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La Bella Italia – Celebrate Christmas with Italian Style!

Follow suit, dress like a star and bring your Vespa if you wish, to Christmas 2007 – 'La Dolce Vita'.

With Marcello Mastroianni and Sophia Loren as inspiration, wear your tailored trousers or showy heels and fantastic accessories. 'Alla moda' clothing is all part of the 'Sweet Life' – channel some Italian chic and kick up your heels at the PRIA (WA) Christmas celebration.

When: Thursday 6 December 2007
Where: Upstairs at Soprano's Pizzeria Ristorante 130 Mill Point Road, South Perth
Time: Registration 5.15pm for a 5.30pm start
RSVP: Friday 30 November
Cost:  Members and Students $40
  Non-Members $55 (incl GST)

Your ticket includes fabulous food throughout the evening and two free drinks on arrival. There will be prizes galore, including an original piece of artwork kindly donated by local artist Megan Beadle.

See you there bellas e bellos!

For more information, or to register visit or email  

Soprano's is situated opposite the Perth Zoo, near the corner of both Mends Street and Labouchere Road, South Perth. Car parking is available next door; enter from Mill Point Road. Catch bus 30, 31, 730 or 731 from Stand 6, Esplanade Busport and alight at the first stop, walking north to Mill Point Road. Alternatively take the Barrack-Mends Street Ferry and walk south. A taxi from the Mends Street stand can take you home.

WA Shines at the Golden Target Awards

On 15 October 2007 the Golden Target Awards were announced. The Golden Targets are a national competition which recognises and awards best practice in the PR profession.

This year there were 17 award categories and WA had finalists in the areas of:

  • Issues Management
  • Community Relations
  • Internal Communication
  • Investor Relations
  • Consumer Marketing
  • Special Events

Once again our State shined and took out a number of the prestigious awards!

WINNER Internal Communication

Arabella Taylor, Department of Water, "Converting Staff Perceptions".

In late October 2005 the Western Australian Government decided to establish a new agency to administer the State's ongoing water needs.

When the Department of Water opened for business on 2 January 2006 more than 100 staff had already transferred to the new agency – growing to the full complement of more than 600 by July. Staff were drawn from the Department of Environment and the Water and Rivers Commission, the two pre-existing agencies most affected by the decision to establish a new department.

Staff morale in these departments was extremely low. There was both active resistance to the formation of the new agency, and lines of division between the two existing departments.

Recognising these challenges, the communication strategy focused squarely on internal communication, and real-time communication with all employees.

Less than 12 months later, a comprehensive employee engagement survey has shown that its staff were among the most engaged and committed to their jobs in the country.

The Judges said: This communication programme achieved very impressive and demonstrated results in a very tight timeframe with a relatively modest budget. The candour, lack of bureaucratic jargon, and direct personal communication with employees was particularly impressive and a key to the programme's success. Detailed and analytical research was used to evaluate the outcomes. The budget is refreshing in its willingness to acknowledge allocation of staff time. This is a consistently high-quality entry, showing energy and professionalism over an extremely short timeframe, with big downside consequences for failure. Good results and good outcomes.

WINNER Investor Relations

Marie Mills, Mills Wilson Communication Consultants, "Peet Limited".

Peet and Co – a 110 year old company with a reputation as a real estate agent and a land developer – listed on the Australian Stock Exchange in August 2004. By July 2006, perceptions hadn't shifted and, in response, the company charged Mills Wilson with developing and implementing the company's first strategic corporate and investor relations campaign, intrinsically linked to a brand revitalisation programme undertaken by its National Marketing Manager.

Within six months, there had been a real shift in company culture where communication is recognised as part of the operational programme. By December 2006, the company had successfully completed capital raisings of more than $127 million from a combination of institutional investors, individual investors, syndicate and property fund investors. The second half of the year brought further increases to the company's share price, an expansion of its Funds business and more syndicate success.

This campaign is an excellent example of how public relations practitioners can link with marketing expertise to become a very significant contributor to success in the marketplace.

The Judges said: Summed up by one judge as "A pleasure to read such a well written submission". The situational analysis gave an excellent overview of the company, the goals and objectives were clear and concise, the research was well rounded to give a broad picture and assessment and there was a good spread of target publics which were all relevant to the campaign goals. The integrated campaign used direct, advertising, PR and collateral to achieve excellent results for the company's business.


