I think the two key points to remember from this week's readings are risk management and the role which PR plays in activism. This week's readings highlights the importance of risk management. The identification or risk factors and issues are crucial in risk management. By identifying early these risk factors and issues, PR practitioners are able to analyse these issues and prepare for them. Admittedly, while we can't prepare ourselves for every situation, preparedness can make a crucial difference. It is also important to look out for opportunities in actual crisis. Companies can use these opportunities to make their work more efficient. Post-crisis communication is another important factor. Just because the crisis is over does not mean action should stop. It is important to ensure that all stake holders and affected publics are on the way to recovery. Practitioners should also look out for the lessons learnt in the crisis so as to prevent a repeat occurance of such a crisis.
Non Governmental Organisations (NGOs) and Community Action Groups (CAGs) are increasingly becoming an influential sector in the world stage. MNCs have long since used PR practitioners to try and counter the threat NGOs and CAGs pose to their various businesses. However, with the rise of NGOs and CAGs in the global community, PR practitioners now have an alternative source of jobs, which are more focused on community action / activism as opposed to crisis management or marketing. Being involved in activism gives PR practitioners a different perspective and allows them to impact their community in a more positive way. The challenges in these NGOs and CAGs are different from MNCs but various aspects of PR can still be applied into activism.
The readings made me think more about PR practice in that it serves as a reminder that risk management is also part of a PR practitioner's job scope. Other than planning PR campaigns, risk planning keeps the client or company one step ahead of any potential issues that might crop up. With regular revisions and planning, a PR practitioner can help his client/company avert potential disasters which are waiting to happen. As Mad-Eye Moody from the Harry Potter series would say, "Constant vigilance!".
Friday, March 20, 2009
Thursday, March 12, 2009
Week 9 readings
I think the two key points to remember from this week's readings are the developed PR model and the different schools of thought regarding PR result evaluation. The developed model of the PR plan allows us a good overview of what we have learnt so far and puts it into perspective. By examining the flow, we as students are able to better understand the whole PR process as a whole. Its good to be able to put things into perspective and see how each step leads to the next. This week's readings also give a good analysis of the various stages and also discusses the various reasons why each step is important.
I also find it interesting that there are different schools of thought when it comes to evaluating PR results. The first school basically thinks that results are too hard or shouldn't be measured, the second school proposes that results would be intangible while the third school promotes evaluating PR campaigns. I think that the author makes a good point when he says that evaluation is "the most critical factor in establishing and maintaining management appreciation" of public relations. It is a reminder that although some people are not really interested in evaluating results, if the right method is used, the information gained can be important to the company or client and also serves as a good learning experience, be it a successful or unsuccessful campaign.
The readings made me think more about public relations practice in that although it looks complicated when we analyze the various steps, by looking at the big picture, we are able to understand how each step fits together. This week's readings gives us a good look into PR campaigns and how they are planned.
I also find it interesting that there are different schools of thought when it comes to evaluating PR results. The first school basically thinks that results are too hard or shouldn't be measured, the second school proposes that results would be intangible while the third school promotes evaluating PR campaigns. I think that the author makes a good point when he says that evaluation is "the most critical factor in establishing and maintaining management appreciation" of public relations. It is a reminder that although some people are not really interested in evaluating results, if the right method is used, the information gained can be important to the company or client and also serves as a good learning experience, be it a successful or unsuccessful campaign.
The readings made me think more about public relations practice in that although it looks complicated when we analyze the various steps, by looking at the big picture, we are able to understand how each step fits together. This week's readings gives us a good look into PR campaigns and how they are planned.
Monday, March 9, 2009
Week 8 readings
I think the two key points to remember from this week's readings are the importance of research in PR and the events management role a PR practitioner plays. In terms of PR, one good way to look at the research process is through inputs, outputs and outcomes. Input research provides a good basis when planning a PR campaign, output research allows them to gauge the public reaction during a campaign and outcome research gives a good measure of a campaign's achievements. Doing research at these three stages allows PR practitioners to be able to more effectively plan their PR campaign and also provides a good way to analyse its effectiveness and gauge the effect it has on the public.
A PR practitioner also plays a major role during events. Planning and managing events is an important job that a PR practitioner does and if not well planned, it can lead to negative publicity for the organisation. The four steps to create a successful event, proposed by Tonge, gives a good insight into what it takes to plan an effective event. Feasibility, planning, execution and evaluation all play a major role in a successful event and should each be given equal importance.
