mcsa annual report - Waikato Management School - The University ...

In In association association with:
with:
Annual Annual Report
Report
2009
2009
Officially
Officially
Supported
Supported
Supported
by:
by:
‘Building ‘Building ‘Building ‘Building Foundations’
Foundations’
Foundations’
Foundations’

Contents
Page
Overview……………………….………………………….………………..…...2
2009 Highlights….………………….………………………….……………....3
President’s Report…..……………………………………...…………….…..5
Vice President’s Report.……………...………………………………….…..6
MCSA Executive Board…………………………………………………...…..7
PRiNZ Support …...…………………………………………………...…..…..8
PRSA Accreditation……………………………………………………….......9
Auckland Trip.………..……………………….………………………….......10
Work Experience Projects…………………………………………………..10
Challenges and Recommendations…………..…………………..…..…..11
Financials…………………………………………………………..……...…..12
www.mngt.waikato.ac.nz/mcsa
1

Overview
The Management Communication Students Association (MCSA) is a student run organisation
that serves students of Management Communication at the Waikato Management School, the
University of Waikato, New Zealand. It was established in August 2008 as a voluntary membership
association aiming to open doors to the practice, and to increase its members opportunities for
developing a career in the public relations and management communication industry.
MCSA currently has over fifty members registered, a mixture of students doing a Bachelor of
Communications or Bachelor of Management Studies, and most majoring in Public Relations,
Management Communication or Marketing. Of our members, 27 have become student members of
PRiNZ over the last three months.
Our main purpose is to source relevant public relations work experience and projects for our
members, organise networking events with industry practitioners, work place visits to see public
relations in practice and to provide any other professional development opportunities for our
members that we can.
Mission Mission Statement
Statement
To serve our members by enhancing their knowledge and skills in public relations and
providing access to professional development opportunities and to serve the public relations
profession by helping to
2

2009 Highlights
MCSA Launch
MCSA held its official launch on the 17 th of September 2008. Fiona Cassidy
(President of PRiNZ), Paul Dryden (Executive Director of PRiNZ), and Lisa
Finucane (Director of Communications at the University of Waikato) all spoke
about the importance of gaining experience in the communications field
before graduating. The launch was a great success and resulted in a number of
local organisations offering MCSA members public relations work experience.
PRiNZ contract
PRiNZ became official supporters of MCSA and a contract was formed
between MCSA and PRiNZ in November which enables our members to
become PRiNZ student members for $30, and gives us two complimentary
seats at PRiNZ networking events.
Hamilton City Council visit
A group of MCSA members visited Hamilton City Council where they had the
opportunity to experience ‘real life’ public relations inside the Communications
and Marketing Department of the Hamilton City Council. Communications and
Marketing General Manager, Phillip Burton, and his communications team
outlined the departments’ responsibilities and current projects such as the V8s
and the Hamilton branding. Students were also able to view some of their
regular publications including City News Lifestyle Magazine, and the staff
newsletter.
Website Launch
The MCSA website was launched early in A Semester 2009. This was a
significant achievement as it allows members and clients to gain information
about our organisation. Companies and community groups are able to register
their interest in MCSA via the website; and MCSA members are able to view
the latest projects available to them.
Alumni Panel Evening
The MCSA panel evening, held on March 24, was attended by a large group of
members. The evening was facilitated by Sarah Bettle, Communications
Manager for Hamilton City Council and MCSA’s PRiNZ mentor, who asked the
panelists a variety of questions regarding their experiences in the
communications industry. The five panelists were all Management
Communication alumni members. Members were enlightened on the
importance of making contacts within the public relations industry, getting
practical experience and the excitement and unpredictability of the industry.
3

