With the country in the grips of an economic crisis that could slip into a recession, most companies are quite rightly taking a long hard look at their bottom line, but public relations budgets should be protected and expanded, not slashed.

Now, as a PR consultant running my own company, you would expect me to say this but while the cynics out there might say that’s my own bit of spin, it is also common sense.
It is interesting that while the Public Relations Institute of Australia is celebrating 62 years of Public Relations in Australia this year, there remains in this country a lot of common misconceptions about what Public Relations is, how it works and what the benefits are so these are the areas on which I would like to focus in this article.

Public relations is all about reputation and relationships and in times of crisis, which brings with it increased competition across most industries, reputation and the relationships you have with your stakeholders is everything.  If you maintain your reputation and value your relationships, then you are more likely to survive a recession and come out the other side stronger.

Public relations is not the same as marketing or advertising, though they often work closely together.  Public relations is about communicating with your target audience to improve your reputation, and when done effectively, it can be very powerful.  It is now, more than ever that companies need to develop creative ways to nurture their existing clients.  After all, they are the best form of PR you’ve got.

So is Public Relations for you?  Well, the answer is yes, but what you need, its complexity and the investment needed will depend on your size, the complexity and number of your target audiences and the strategies you undertake.

Perhaps the simplest form of PR is sending out a media release to promote you and your business but the smart PR money is in taking a more strategic approach to ensure that you are investing your time, energy and money wisely.  If sending out a release is part of your strategy, you want to be sure that it focuses on the right issues, goes to the right media outlets and ultimately is published in the way you intend.  For example if you have a fashion boutique in Brisbane, there would be little point in sending a media release to a sporting magazine in Victoria, unless you specialise in sports fashion and have an online store.

In developing a public relations strategy, like everything, expertise is important so seeking professional advice is recommended.  This doesn’t mean it is going to cost you a hefty percentage of your business but a professional will help you shape a strategy that works.

However, you can begin work on your strategy by looking closely at the who, what, when, where, how and why – what communicators refer to as the 5W&H, of what you do.

Applications close on Friday, 29 July so get in fast to ensure you don’t miss out.  Those eligible include any local non-profit organisation that is able to provide services to the Buderim Community.

Chair of the Buderim Foundation, Paul Clark said the grants program offered the opportunity for worthwhile community initiatives that benefit Buderim and its residents to receive funding.

Buderim Foundations Grant Committee Chair, Leanne Evans said, “we have been heartened by the responses to this year’s program having received 12 responses so far from worthy Buderim organsations. My Committee are on stand by to help anyone with a last minute enquiry and to help with the application process”.

Last year the foundation made available a record total of $17,500 for its grants Program. Recipients of the 2010 Grants were Fusion Community Care, 4 Paws Animal Rescue, Buderim Craft Cottage Assoc., Martins Creek Headwaters Action Group, Sunshine Coast Bushwalkers and Sunshine FM Radio Assoc. Inc.

“Every year as our grant total amount reaches record highs, more people become aware of the Foundation and our role within the community,” Paul said.

The Buderim Foundation aims to enrich and enhance the quality of life for Buderim and its residents, past and future. Since starting its Grants Program in 2008, sixteen local organisations have received grants totaling more than $44,000.

“As a not-for-profit public company, the foundation relies on the generous contributions of local businesses and citizens in order to continue providing grants to quality local community projects and groups,” Paul said.

Application forms and grant guidelines can be found on the Buderim Foundation website. Successful applicants will be announced at the annual 2011 Good News Night on 16 September, with more details available closer to the date.

For more information on the Buderim Foundation or the 2011 grants program, please visit, www.buderimfoundation.org.au.

Winning Best Documentary at the 2010 Queensland Multi Media Awards, the documentary tells the stories of 50 cyclists who took part in the 2009 eight-day Smiling for Smiddy ride, from Brisbane to Townsville.

Reflected Image PRoductions filmmaker Ryan Early credits the win to the stories of all the people involved.

“It is the willingness of everyone involved to share their very personal stories that made the documentary such a success,” Ryan said.

Ryan, who is now post-producing a new documentary about the 2010 ride, said Smiling for Smiddy was an important charity made up of amazing people, formed in memory of Adam Smiddy, who died aged 26 in 2006.

“In its four year history, Smiling for Smiddy has raised more than $1.5million for cancer research, with the 2009 ride raising more than $500,000.”

The Queensland Multi Media Awards recognise excellence in print, television, radio and multi-media.  Judged by industry professionals from Sydney and Melbourne, the film took out the award against some stiff competition including Win TV Rockhampton’s ‘Qld on Fire’ and Wild Cam Australia’s ‘Life Beneath Canopy’.

