16th May 2017
PRIA eZine November 2006
Darwin - AGM and Christmas Party
November 28, 2006

The PRIA Northern Territory Branch Annual General Meeting
Will be held on Tuesday 28 November 2006

Time: 5.00pm

Venue: Char Restaurant, The Esplanade, Darwin

Committee: Nomination form for all positions can be downloaded below.

RSVP: Please confirm your ability/inability to attend by return fax, telephone or email.

Please RSVP to Michael Smith on telephone 8941 9169 or fax 8941 9862, or email ntpria@bigpond.com


Proxy and Nomination Forms (105Kb)


Webinar - Blogging for Business with Shel Holtz
December 12, 2006


Shel Holtz, ABC (Accredited Business Communicator), is principal of Holtz Communication + Technology, which focuses on helping organizations apply online communication capabilities to their strategic organizational communications. His clients have included Intel, Sears, PepsiCo, Aetna, John Deere, Manulife Financial, Hewitt Associates, General Mills, USAA, Applied Materials, Symantec, Raytheon, The World Bank, Amdocs, Disney, FedEx, Freescale Semiconductor, The International Monetary Fund, National Geographic, The American Red Cross and Monsanto.

Shel has nearly 30 years of organizational communications experience in both corporate and consulting environments. He is experienced in employee communications, compensation and benefits communications, corporate public relations, media relations, financial communications, investor relations, and marketing communications. In addition to integrating technology into communications strategies, his expertise includes strategic communications planning, change management, organizational culture, communicating business initiatives, and communications research.

His book "Blogging for Business: Everything You Need to Know and Why You Should Care" explains how and why blogs are popular and why a business might consider blogging as part of its communication strategy.

You can find a full list of Shel's many books and manuals by following this link

Shel will join us from his base in Concord California (near San Francisco) and will talk about blogging and its impact on the PR profession.


Join the PRIA webinar from your desk - listen to the presenter from your telephone and view the presentation on a weblink.

1:00 pm - Tuesday 12 December - NSW / Victoria / Tasmania / ACT

10:00 am - Western Australia
12:00 pm - Queensland
12:30 pm - South Australia
11:30 am - Northern Territory
6:00 pm - Monday 11 December - California


Free for members
$20 for non members

To participate in this event all you need is a telephone and a link to the web. Once you have registered PRIA will send you details on how to login.
To register for this event:

If you are not a member please fill in your details below - the form will then take you to our secure online shop for payment.
If you are a member please login into your profile by using your username and password and our online system will automatically fill in all your details and take your registration.

If you have forgotten your password hit the red "forgotten password" link on the left side and enter your email address (make sure it is the one you registered with) and your details will be mailed to you immediately.
Note: your free members' rate is only available online to financial members who are
logged in. If you have any problems please call 02 9247 6944


The PRIA webinar series is sponsored by Premiere Global Services, who provide the Conferencing & Collaboration technology.


Industry News
Web Marketing Association Names Best PR Web Site
Mon, Nov 13th 2006

West Simsbury, CT (PRWEB) November 7, 2006 -- www.webaward.org -- The Web Marketing Association is pleased to announce the Best Public Relations Web Site Winner as part of the 10th annual international WebAward Competition, the Internet's premier website award competition.

"The PR industry understands the benefits of winning an award in terms of creating a news-worthy event to publicize," said William Rice, President of the Web Marketing Association. "However, public relations web sites have generally under performed in regards to the overall WebAward industry averages."

Public Relations websites are judged on the same seven criteria including:


Copy writing
Ease of use

The overarching goal of the WebAward Competition is to provide a forum to recognize the people and organizations responsible for developing the most effective public relations websites on the Net today.

This year's best web sites along with past WebAward winners in the public relations industry are:
2006 PRWeb - http://www.prweb.com
2005 Community Coffee History Site - http://www.communitycoffee.com/history
2004 News@Cisco: Innovating Cisco's Corporate Press Room - http://newsroom.cisco.com
2003 Toshiba Tablet PC Launch -
2002 - Wealth Management News Service - http://www.wmns.org

A complete list of past and present WebAward winners can be found at: http://www.webaward.org

The WebAward competition awards web sites in 96 industries as well as determining overall web site awards including Best of Show.

The 2006 Best of Show WebAward was presented to New York-based Big Spaceship (www.bigspaceship.com), for its outstanding work on the "TBS: Department of Humor Analysis" web site at www.tbshumorstudy.com. Big Spaceship joined forces with Mother Interactive to turn their very silly questionnaire into an addictive, fully interactive web site.

R/GA (www.rga.com) was named Top Agency at the 2006 WebAward Competition, taking home 19 WebAwards.

