The readings from chapter 7 this week looked at the importance of thinking strategically. Strategies can be applied bother internally and externally to a company in order to develop and maintain a good reputation for your employer.
The chapter states that any PR practitioner about to plan a strategy should ask themselves the following questions about their company:
- “What do we stand for?
- How do we see ourselves?
- How do others see us?
- What values and beliefs do we hold?
- How can these be made manifest in our business?
- How do we view our clients?
Clearly, in strategic thinking, one must take a “big picture” view of things in order to be successful. Most business sum up this “big picture” view in a mission statement. It acts as a goal and as a guideline for practicing PR. In order to measure progress towards a mission, key performance indicators are used. Hindrances to a mission could include budget and time. Careful planning and scheduling are paramount to a good public relations strategic plan.
I think that the key point from these readings was that strategic thinking is a vital part of the role of a public relations practitioner, and careful planning will be the backbone to any public relations strategy.
The readings made me think more about public relations theory/practice in that public relations practitioners need to be very forward-thinking and intuitive, as well as be able to step back and look at situation as part of a larger whole – the overall image of their employer.
Sunday, September 16, 2007
Saturday, September 8, 2007
Week 9
This weeks readings looked at using sponsorship and event management as public relations tactics. The use of sponsorship has gained more positive reception over time, and is now regarded as a very effective tactic. Holding events is another tactic employed by public relations practitioners as a way of communicating to publics and attracting media attention.
Sponsorship can be separated into 3 types – philanthropic, corporate, and marketing. Philanthropic sponsorship is practically a donation to a community-based cause, which can develop a positive view of a company in its publics. Corporate sponsorship is when a company sponsors an event not linked to their business, such as a drinks brand sponsoring a sporting event, to gain high-profile exposure. Marketing sponsorship is used to create increased revenue by giving cash and goods to, for example, a high profile celebrity. Ambush marketing is another, more criticized, form of “sponsorship”, in which a company tries to associate itself with an event which it has no official affiliation with. This method is frowned upon, and official sponsors should take precautions to make sure no ambush marketing occurs.
Even management is an key part of a PR practitioner’s job, and covers a wide scope of events, from small to large. Events need, according to research, “strong leadership”, “defined objectives” and “a strong event theme and image”. The main reason behind staging events is to create media interest.
I think that the key point from these readings was that sponsorship and events can be highly effective tools for public relations practitioners, if properly organised and implemented.
The readings made me think more about public relations theory/practice in that creativity is not limited to writing or designing – it is also important to be creative in the strategies you develop, and the events you organise.
Sponsorship can be separated into 3 types – philanthropic, corporate, and marketing. Philanthropic sponsorship is practically a donation to a community-based cause, which can develop a positive view of a company in its publics. Corporate sponsorship is when a company sponsors an event not linked to their business, such as a drinks brand sponsoring a sporting event, to gain high-profile exposure. Marketing sponsorship is used to create increased revenue by giving cash and goods to, for example, a high profile celebrity. Ambush marketing is another, more criticized, form of “sponsorship”, in which a company tries to associate itself with an event which it has no official affiliation with. This method is frowned upon, and official sponsors should take precautions to make sure no ambush marketing occurs.
Even management is an key part of a PR practitioner’s job, and covers a wide scope of events, from small to large. Events need, according to research, “strong leadership”, “defined objectives” and “a strong event theme and image”. The main reason behind staging events is to create media interest.
I think that the key point from these readings was that sponsorship and events can be highly effective tools for public relations practitioners, if properly organised and implemented.
The readings made me think more about public relations theory/practice in that creativity is not limited to writing or designing – it is also important to be creative in the strategies you develop, and the events you organise.
Sunday, September 2, 2007
Week 8
This weeks readings from the article “To contact … or not? Investigating journalists’ assessments of public relations subsidies and contact preferences” by Lynne M Sallot and Elizabeth A. Johnson explores a study in which these questions were addressed: “How do journalists assess the quality of practitioners’ framing in their information subsidies for news media? What modes of contact do journalists prefer practitioners to use?”
Some results that I found significant were:
· “Journalists complained of practitioners’ lack of news sense and values, accuracy, timeliness, and style of presentation—such as using inverted pyramid format, in 74%…reports of the interviews” and “journalists griped about lack of local angle as a major problem”
· “Seventy-eight percent of the reports included laments about practitioners offering information that was overtly and overly self-serving.”