“To me, what made the final result unique was the fact that people spoke so openly about their personal motivations to do the ride, and their experiences with cancer,” Ryan said.

Even the films soundtrack was inspired by the ride an original soundtrack created inspired by the song Journey of Friends which was a collaboration between Award winning singer songwriter Mishelle Bradford Jones, Peter Koppes from legendary Australian band ‘The Church’ and Ryan Early, who penned some of the lyrics while filming the ride.

“We are proud that Journey of Friends helped Smiling for Smiddy raise funds for cancer research and are looking forward to having the new “Smiling for Smiddy – The Long Road” documentary of the 2010 ride ready for viewing soon,” Ryan said.

For more information about Smiling for Smiddy visit their website.  You can also view a clip of the documentary below:

Click here to view the embedded video.

Auzion, leaders in solar system supply, and Latronics, industry local manufacturers of quality inverters, are today announcing a key strategic alliance that will see the company’s work together to provide people on the Sunshine Coast, throughout Queensland and Australia with greater access to the highest quality solar systems, as well as create employment.

Auzion’s Managing Director, Mark Leckenby said Auzion was proud to be joining together with Latronics, which has 25 years in the industry in the multimillion-dollar alliance.

“At Auzion, we provide the highest quality components for our systems and also dedicate ourselves to research and development to ensure we are providing customers with world leading technology, and this alliance takes that commitment to the next level,” Mr Leckenby said.

“With the power of Latronics and Auzion working together, we will be doubling the number of solar systems we are installing on homes each month – this is good our two Sunshine Coast-based businesses, good for the economy and good for the environment.”

Both Auzion and Latronics are planning to increase their workforces, including 25 additional staff at the Auzion team in the next three months alone.

Auzion’s and Latronics’ shared business philosophy, dedication to research and development and commitment to the local region made them the perfect fit to enter into this new venture together.

Latronics CEO Klaus Langer said both Auzion and Latronics were focused on being a part of the growth of Sunshine Coast region.

“We are both community-minded, dedicated to managing our headquarters here on the Sunshine Coast and to employing locally,” Mr Langer said.

“We are also focused on business growth, but not at the expense of people and profit.”

Mr Langer said in the two and a half years, Auzion had been operating they had built a strong reputation in the sector, which prompted Latronics to seek an alliance with them.

“We have been working together for some time and with Auzion’s dedication to ongoing research and development of innovative products like the AuziMax energy maximiser, they were the perfect company with which to seek a more formal cooperation.”

“Innovation and research are important in our industry and this new alliance means both companies can work more closely in the booming solar sector” Mr Langer said.

The Auzion solar grid connect systems can be tailored to the needs of each customer and includes quality state-of-the-art technology with a 10-year warranty on the Australian-made Latronics inverter, and the highest efficiency solar cells from reputable international suppliers with a 25-year performance warranty, fitted using Auzion’s exclusive AuziRack, mounting system, developed on the Sunshine Coast. The AuziRack system, which comes with a 10-year warranty, is rated for all Australian cyclone zones, and approved by engineers.

In 2009, the Australian Government set an ambitious renewable energy target of 20 per cent by 2020, which means that one-fifth of Australia’s electricity must be supplied by renewable sources such as solar power. Teamed with the implementation of numerous government-based incentive schemes and the anticipated soaring energy prices over the next decade, Auzion and Latronics are gearing up for increasing demand.

“We live in one of the sunniest places in one of the sunniest countries in the world, with an average of seven hours of sun a day, an ideal climate for solar panels,” Mr Leckenby said.

“People can make real contributions to the environment and also save money by installing the efficient solar grid connect systems.

“In fact, Auzion and Latronics are so confident that customers will be enjoying significant savings when they install their systems, we will pay your power bill for the next 12 months*.”

To find out more details about how you can take advantage Auzion’s offer to pay your energy bill, please refer to the website for details, www.auzion.com or call 1300 AUZION.

*conditions apply. See www.auzion.com for details.

Proud owner of Bassett Barks, a Glasshouse Mountains-based landscaping company, Sue Joseph one of only seven finalists in the Outstanding Business Person of the Year category, hosted by the Maroochy Chamber of Commerce on Saturday night (6^th November).

“It is an honour to be recognised with such a talented group of business people and I would like to congratulate the winner real estate queen Amber Werchon,” Sue said.

“Amber is an extremely talented business woman who has turned her exceptional sales skills into a great real estate empire,” she said.

Recognised for her extraordinary work ethic and business leadership Sue has worked at Bassett Barks for 21 years, working her way up to CEO, after purchasing the company, first with a 50% stake three years ago.  Sue has worked hard to grow the business, which is now recognised as one of the largest in the industry Australia-wide and she purchased the remaining shares in the company last year.