Social Media Workshop
Thanks to a kind offer from PRiNZ, MCSA’s Vice-President, Brad Pogson, was
fortunate enough to attend the PRiNZ Digicom workshop free of charge, in which
other PR practitioners in the area also attended. In this workshop the growing importance
of social networking websites, as well as the increasing presence of media
sharing websites such as youTube were discussed.
PRSA Visit
John Paluszek and Dr. Barbara DeSanto, two senior Public Relations Society of
America (PRSA) members flew in from the U.S to review the Management
Communication department of the Waikato Management School. The WMS was
subsequently awarded the PRSA Certification in Education for Public Relations
(CEPR). Meeting these experienced public relations practitioners was a valuable
experience for MCSA members.
Guest Speaker: Erin Ander-
Erin Anderson, Communications Manager of the Waikato Rugby Union, had plenty of
helpful advice to share with students along with some interesting stories including her
experience in dealing with crises and ethical dilemmas. Erin Anderson’s main piece
of advice was “always ask questions” and “don’t ever sit quietly in the corner”.
Auckland Trip
A group of MCSA members visited several communication organisations in Auckland
on Friday 15 May. Members visited the PRiNZ headquarters, where they heard from
companies Core Communications and Media Monitors. Members then visited the
communications team at Telecom, and two PR consultancy firms, Star Public
Relations and Professional Public Relations.
PRSIC Country Profile Report
MCSA was asked to write a profile of the public relations industry in New Zealand to
appear on the PRSIC (Public Relations Student International Coalition) website. This
was of significant importance as over 15 countries’ profiles appear on this website,
thus reinforcing New Zealand’s international presence in the public relations world.
Visit from Graeme Purches, PRiNZ President
On Monday July 6 a group of MCSA members were treated by a visit from PRiNZ
president and Trustpower Community Relations Manager Graeme Purches, where
members engaged in discussion with him after a short presentation. Afterwards,
Kylie Nichol and Hannah Weir were invited to attend the Trustpower Community
Awards in Cambridge, where many valuable MCSA contacts were made.
4

President’s Report
Being the first president of MCSA has been the most challenging yet by
far the most rewarding experiences of my three and a half university
years to date. MCSA was born out of a recognition that getting quality
and relevant work experience in the industry you want to mould a career
in is vital. The club was modelled after and aspires to the Public
Relations Students Society of America (PRSSA) and so we are
privileged to have started a dialogue with their immediate past
president.
I am more than proud with what MCSA has achieved in this first year
and I am sad that I have to end my term as president as I still have so
much I wanted to do. At the same time, I am confidentthat the new
executive board will continue to seek opportunities and set higher
challenges for MCSA to achieve.
MCSA began with a special visit from the then national president of PRiNZ, Fiona Cassidy and executive
director Paul Dryden at the successful launch in September last year. From this first meeting between PRiNZ
and MCSA, PRiNZ have been extremely supportive throughout and have played an integral part in the
progress that has been made so far.
Mapping out the most appropriate structure for MCSA proved to be our biggest challenge initially, but one we
soon overcome with some good advice from our faculty mentor, Margalit Toledano. Margalit has shown us
new levels of enthusiasm for the public relations industry and has been the clubs number one personal
advocate. Without her extensive knowledge, experience and guidance we would not have made the
relationships and met the professional standards we needed to gain credibility and carve out a place for
ourselves in the industry.
Around March 2009 is when we really started to get the ball rolling and since then, we have recruited over
thirty new members, organised four events and trips for our members and kept on developing those crucial
relationships. A personal milestone in MCSA’s development for me was the creation of our website. The
website provided a more effective and interactive way for the MCSA board to engage with members, as well
as enabling a way to connect them with contacts for relevant work experience projects.
Thank you to the management communication department and its members, the University Marketing and
PR department staff and of course PRiNZ for their continuing encouragement and support. From here I
would like to see the new board maintain the foundations that we have built and continue to create and
follow up opportunities to benefit members.
Kylie Nichol
Kylie Nichol, President
5

