I think the key points to remember from this week's readings were that even though an event or public relations plan may look simple to those who view it from the outside there is actually a large amount of work that goes into each sector of its composition. One of the most important aspects of a public relations practitioners career, and possibly the most time consuming is that of research and evaluation. Research must be carried out at all section of the planning in order to be successful and have a basis of knowledge on what you are trying to achieve. As Singh and Glenny state in their chapter on research and evaluation,
“Research is an essential task within public relations, used to identify the requirement for a communication program, to assist in establishing that program, to check progress and to evaluate the effectiveness.” (Singh & Glenny cites in Johnston and Zawawi, 2004, p138)
Also, it is important to remember that when the event, campaign or set objectives have finished the research does not stop there, but that an extensive amount of evaluation and monitoring follows. This may be in the form of surveys, interviews or audits.The readings made me think more about public relations theory/practice in that the section that a client or the general public sees is only a small portion of the work that it takes to be successful. It is also made me aware that this is an ongoing process which needs to be treated meticulously.
Sunday, September 23, 2007
Monday, September 17, 2007
week 10
Week 10
I think the key points to remember from this week's readings were that when putting together a public relations plan it is important to define your strategic approach to the task at hand. When considering strategy in regards to public relations many people often confuse strategy with tactics and vice versa. As Hudson asserts in chapter 8,
“Students often use the terms ‘strategy’ and ‘tactics’ interchangeably; however while the two are inextricably linked, it is important to understand the differences and how they fit together” (Johnston & Zawawi, 2004, 198)
This is defined by Allert and Zawawi in chapter 7,
“Strategy is not a series of campaign steps or tactics. It is the underlying rationale that guides the selection of these tactics or stages” (Johnston & Zawawi, 2004, p171)
Though it important to remember that even with a cohesive and well planned strategy for a company it is evident that without the support of the dominant coalition, or the main decision makers, the strategy is unlikely to succeed and may ultimately fail. It was stated in chapter 7 or the readings that the most successful public relations practitioners have a direct link to the person in charge of the company and that when decisions are made for the company they are made in correlation with the public relations officer. Thus when putting together your plan it is important to have a fluid relationship with your dominant coalition as this will consequently aid in your success.
The rest of chapter 7 goes on to explain how to structurally put together a public relations plan including what to consider when budgeting and scheduling.
The readings made me think more about public relations theory/practice in that when deciding which tactic to use in regards to the strategy the practitioner must think about which one is most appropriate for the target audience whilst also taking into consideration the expenses that may incur. It is important to know that not all tactics have to be used when completing the public relations plan as this may lead to overkill and be detrimental to your overall success. Each tactic seeks to serve a different purpose and may be used at different stages throughout the public relations depending on its necessity.
I think the key points to remember from this week's readings were that when putting together a public relations plan it is important to define your strategic approach to the task at hand. When considering strategy in regards to public relations many people often confuse strategy with tactics and vice versa. As Hudson asserts in chapter 8,
“Students often use the terms ‘strategy’ and ‘tactics’ interchangeably; however while the two are inextricably linked, it is important to understand the differences and how they fit together” (Johnston & Zawawi, 2004, 198)
This is defined by Allert and Zawawi in chapter 7,
“Strategy is not a series of campaign steps or tactics. It is the underlying rationale that guides the selection of these tactics or stages” (Johnston & Zawawi, 2004, p171)
Though it important to remember that even with a cohesive and well planned strategy for a company it is evident that without the support of the dominant coalition, or the main decision makers, the strategy is unlikely to succeed and may ultimately fail. It was stated in chapter 7 or the readings that the most successful public relations practitioners have a direct link to the person in charge of the company and that when decisions are made for the company they are made in correlation with the public relations officer. Thus when putting together your plan it is important to have a fluid relationship with your dominant coalition as this will consequently aid in your success.
The rest of chapter 7 goes on to explain how to structurally put together a public relations plan including what to consider when budgeting and scheduling.
The readings made me think more about public relations theory/practice in that when deciding which tactic to use in regards to the strategy the practitioner must think about which one is most appropriate for the target audience whilst also taking into consideration the expenses that may incur. It is important to know that not all tactics have to be used when completing the public relations plan as this may lead to overkill and be detrimental to your overall success. Each tactic seeks to serve a different purpose and may be used at different stages throughout the public relations depending on its necessity.
Monday, September 10, 2007
Week 9
I think the key points to remember from this week's readings were preparation either in regards to considering sponsorship for an organization, individual or event, or preparation in regards to planning an event is integral in order to have success and succeed in a public relations career. As the author of this chapter, Susan Boyd states,
“There is no doubt that a well-managed event can turn a public relations professional into the star of an organization- at least temporarily. Poorly managed events, on the other hand, can have disastrous career results.”
Hence, it is very important to be conscious that the way you handle a task can ultimately effect how you may be perceived as a practitioner.