She has also just embarked on a new business venture purchasing the iconic Sunshine Coast Rustic Cabin, which she is renovation to honour its heritage and bring it back to its best.

“To be recognised amongst such esteemed company as they other awards finalists is very humbling,” Sue said.

“It is a great acknowledgement of my work which I am very passionate about,” Sue said.

Inspired by her fond memories of eating there as a child, Sue purchased the Rustic Cabin on Steve Irwin Way, Glenview because she wants to restore it to being one of the Sunshine Coast’s most recognisable landmarks.

The new café and gallery will be named, Daisy’s Place in recognition of the original owner, Daisy Johnston who built the cabin with her husband in 1925.

Sue said her business success was for her following her passion and instincts.

“I have always been passionate about movement which is why I got involved with trucks and transport,” Sue said.

“Now with Daisy’s Place we hope it will once again become a meeting place for people as they move around the Sunshine Coast.

“My family taught me to work hard from a young age and instilled me with a really solid work ethic.

“I believe the key to running a successful business is to provide good service, look after your employees and give to others regardless of whether it is profitable to the company.

“I work very hard and expect others to do so as well but I also look after my staff in a way that is still quite unique – something I think more employers should do.”

It is Sue’s vision and challenge driving her to make Daisy’s Place, a must visit tourist destination by combining the elements of nature, atmosphere, art, tourism and heritage. She plans to offer excellence in food and service while also providing a venue to showcase the talents of people on the Sunshine Coast both artistically and musically.

More information on when Daisy’s Place will open will be available soon.

Congratulations to our very own Public Relations Consultant, Jacinta Krause, on her graduation from the University of the Sunshine Coast.

Confirming just how brilliant we already knew she was, Jacinta took out an Arts Faculty Commendation for overall outstanding performance and achieving a distinction average throughout her Bachelor of Public Relations degree.

An online company with the potential to be based anywhere in the world, the decision to locate Handylocals on the Sunshine Coast was an easy one.

“There was never any question of choosing to locate to the Sunshine Coast. We visited Australia Zoo on a holiday a few years ago and knew this is where we wanted to live,” owner Zane Wood said.

“The one thing that stood out above all else is no matter who we spoke to – everyone loved living here. The Sunshine Coast offers absolutely everything in a neat, beautiful package,” Mr Wood added.

Based on a UK business model that has achieved phenomenal growth over the last 5 years, Handylocals provides marketing solutions to small and medium sized businesses to help them capture the local market.

Mr Wood said with most business receiving up to 80% of their income from the local community, Handylocals concentrated on helping their members capture this audience.

“Our point of difference is we promote only three businesses within an area. We market our clients extensively on and offline in the community through the exclusive use of the Handylocals brand.”

Innovation Centre Entrepreneur-in-Residence Nigel Hall said “Handylocals has a great business model, offering the top three recommended businesses in the region the opportunity to replace the costly yellow pages as their main source of leads, with a minimum annual spend.”

“My main concern was that there was no way they could provide so much value for $248 per year, but having crunched the numbers with them, it’s possible!”

“The value of their service is highly visible, it gives SME’s access to internet advertising such as Facebook, Google and Twitter, as well as more traditional media such as radio,” Nigel added.

The Innovation Centre’s ideal position on the edge of the USC campus, along with access to an attractive package of business services were major drawcards for Handylocals.

“With fantastic resources such as networking, technology, mentoring and a community of thriving, local businesses, the Innovation Centre was our first choice as a base for our business,” Zane Wood commented.

“In our line of work, being up to date with technological advances and consumer trends is a necessity. The University is a thriving community representing the future on the Sunshine Coast.”

To find out more about Handylocals visit www.handylocals.com.au. For more information on the Innovation Centre Sunshine Coast visit www.innovation-centre.com.au.

Mr Graham said the University of the Sunshine Coast’s Innovation Centre housed over 30 businesses which proved that statement, with all taking advantage of the benefits that the location brought, including access to student talent and training, dedicated high-speed internet connection and of course the lifestyle benefits of the beautiful Sunshine Coast.

Now, a rare opportunity exists for companies wanting to join these high-growth businesses from the Clean Tech, Digital and Creative industry sectors with some of the best office locations in the building becoming available.

Described at the United Nations of Innovation because of the diverse and vast experience of the over 150 people working there, the Innovation Centre offers companies the opportunity to be a part of a collaborative environment.

“With a wealth of experience and talent all under one roof, businesses are able to build complementary and beneficial business relationships with other companies at the Centre,” Mr Graham said.

“Our connection with the University of the Coast provides companies with the opportunity to benefit from the University’s dynamic and creative campus environment. This campus location also makes it easy for businesses to tap into talent via student internships and graduate recruitment.

