PR3105 Assignment 2

Protfolio

by Herui Liu (Rina)05/2015

Contents1. Personal Profile

2. Skills 2.1 Presentation Skills 2.2 Communication 2.3 Speaking Skill and Body Language • Give of myself • Stay calm • Use Humor of natural • Organizing my Hand & Body Positions • Focus on all details 2.4 Slides Design

3. Team Work 3.1 What we talk when we talk about teamwork? 3.2 Building the Effective Team 3.3 Risk

4. Writing Skills 4.1 Research Skill • Research method between quantitative and qualitative methodology 4.2Data analysis skills 4.3Reading skills & English improvement

5. TLA Story

6. Future Development 6.1 Create and Engage 6.2 Crisis & Issues Management 6.3 Digital security 6.4 Measurement & Evaluation 6.5 Media Relations

7. Work Experiences

8. Career Plan

9. Contact

Personal Profile

I am a Public Relations course student graduates from Uni-versity of Central Lancashire. I am outgoing and have very positive attitude to life. After graduated, I chose continue my master at Loughborough University. Then I will look-ing for the job witch related to Public Relations, marketing, media relations, or management. I am very interested in ce-lebrity PR, so my ideal work is to work in a celebrity PR agency.

I have studied different subjects like economic, manage-ment, sociology and so on. But when I first time heard pub-lic relations, I was in high school in Oxford, I thought it is very interesting and I thought this is what I want to study at univer-sity. Public relations is a very good course in UCLan, according to National Student Survey, in which UCLan’s Public Relations course were listed in the top 10 of similar courses in the UK.

SkillsPresentation Skills

Frankly, as a freshman in university, awaking from the beautiful fantasy, I was somewhat confused at the the-ories of communication at the initial stage. However, my high enthusi-asm and enterprise backed me up to keep persistence in study. By doing so, I have the capability to control the performance during communicat-ing with others.The discussions with classmates about academic topics could always witness my innovative viewpoints and fresh analyzing methods.

For instance, at the time of being asked to make an analysis about the FIFA scandal, I profoundly delved into this issue by looking up to a mass of materials and checking the incisive ideas of many news commentators. After making an elaborate presentation in class, I was highly acclaimed by audiences thanks to the improvement of my communication skills.Generally, the key of my communi-cation is “being prepared”, it looks not that hard and complex, but it is by far the most vital element.

Communication

As a public relation practitioner, communicating successfully and effectively is vital to set up confi-dence, and makes me has a bright career later on. In terms of commu-nication, presentation skills are es-sential. It is obvious that anyone can give a speech, but not every-one can give an effective speech.

How many times did I practice my presentation? How familiar with the context for me? After several little chaos, I found I should spend about 35 hours of general preparation and give me rehearsal time in order to find factor of disharmony, and make them right. It is effective to use dig-ital recorder or videotape myself (It was weird to hear myself with such a formal voice, but I have got used to it after recording many times). By doing so, this can help me to gain an accurate picture of how I pronounce.

Speaking Skill and Body LanguageGive of myselfI try to add personal stories and examples in my presentation whenever pos-sible. Make sure my experience help to support and emphasize my points of view. Stories I gave have to match the message and topic. Examples from my professional and personal life can lead presentation to more reliable and at-tractive. Moreover, sharing myself is also an effect way to make audience keep up with me.

Stay calm

As mentioned above, the key in communication is to be prepared, if I can achieve this, then I have the capability to keep calm and relaxed. Focusing on my context, not the audience, with more than 35 hours practice, I can use gestures like walking patterns, and overall, I know I will be judged in the first minute they see me.

Use Humor of natural

Standing up comedian is not fit me, poking fun at myself is a kind of natural humor I like to use, but I am also sure it is dangerous to make any fun of any audience. I will feel more confidants when people laughing with me.

Organizing my Hand & Body Positions

I used to look for chances during the practice where I can use gestures, my own method is to establish three or four positions (depends on the length of the speech) where I will practice not only stand but where shall I move. If I plan three positions, they should be one on center stage, one on my left hand side and one to my right. I will definitely not hide behind the lectern, what I do is to keep eye contact with my audience, make them feel my confidence.