Lisa Rowston, Family and Domestic Violence Unit, "White Ribbon Day 2006 – Western Australia's Boosted Response to Promoting the Elimination of Violence Against Women".

White Ribbon Day (WRD) is an annual event which encourages people, particularly men, to wear a white ribbon and publicly condemn violence against women.

The 2006 Western Australian campaign aimed to contribute towards ending violence against women by raising public awareness, increasing the number and diversity of high profile men supporting the campaign as 'Ambassadors', and developing a broad suite of communication strategies.

Research shows men are the primary perpetrators of violence against women and this campaign focused on encouraging men to take a stand through an 'Ambassador' programme.

As a result, awareness levels of WRD more than doubled, the number of Ambassadors increased from four to 82, and a comprehensive suite of wide-ranging strategies was developed, including television, radio and press commercials.

The Judges said: Excellent use of existing and event specific research.

Congratulations to all winners!

Don't forget you can purchase all the Golden Target Award winning case studies in our new 2007 folder.  To find out more follow this link.

For the Diary/Forward Diary

HEADS UP! National Conference heading back to Freo
13 & 14 October 2008

The National PRIA Conference is coming back to Fremantle!

PRIA (WA) President Kim Harrison FPRIA said the WA Board had approved a recommendation that the 2008 conference be held in the Esplanade Hotel, Fremantle, on Monday 13 and Tuesday 14 October. The Golden Target Awards Presentations and Gala Dinner will be held in the hotel on the Monday evening.

"There was overwhelming support for the proposal that the port city should again host the Institute's national get-together. Fremantle and the Esplanade Hotel hosted a highly successful conference in 2001. Despite the aftermath of 9/11 and the collapse of Ansett airline, we attracted more than 300 delegates to that event. We will be working hard to top that attendance.

"We looked at a number of venues and were impressed by the presentation from the Esplanade Hotel which has had major upgrades of its facilities in recent years. Fremantle is a vibrant place with much to attract delegates seeking fun and relaxation during the conference week," enthused Kim.

The WA Board has also approved the appointment of the Sydney-based events management company, Association and Communications Events (ACE Events) to run the 2008 event in conjunction with PRIA WA's organising committee. The company organised this year's National Convention in Sydney which drew 339 paying delegates. ACE will underwrite the 2008 conference.

Said Kim: "Our marketing campaign is underway already. We distributed a flyer, invitation postcard and WA tourist attraction brochure to the Sydney delegates. I made a presentation and showed a video highlighting some of the State's top attractions.

"The real success of the conference will depend on the quality of the conference programme and speakers we deliver next October. Accordingly I invite our WA membership to forward ideas and recommendations on what should be in the programme to our organising committee. Please forward them to the chairman of the committee Tom Mackay at

"I am confident that with the active support of members we can make the 2008 event a highly successful conference."

Webinar: Come and kick the tyres and check the duco of two of Australia’s leading services aimed at the public relations and communication profession.

  • Media Monitors
    • presented by Gregg Amies, General Manager Aus/NZ
  • Vocus
    • Presented by Beshara Sharbean, Director, Preference Technology - Vocus Sales Australia/NZ

Where:  Join the PRIA Webinar from your desk – listen to the presenters from your telephone and view the presentation on a weblink.

When:    Wednesday 21 November 2007

Time:   10:30am duration: 60 minutes

Cost:  Free of charge for PRIA Members & $20 for non members.

Click here to register

PRIA State News

WA student wins Royce Fellowship

Edith Cowan University PR honours student, Chloe Holland, has been awarded this year's prestigious Royce Fellowship.

Chloe is the second WA student in succession to win the award, worth up to $10,000. Her success follows her award as PRIA (WA) Student of the Year for 2007.

PRIA National President, Tracy Jones FPRIA, congratulated Chloe on her Fellowship, "Chloe plans to use the Fellowship funding to research and write a paper on environmental public relations relating to the lead poisoning issue at Esperance. This remains a very current community issue".

"As part of her research she will interview stakeholders affected by the lead contamination. Her topic is timely because it comes at a time when environmental issues such as climate change and water use are in everyone's mind. She also used some of the funding to attend last month's national PRIA convention in Sydney."