“The Innovation Centre is a prospering community of like-minded business. There is a wealth of experience and knowledge that can be gain through simply having your business located here and it is at the hub of the new multi-million dollar Sunshine Coast Business and Technology Precinct, an area being developed around the University that will bring greater economic diversity to the region.

“Internationally, clusters of businesses have grown around Universities – such as Silicon Valley out of Stanford University and the technology cluster around Cambridge in England.  Many big companies – such as Microsoft and Apple – also describe their headquarters as a campus reflecting a dynamic, young community feeling and culture.  We are helping to build Australia’s first university town and a campus location is very attractive to many businesses,” he said.

Mr Graham said just one of the businesses recognising the potential of the campus view was dtb! Advertising, which late last year relocated its offices from a picturesque location at Cotton Tree where their offices had a 180-degree water view.

After several years at that location, dtb! Managing Director Michael Molloy said the move to the Innovation Centre had been great for business.

“Being here has generated a lot of new work for us.  The collaborative environment and the collocation of other complementary businesses means we have also developed some strong business alliances,” he said.

dtb! Advertising have also already employed three University of the Sunshine Coast graduates to join their team and are participating in work experience and internship programs with the University.

With an occupancy level of more than 70% the Innovation Centre currently has its last few vacancies available for suitable tenants including:

• The Anchor Tenant space – 289m² located upstairs with views looking over a nature reserve to the University campus
• 109m m² located upstairs
• 184² ground floor space including three offices of 69m², 82m², and 33m²

For more information visit the Innovation Centre website at www.innnovaton-centre.com.au or call 07 5450 2600.

The sunny weather and fantastic race events encouraged both competitors and the public to support the local charity throughout the festival weekend of 26^th to 28^th March.  The proceeds will be presented to Bloomhill this Friday, 30 April at 10am.

Bloomhill Cancer Help, which assists people throughout the Sunshine Coast to live with cancer, is very grateful to USM Events, organisers of the Triathlon, for once again selecting Bloomhill as the nominated charity this year, which provided an opportunity to raise funds and awareness at the Triathlon.

Bloomhill vice-president and Triathlon competitor, Brett Graham said USM had really shown their strong support for the charity and the work they did which included offering practical as well as emotional support for people with cancer and their loved ones, including counselling, support groups, complementary therapies and transport.

“This year is the second year USM has chosen to support Bloomhill at the Mooloolaba Triathlon and we look forward to continuing this successful relationship with USM Events for many years to come.

“Bloomhill relies on the generosity of the public and without the strong support from the Sunshine Coast community, we would not be able to continue assisting over 700 people throughout the Coast to live well with cancer,” he said.

The dedicated team of Bloomhill volunteers rallied together throughout the festival weekend not only receiving support by selling raffle tickets and collecting donations, but also a fantastic turn out at the Bloomhill Breakfast Barbecue at The Courier-Mail Superkidz event.

“It is always great to see the tremendous support we receive at the Mooloolaba Triathlon Festival every year,” said Brett.

He said everyone at Bloomhill was very excited about the thousands raised and were looking to being presented with the funds on Friday.

Known as the “people whisperer”, Amanda Gore is a Brisbane born-internationally acclaimed speaker and author, with a long list of credentials including training in stress management, psychology and occupational health.

“Amanda has received raving reviews from other charities and businesses and we are really excited to have her speak at our morning tea,” Bloomhill Cancer Help manager of patient care Anne’ Braaten-Pow said.

Bloomhill Cancer Help is a Sunshine Coast based charity that provides support and assistance to people and their loved ones who are affected by cancer. Operated by a team of dedicated professional staff and volunteers, Bloomhill offers emotional support through counselling, support groups, respite care in the home and a range of complimentary therapies and other services.

Cancer affects people in so many ways and the emotional difficulties that often the whole family experience is often overlooked. Every day at Bloomhill we witness what an enormous difference it makes in peoples lives when they have the right support around them.

Anne said the main focus of Bloomhill is to help people to live well with cancer and that the monthly Motivational Morning Teas can give people tools and techniques to achieve this. She said however anyone could come to these morning teas, which allowed the community to also experience what a beautiful place Bloomhill was.

“The morning teas and particularly Amanda’s presentation is designed to give people new ways to think about and deal with stress and change, to balance work and life, to laugh more and rediscover joy.

Amanda Gore said “it is joy, rather than happiness that most people seek. Happiness is about wanting something more, bigger or better. Where as, joy is about giving, connecting and helping others. Joy is the perfect antidote to depression”.

“The aim is to enter a joyful state of contentment, inner peace and the feeling that ‘all is right in my world,” Amanda said.

Amanda said she hopes to inspire people to live and work more effectively through improving emotional and social intelligence, relationships and connections, enthusiasm and attitudes to lead a life of less stress and more joy.