Coming to the end of the Media Relations (MRL) course is bittersweet. I whispered a sigh of relief after uploading the zip folder of files that represent hours’ worth of rewarding work, the Media Kit and the Video News Release.
I have marveled throughout my mastery journey how incredibly motivated yet challenged I am with each course. This one was certainly no different. In fact, I would say it tips the scales for intensity. Nevertheless, I came to this juncture in my life and career purposefully to be tested and pushed beyond my comfort zone. A previous tenure as a reporter with a local community newspaper and a brief tour as a military journalism instructor for the Canadian Armed Force Public Affairs branch may have afforded me a solid background in journalism, working with reporters and understanding the demanding news cycle, but by no means did I think I could breeze through Media Relations. If anything, I approached the course with trepidation knowing that I would have to be mindful of both my course load and my job.
June was a demanding month for Comox Valley Schools. The Board of Education was working tirelessly with senior staff to complete the four-year strategic priorities plan while preparing for the superintendent’s sudden retirement and the transition of a new leader into his position. It was also a busy time for graduations and class celebrations as the school year came to an end. To say I was stretched in two directions is mild. It was a real juggling act, but I would not have wanted it any other way. I perform well under reasonable levels of pressure and the workload complimented each other. Comox Valley Schools was in the press at least seven times for various news and announcements over the past three weeks. It was a good month.
Here are a couple of links:
https://www.mycomoxvalleynow.com/55962/picture-book-honours-first-nations-language-heritage/
https://www.mycomoxvalleynow.com/55697/highland-school-ceremony-spotlights-reconciliation/
https://www.cheknews.ca/courtenay-students-ask-comox-town-council-to-clean-waters-569626/ (Note: This still image supplied for news coverage does not include a photo credit but I was pleased to see the coverage).
MRL exposed me to new concepts and gave me such an enriching education that will serve my capstone project client well – writing a news pitch and creating b-roll footage. I have developed two skill sets I was hoping for at the start of the master’s program – to film and to edit like a pro, and while my assignment in week four may not win any top awards or even top marks, the learning process was exhilarating. In fact, this morning I was eager to get out of bed to catch the early daylight, a beautiful time of the day for stills and footage, something I learned years ago on a photography course.
The highlight of the course was the affirmation that public relations practitioners are leaders in changing and controlling the message. I was pleased to have lead Comox Valley Schools through a sensitive story – sexual health – that, without my encouragement to pursue an interview, would have been ill reported by a community of naysayers. The assignment in week three, crisis communications case study and creating talking points and frequently asked questions, was timely and effective. The second highlight, capturing the right image at the right place and time and to have that image reproduced by the media for print and digital production. I am now looking forward in the very near future to see my video footage featured in all media outlets, locally, throughout the province and, perhaps, nationally.
Mary Lee's Mastery Journal 