A dictionary definition of Public Relations is:

1. The art or science of establishing and promoting a favourable relationship with the public.
2. The methods and activities employed to establish and promote a favourable relationship with the public.
3. The degree of success obtained in achieving a favourable relationship with the public.

This, in a nutshell, is what you will be involved in on your placement! The PR Officer is very keen to work alongside people who can bring new enthusiasm and new kinds of ideas to her extensive but satisfying role.

Her work is mostly centred on securing resources; (financial donations as well as equipment and services); that will help run the Centre sustainably. There is also a lot of work involved in the planning and hosting of lots of promotional events and fundraisers, managing the donor database, approaching corporations for assistance, liaising with the media and coming up with new ways to promote a favourable relationship with the public. The Centre also prepares a monthly newsletter and feeds press releases to the media, so strong writing skills and computer design skills will be a fantastic advantage! (Read Press Releases prepared by Natacha Torres during her PR internship.)

The PR officer also drives a very strong public awareness and education campaign. There is an environmental education centre which hosts visiting school groups, children are taken on a tour of the facility and get the opportunity to interact and play games, watch a video and learn about caring for animals and the environment. This educational initiative has also led to a series of episodes filmed at the Centre screened recently on Animal Planet. Talks and presentations are also given at local schools and at corporate companies and there is an open day once a month for public visitors.

In essence, your placement will cover exposure to some or all of the following areas, depending on the Centre’s needs at the time of your placement:

• Raising the profile of the Organisation and associating a "Brand" with it
• Donor relations
• Corporate PR relations
• General PR
• Fundraising campaigns
• Media Relations
• Design and copy writing for marketing collateral and educational materials
• Event Planning & Management
• Hosting of special events such as golf days, theatre shows, fairs, etc

You are encouraged to develop campaign ideas and interact with the PR officer via email before leaving the UK for this project. That way you can prepare some ideas and come out ready to hit the ground running. All the staff at the Centre speak English and all events, campaigns and collateral are done in English so you will experience no language barrier – in fact – good writing and public speaking skills will make you a valuable asset! Any experience in "edutainment" – entertainment bringing home an educational message - will also be to your advantage.

A typical day starts at 8am until 5pm with a lunch break. You must be flexible and prepared to work odd hours and some weekends – as with any job requiring PR! There will be occasions when an event or function is held outside your usual working hours, and you will be expected to attend these as well.

If you have any ideas you think you'd like to implement while on your placement, you can also start liaising with the staff and trustees prior to your trip and plan your own unique event or campaign to assist in raising the project's profile and help secure additional funding.

ABOUT THE CENTRE:
The centre for rehabilitation of wildlife is situated in KwaZulu-Natal. It is a wildlife hospital that cares for the injured and orphaned wild animals and birds and the only centre of its kind in the Province.

VISION: To be an independent, pioneering force in the protection and rehabilitation of orphaned and injured wildlife, while promoting the preservation of their natural habitat.

MISSION STATEMENT: The centre is committed to the rescue, rehabilitation and release of orphaned and injured wildlife, and believes in action and education with regard to the protection of all natural resources

The centre has a few depots in and around the Province and is considered to be one of the leading rehabilitation Centres in South Africa. The centre is committed to conservation and strives to return all rescued and rehabilitated wildlife to their natural habitat.  Any wild animal, (not domestic or agricultural), that has been injured, rescued or abandoned, is admitted free of charge. Almost 90% of animals admitted to the centre, have sustained injuries due to human negligence. These animals are tended to by staff and volunteers whose love, care and dedication is unconditional, around the clock.

It takes time and dedication; and a lot of donor funding, to rehabilitate these animals and to prepare them to be re-introduced in their natural environment. Some animals' injuries are so severe that they cannot be rehabilitated and therefore become permanent residents at the centre.

As the Centre is a non-profit organisation with no financial aid from the government or any large concern, they are solely reliant on our fundraising initiatives and the generosity and goodwill of the public.  As the running costs are approximately £ 11 000 or more a month, there is very little funding that can be applied to appointing full time staff. The active volunteer programme is the lifeblood of this organisation, especially during the spring and summer months when lots of orphan baby animals are brought to the centre for care.

WHAT YOU'LL GAIN FROM DOING THIS PROJECT:

• An exciting, never-to-be-forgotten adventure into Africa and the many diverse cultures in South Africa

• New skills, more confidence, a greater understanding of a different culture, invaluable personal and professional development.

• An entry on your CV or résumé that will put you head and shoulders above most others in the job market

• And best of all ... an unforgettable experience!

ADDITIONAL ACTIVITIES YOU CAN DO WHILE ON THIS PROJECT:

• 5-DAY OR 7-DAY SAFARI from Cape Town up the renowned Garden Route: taking in Dolphin and Whale Spotting, visits to many tourist attractions, such as a visit to a brewery(!), the Bloukrantz Bungy Jump (reportedly the highest in the world), and a guided tour of the Cango Caves.
• 1 WEEK WHALES, SHARKS AND DOLPHINS Project: This is an extraordinary and exciting project in a beautiful location, surrounded by white beaches and blue ocean. And two hours from the world's third favourite city - Cape Town. What more could anyone want?
• SURFING COURSES: In the buzz city of Durban.
• PARAGLIDING COURSE: Soar over the impressively beautiful Drakensburg Mountain. You'll get a licence at the end of the course which qualifies you to do solo paragliding around the world.