Peter Mahon FPRIA, on behalf of the Jon & Lynne Memorial Trust, wished Chloe every success with her project, "This year's entries, received from students in Queensland, ACT, Victoria and South Australia, were of a high standard, but I thought Chloe's proposal was a stand-out".

"The Australian public relations profession should benefit from the insights gained in Chloe research on this high-profile issue," he said.

Chloe's success follows the award to Curtin students, Lidia Sakarapani and Alyssa Sharples, who used the funds to research PR and the media in China.

The Fellowships are awarded in memory of the late Jon and Lynne Royce. Jon was the first Australian elected President of the International Public Relations Association.

The Fellowships are available to Australian undergraduate and postgraduate students who are either student members of the PRIA or members of the student chapter at their PRIA-accredited course.

Students who receive a Royce Fellowship can use it to broaden their horizons by undertaking local or overseas research into selected aspects of public relations practice. They can build their public relations experience and advance their understanding of the profession.

President's Report: PRIA national activities

National structural review

The latest situation regarding the national structure of the PRIA is that State associations are generally agreed to proceed with a federal style of structure. Lawyers are currently working on a new constitution based on this, which will be put to the States in 2008.


Nationally, the PRIA is doing well financially and is using the surplus to pay the costs of a national Information Officer, Lloyd Grosse MPRIA, who is energetically adding new professional development material on the PRIA website. If you visit the PRIA website you will find a helpful amount of professional development information.

2007 Annual National Conference

This year's conference in Sydney was a great success, recording the best attendance ever. More than 330 paid delegates attended the conference, which was held at the Sofitel Wentworth Hotel. The event management firm appointed for the conference, AC Events, have also been appointed event manager for WA in 2008.

Golden Target Awards a great success

More than 450 people attended the annual PRIA Golden Target Awards dinner during the national conference. Two WA entries won Golden Target Awards: Mills Wilson for their investor relations project for Peet, and the Department of Water for its internal communication programme. The total number of entries was 154, which was exactly the same number received last year.

Organisational Membership

The PRIA is heading towards allowing organisational membership in addition to individual membership. A working party from the National Board is examining various options and will make a recommendation early next year.

Membership Growth

National growth of active members has been (each June):

2007 2377
2006 2215
2005 2040
2004 2000

College of Fellows Dinner and Induction

About 60 people attended the annual College of Fellows dinner on 14 October in Sydney during the national conference. Three new Fellows from WA were inducted Nigel de Bussy FPRIA, Sian Martin FPRIA  and Kim Harrison FPRIA – out of a total of 15 new Fellows nationally.

Kim Harrison FPRIA
PRIA WA President

Reminder: Calling all public relations professionals...
what state are we in?

What's the state of public relations in Australia in 2007? How has the scope of our daily work changed over the past five years? How close are we to top decision-makers? What's the impact of new communication technology? What qualifications do we have? How much are we earning and is there still a glass ceiling for women?

In 2001 the Public Relations team at Curtin Business School in Perth conducted a comprehensive survey scoping the 'State of Public Relations in Western Australia'. Six years on, it's time for an update and this time it's a national initiative.

So put yourself on the map! Curtin University of Technology is calling all Australian public relations professionals to share their insight and knowledge of the industry.

You may be working in public affairs, event management or corporate communication; however, if you believe that you are predominantly working in the field of public relations, we are keen to hear from you!

Have you always wanted to know to what extent your peers embrace social networking as part of their communication strategies?

Have you always wondered how many PR professionals hold a postgraduate qualification?

Are you keen to find out more about the average age, pay and industry experience of fellow PR professionals?

Put yourself on the map and be part of this exciting national initiative. In return you will receive a copy of the key results.

Don't forget about your peers! Please forward the survey link to your industry colleagues and contacts. We need as many responses as possible to ensure the findings are accurate and comprehensive.

To participate, please visit  

The survey closes on 30 November 2007.

If you have any questions about this research project, please contact either Dr Nigel de Bussy FPRIA (08 9266 2855, or Katharina Wolf MPRIA (08 9266 2851, at School of Marketing, Curtin University of Technology, Perth.

