Big corporates have foreshadowed job cuts and closures in coming months.  This warning will raise some frightening uncertainty among the staff of these companies, as well as observers from other organisations, wondering ‘who will be next?’.

So what will the workforce of the future look like?

Labour force and employment trends have changed so much and continue to change at increasing speed.  Fifty years ago people approached their work with a company as ‘a job for life’, but today’s generation of employees are far more mobile and flexible – they are loyal to their careers, not their companies.

The Organisation for Economic Cooperation and Development conducts regular studies of labour forces in participating countries to identify trends.  Their surveys of Australian employees in the past ten years show a gradual shift away from spending ten or more years in one role, and an increase in job tenures of between one and ten years. To view statistics visit OECD.StatExtracts.

This is driven in part by employers offering fewer permanent roles; as budgets tighten continuing positions with benefits and pensions are the first casualty and contract or rolling temporary positions are offered in their place.  Communications and public relations services are often the first to feel effects of cut-backs within companies that don’t appreciate where their dollars might be best spent in lean times.

A bleak outlook perhaps at first glance?  Not completely.  With a forward-thinking approach, consider these events in their wider national and global context, and how this environment should influence your individual actions.

Remember that more millionaires were made during The Great Depression than in any other era of U.S. history.  Identify and respond to opportunities to stay on the front foot with your PR career and include developing your professional profile as a key priority during this time.

Outsourcing and global (online) contracting/freelance have taken off in a huge way.  Companies are employing cost-efficient specialist contractors on a project-to-project basis.

This global contracting marketplace, facilitated by the reaches of the internet and digital technology, has enjoyed huge success through organisations like elance.com and Odesk.  For more read oDesk Announces Record Number of Jobs and Contractor Earnings on World’s Largest Online Workplace

The skills and services of contractors now transcend logistical limitations – the right people can be found, interviewed, reference-checked and engaged online regardless of whether they live next door or on the other side of the world.

Similarly, recruiters and companies that are hiring can do much, if not all, of their pre-placement research on candidates without even meeting them in person. Skype, social media, telecommunications and cloud technology have changed the landscape and created great opportunities for employers and job-seekers alike.  Some employers have even gone as far to say that web presence is the only way they will assess candidates’ suitability for jobs,  No More Résumés, Say Some Firms.

This is why it is so vital to build your personal brand if you want to succeed in the workforce now and into the future.  With such a fluid job market you can no longer rely on permanency at an organisation.  Instead, take steps to future-proof your career by understanding your career goals,  building your own brand to demonstrate ingenuity and a strong sense of your vision, mission, values and ethics which will serve as a  career roadmap.  Consider a video resume and develop an online presence that is easy integrated across digital media channels.

You should be proud to stand behind your brand.  It is an asset that will be with you for your professional life, and will prove especially valuable in times of job uncertainty.

That article focused on the advantages of pledging some time and money each year to undertake talent training and activities that augment your professional skills.  Of course the purpose of making this investment is to secure your ideal job and build a truly satisfying public relations career.

As with any personal or professional opportunity or challenge, it is important to assess your situation thoroughly and map out an informed plan of action to get the best return on your investment.  By applying some strategic planning principles and self awareness to this process, and asking yourself the right questions, you will see your career map quickly taking shape (if you are not familiar with strategic planning read our recent blog post “Making communications strategy effective for your organisation” or contact us about upcoming strategic planning courses).

Any strategy should be built on research and applying these principles to your career development is no different.  So, define what your ideal role (your ‘goal’) really looks, feels, sounds, and tastes like.  Be honest with yourself: good self-awareness is the crucial factor that will empower you to take control of your career, make a sound professional investment and reach your goals faster.

Analyse your interests and ambitions – be guided by your response to questions like these:

What interests me the most in my organisation or field?

Are my current skills and strengths geared toward pursuing these interests?

• If yes, how can I do more of the work that interests me?
• If no, how can I up-skill to get involved in my area of interest?

What is most important to me in my work?  What personal values and vision guide me in this approach?

• E.g.  Must be passionate about the organisation’s mission or product, must be allowed to take risks.

What are my job ‘must haves’?

• E.g.  Work-life balance/flex time, on-site parking, salary package, social culture.

What are my limitations?

• E.g.  Can’t travel, study commitments, not willing to commute, health concerns, no formal qualifications, no/little work experience.