The readings made me think more about Public Relations practice in that research and events management play a major role in PR campaigns. While both these jobs can be outsourced to third-parties, it is essential that PR practitioners play a major role, lest these third parties are unable to fulfill their obligations in some way or another. It is also interesting that research can start anywhere, albeit in a more informal setting. Things like speaking to other people in an informal setting like lunch at a cafeteria can be used as a starting point in the research process.
A PR practitioner also plays a major role during events. Planning and managing events is an important job that a PR practitioner does and if not well planned, it can lead to negative publicity for the organisation. The four steps to create a successful event, proposed by Tonge, gives a good insight into what it takes to plan an effective event. Feasibility, planning, execution and evaluation all play a major role in a successful event and should each be given equal importance.
The readings made me think more about Public Relations practice in that research and events management play a major role in PR campaigns. While both these jobs can be outsourced to third-parties, it is essential that PR practitioners play a major role, lest these third parties are unable to fulfill their obligations in some way or another. It is also interesting that research can start anywhere, albeit in a more informal setting. Things like speaking to other people in an informal setting like lunch at a cafeteria can be used as a starting point in the research process.
Thursday, February 26, 2009
Week 7 readings
I think the two key points to remember from this week's readings are the different tactics that are used in PR and the importance of PR in a business. The two main groups in PR communication are controlled communications (brochures, posters, annual reports, etc...) and uncontrolled communications (media relations, press releases, etc...). Both forms of communication are able to compliment each other and if used correctly, they are able to effectively transmit and reinforce a message to the targeted audiences.
The importance of PR in a business is also crucial. As mentioned in the readings, some businesses relate PR to marketing. There is a tendency to focus more on the technical side of PR. However, while PR is not part of marketing, it can compliment it. The use of IMC (Integrated marketing communications) allows a business to engage a customer on a more personal level and also allows the various departments in a company to better work with each other. Things like corporate social responsibility and corporate philanthropy enables a company to positively impact the community and develop a better understanding with each other.
The readings made me think more about public relations practice in that it emphasizes the importance of PR in businesses and its complimentary role to marketing. A PR practitioner's role does not just involve marketing a company, but also developing relationships with the public and even preparing stuff like annual reports. This shows that a PR practitioner's role is quite wide ranging and is essential to a company's overall well-being.
The importance of PR in a business is also crucial. As mentioned in the readings, some businesses relate PR to marketing. There is a tendency to focus more on the technical side of PR. However, while PR is not part of marketing, it can compliment it. The use of IMC (Integrated marketing communications) allows a business to engage a customer on a more personal level and also allows the various departments in a company to better work with each other. Things like corporate social responsibility and corporate philanthropy enables a company to positively impact the community and develop a better understanding with each other.
The readings made me think more about public relations practice in that it emphasizes the importance of PR in businesses and its complimentary role to marketing. A PR practitioner's role does not just involve marketing a company, but also developing relationships with the public and even preparing stuff like annual reports. This shows that a PR practitioner's role is quite wide ranging and is essential to a company's overall well-being.
Wednesday, February 18, 2009
Week 6 readings
I think the two key points to remember from this week's readings are the two kinds of social capital and the importance of community relations. The two different kinds of social capital reflect the two different kinds of relationships and connections, namely internal (bonding) and external (bridging). In terms of PR, bridging would be a crucial asset. By being more open and inclusive, it allows organisations to connect with its community on a more personal level and allows a greater level of participation from its public. This will enable organisations to build a better relationship with its community, which is essentially what Public Relations is all about. Bonding also can't be neglected. Organisations need to develop an understanding of what links their communities (social, cultural contexts, etc.) together so that they'll be able to form a better relationship.
The reading also provided a number of examples like the Mitchell Freeway extension which showed the importance of community relations for an organisation. By involving the community, an organisation is able to not only canvas support for its projects and policies, but also be able to affect the community in a positive way through its projects.
The readings made me think more about public relations practice in that developing community relations is a process which requires effort and time. An organisation has to actively involve the community from the start of their project till its end. It also requires the organisation to be open about its actions and policies and also be willing to make changes to their plans when required so as to garner public approval.
The reading also provided a number of examples like the Mitchell Freeway extension which showed the importance of community relations for an organisation. By involving the community, an organisation is able to not only canvas support for its projects and policies, but also be able to affect the community in a positive way through its projects.
The readings made me think more about public relations practice in that developing community relations is a process which requires effort and time. An organisation has to actively involve the community from the start of their project till its end. It also requires the organisation to be open about its actions and policies and also be willing to make changes to their plans when required so as to garner public approval.
Friday, February 6, 2009
Week 5 readings
I think the two key points to remember from this week's readings are the three basic ethical doctrines and the four major roles of a public relations practitioner.
