Public Relations (PR) is the practice of managing the spread of information between an individual or an organisation and the public (external and internal public). Public Relations are the custodians of the Corporate Identity and the corporate image of the organisation.
The Public Relations Department is focused on three key objectives:
- Corporate Identity, Branding, and Marketing
- Corporate Communication
- Corporate Events
The Public Relations Department's fourth key objective is the training and mentorship of Aurum Programme and administrative staff in relation to Public Relations.
Who We Are
The Aurum Public Relations Department consists of a team of Graphic/Web Designers, Public Relations and Communication Officers, headed up by the Director: Public Relations and Special Projects.
The Aurum Public Relations Department reports directly to the CEO: Southern Africa Region.
What We Do
CORPORATE IDENTITY, BRANDING, AND MARKETING
The Corporate Identity articulates the corporate ethos, aims and values and presents a sense of individuality that can be a powerful means of integrating the different division and activities that are essential to an organisation’s success and to promote the image of an organisation. The visual identity and the corporate strategy are interlinked and it is the core of the organisation. This is made up of the organisation’s history, beliefs, philosophy, technology, people, values and strategies and helps to position the organisation with respect to its market and competitors.
Corporate identity is often viewed as being composed of three parts:
- Corporate design (logos, uniforms, corporate colors, corporate website etc.)
- Corporate communication (advertising, public relations, information, etc.)
- Corporate behavior (internal values, norms, etc.)
Our corporate identity and branding has been developed over the past 7 years and the Public Relations Department is the custodians of the Aurum Corporate Identity. The management of this portfolio is critical to ensure that we create brand awareness, present an external image of excellence and protect the image of the organization and ensure that through our Corporate Identity we stand out among our competitors.
Our corporate identity / brand awareness crosses over many different areas across the organisation and the Public Relations Department is therefore responsible for the development, education and compliance relating to the Aurum’s image and our corporate identity.
Our corporate identity crosses over all electronic communications (internal, external and social networks), our written materials, our marketing and branding materials, advertising, fleet, facilities and the uniforms our staff wear when engaging with the public.
When an Aurum Logo is used in any format the Aurum Public Relations Department is directly involved, to ensure that our Corporate Identity is managed appropriately and upheld across the organisation.
The Public Relations team is responsible to support the Divisions / departments in the development of all written material i.e. the branding (look and feel), the use and layout of logo’s, the graphic design, assisting with proofreading the contents and where applicable uploading the electronic versions to the appropriate sections on the Aurum website and Aurum Staff Portal/intranet.
COMMUNICATIONS – EXTERNAL, INTERNAL AND MEDIA
The Public Relations Department is responsible for ensuring that information provided to the Department is communicated to the relevant external audience and / or to the internal community, whichever is applicable, in order to assist with developing the synergies through both internal and external communication platforms.
Aurum Communication Officer role is to establish and maintain relationships with the organisation's target audience, the media and other opinion leaders. Common responsibilities include designing communications campaigns, writing news releases and other content for news, working with the press, arranging interviews for company spokespeople, writing speeches for company leaders, acting as an organization's spokesperson (where appropriate), preparing clients for press conferences, media interviews and speeches, writing website and social media content, managing company reputation (crisis management) and managing internal communications.
The Communication Officer is responsible for ensuring the written content for the Aurum Website, Annual Reports , Publications, Advertisements, Brochures, Flyers etc.; as well as assisting with the written content for PowerPoint presentations; writing and distributing monthly Divisional newsletters (where applicable); writing and proofreading all written material; collating information and identifying the correct platform (website, Intranet); liaising with the media and developing Aurum media relationships.
The Public Relations Officer is responsible for the co-ordination of information loaded onto the Aurum social media platforms i.e Aurum facebook; programme social media platforms. The PR Officer's responsibility is to ensure that all information loaded meets the standards of the Corporate Identity and that information loaded is also linked back to the Aurum website (where applicable).
CORPORATE EVENTS, STAKEHOLDER ENGAGEMENT, AND FUNDRAISING
Corporate events are managed by the Public Relations Department. The focus is to increase public awareness through marketing, branding and events. The Public Relations Department is responsible for the management of the following events:
The Public Relations Officer is responsible for the co-ordination of the following Corporate events, supported by the entire Public Relations team.
Governance / Committee Meetings: Board Meetings, Executive Meetings, Senior Leadership Group Meetings, Scientific Advisory Group Meetings, Audit Committee and HR & REMCO meetings.
Stakeholder Engagement: Conferences and Trade Shows (Exhibition Stands); Press Briefings; Funders and Collaborators visits; Fundraising Events.
Corporate Events: Annual Staff events; Strategic meetings and other corporate events.
Media Interviews: Television and radio interviews (Company Spokespeople)
TECHNICAL AND MENTORSHIP SUPPORT
The Public Relations Department provide a technical mentorship and support role to the Aurum Divisions- directly to the Programme/Research Managers; Site Managers; Office Managers/Administrators so that they are developed and empowered to manage Divisional/District Aurum Events; Conference Exhibition stands (programme specific) to the standards governed by the Aurum Corporate Identity.
Public Relations & Special Projects Organogram