Focus on all details

Make sure I have the right location (room & time), and how large an audi-ence I will be presenting to. Double check I bring all the handouts and visu-al aids, Try to arrive early, and make any last minute adjustment. I know I can never over-plan, so I used to keep eyes on even the smallest details.

Slides Dsign

We can say that the Power Point (slides) is really important for a presentation.

The slides should be briefly and give the main point of your presentation.This better to add some pictures in your slides, it could arouse interest, and makes your pre-sentation more interesting.

Team Work

The greater importance is given to team-work in the learning profession, according to my own experience, teamwork has been a key argument mentioned frequently, it related documentation states that people learn to work as an efficient team and that the market of employment indeed demands that students develop team work skills.

What we talk when we talk about team-work?Three key issues

• LEADERSHIP• TRUST• IDENTITY

There are several advantages of team work from the perspective of the skills, efficient teamwork allows to improve skills like: resolution of interpersonal problems, leadership, and group coordination. As a PR practi-tioner, I find sometimes it is difficult to keep my individu-ality when working as a team, however, even when the teacher gives the same score to all team members, I can still try my best to make actual contribution.

Building the Effective Team

Stage 1.

Stage 2.

Above are two stages to set up a effective team ini-tially, but more importantly is to keep a professional and efficient team performance.

Risk

According to my own experience, to deal with risks in assessing team work is also vital for a team work, because there are possibly more difficulties than benefits in attempting to assess team work. For instance, when we know that the work we are doing will be strict evaluated, the risk of inhibiting the learning process, specifically if we aren’t famil-iar with the assessment, or haven’t been prepared for the criteria, rating scales, and assessment pro-cess.

Writing SkillsResearch Skill

During the research process, I found that subject of the research needs to observe in deep to understand the current meaning and process. It is important to clarify the re-search method when analyzing a project. I also found it is common to use a qualitative research method relay on existing business models and theory. All findings are always established on electronic sources, published articles and data provided from the existing business model.

Research method between quantitative and qualitative methodology

Understanding the difference between quali-tative and quantitative research and the time to use which methodology is fundamental for any research process. Quantitative technique is when the interest of a subject is on why or how often things happen in the corpora-tion then the form of research. However, if a focus is going to be on the meaning or pro-cess, for instance, why people are motivated or understands then for deep understanding of the subject is going to be used qualitative research. After several confusions, I realize the key to make a successful research is to collect and analysis data carefully and accu-rately.

Data analysis skills

As mentioned above, the key of most research is to an-alyze qualitative data, and used several qualifying meth-ods. For analysis of the data from existing media company and modify, predict into a consultancy mainly focused on cross-culture misunderstanding are going to be used tran-scribing qualitative data. Firstly, categorization helps to maintain data in a clear format and order the will be easy to analyze after words. Then it comes to unitizing data, the meaning of this step is separating collected information into units under a different kind of groups. Then expected outcome of the data collection is an implementation idea for any research process in existing model, and contribute to the final outcome.

Reading skills & English improvement

Because most references are in English, so the reading skills mentioned below are mainly relevant to my English improvement. I can still remem-ber the first time I browed a book in the Uclan’s library, it was so hard for me to finish read the preface. It was not only about my vocabulary, but also relevant to the reading fluency (speed). There are so many meth-ods of English Improvement I can found online, but I finally found my own way. As a student who loves Humanity and Geography, I subscribed Times and National Geography, and also because I love travelling, the Lonely Planet was also subscribed by me. By doing so, my reading fluen-cy has improved significantly. In terms of this, I also has the capability to find key message in long paragraph shortly.

Another method to improve my English is to talk and listen to native speakers as much as I can, with classmates after class or listen the teachers lecture carefully. After such an endeavor, I have the capability to read any type of book, journal, and article despite some specialized vocabulary I am not recognize. It is vital for a Public Relations practitioner like me to have a strong English communicate skill.

TLA StoryI wrote a TLA story for Lacashire Business School. The teacher who give this story is Giles.

