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.
Thursday, January 29, 2009
Thursday, January 22, 2009
Week 3 readings
I think the two key points to remember from this week's readings are the importance of strategy and planning in public relations and also the structure of a public relations plan.
The crucial element in any public relations campaign is good strategy and planning. Even if the concept is good, it won't be a success if the campaign isn't planned well. Another crucial element in public relations is relationships. Relationships can be a valuable asset if managed well. It is important to understand that PR is not just about communications, but also about developing relationships with the chief executives and board of the company and also with the clients or consumers of the business.
Having a good structure in public relations plan is also important. The ten-step strategic PR plan is a good example. It allows the public relations practitioner to more effectively plan the PR campaign. The importance of scheduling is also mentioned. Things like flowcharts and Gantt charts can allow PR practitioners to allocate time and resources more effectively.
The readings made me think more about public relations practice in that a lot of things are happening behind the scenes in a PR campaign. A lot of time and effort goes into planning a PR campaign and ensuring that it is successful. Being able to negotiate a good budget for the plan and being able to effectively schedule the different processes can go a long way into planning a successful PR campaign.
The crucial element in any public relations campaign is good strategy and planning. Even if the concept is good, it won't be a success if the campaign isn't planned well. Another crucial element in public relations is relationships. Relationships can be a valuable asset if managed well. It is important to understand that PR is not just about communications, but also about developing relationships with the chief executives and board of the company and also with the clients or consumers of the business.
Having a good structure in public relations plan is also important. The ten-step strategic PR plan is a good example. It allows the public relations practitioner to more effectively plan the PR campaign. The importance of scheduling is also mentioned. Things like flowcharts and Gantt charts can allow PR practitioners to allocate time and resources more effectively.
The readings made me think more about public relations practice in that a lot of things are happening behind the scenes in a PR campaign. A lot of time and effort goes into planning a PR campaign and ensuring that it is successful. Being able to negotiate a good budget for the plan and being able to effectively schedule the different processes can go a long way into planning a successful PR campaign.
Monday, January 19, 2009
Week 2 readings
I think the two key points to remember from this week's readings are the definition of Public Relations and that PR has many different theories.
Public Relations has usually been confused with marketing and advertising. It is essential to understand that while both PR and marketing have overlapping areas, they are still separate entities. PR however can be used to compliment certain aspects for marketing like for example in media strategy and promotions. It is also important to study the various key roles of a Public Relations practitioner. It is not just restricted to press agentry and publicity, but also includes other more diverse roles like events management, crisis management and fund raising.
The readings made me think more about public relations theory in that the theory is very diverse and covers a wide range of perspectives, which allows students a more complete view of PR and helps us understand PR better. One theory I find particularly interesting is Grunig's four models, which describes four different approaches that PR can take. In my opinion, I agree with Grunig and Hunt that the two-way symmetric is probably the ideal for PR. However, I also agree with the criticism that the two-way symmetric model is too idealistic for it to be fully applied in real life. The purpose for any organisation would be to get as much profit as possible and they are more likely to promote their own views than give the publics' views the same importance as theirs.
Public Relations has usually been confused with marketing and advertising. It is essential to understand that while both PR and marketing have overlapping areas, they are still separate entities. PR however can be used to compliment certain aspects for marketing like for example in media strategy and promotions. It is also important to study the various key roles of a Public Relations practitioner. It is not just restricted to press agentry and publicity, but also includes other more diverse roles like events management, crisis management and fund raising.
The readings made me think more about public relations theory in that the theory is very diverse and covers a wide range of perspectives, which allows students a more complete view of PR and helps us understand PR better. One theory I find particularly interesting is Grunig's four models, which describes four different approaches that PR can take. In my opinion, I agree with Grunig and Hunt that the two-way symmetric is probably the ideal for PR. However, I also agree with the criticism that the two-way symmetric model is too idealistic for it to be fully applied in real life. The purpose for any organisation would be to get as much profit as possible and they are more likely to promote their own views than give the publics' views the same importance as theirs.
Friday, January 16, 2009
Welcome to PR!
Minna-san, yoroshiku onegaishimasu... (Everyone, please give me your guidance!)
Hi to all doing CMNS1290 in Trimester 1, 2009!
Hi to all doing CMNS1290 in Trimester 1, 2009!
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