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Learning the public relations beat . . . with the Police Service

Understudy:Police Media Relation Manager Dwayne Caines with understudy Mica Murray.

As a public relations trainee you would be forgiven for assuming Mica Murray scooped up a job in one of the tall buildings in Hamilton and is working in the international business sector.

But the adventurous 18-year-old decided to bypass the regular PR jobs and go for one of the more stressful ones on the Island — Police Public Relations office.

While her peers will be attending meetings in air-conditioned board rooms Mica can expect to be attending serious road accidents and dealing with journalists hoping to get an exclusive out of the rookie.

The former Berkeley Institute student said she has enjoyed her stint with the Police so far: "It is really exciting. I enjoy the day to day operations such as calling the news companies and drafting press releases. It is really interesting to write a press release and then see what the media does with it and how they write their stories. I am getting to do things I didn't think I would."

So far Mica has not attended any serious road accidents or other major incidents but said she was not too worried about that part of the job because it would help her to learn a lot.

Her mentor Dwayne Caines, the senior Police spokesman, said: "While here she is learning crisis PR, it is unlike other areas in the PR world. She will be learning the importance of having a good working relationship with journalists and how to act under pressure.

"When at a road accident or another serious incident you have to be aware of your actions and body language — people will be watching you and trying to gauge how serious the situation is based on your actions."

Last week Mica was busy learning about the importance of advertising and marketing as the Police are currently trying to sign up new local recruits to join the service in the fall.

Mica was placed in the Police Public and Media Relations Department as part of the Government's Summer Employment Programme (SEP) — which Mr. Caines actually participated in the late 1980s. The programme places students in various departments throughout the civil service to allow them get hands on experience in a field they may end up in. SEP is designed to provide Bermudian students from the age of 16 years and up with meaningful work and training experience for up to 12 weeks during the summer months.

The diversity within the civil service means student could end up in diverse field such as IT, agriculture, research or hospitality.

Mica said the programme has helped her realise she is on the right track: "I think it will be a big help. I am heading to Mount St. Vincent to study a B.A. in Public Relations and I think this will give me a head start compared to my classmates. Not many people get a chance to do crisis PR."

For more information about SEP go to www.gov.bm