Lisa Michalanney
Graduate, Advanced Diploma of Business (Marketing) major in Public Relations

Lisa's thoughts on her time at APM are below

1. What made you choose to study at APM?
   
   I first heard about APM at a university open day held for all of the high schools. I knew I wasn’t ready to take on further education straight after high school, so I did a traineeship in hospitality and worked in healthcare before deciding to attend APM.
   It was the best decision I’ve made, because I was more focused on learning.
   
   
2. What were you doing previously to studying at APM?
   
   Jenny Craig Weight Loss Centre – Centre Manager Miranda. Managing and training staff, meeting budget targets, ensuring weight loss is achieved. I also worked at the ANA Hotel Sydney as a Grade 3 Waiter responsible for training staff and waiting on tables.
   
   
3. What did you enjoy about the course you studied?
   
   
   • Practical experience that each of the lecturers brought into the classroom
   • The small class size compared to uni
   • The support from the lecturers
   • Internship program
   • Networking opportunities
     
     
4. What was your goal when you enrolled at APM?
   
   Graduate with the best possible grades I could receive.  It was my goal to attain a high distinction average and hopefully Dux, both which I achieved.  And get a job within the marketing/PR industry. Again, achieved.
   
   
5. What is your current job title, company name and job description?
   
   

   Account Executive – Porter Novelli Sydney.

   As an Account Executive it is my role to know and understand all facets of the media and to build and maintain relationships with them. I am also responsible for being aware of the industry which our clients operate in through knowing what they are up to through media monitoring and research into clients and their competitors.

   I am also involved in new business pitches, providing research and presenting in the pitch. It is unusual for an AE to be involved in these in a large organisation; however Porter Novelli is a company that allows you the opportunity if you are willing.
   

6. Describe what your current role involves?
   
   

   My current role involves knowing my clients. If I am looking to work with the media that is the first step – know my clients product, background, strengths and benefits; it also helps to maintain an awareness of their competitors.  I am able to do this through media monitoring.
   

7. How did you find your current job?
   
   

   How I found my current job is actually a testament to networking.  I went to a PRIA event for New Practitioners, then joined the organising committee for these events called the NPG.

   One of the committee members recommended me to recruiter, Lynette Edmonds from Sandy Oldham Consulting and I went for the interview and was offered the job on the spot, straight after my first interview.
   
   
8. What were the most successful aspects of the APM courses?
   
   I found the most successful part of the course was the practical industry insight from the lecturers.
   
   
9. What advice do you have for other APM students hoping to break into your field?
   
   

   Network at every opportunity you get!  You don’t know who the person is sitting next to you.  Many people I know found their current jobs through people that they met through networking.

   Know your goal but also know the steps that you need to take to get there. 

   And market yourself – If you aren’t able to sell your attributes and skills, the one thing you know the best, then how do you expect to do it for a client?
   
   
10. Did you find it easy or hard to get a job after you graduated?
    
    I found it easy.  I was offered a position with my internship company before graduating.
    
    
11. What other career goals or aspirations do you have?
    
    

    Right now my career goal is to get a promotion in 6 months.  Long term my career goal is to delve into the other marketing fields. So far I have been in event management and PR; I would like to try marketing and maybe advertising.

    I would also like to get a degree and complete my MBA.
    

12. What other initiatives have you taken to help your career?
    
    

    I am a voluntary member of the NPG (New Practitioners Group) and am a member of the NSW board for PRIA.

    I attend workshops and information sessions related to my industry so that I can gain further understanding and meet more people.

    I am currently studying the Medicines Australia Code of Conduct course, because I am in the healthcare industry I need to be aware of the code in which my clients operate.