Week 10 readings

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!".