When considering sponsorship for an organization, individual or event it is important that the sponsoring organization is suitable and that ultimately the partnership will benefit both parties. To make an informed decision about who to chose for sponsorship a public relations practitioner should do sufficient research about the company and address ways in which the public may view the partnership.
I found it interesting that these two important areas in public relations are coupled together in one chapter and not dedicated two separate chapters, but I guess I realised that in relation to planning an event, it is difficult if not impossible to organise one without any sponsorship involvement. For when planning a successful event you need to have an expendable budget sufficient enough to cover any last minute crises. Thus when planning an event it is important to consider all the things that may go wrong and plan resolutions for these problems if needed to use at the last minute.
The readings made me think more about public relations theory/practice in that there is a lot of background tasks that need to be done when planning an event that many people do not even see or acknowledge when considering your job. You need to always be switched on and a good problem solver whilst juggling multiple responsibilities with sometimes limited resources or limited staff.
“There is no doubt that a well-managed event can turn a public relations professional into the star of an organization- at least temporarily. Poorly managed events, on the other hand, can have disastrous career results.”
Hence, it is very important to be conscious that the way you handle a task can ultimately effect how you may be perceived as a practitioner.
When considering sponsorship for an organization, individual or event it is important that the sponsoring organization is suitable and that ultimately the partnership will benefit both parties. To make an informed decision about who to chose for sponsorship a public relations practitioner should do sufficient research about the company and address ways in which the public may view the partnership.
I found it interesting that these two important areas in public relations are coupled together in one chapter and not dedicated two separate chapters, but I guess I realised that in relation to planning an event, it is difficult if not impossible to organise one without any sponsorship involvement. For when planning a successful event you need to have an expendable budget sufficient enough to cover any last minute crises. Thus when planning an event it is important to consider all the things that may go wrong and plan resolutions for these problems if needed to use at the last minute.
The readings made me think more about public relations theory/practice in that there is a lot of background tasks that need to be done when planning an event that many people do not even see or acknowledge when considering your job. You need to always be switched on and a good problem solver whilst juggling multiple responsibilities with sometimes limited resources or limited staff.
Monday, September 3, 2007
Week 8
I think the important points to remember from this week's readings were that good writing skills in public relations is an invaluable asset when entering the workforce as a graduate, and also throughout your career. As tench says in the Wise reading,
“Writing is one of the foundations of a successful public relations practitioner and the ability to communicate messages clearly and concisely is one of their differentiating skills.”
This statement is regarding who is chosen for first year graduate positions in the public relations field. Thus the ability to deliver this is something we as undergrads should hope to obtain by the completion of our degree. Overall I think these readings are trying to get us to understand that as public relations practitioners our jobs are to publicise and control the information dispersed about an company, so it is imperative that we present insightful, informative and interesting documents for the journalists, for without their assistance we would be out of a job. Thus framing is very important. Knowing how to frame a piece for a certain audience will ultimately aid in getting your information getting printed. Also knowing what format to distribute information, for example by web or by printed medium will also effect whether a journalist will use it or discard it. Though this skill, of knowing how to deliver the information is highly personal as Sallot and Johnson state,
“It is obvious that journalists’ preferences are highly individualistic.”
This is where relationship building skills will help you have the knowledge of what to send to what journalist.
The readings made me think more about public relations theory/practice in that while I chose to do public relations instead of journalism because I thought there would be less writing involved and that the writing would not expected to be of such a high level. In fact the effort and thought put into writing for public relations may be more in depth than journalism, because with every piece of information we disperse we need to be pushing for it to get published over the other information which may be just as important as our own.
“Writing is one of the foundations of a successful public relations practitioner and the ability to communicate messages clearly and concisely is one of their differentiating skills.”
This statement is regarding who is chosen for first year graduate positions in the public relations field. Thus the ability to deliver this is something we as undergrads should hope to obtain by the completion of our degree. Overall I think these readings are trying to get us to understand that as public relations practitioners our jobs are to publicise and control the information dispersed about an company, so it is imperative that we present insightful, informative and interesting documents for the journalists, for without their assistance we would be out of a job. Thus framing is very important. Knowing how to frame a piece for a certain audience will ultimately aid in getting your information getting printed. Also knowing what format to distribute information, for example by web or by printed medium will also effect whether a journalist will use it or discard it. Though this skill, of knowing how to deliver the information is highly personal as Sallot and Johnson state,
“It is obvious that journalists’ preferences are highly individualistic.”
This is where relationship building skills will help you have the knowledge of what to send to what journalist.
The readings made me think more about public relations theory/practice in that while I chose to do public relations instead of journalism because I thought there would be less writing involved and that the writing would not expected to be of such a high level. In fact the effort and thought put into writing for public relations may be more in depth than journalism, because with every piece of information we disperse we need to be pushing for it to get published over the other information which may be just as important as our own.
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