Vice President’s Report
The Management Communication Students Association (MCSA) was
established because there was a call for relevant Public Relations work
experience from students who wanted to balance their academic work with
real-time experience.
Ever since our fist meeting as a board in August 2008, it has always been
our mission to enhance the skills of our members by offering them work
experience and professional development opportunities. Even as the next
board moves into their roles getting members engaged in work experience
will continue to be apriority. It is our hope in the future members of MCSA
will be sought out by employers for the portfolio of work experience projects
they have completed.
Operationally MCSA has made major strides in the last year toward achieving this goal. Establishing a
strong affiliation with the Public Relations Institute of New Zealand (PRiNZ), organising expert guest
speakers for members, attending field trips to the workplaces of industry professionals, and starting a
dialogue with the President of PRSSA are all leaps in the right direction. The progress we have made
would not have been possible, if not for the hard work put in by our board, and with the advice and support
from staff within the Management Communication department and members of PRiNZ.
The past year has seen intense effort on behalf of the board go into organising these events, but it has
been encouraging to see a group of dedicated members rise tremendously to the occasion and make
these events a success. In particular, our recent trip to Auckland, with over 20 members in attendance.
That day ourmembers ceased a rare opportunity to speak with and question professionals from PRiNZ,
Telecom, Star Public Relations, Professional Public Relations Media Monitors and Core Communications.
This day was a success, not only because of the amount of members that attended, but because those
who did attend, now have that ever important advantage over other students in their knowledge of the
industry. That day our members were inspired and I hope that they continue to grab these opportunities
and make the most of them. Even if you only leave with a business card and a hand full of brochures,
remember that in the business world, everyone is paid in two coins: cash and experience. Take the
experience first; the cash will come later. That is what these events are for.
Brad Pogson
Brad Pogson, Vice President
6

MCSA Executive Board
Maggie Lo, Secretary
Over the past year, I have thoroughly enjoyed being the secretary of the MCSA
Executive Board. This role has enabled me to get to know a number of MCSA
members as I was the point of contact between the Board and the members. My role
also entailed liaising with the Events Manager to ensure that members were well
informed for events, as well as co-ordinating MCSA members' PRiNZ memberships.
Being the secretary has developed my time management and communication skills. I
wish the new secretary all the best for the coming year.
Hannah Weir, Events Manager
As Events Manager on the MCSA Board this year, I have had the opportunity to learn
a lot about Public Relations in a short amount of time, as well as meeting some
lifelong friends and important industry contacts. The most important things that I took
away from my events management experience this year were: the importance of
developing an event plan well in advance, regular communication between all your
stakeholders and expecting the unexpected - and don't forget to have fun!
Julia Barker, Media Liason
During my time as Media Relations Manager I gained publicity for MCSA through
several press releases which were published in local newspapers, the Nexus student
magazine and featured on the PRINZ website and the Waikato University website. I
worked alongside the Waikato University Marketing and Public Relations Department
to source a large database of media and business contacts and forge relationships with
several local journalists. I reported on MCSA events and also created promotional
material for MCSA.
Tala Fowler, Financial Manager
This association offers an opportunity for students to gain practical skills and
knowledge in their chosen field while positively engaging with the wider community. I
believe MCSA is valuable to students who are prepared to exchange their time for
experiences that will ultimately increase their career opportunities.
Holly Gower-Rudman, Sponsor Relations
Coming into the role of Sponsorship Manager at the beginning of A Semester I had
high hopes of securing a sponsor to help support MCSA and so far we are well on our
way! I have had the opportunity to learn how to approach money in a way that
encourages interest in the club. I now know that networking and relationship building
is vital to success both individually and collectively as a group and to expect to have to
work hard for funding from businesses.
7