“Each year, the teacher will take UCLan business studies students to a car many faction plant which is in Liv-erpool, they make Jaguar and Land Rover, and they make a Land Rover specific car called Land Rover Evoque which is a very luxury and expensive car, the price can maximum be 45,000 to 67,000 pounds. UCLan have done this trip for each year, and it is four years now.Teachers want students to understand the production process, and the con-vention of the process. The students seen the car’s body, the car been made, inspect the production chain until the end. So they understand the production process and to make it ob-served, they can see the people work on their sight. The next thing the teacher asks stu-dents to do is to observed the work-ers, understand the work, the value of the work. The key question students should answer is “how would you feel doing the work? How they develops the work engagement to the organization? ” The students have to understand the contact of the work and apply the con-tact. The production line is a very well pro-duction line, we see the full process, it is very important get the chance to

observed many faction processes. Almost students are UK students so they would not work on the many fac-tion side, they will work probably in services job, so it is very important to understand the business theories and skills. It helps they to contacts the line and learning, like supply chain man-agement, relationship management, and also globalization, the cars here been made has export to all around the world, such as China, India, a part of Africa, and America. Students will also understands the things like it is how important to UK economy, and the exports, also the jobs creative by large place such as Jaguar and Land Rover. So it is a very good trip to help students study, and students will get a valuable experience. Giles says:” the students’ feedback is very positive, four years later, students can still remember the things they has been talked on that trip. It is a really powerful thing to see how things has been made, and to see business work-ing.”

Future Development

Create and Engage

I do believe innovation is the key competitiveness in the PR job mar-ket, building breakthrough communication needs ever more convincing methods that can be executed across various platforms. It is important to show how the storytellers improve content that differentiates clients and resonates with key stakeholders. Try my best to stand out with stra-tegic ideas and compelling creative through: broadcast; print; digital; creative and strategy development; media planning and music compo-sition. Engaging stakeholders – whether consumers, employees, policy makers, third parties, media, partners of supply chain, or investors, they all demands intellect and insight. I need to gain more approaches to stakeholder engagement helps potential clients, looking for the distinct emotional connections.

Crisis & Issues Management

I will prepare for, head off or even activate during a crisis and minimize the impact of issues before they be-come crises through: crisis planning, scenario planning, issues mapping, management and analysis.

Measurement & Evaluation

I will try to develop and analyze for-mer programs that enlighten mea-surable impact and demonstrate added value through: traditional media analysis; ongoing media performance tracking and campaign performance overall analysis.

Media Relations

As a public relations practitioner, be-cause it is a world with media every-where, so I will focus on the media relation, Create impactful communi-cations and reflection that reflect my narrative and reach multiple audi-ences in local, regional, mainstream and finally to industry-specific media through: blogger engagement and relations, personal story devel-opment and mining. Also include personal financial media relations, keep touch with news marketing and trade media relations

Digital security

Enhance my personal impact and protect my personal reputation through social and web content strategy; online community manage-ment analysis; content production and marketing; what I most care about is social media engagement policy; others including: information architecture and blogger relation.

Work ExperiencesShopstyle By Pop Sugar – Chinese Blogger

I used to work for an online fashion searching website called Shopstyle, to been a Chinese blogger for one year. My job is to find the most popular items included clothes, bags, etc. And write a simply introduction for them, then give the website link of each item. There also have some work I need to do, like to put the details of discounts on Weibo (Chinese Twitter).This work is a kind of product promotion; I am interested in fashion, so I was very enjoy in it. This is a overseas website, and not too many people knows it in China, so it is important to build name recognition, and I can use some public relations skills for it, to build a good image of the website.

Career PlanPublic relations is my favorite field, I want to find a job based on pub-lic relations, and I am very interested in celebrity PR, The best job for me I think is to work in a celebrity PR agency.But I also get another skills like marketing and management. And I will back to China for work after master.

ContactE-Mail: HLiu@uclan.ac.uk , 537714307@qq.com

Tel: 07717717011

Instagram: rrrinaliuxx

Facebook: Herui Liu

Weibo: RinaLiu_