The 2006 WebAward Competition sponsors include:
BURST! Media (burstmedia.com)
Misukanis & Odden (misukanisodden.com)
SimpleFeed (simplefeed.com)
Register.com (register.com)
NewsUSA (newsusa.com)
AdTools Inc(adtoolsinc.com)
Small Army (smallarmy.net)
TopRank Online Marketing (toprankresults.com)
Creative Chocolate Printing Company (creativechocolateprinting.com)
Perseus Development Corp (perseus.com)
PRWeb (newsusa.com)

PR faced with volatile staff turnover while demand rises
Mon, Nov 6th 2006

The PR industry is facing two significant challenges – a high level of staff turnover and a strong demand for multi skilled staff, according to the latest annual Aquent Asia Pacific salary survey, The Aquent Orange Book.

Public relations, compared to advertising, media and marketing industries, is the most volatile area when it comes to staff turnover.

Well over half the companies surveyed had staff turnover of more than 20%. Adelaide was the highest, with 62%. Even in Perth, the city with relatively low turnover rates, PR/communications turnover was 30%.

“It is all about retention. The so-called war for talent no longer goes far enough. The real battle is internal – keeping good people and growing key staff for the future,” says Aquent CEO Greg Savage.

Not surprisingly, salaries are increasing in an effort to retain high-calibre staff. Across all states, the majority of public relations and communications businesses predicated salary increase in the next year from 5% to 7%. The greatest prediction of salary increase was in Adelaide, where 100% of Public Relations agencies in Adelaide predicted salary increases; 52% of Melbourne PR agencies expect an increase in salaries.

“We found that Sydney Corporate Communication Directors receive an average base salary of $200,000”, says Savage.

Given the acute talent shortage, the Aquent survey found that more than 50% of all marketing companies are willing to offer a relocation package in an effort to gain employees. In Sydney, 61% of PR agencies are open to the idea of a relocation package for an ideal foreign candidate, with 67% in Adelaide willing to offer a relocation package to Australian professionals.

The survey also found that while communication employers are scrambling to find quality skilled staff, the use of freelance, temporary and contract staff as a fast cost-effective solution remains steady. Public Relations and Corporate Communications are using fewer contractors, freelance and temporary workers. 43 per cent is the greatest usage by PR firms in Brisbane, followed by 25 per cent in Melbourne, and a mere 10 per cent in PR departments in Adelaide.

The other issue is the talent shortage of multi-skilled PR consultants.

It’s a new and accelerating trend in Australia’s ongoing talent shortage, as the shift in communications spend from traditional advertising to a range of below-the-line approaches.

“Companies are on the lookout for people with experience that ranges from traditional to digital to experiential marketing – these are the most sought after staff and the most scarce,” says Savage.

The good news is that the Australian market is thriving and companies are expecting a prosperous year ahead, with more than 86% of Australian companies surveyed expecting revenue growth at an average of 20%.

Despite the challenges, Savage also sounded a cautionary note about the current talent shortage. “It will change and the landscape will be different in a few years time. These trends are cyclical and in the not-too-distant future, there will be surplus of talent available.”

Attention PRIA Members:
All members of PRIA are entitled to a free copy of the Aquent Orange Book as a result of the partnership between Aquent and PRIA. Simply call Aquent in their Adelaide, Brisbane, Melbourne, Perth or Sydney office on 1800 672 625, ask to speak to one of their PR recruiters.


For further information contact:
Carolyn Hyams, Asia Pacific Marketing Manager, Aquent
02 8288 8288/0403 573 355

About the Aquent Orange Book
The Aquent Orange Book (previously called The Asia Pacific Salary Monitor), provides accurate salary information for hundreds of staff categories, detailed statistics on revenue growth, staff retention strategies, anticipated salary increases, and identifies employment and growth trends.

Aquent commissioned independent, Hong Kong-based research company WebDNA to conduct the research across 15 countries – seven in Asia Pacific. Overall, more than 5,000 valid responses were collected from marketing, advertising and creative industries in the region.

About Aquent
Aquent (aquent.com) is a global firm specialising in staffing solutions for the Marketing, Communications and Creative industries. Through a network of nearly 70 offices in 17 countries, Aquent services in the areas of print and Web design and Production; Advertising and Media, Marketing, Public Relations and Business Support. In its twenty-year history, Aquent has made nearly 400,000 matches of independent professionals with client companies worldwide. The company’s Asia-Pacific headquarters are in Sydney. In Australia, the company has offices in Brisbane, Sydney, Melbourne, Adelaide and Perth.

ACMA welcomes Federal Court spam decision
Mon, Oct 30th 2006

The Australian Communications and Media Authority welcomes the decision of Justice Nicholson in the Federal Court in Perth today to award a pecuniary penalty of $4.5 million against Clarity1 Pty Ltd and $1 million against its managing director, Mr Wayne Mansfield, for contravening the Spam Act 2003 (Spam Act).