PRiNZ Support
PRiNZ is a non-profit organisation with over 1300 members, specifically formed to promote and
serve public relations and communication management and the people who practice it in New
Zealand. MCSA have been extremely fortunate to secure a contract with PRiNZ in which they are
our official supporters. They also they offer us a group membership which enables our members
to become student members of PRiNZ for $30, with the normal fee being $67. Our contract also
offers two complimentary registrations for all PRINZ Northern Region events (Auckland, Hamilton
or BOP) for MCSA members.
It is not compulsory for our members to become student members of PRiNZ, however, there are
many benefits to signing up such as:
• Special access to the ‘member’ only section for student members of the PRiNZ website
• PR job opportunities through the careers section on the website
• Discounted prices for all PRiNZ workshops and events you may want to attend
• Important opportunities to begin your ‘networks’
• The opportunity to enter for the Annual PRiNZ Student Award
• A great point of difference for your RESUME!
Current National President of PRiNZ Graeme Purches has shown enthusiasm
towards MCSA and offered his full support, even organising a special visit to
MCSA members on the 6 July, 2009.
PRiNZ executive Director Paul Dryden, has been the point of contact between
MCSA and PRiNZ, offering support, advice and even organising and hosting
the MCSA trip up to Auckland in May, a very successful trip.
Sarah Bettle, past Communications Manager at the Hamilton City Council and
now a PR and Marketing consultant for her own business is MCSA’s PRiNZ
advocate and business mentor in Hamilton, and has given up her time to facilitate
MCSA’s Alumni Panel Evening, organise a trip for members to the
Communications department of Hamilton City Council.
Past National President of PRiNZ Lisa Finucane, now Director of
Communications at the University of Waikato has also expressed her
support for MCSA, offering her expertise and advice in helping with MCSA’s
Media Relations, and also sourcing work experience for our members.
8

PRSA Accreditation
09A semester will be remembered as a challenging and exciting time for MSCA members and
WMS - MCOM faculty: we were all scrutinized by two senior delegates from the world leading public
relations association – the PRSA. In order to be certified as a programme meeting the educational
standards of PRSA, the rigorous evaluation process included a visit of Waikato at the end of March by Mr.
John Paluszek and Dr Barbara DeSanto from the U.S. Fortunately, all went well. In their final report the
reviewers described their impressions from MCSA members with whom they spoke after the Maori powhiri
welcome, in personal meetings with board members, in a group meeting and then in a farewell lunch at the
Performing Art Centre. They mentioned the high level of academic knowledge demonstrated by the
students as well as the opportunities for exposure to the public relations industry. The report noted MCSA's
affiliation with PRiNZ and said it was well-grounded with regard to PR practice and practitioners.
Kylie Nichol who led MCSA throughout the certification process, all board members and students who were
involved in the process deserve special mention and credit for the successful ending. In the November
2009 PRSA conference Waikato University will receive PRSA certification and become only the 3rd
university outside the U.S. to have won this prestigious recognition.
PRSA certification opens new doors for MCSA members as well as for all MCOM students and graduates.
PRSA's affiliated organisation – the PRSSA (the Public Relations Students Society of America)
representing 10,000 members, has expressed an interest in establishing relationships with Waikato
students.
MCSA is already preparing a " country profile"
for their global PR students'
website http://
www.
prssa.
org/
prsic/
. The opportunities for mutual enrichment in joint projects with PR students around the
world are limitless.
PRSA certification will also add a valuable asset to the CV of any MCOM graduate while job hunting in New
Zealand and anywhere in the world. Potential employers will recognize MCOM graduate quality and
practice-relevant education as an advantage.
MCSA's success sets a challenge for further successful projects. If you will take advantage of the PRSA
certification momentum, you will be able to develop global relationships with future practitioners and
colleagues and from there – the sky is your limit. Go for it.
Thank you
Margalit Toledano
MCSA involvement was a valuable asset for MCOM
certification by the PRSA, the Public Relations
Society of America.
Margalit Toledano, Faculty Mentor for MCSA
9

Auckland Trip
MCSA students experience the Public Relations
Industry in Auckland –Report by Annabel Causer
Our group of eighteen MCSA members got a taste of the Public
Relations industry when we met leading Public
Relations practitioners in Auckland on Friday, 15 May.
The first Public Relations firm we met with were Core
Communications; a consultancy group that specialise in
transport. The two PR consultants we met with (Leone Hansen,
Account Executive and Rachel Blundell, Account Coordinator)
were able to provide advice on anything from degrees to first
jobs.
Jade Pilimon, Account Manager for Media Monitors, was next to speak to our group. Media Monitors are an
organisation that monitors over 350 publications for an extensive list of clients. The scope of the company
was obvious when Jade talked about all the smaller companies they owned, including their recent
acquisition of Chong Newztel Media.
After stopping for lunch, our group continued on to Telecom where we met the in-house Communications
team. Our visit came at an exciting time because the team was in the middle of launching the new ‘XT’
mobile network. We were treated to behind-the-scenes information on the impressive Auckland Town Hall
light show.
Our group of 18 was split up for the last visit of the day: some students visited Star PR and others visited
Professional Public Relations (PPR). At Star PR Jill Dryden gave students a practical insight into public
relations.
Work Experience Projects
We have worked very hard to source work experience projects for our members but at times the projects
came to us! These projects varied coming mostly from local companies and community groups who due to
limited budgets couldn’t afford to pay for what was needed for their PR or promotions.
Once these organisations were in contact with us, they would fill out a project brief, and we would post this
brief on our website and email it to all our members who would contact the company directly if they were
interested. Listed below are a few of the projects we have provided for our members:
• Waikato University Alumni social networking project
• Working for Single Mums news release and brochure writer
• Just Tees Ltd ‘Scott’s back is on the line’ publicity stunt
• Arts Waikato Home and Garden Show events management
10