The three basic ethical doctrines are deontology, teleology and Aristotle's Golden Mean. Depending on which ethical doctrine an organisation observes, it can affect its public relations approach and its reputation in the eyes of the public. Usually, most public relations professionals would use a balanced approach to ensure that actions taken are in the best interests of both the organisation and the public.
Meanwhile, the four major roles of PR professionals are as a counsellor, advocate, monitor and corporate conscience. These four roles enable PR professionals to influence corporate ethics and ensure that ethical practices are being observed by their clients.
The readings made me think more about public relations practice in that both the ethical doctrines and the four major roles remind us that PR practitioners should play an active role in ensuring ethical practices in organisations and allow us to be able to properly advise these organisations. While we as professionals have the mantra that "the customer is always right", under no circumstances should we violate our own personal and professional ethics when serving our clients. Instead, we should try and guide our clients to be more ethical in their practices. Just as no sane person would jump off the roof of a building when told, we as professional should know when to draw a line when it comes to listening to our clients.
The three basic ethical doctrines are deontology, teleology and Aristotle's Golden Mean. Depending on which ethical doctrine an organisation observes, it can affect its public relations approach and its reputation in the eyes of the public. Usually, most public relations professionals would use a balanced approach to ensure that actions taken are in the best interests of both the organisation and the public.
Meanwhile, the four major roles of PR professionals are as a counsellor, advocate, monitor and corporate conscience. These four roles enable PR professionals to influence corporate ethics and ensure that ethical practices are being observed by their clients.
The readings made me think more about public relations practice in that both the ethical doctrines and the four major roles remind us that PR practitioners should play an active role in ensuring ethical practices in organisations and allow us to be able to properly advise these organisations. While we as professionals have the mantra that "the customer is always right", under no circumstances should we violate our own personal and professional ethics when serving our clients. Instead, we should try and guide our clients to be more ethical in their practices. Just as no sane person would jump off the roof of a building when told, we as professional should know when to draw a line when it comes to listening to our clients.
Thursday, January 29, 2009
Week 4 readings
I think the two key points to remember from this week's readings are the importance of the relationship between the media and a PR practitioner and the various media tools available to a PR practitioner when dealing with the media.
As I mentioned before in my previous post, relationships is a crucial asset to any PR practitioner. This is even more so when dealing with the media. By getting to know the people who will play a major role in whether your story gets published or not (for example, the news editor and the reporters), it facilitates in getting the story out as you know who to contact. Developing good working relationships with them also allows you to "control" the effects of a negative news story.
Media tools like media releases, media kits and press conferences are also essential when dealing with the media. Tools like these allow PR practitioners to properly disseminate the required information to the media and also in the case of press conferences, providing a public face to the organisation. This is especially important in times of crisis.
The readings made me think more about public relations practice in that media relations is not as easy or simple as one might think. There are many more things to consider when it comes to publicity. Things like news values, timing of the press conferences and even items in a media kit can affect how your organisation is viewed in the media. Even getting to know various journalists on a first-name basis can have an effect on the publicity that your organisation gets in the media. PR goes beyond just putting out a story for the media; one also has to have good organisational and planning skills. Keeping an eye out on current news events and other possible news stories that might overshadow the news that your company is putting out is also essential. A PR practitioner needs to have a good understanding of how the media works in order to organise the most effective PR campaign. It's not just the theory that a PR practitioner needs to know but the technical and practical aspects as well.
As I mentioned before in my previous post, relationships is a crucial asset to any PR practitioner. This is even more so when dealing with the media. By getting to know the people who will play a major role in whether your story gets published or not (for example, the news editor and the reporters), it facilitates in getting the story out as you know who to contact. Developing good working relationships with them also allows you to "control" the effects of a negative news story.
Media tools like media releases, media kits and press conferences are also essential when dealing with the media. Tools like these allow PR practitioners to properly disseminate the required information to the media and also in the case of press conferences, providing a public face to the organisation. This is especially important in times of crisis.
The readings made me think more about public relations practice in that media relations is not as easy or simple as one might think. There are many more things to consider when it comes to publicity. Things like news values, timing of the press conferences and even items in a media kit can affect how your organisation is viewed in the media. Even getting to know various journalists on a first-name basis can have an effect on the publicity that your organisation gets in the media. PR goes beyond just putting out a story for the media; one also has to have good organisational and planning skills. Keeping an eye out on current news events and other possible news stories that might overshadow the news that your company is putting out is also essential. A PR practitioner needs to have a good understanding of how the media works in order to organise the most effective PR campaign. It's not just the theory that a PR practitioner needs to know but the technical and practical aspects as well.
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