Your career map should be drawn from quality personal insights that identify where you are now, and where you really want to be.  The path between these two positions will then become clear as you consider all the aspects of work that meaningfully contribute to your sense of job satisfaction.  We recommend you seek professional assistance in developing your career map.  Working with a professional in the industry will ensure you build a robust and relevant career plan.

When you have this map in hand, you are better equipped to make a smart investment of your time and money in professional development that will support your public relations career aspirations.  This exercise sets the foundation for you to build your personal brand for the journey to satisfaction and success in your PR career.

Just nine months ago, many Australians watched as an explosive Four Corners episode (www.abc.net.au/4corners/special_eds/20110530/cattle/) revealing images of cattle in Indonesia being slaughtered in untenable conditions.  The footage exposed how animals were tortured and endured prolonged death as they moved along the abattoirs’ production line.  This footage was filmed overseas, and perhaps we felt with some assurance that this wouldn’t happen here in Australia.

But now it has happened in Australia.  On Thursday last week ABC’s Lateline screened distressing footage (www.abc.net.au/lateline/content/2012/s3427271.htm) of inhumane cruelty inflicted on various animals at a West Sydney abattoir.  The product was meat, the kind usually destined for our dinner plate or BBQ.

Could this be an aberration, a one-off?  Unfortunately it seems not.  Just one week earlier police, RSPCA, and other authorities searched a property in Victoria after allegations that stray dogs, goats and other animals were being slaughtered at the site and illegally sold. Read more: Police raid finds dogs, goats ‘for human consumption.

So what does this mean for a thriving Australian meat industry?  How can the meat industry respond to an impending crisis like this?

Working with authorities and developing a robust crisis communications plan will be paramount.  It’s clear that checks and balances are not in place to mitigate the appalling practices that have been exposed.

As a public relations crisis looms it would be timely for the meat industry to  review their vision, mission, values and ethics as part of their overall strategic platform.  This framework acts as the cornerstone of an organisation enabling it to move forward inline with regulatory and consumer expectations.  With a well prepared strategic plan, the meat industry can win back the confidence of their stakeholders.

The consumer’s position as a stakeholder is influential in this environment.  Insisting on proof of both quality and standards of our meat will likely become mandatory in the future and the meat industry will benefit by adopting a progressive attitude towards change.

In recent years the number of PR agencies operating in Australia has grown quickly. In an interview for January’s edition of The PR Report, Christine Jones (recently appointed CEO of Burson-Marsteller Australia) described the changes she’s observed: “It’s a challenging and vibrant market that has experienced high fragmentation over the last decade and an explosion of boutique firms.”

A quick look at the facts shows just how significant this growth has been:

In 2005 The Public Relations Institute of Australia’s Directory of PRIA Registered Public Relations Consultancies listed 74 PR agencies operating in Australia. In 2010 the list had grown to 173 – in 5 years that’s 133% growth. These figures don’t account for PR consultancies that are not registered with PRIA, but they’re a good indication of positive growth in an industry that’s responding to increasing demand for services.

PRIA undertook a pilot 2010/2011 benchmarking survey of public relations functions within commercial, government and non-profit organisations across Australia (PRIA In-House Benchmarking Study 2010). Of the 48 organisations that responded to the survey, 75% claimed they engage external PR consultancies to work for them, and of those, 40% said they used two or three different consultancies.

Another factor is public awareness of the profession. ABC TV’s Gruen Planet ran from September to November last year, exploring the world of PR in the context of topical Australian issues. The show captured public attention and boosted the profile of PR practitioners as their roles in major projects, events, and decisions were revealed – for better or worse!

So what does this all really mean for people who do work, or want to work, in Public Relations? There is more work going out to consultancies, but there are more consultancies pitching for the contracts. There are more job opportunities with PR agencies, but there is also more competition for jobs with growing numbers of graduates, and skilled practitioners who are increasingly mobile in their careers.

The key to success in this environment is to create a balance of skill, creativity and flexibility to ensure you can adapt to any work environment. Undertake a training course to ramp up important skills like media management and strategic planning that can help you present the winning pitch. If you’re a job seeker wanting to work in Public Relations, contact a specialist PR talent placement agency, like Briggs Communications, who can help you showcase your talent with niche recruitment services.

