A new financial year means lots of things for companies and individuals. One thing that is usually means for both is change. This certainly rang true for me and for Red PR this financial year, as July 1 marked the day that I officially became a director and part owner of the Red PR Group.

As many of you know, there have been five new additions to the Red PR team in 2011. I am very excited to be one of them and look forward to working with all of our clients and friends of the company.

At the Red PR Group nothing is ever still, boring or the same. Every day there is a different challenge – internal or external, every day we pitch a different story, organise a different promotion, run a different event, align a client with a different sponsorship opportunity and with the world of online it isn’t only different every day, but every second. Basically one thing you could never accuse us of is being stagnate and 2010 lived up to all of these past expectations.

In our increasingly commercial world, establishing and steering an effective brand identity is critically important to the survival of a product or service. Part of our job as PR’s is to help business owners come closer to understanding where their brand really sits in the grand scheme of things – how it is perceived by society at large and by consumers inside and outside of its target market.

Being a business owner can be quite isolating at times and being a business owner in Australia even more so. It has always been important to me that I measure Red PR’s success not only on our competitors in Australia, but around the world.

As most uni students know, work experience is crucial to setting yourself apart in the search for a job after graduation. Eight months ago I was thrilled to be offered an internship with Red PR and recently I was even more thrilled when that internship lead to a junior position with the team.