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.
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