· “Sixty-nine percent of the reports charged practitioners with lacking ethics.”
This article strengthens the idea, shown in last weeks readings, that PR practitioners need to have a good understanding of what journalists want and how they think.
I think that the key points from these readings were:- that the way information sent to the media is framed affects relationships with journalists.The readings made me think more about public relations theory/practice in that:- the relationship between PR practitioners and journalists seems to be quite tenuous, and a good understanding of the “other side” is essential.
Some results that I found significant were:
· “Journalists complained of practitioners’ lack of news sense and values, accuracy, timeliness, and style of presentation—such as using inverted pyramid format, in 74%…reports of the interviews” and “journalists griped about lack of local angle as a major problem”
· “Seventy-eight percent of the reports included laments about practitioners offering information that was overtly and overly self-serving.”
· “Sixty-nine percent of the reports charged practitioners with lacking ethics.”
This article strengthens the idea, shown in last weeks readings, that PR practitioners need to have a good understanding of what journalists want and how they think.
I think that the key points from these readings were:- that the way information sent to the media is framed affects relationships with journalists.The readings made me think more about public relations theory/practice in that:- the relationship between PR practitioners and journalists seems to be quite tenuous, and a good understanding of the “other side” is essential.
Sunday, August 26, 2007
Week 7
This weeks readings from Public Relations: Theory and Practice focussed on media relations. The synonymous use of publicity and media relations is mentioned, but I believe, as the chapter goes on to explain also, that the two are different, and that media relations encompasses much more than using the media as a promotional tool.I think that the key points from these readings were:-The media, and specifically the Australian media, have a structure and hierarchy that needs to be understood by public relations practitioners in order to have successful communication with the mediaWhile PR practitioners provide vital sources for media outlets (especially smaller ones), the relationship is not one-way.Pr practitioners need to understand the way news is written, what constitutes news, and how the newsroom operates – they need to understand the mind of the journalistSelecting the method of communication and the publication you will send information to is important in order to reach the journalists and therefore the right audienceThe readings made me think more about public relations theory/practice in that:- while PR and the media are often have conflicting goals, it is important for both parties to respect each others roles
Sunday, August 19, 2007
Week 6
The readings from chapter 4 of "Public Relations: Theory and Practice" outlined the legal ramifications of practicing public relations. Assessing the legal risks of the functions public relations practitioners perform is an important part of the field, and they need to be aware of possible claims of negligence, and have a good understanding of contract law and intellectual property law. Especially in regard to litigation cases, practitioners must try to protect the reputation of their client. Public relations practitioners would need to work closely with a legal team in order to minimize risks and continue to present a positive image of their company.
The readings from chapter 5 of "Public Relations: Theory and Practice" focus on the ethics involved in public relations. There is a general idea in the media and other publics that public relations is all about “spin” and manipulation – the occupation is often viewed with cynicism. However, most PR theorists believe that there needs to be a high level of awareness about the influence such a position has, and the ethical implications of this. They key to practicing PR ethically lies in being open, honest, and proffesional.
I think that the key points from these readings were: that PR practitioners should always consider the influence and consequences of the function they provide, whether it is legal or ethical.
The readings made me think more about public relations theory/practice in that: due to the diversity of public relations, practitioners need to have a store of knowledge that is just as diverse.
The readings from chapter 5 of "Public Relations: Theory and Practice" focus on the ethics involved in public relations. There is a general idea in the media and other publics that public relations is all about “spin” and manipulation – the occupation is often viewed with cynicism. However, most PR theorists believe that there needs to be a high level of awareness about the influence such a position has, and the ethical implications of this. They key to practicing PR ethically lies in being open, honest, and proffesional.
I think that the key points from these readings were: that PR practitioners should always consider the influence and consequences of the function they provide, whether it is legal or ethical.
The readings made me think more about public relations theory/practice in that: due to the diversity of public relations, practitioners need to have a store of knowledge that is just as diverse.
Sunday, August 12, 2007
Week 5
I think that the key points from these readings were:- that tactics, even down to an individual level, should support the goals and mission of the organisation. The strategy created should also complement the organisation. A clear goal needs to be set, or no matter how much work is put in, nothing will be accomplished.
The readings made me think more about public relations theory/practice in that:- organisational skills and strategic thinking are a very important part of PR.
The readings made me think more about public relations theory/practice in that:- organisational skills and strategic thinking are a very important part of PR.
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