2010: Emerging PR pro

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Tags: winter-2012

Patrick MacDonald, Bachelor of Journalism and Bachelor of Laws

Patrick MacDonald

It pays to have a career change – just ask Patrick MacDonald.

The UQ graduate recently beat out a flock of applicants with up to eight years’ more experience to be named first runner-up as Emerging PR Professional of the Year by the Public Relations Institute of Australia (PRIA).

The former Puzzle Play, Giddy Goanna and Picnic in the Park host did away with a career in television presenting to join the PR profession just over a year ago, making him one of the industry’s most promising newcomers.

With experience as a lawyer, Mr MacDonald has developed a niche area of expertise in media and crisis management at Brisbane-based company Cole Lawson Communications.

“I work a lot in reputation recovery, and I often have to liaise with our clients’ lawyers if they have current legal proceedings on foot,” Mr MacDonald said.

Mr MacDonald found out about applications for the prestigious PR award less than 24 hours before submissions were due with the PRIA, Australia’s peak national body for the public relations profession.

“I had just one night to write something that would stack up against professionals who had been in the business for eight years,” he said.

“I stayed up all night to get it done and had meetings all day the next day, but as it turns out, it was well worth the effort.”

Mr MacDonald’s award application highlighted a spate of successful media and crisis campaigns and his unusual mix of qualifications in television, journalism and the law.

Although disappointed about missing out on the winning prize of a trip to New York City to work with a top PR agency, he remained optimistic that he was a strong contender to take out the title next year.

“I have plenty of time to hone my craft and revisit an opportunity like this in the near future,” he said.

“I’m at that stage where everything in my career is falling into place.

“It just goes to show that it doesn’t matter what your background is, you should always follow your instincts and trust yourself.”

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