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Modern Communications Reflection

 

My understanding of media has progressed dramatically since undertaking studies at RMIT, a field I now understand better theoretically but also technically in its global transformation and development, the launch of digital media has created a truly interconnected world where interaction has become so intensively embedded in global and economic activities.

 

Formats of public relations techniques that I was initially introduced to by a close friend and colleague of mine, such as press kits and media releases, built my intrigue into what tools and structures are used to shape and form public perception. While getting to be extremely creative and visually expressive through the entire process as well.

 

Inspired by this, an application was submitted and acceptance into the Advanced Diploma of Public Relations was granted for the beginning of 2014.

 

During those 18 months of progressive study I began working as a retail sales assistant at David Jones where, over the duration my eye for visual merchandising progressed, while being given theoretical and practical insight into PR theories and methodologies at RMIT. 

 

This provided inclusive educational and corporate training in the fields of PR, marketing, industry competition and trading, i.e. inaugural sales, and key formats of gaining consumer interest in brands.

 

To add to this, a number of work projects and internships were conducted over the period of the Advanced Diploma and Degree combined. The first, an internship (2014) at Cultural Infusion, an NGO during Harmony Week.

 

The second (2016) at Yorke PR, or Influence Haus, where leading talent and events were organised, with daily copy and media tasks implemented on my behalf.

 

A third again in 2016 for a startup not-for-profit that ran an Art Exhibition with funds going toward helping get homeless off the streets, and a fourth again in 2016, where I volunteered for a friend for the benefit of his film development.

 

My digital portfolio has attached documentation that showcases some work completed during my studies and internships, with assignments such as ad and sponsorship proposals, media releases and campaign strategies inclusive of an in depth training and academic experience.

 

Passion and dedication to excel in the field became stronger, and with hard work I and three other candidates were accepted into the Bachelor Degree of Professional Communications in July 2015.

 

Insight into more in depth media fields became apparent during the introduction of the degree, something I consider deeply important to my experience now. My view on the media industry as a whole expanded with new ideas of how to communicate story, elegantly and sufficiently, in new and more meaningful ways, becoming integral to my development and experience as an industry professional.

 

The course unit ‘Features and Storytelling’ bought new insightful ways for me to interpret journalistic storytelling and how to format it to a tailored audience, in an insightful and meaningful way, using apparent phrases that capture a readers’ attention either emotively or through the imaginative senses.

 

Along side this the media component diluted to me formats of evocating the same senses through film, concepts I had not seen before such as Wark Mackenzie’s, ‘notes on Anthropocene’, elucidated to me deeper elements of screen texts and stories, journalistic or fiction.

 

The meaning of film and televisual subtexts relates back to societal and economical changes, or a reflection of the ‘nation state’ the place we call home being creatively reflected through melodramatic dramas on TV, such as Kath and Kim representing a ‘bogan’ Australian culture, uniting global with local contexts, with notable westernised influence.

 

This is how I’ve learnt to recognise the meaning of screen and written texts, and the connection they share with the audience, its cultural, economic and political representation. Linked in relation to ideas such as public sphere, and how elements of digitalisation can bring all of these approaches together in a stronger and better format. Modernised and strategic.

 

Monica Guzman of the American Press Institute writes that ‘the real product is the relationship’, and that ‘relationships are the most valuable products of strong community engagement. But any effort to involve, connect with or understand your audience has other rewards.’

 

I believe this is true in both a corporate and cultural context, both in format through direct audience strategy and narrative with emotive and impactful influences, having the knowledge and skills to differentiate the two in a conventional practice, has helped influence my strengths as a media practitioner and professional communications advisor.

 

Linking this new knowledge back to the Advanced Diploma to me was imperative, so to strengthen my knowledge and experience in PR and business strategy I took up the final major course unit ‘Audience Engagement’, to link together elements of audience relationship through screen and journalistic texts to a more bricks and mortar base of business to audience relationship.

 

Enter the Hearken Framework;

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A framework designed to reflect the digitalisation of modern media, and how it creates accessible dialogue between commercial, political and community realms with equal representation, and almost unlimited access to information. 

 

The model is designed to reflect audience engagement on a simple level where community feedback is invited during the process of story making rather than at the end. Allowing the community, the opportunity to express their interests and concerns before the outcome, increasing the likelihood of a better outcome. The epitome of how important communications are, integral to economic and business success.

 

The hypodermic model works consistently with film and media texts still; however, I believe this is soon to change. Sub-texts with film and media such as product placement, sponsorship and other forms of brand advertisement in film, music, TV and social media are becoming increasingly prevalent, undoubtedly because of the strong connection the audience has with the lyrics, storyline or plot.

 

Un Sung Yang wrote in his journal ‘Effects of narratives, openness to dialogic communication, and credibility on engagement in crisis communication through organisation blogs’, that reducing negative emotions by enforcing open dialogic communication between the organisation and its audience will in turn lead to positive post crisis perceptions.

 

Communications is integral to business development, to economic and ergonomic improvement, and to empower and unite societies, strengthening and encouraging good global relations and economic rapport between states.

 

Currently as part of second semester studies, the opportunity to express these skills and reflect upon the meaning of authentic audience engagement has been challenging though profound, to orchestrate a story so that it reaches its full potential requires technical and critical thinking, the opportunity to do do so with a project with the Victoria Parks Association has shown I can implement these techniques using the background knowledge I have.

 

The duration of my academic journey at RMIT has allowed me to better my understanding and experience so that I can launch myself into a successful career where knowledge and practice are met cohesively, something highly valuable to me as a career professional and will always be evident in my skill-set and work ethic.

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References:

 

Sung-Un, A, S-U, et. al., 2010. Communication Research. Effects of Narratives, Openness to Dialogic Communication, [Online]. 1, 474 - 487. Available at:http://crx.sagepub.com.ezproxy.lib.rmit.edu.au/content/37/4/473.full.pdf+html [Accessed 1 September 2016].

 

American Press Insitute - Monica Guzman. 2016. What exactly is engagement and what difference does it make?. [ONLINE] Available at: https://www.americanpressinstitute.org/publications/reports/strategy-studies/what-is-engagement/. [Accessed 1 September 2016]

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