This project has been approved by the Curtin University Human Research Ethics Committee. Should you wish to make a complaint on ethical grounds, please contact the Committee's Secretary on (08) 9266 2784 , or in writing c/- Office of Research and Development, Curtin University of Technology, GPO Box U1987, Perth WA 6845.

New research reveals the most important stakeholder group

Recent research has found that the most important stakeholders of large organisations are employees they come ahead of customers, suppliers, community groups, and especially far ahead of shareholders.

For his PhD research Nigel de Bussy FPRIA from Curtin University conducted a national study to identify the stakeholders who have the most impact on corporate financial performance.

De Bussy reported that employees are the most vital stakeholder group by a long way. He found that organisations positively engaging in stakeholder orientation activities achieved greater stakeholder satisfaction, which in turn led to stronger financial performance. In other words, organisations who adopted the stakeholder concept made more money.

De Bussy measured how strongly orientation towards different stakeholder groups influences financial performance. The coefficient for employee orientation was 0.84 compared with much lower but still substantial values for customers (0.36), suppliers (0.35) and communities (0.32). The coefficient for shareholder orientation was minimal at 0.08.

He surveyed 626 Australian organisations with around 100 or more employees. The participating organisations comprised companies (85%) and not-for-profit organisations (15%). The questionnaire specially developed for the research ('STAKOR') can be used as a diagnostic tool by organisations wishing to assess their stakeholder orientation practices.

A stakeholder is a group or individual who can legitimately affect or is affected by the achievement of an organisation's objectives. Stakeholder orientation is about creating social as well as economic value for stakeholders, listening and responding to stakeholder concerns, with a spirit of goodwill between the two parties.

Respondents contacted for the research were chief financial officers because they were considered to be best positioned to comment on their organisation's financial performance.

Further information is available from Dr Nigel de Bussy FPRIA, School of Marketing, Curtin University of Technology, Perth. Email:

Are You On the List?

PRIA (WA) is establishing a list of freelance members. The Secretariat often gets calls from companies and organisations looking to hire PR professionals on a contract/freelance basis.

If you are available, please drop an email to the Secretariat on and let them know your details (name, company name if applicable, contact details, availability, areas of expertise if applicable, hourly rate if you want to divulge!).

Please note that inclusion on the freelancer list is a service available to current financial members of PRIA only. This is a listing of basic consultant information and is not a medium for advertising your services.

If you are looking for a freelancer, please contact the Secretariat on 08 9427 0864 to discuss available members. Please note that inclusion of members on this list does not constitute endorsement or recommendation by PRIA for any person or company included in this list. PRIA is simply providing this service to members and is not liable for, or will get involved with, any arrangement or undertaking made between freelancer and client.


PRIA Job Opportunities

PRIA (WA) has re-instated the local jobs bulletin email service to advertise industry positions to both PRIA (WA) members and non-members. Emails will be sent to the WA membership list as an exclusive way of finding out about positions before they hit the mainstream media.

The service is proving popular and the Secretariat is keen to hear from you if you have a position to advertise. If you have a job advertisement that you would like to circulate to PRIA (WA) members, you can do so by emailing the Secretariat  The service costs $165.00 (GST inclusive).

Supporting PRIA Members

PRIA (WA) is keen to hear your views on the issues affecting our industry to help us deliver targeted information and professional development programmes to assist you and your career, whether you are just starting out or already at the top of the PR tree. Please email the WA Secretariat with any suggestions.

National News

Wired Editor Creates PR Kill List

In a blog posting titled "Sorry PR people: you're blocked" Chris Anderson, Editor-in-Chief of Wired Magazine and author of "The Longtail" has announced a policy banning all "PR Flacks" who "send press releases to the Editor in Chief of Wired because they can't be bothered to find out who on my staff, if anyone, might actually be interested in what they're pitching".

He has also started to publish a blacklist of PR people's names and email addresses who offend.

In doing so he has opened a blogstorm on the topic which has started a PR kicking match.

Read Chris' Blog posting here
Read the blogstorm on Technorati

PRIA Members Dominate B&T Awards

The value of belonging to the Public Relations Institute of Australia's Registered Consultancy Group has been highlighted in the latest round of annual awards. PRIA President Tracy Jones said it was pleasing to see that all but one of the PR Agency Finalists in the B&T Annual Awards were RCG members.