ACMA's prosecution of Clarity1 is the first prosecution under the Spam Act.

On 13 April 2006, Justice Nicholson found that both Clarity1 and Mr Mansfield were in breach of the Act for both sending unsolicited commercial electronic messages, and for using harvested address lists.

Among other matters, ACMA submitted to the Federal Court that Clarity1 Pty Ltd and Mr Wayne Mansfield sent out at least 231 million commercial emails in twelve months after the Spam Act 2003 commenced in April 2004, with most of these messages unsolicited and in breach of the Act.

'ACMA's action in this case underscores its vigilant approach to the enforcement of the Spam Act and combating spam,' said Mr Chris Chapman, ACMA Chairman. 'Spam causes significant inconvenience to individuals and businesses: disrupts email delivery, clogs up computer systems, reduces productivity, wastes time, irritates users and raises the cost of internet access fees.'

'This judgement provides a strong warning to Australian spammers that contraventions of the Spam Act can result in substantial penalties being awarded against individuals and organisations, 'said Mr Chapman.

'ACMA has previously demonstrated its determination to pursue important matters vigorously, a determination that will be a key attribute in its continuing success across its broad regulatory responsibilities,' he added.

Report: Aust. newspapers are adapting to challenges
Mon, Oct 16th 2006

"A ground-breaking content analysis revealed that Australian newspapers write shorter news reports, with fewer sources, than comparable American newspapers. 60 per cent of stories analysed were between 100 and 500 words; nearly 20 per cent had fewer than 100 words and were usually based on just one source," said the Chairman of the Australian Press Council, Professor Ken McKinnon, today, in launching the inaugural State of the News Print Media in Australia report.

For metropolitan dailies crime and federal politics are most frequently reported in the first five news pages. In regional newspapers, accidents/emergencies and local politics are the dominant subjects and, in Sunday newspapers, entertainment stories the most frequent. While conflict remains the dominant 'frame' for metropolitan newspapers, the regional press, with its greater emphasis on local issues, is more likely to stress problem-solving.

Professor McKinnon said that the report confirmed that newspaper companies are rapidly adapting to the challenges of the new technology, changing their newsrooms to encompass the Internet and reorganising the roles of journalists.

Overall circulation and readership numbers have been stable for the last two years. Some 54.6 per cent of the 16.4 million people over fifteen read weekday papers, rising to 65.5 per cent for Sunday newspapers, higher figures than the comparable American statistics. Newspaper internet news sites attract the most internet users.

"Claims of the imminent eclipse of newspapers are vastly exaggerated," he said.

The research team brought together journalism academics, newspaper professionals and members of the Council's secretariat, and was co-ordinated by Professor McKinnon.

The report looks at trends in the print media, including economics, circulation, credibility and training and includes an analysis of the impact of legislative, judicial and administrative restrictions on the ability of the press to inform the public. It is available in printed form from the Press Council ($6, GST inclusive) and has been posted to the Internet: www.presscouncil.org.au

Professor McKinnon said the trends suggest that the skills developed in newsrooms in collecting, organising and presenting news, and commentary on that news, will continue to be skills in prime demand, both for attracting readers for newspapers and for bringing users to Internet news sites.

"Whether national or local, newspaper companies that put their faith in incisive, balanced, authoritative journalism will continue to prosper. Less obvious than current economic pressures, but probably even more important for prosperity, will be enhancement of the 'brand', the company's reputation for high quality, accurate and balanced reporting.

"The vast and chaotic cyberspace undoubtedly has something for everyone, but citizens need that coherent understanding of the diversity within their society and the means of resolving problems that the skilled staff of newspapers organise and present daily," he said.

On questions related to freedom of the public to be informed, Professor McKinnon added that the trends noted in the report were worrying. "While Australia is among the most liberal societies in the world, with a strong tradition of press freedom, traditional freedoms are being whittled away.

"Recent federal anti-terrorism, ASIO, telecommunications interception and national security legislation have all expanded restrictions on the ability of the press to report matters of public interest. The courts, including the High Court in its recent Freedom of Information decision, are restricting the right of the public to be informed, especially, in the lower courts, through excessive use of suppression orders," he said.

"Even the press itself can be complicit in a bad trend, by sometimes seeking to buy exclusive reporting rights on events, short-sightedly allowing commercial interests to outweigh a commitment to press freedom."

Professor McKinnon concluded, "The study had revealed both the innate strength and adaptability of the press in Australia in the face of the challenges from any quarters. It will be fascinating to see where the trends identified take us."

You can find the report here