Challenges and Recommendations
Now that we have set up a solid foundation and a defined structure for MCSA, we believe it is time for the next
board to take on more challenges after many key relationships have been established over the past year. There
are also many opportunities that are still on the cards and we would like nothing more than to see these
opportunities taken up. Below we have set some short term and long term challenges for MCSA for the year
ahead. We have also listed some recommendations on opportunities that have come to us, as well as ones that
we have identified that we are passing on for next board to take on.
Challenges
Short Term
• Encourage MCSA members to engage in more of PRiNZ’s activities: Their blog, discussion forum, events,
and upload their CV’s and profiles to the members section of the PRiNZ website.
• For the media manager to design and develop a monthly e-newsletter to keep all members up-to-date.
• Gain general and specific sponsorship from local firms; we have written a sponsorship letter and
identified a list of sponsors to approach, it is now just a matter of approaching them!
• To carry out constant improvements to the MCSA website such as: developing online polls and
feedback surveys, keep an up-to-date calendar of events, develop a MCSA blog or discussion
forum.
• Aim to enter at least one MCSA student group for the Tertiary Award at the 2010 PRiNZ Awards.
Long Term
• Gain sponsorship to enable a MCSA scholarship to be established for a dedicated MCSA member.
• Develop annual MCSA awards, where members can be recognised for their efforts in working on projects,
organizing events or any other achievements or initiatives that they may have had.
• Develop student-run PR consultancies within MCSA, modelled to the same structure as PRSSA.
• Establish a national conference for PR students in New Zealand to gather and share ideas.
• Ultimately, we would like to see MCSA establish a national PRiNZ student body with other
universities.
Recommendations
• Pick up and continue the dialogue that was established with immediate past PRSSA president Brandi
Boatner, and set up a skype conference with her, or the new PRSSA president.
• Initiate a relationship with communication students from Wintec and invite them to set up a sub-chapter
under MCSA to become special MCSA members.
• Team up with computer graphic design students from Waikato University to offer them work
experience, and get free design for the website, as well as advertising and promotional designs.
• Develop a relationship with Club PR (AUT), and organize a student networking event with them.
• Continue a dialogue with Kane Hopkins, Director of Communications at Massey University, to offer support
to Massey in setting up a student club like MCSA.
11

Financials
Statement of Cash Flows for the period ended 30 June 2009
Cash Inflow
PRiNZ members fees 810
Funding- Waikato University Management School 250
WSU Affiliation 80
Loan- Kylie Nichol 90
Loan- Brad Pogson 50
Net Cash Inflow 1280
Cash Outflow
PRiNZ Membership Paid 750
Events Catering 390
Bank Charges 12.39
Net Cash Outflow 1152.39
Net Cash Flow 127.61
Opening Balance 0
Closing Balance $127.61
NB: Two members outstanding PRiNZ fees (of $30) have since been paid to PRiNZ.
12

Contact
Contact
Management Communication Students Association
c/o Fabrice Desmarais
Management Communication Department
Waikato University
Hillcrest Road, Hamilton, 3021
MCSA Contact Email Address:
wms.mcsa@waikato.ac.nz
Website: www.mngt.waikato.ac.nz/mcsa