"Throughout the PRIA we encourage our members to achieve the highest professional standards," Ms Jones said.

"The success of our RCG members in the prestigious B&T Awards is proof that their commitment to professionalism is paying dividends."

Ms Jones said businesses looking to employ PR consultants should always consider their professional credentials.

"RCG members are committed to the highest professional standards and all their staff are bound by PRIA's Code of Ethics," she said.

"These consultancies are also managed by practitioners who commit to ongoing professional development every year."

Young Guns

Insight into recruitment & careers in the different silos of PR

On 8 November Young Guns staged a very successful event focussing on recruitment and careers in PR with four fantastic speakers sharing their experiences and advice for those looking for their dream job.

Sheryl Fewster MPRIA (Tourism WA) provided some insight into the government application process and panel interviews. Sheryl's best bit of advice to get into the interview room was to follow the STAR approach when writing your selection criteria. By this, she recommended you address the question by describing the Situation, explaining the Task you did and the Action you took, wrapping it up succinctly with the Result that was achieved.

A day in the life of a consultant was addressed by Caroline de Mori MPRIA from Purple Communications. The 24/7 demand for work to be completed for a variety of clients has given Purple Communications a less structured format to the hiring of employees, with Caroline having been known to hire someone that happened to phone on a day when someone else was needed. Katherine Ginbey APRIA from Burswood Entertainment Complex painted a picture of working in-house – fast-paced, with multiple areas needing PR expertise.

Recruitment consultant Karen Thomson from Aquent presented some great profiles on different age groups currently in the work force, highlighting the progression from people working their entire career for one organisation, to the present situation where it is not uncommon to have up to 20 job changes in a lifetime.

The seminar was followed by tasty refreshments and networking opportunities between attendees and the speakers. The night was a great success and enjoyed by all. The Young Guns would like to say a big thank you to everyone that helped organise the event and to all of the amazing speakers. We look forward to seeing you all at our next event.

Young Guns Join FaceBook

PRIA Young Guns are now on FaceBook, the newest social utility that connects people with friends and others who work, study and live around them.

People use FaceBook to keep up with friends, upload an unlimited number of photos, share links and videos, and learn more about the people they meet.

To get there – log into FaceBook and search for "PRIA Young Guns" to meet fellow young and emerging practitioners, find out about upcoming events and initiatives and to have a close look at photos from past events.

PRIA Young Guns are online!

Visit the Young Guns' Page to find out about our latest events, sign up for our newsletter or to simply lean more about PRIA Young Guns and our committee.

From the Editor's Desk



There's nothing wrong with a bit of gossip is there? It's possibly one of the oldest forms of communication in existence (and some may argue an important workplace function). Famous gossips have littered history and there's many a publicist that still defends the old adage the "there's no such thing as bad publicity" – which has often stemmed from a juicy little tidbit 'leaked' to the media.

The first acclaimed, and infamous, gossip was Louis de Rouvroy, Duc de Saint-Simon – of King Louis XIV's court at Versailles. His memoirs of life at court from the 1690s to 1723 lifted the curtain on Versailles and its vices. "There was nothing he liked so much as flattery, or, to put it more plainly, adulation," de Rouvroy wrote of the Sun King, "The courser and clumsier it was, the more he relished it". De Rouvroy was such an incorrigible gossip that when he passed away his diaries and possessions were seized by the King!

But what happens when the rumours get into the mainstream via the media? It opens up a bit of a can of worms regarding the publishing of information and whether it is justified as being "in the public interest".

As a forerunner to the notorious Page Six, Walter Winchell essentially invented the modern gossip column at the New York Evening Graphic in 1924. His "orchids" could make or break a Broadway show and his radio programme had an audience of over 50 million listeners. Winchell kept a "Drop Dead" list that catalogued his enemies - many of whom were publicists! Talk about biting the hand that feeds you!

