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.