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.
Thursday, February 26, 2009
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.
Subscribe to:
Posts (Atom)