Today's weekly magazines wouldn't exist if not for their "sources close to the star" who proffer insider information to writers looking to titillate and scintillate their readerships. History's grand dames of the battle between gossip hacks was played out by Louella Parsons and Hedda Hopper. Parsons was a columnist for Hearst and established herself as the social and moral arbiter of Hollywood. Her judgements were considered the final word in most cases and her disfavour was feared more than that of a movie critic. She was especially known for her uncanny ability to scoop her competitors with the juiciest stories and for knowing all the secrets of everyone in screendom. Parson's formidable power remained unchallenged until 1937 when Hedda Hopper, a struggling character actress that Parsons had favourably mentioned in her columns in exchange for information on others, was hired as a gossip columnist by one of Hearst's rival papers. Hopper was known for hobnobbing with the biggest names in the industry, for getting a "scoop" before almost anyone else most of the time, and for being vicious in dealing with those who displeased her (she dubbed the home her fame bought "The House That Fear Built"). Parsons and Hopper became arch-rivals, a notorious feud ensued and was immortalised on film in Malice in Wonderland – the pair being described by one observer as "two scorpions flailing about at one another".

There has been no shortage of famous gossips throughout history – Truman Capote, Andy Warhol, J. Edgar Hoover, not to mention the less subtle who put their gossip into print in the form of "tell all" books and 'exclusive' interviews with certain rags – and with the advent of the blog and other social media the rumour mill churns a whole lot faster.

To sum up, in the immortal words of the great Oscar Wilde, "History is merely gossip. But scandal is gossip made tedious by morality". Wag that tongue at your own peril!

The next edition will look at what happens when someone takes exception to being the object of gossip and the issue of client confidentiality.

On behalf of PRIA (WA)'s Board, contributions to this PRIA-eZine are compiled and edited by Natalie Greaves MPRIA, Principal of Victor Publishing & Communications Consultants. VPC provides communications expertise (materials and strategy for PR, advertising and marketing) and can be contracted to provide copy-editorial and proof-reading services (for annual reports, prospectuses etc.). VPC's main area of expertise is written communications and the provision of specialist publishing services. Natalie can be contacted on 0403 338 490 and via email at

From the Info Officer - Lloyd Grosse


Private Sector National Emergency Communication Reserve – Australian Government Department of Agriculture, Fisheries and Forestry (DAFF) and the Public Relations Institute of Australia (PRIA) has established a reserve pool of public relations practitioners from the private sector who could assist in a response to a major pest and disease emergency.   This month sees the first training rolling out and demand is so great that all spaces booked out in a day. 

New resources in the KnowledgeBase – Two issues came up this month which were referred to our various reference groups:

  • History of the PRIA Ethics - was raised by a PhD student.
  • Large corporate asked "I am doing a review of my company's PR function and am wondering if you have a document anywhere that argues the business case for outsourcing to agency versus building in-house capability?"

All answers from our reference group can be found in the KnowledgeBase (log onto the site and go to our resources centre).  If you would like to be part of our reference group please email Lloyd at

New Password Encryption Our web guys have installed extra encryption on our password manager.  This means that we can no longer send your password to you (nor can we access it in any way).  The only way of getting your password is to reset it via the "forgotten password" function – which is built to send your password to your email address.  If your email address is wrong or changed you will need to call or email us to correct it before it will work.  If you haven't individualised your password we encourage you to do so now

About Us Construction has started on two new parts of our "About Us" section: a President's Roll where we are going to step back in history to list all previous National Presidents and an Honour Roll to list those fallen friends in our ranks.  If you have any contributions please let Lloyd know at

New Research Centre – we have recently started a new initiative called the PR Research Centre which is designed to be an avenue for researchers to place their requests for ongoing research.  It is also home to all new published research.  Please let us know if you have any research or are publishing findings so that we can include it in this new resource.

New Book

Career FAQs Public Relations

This book will help you to launch your PR career . Get the insider's perspective from marketing managers, media advisers, communication consultants and others and find out how to get your foot in the door of the dynamic communication industry.

Author: Melanie James MPRIA

Members' price $26.95
Student members' price $23.95
Non Member price – $29.95
To access these prices you must log in

To purchase this book click here


 Do you have a position or event coming up in your organisation that you would like to advertise to our members?  Contact the PRIA on 02 9247 2220 to find out how, or visit the website for more details.


If you have forgotten your login details Click here.

Once logged on you can access your profile where you can update your details, participate in the members' forum, access our new KnowledgBase, receive members' discounts on books and events and download research and situation papers.

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