The word ‘strategy’ is primarily a military word derived from Ancient Greek – strategos meaning ‘leader or commander of an army’.  In modern context, strategy refers to a plan of action that maps out how different engagements will be linked to achieve goals; it is distinct from tactics (how the battles themselves are fought).  In a business context this meaning should hold true.  Accordingly, our approach follows some fundamental rules that will help you plan effective communications strategy (or any strategy) for your organisation.

1.     Research: know your battles

How can you plan if you don’t know what you’re dealing with?  Do the necessary research to understand the current circumstances of your organisation’s communications.  There must be a sound base of knowledge to form opinions and set direction.

2.     Define the goal

Be very clear about the goal:  define how the destination looks, smells, tastes, sounds and works.  What is the dream?  If you can’t see it, you can’t hope to get your army on-board.

 3.     Clarify purpose

What’s your cause?  Revisit your organisation’s Mission, Vision, Values and Ethics.  These elements should underpin any strategic plan.  A communications strategy must align meaningfully with the organisation, or the plan will be ineffective in practice.

 4.     Engage your army

All staff – from top to bottom – need to be on-board with your strategy.  Linking staff performance plans to the strategic plan can be an effective way to achieve this.

 5.     Celebrate victories

Triumph is a great motivator that can help build morale, so successes should be celebrated.  Also acknowledge failings:  this might mean publicly saying it didn’t work (whether that’s via internal staff newsletter, blog, news conference, etc.), explaining why, and outlining solutions.  However, move on quickly to the next phase to maintain momentum.

 6.     Be adaptable

Strategy will rarely be successful if it’s not adaptable.  Put careful thought into making your strategic plan resilient by including checkpoints that allow you to make adjustments according to your ongoing assessment of influencing factors.

 7.     Strategy in action – a battle-worn edition is best

Strategy is no use if it’s not put in motion on the ground.  Plans often begin with grand ideas and good intent, they sometimes get as far as the binding machine, and then they sit on someone’s desk, untouched.  A great strategy has to be a working strategy – the document should be a well-loved thing that is read and referred to many times.  To achieve this, write in plain English, get to the point, and paint a clear picture.  If you can’t do this for the official version, create a simple version that everyone can read and understand.

These strategy fundamentals can be applied across departments and divisions – they are as relevant to communications strategy planning as they are to planning an overall business strategy.  If you want to forge a successful career in public relations and are new to strategic thinking and planning, or if you are an experienced practitioner keen to update your skills, consider undertaking a strategic planning training course with Briggs Communications.

As the story unfolded after the event, media outlets revealed that information leaked from the Prime Minister’s own office triggered the confrontation.  The PM’s crisis media management was in full swing as Tony Hodges, one of Julia Gillard’s media advisers, conceded disclosing information that was passed on to protest organisers.  Tony Abbot accused Mr Hodges of attempting to provoke the protest for political advantage, and the Coalition called for a full federal police inquiry into the matter.  This probably won’t make a great deal of difference to Tony Hodges – his job was the first casualty of the scandal when he resigned.

That’s an impressive fallout owing to a loose tongue, loose ethics, and bad practice.  A public relations crisis like this damages both the employer and the employee.  It will be difficult for Mr Hodges to maintain a career in Public Relations with his professional integrity and judgement in question – these are vital attributes that a good practitioner must demonstrate as part of their personal brand.

A responsibility to act with foresight and caution is fundamental to the job of communications professionals.  With each activity they undertake, good PR staff are able to carefully consider the intent of the message and possible interpretations, assess potential risks, and map out a scenario plan.  It goes without saying that these all need to be underpinned by good ethical judgement.

Our professional development training courses adhere to strong ethical values.  At Briggs Communications you will learn to build your personal brand, which incorporates your own vision, mission, values and ethics. In a industry that is under the public and media microscope 24/7, learning these foundational pillars will help you  create a highly desirable professional reputation.

In today’s rapidly changing and dynamic workforce it is vital to have a personal brand that articulates what you’re passionate about, where you’re heading and who you want to work for.

Your personal brand is synonymous with your reputation. It refers to the way people see you, what you stand for and encapsulates the very essence of who you are. If you are serious about defining your own career path then having a strong and clear personal brand is necessary. Your personal brand is an investment in yourself.

