part of several business industries, in particular lecturers; representatives of organizations and successful business people require good public speaking skills in their job task (Mowbray et al 2015).

An effective public speaker is able to do one of several things; the first is understand their audience, they must be able to relate to the audience so that the audience is actually engaged (Ricci 2012: Phillip C etal 2015). Secondly they must be prepared, part of public speaking involves presentations; being prepared is important because it reflects knowledge, also be prepared by researching public’s and developing overall goals and interactions with ones public’s. Thirdly one must be engaging, interact with ones audience, ask questions, encourage thinking, and use hand gestures (Patil 2005). Fourthly,  use good vocabulary, sentence structure and possibly use video aids to assist. Lastly good body language, this is an important because body language reflects attitude,  attitude towards ones audience is what speaks to them the most through public speaking. A ‘good public speaker’ essentially has good communication skills. (Morgan 2011: Baccarani et al 2015).

Watch Mohammed Qahtani the 2015 world champion of public speaking engage and capture his audience with his winning speech “The Power of Words”.

In short, being a good public speaker can enhance ones reputation, boost self-confidence, and open up countless opportunities (Mind tools n.d). Because of this it is important to build public speaking skills as a business professional to excel in business.

Click here to visit Patel’s journal article on oral presentation skills for more information.



Patil, Z. (2005). Oral Presentation Skills for Prospective Business Executives. Central Institute of English and Foreign Languages, [online] (1), [Accessed 1 Apr. 2016].

Phillip C, Robert G, Celeste L & Michael L (2015). Communication Skills for Business Professionals. Melbourne, Victoria, Australia: Cambridge University Press. ISBN: 978-1-107-65662-8

Mowbray, R., & Perry, L. B. (2015). Improving lecture quality through training in public speaking. Innovations In Education And Teaching International, 52(2), 207-217. doi:10.1080/14703297.2013.849205

Bianca, A. (n.d.) The Importance of Public Speaking Skills Within Organizations, viewed 1st April 2016,

Morgan, N. 2011, Why is good public speaking skills important in the business world? Viewed 29th March 2016,

Mind tools, n.d. Better public speaking, viewed 29th March 2016,

Baccarani, C., & Bonfanti, A. (2015). Effective public speaking: A conceptual framework in the corporate-communication field. Corporate Communications, 20(3), 375-390. doi:10.1108/CCIJ-04-2014-0025

Ricci, T. 2012, Public Speaking: Know Your Audience, viewed 1st April 2016,