Participation in this brand-building workshop will:

-       Build your personal brand through the development of your key messages

-       Educate you on managing your LinkedIn profile

-       Create understanding of the value of your network

-       Cultivate a corporate image

-       Create your 30-second profile pitch

-       Develop your mission, vision, values and ethics.

Your personal brand creates a vehicle for you to talk confidently about yourself and your goals at all times. It’s a platform that helps you standout.

Course Title:         Build Your Personal Brand
Course Date:         Thursday 1st March, 2012
Time:                        5.30pm – 8.30pm
Fee:                           $195.00 plus GST  / Student Rate: $145 plus GST
Location:                Level 4, 125 Flinders Lane Melbourne VIC 3000

For Course Bookings or to receive a Registration Pack:                        

• Call 03 9654 5540
• Email office@briggscommunications.com.au
• Visit www.briggscommunications.com.au/professional-development/build-your-personal-brand

Motivation will play a crucial role in shaping your achievements, both professional and personal.  It’s a good idea to set yourself some rules of engagement nice and early in the year, allowing maximum time to achieve the results you want.  The trick is to be reasonable so changes are sustainable, and to set goals that really matter to you.

If you are planning on changing jobs this year and thinking about moving into a PR communication job, or if your goal is to improve your skills in Crisis media or managing the media in general then having clear goals and being motivated will help create a winning formula.

We believe the most important thing to remember is this:  The aim of work is to sustain us in life so we can do things we enjoy, like spending time with family and friends – a favourable work-life balance is the ultimate goal.  Having a career should stimulate us and facilitate enjoyment of the journey from work to work-life.

Here are our top tips for boosting motivation so you can enjoy success in 2012:

1. Set goals – Big ones (long-term) and small ones (short-term).  Write them down, make sure they’re specific, and strong (“I will…” not, “I will try to…”).
2. Act with purpose – You have goals, so all activities you undertake should contribute something to achieving those goals.  Don’t waste time and energy on things that don’t serve your purpose.
3. Care for mind and body – You need good food to fuel the body and mind.  You need exercise to maintain the physical energy for action and clear the head.  Structure your week so you do fit these elements into your work-week to serve your higher purpose.
4. Perpetuate positivity – Attract and keep company with similarly motivated, positive people.  Avoid negative people who nay say and drain your energy.  Applying the same rules, assess your affiliation with groups and membership organisations; only commit time to those that have positive momentum behind them and are relevant to your higher purpose.
5. Be the master of your results – Take responsibility for outcomes (good and bad), chart them, recognise how you can improve them, and celebrate failures because you know you won’t make those same mistakes again!
6. Engage in stimulating activities –  Participating in challenging and interesting activities will keep your motivation at an optimum level.  Professional development courses are a terrific way to stay motivated. They keep you on track, focused and upskill you at the same time.
7. A personal review every three months – Conduct your own personal review to see how you are tracking with your goals and to ensure you are working on your personal brand. This review will identify any gaps, which part of your plan needs to be altered and will re-motivate you to keep moving forward with your plans and goals for 2012.

Good strategy relies on a combination of clarity and creativity. Strategic thinking creates a structure and continuity for all communications activities and adds excellence to planning, proposals, events and campaigns.

Learn how to think, focus and plan strategically.

The course covers:

• Linking your communications strategic plan to your organizations’ Vision, Mission, Values and Ethics
• What makes a communications campaign successful or unsuccessful?
• A strategic checklist for planning projects and campaigns
• Integrating communications plans into the corporate planning process
• Creating your own strategic plan that delivers outcomes.

On completion you will have the knowledge to develop strategic plans and understand the elements of strategic planning that integrate with an organisations’ corporate and business continuity plans.

Course presenter, Allan Briggs has extensive experience in communication strategy and currently facilitates strategy courses for RMIT.  Allan has hands on experience developing media and communication strategies for a wide variety of organisations.

Course Title:           Strategic Planning
Course Date:          Thursday 16th February 2012
Duration:                 1 day
Time:                         9.00am – 5.00pm
Fee:                           $495.00 plus GST
Location:                Level 4, 125 Flinders Lane Melbourne VIC 3000

For Course Bookings:           

• Call 03 9654 5540
• Email office@briggscommunications.com.au
• Visit www.briggscommunications.com.au/media-training/strategic-plannin