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

Today I commented on Eryn's blog

http://cmns1290erynsullivan.blogspot.com/

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.

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.

Today I commented Luke Bryan's blog

http://cmns1290lukejbryan.blogspot.com/

I have also previosuly commented on Jessie Brown's week 2 blog

http://cmns1290jessiebrown.blogspot.com/

Week 4

The readings from this week (only Chapter 11 pages 287-297 of Public relations: theory and practice, as they were the only readings I had access to) focussed on the role of public relations practitioners within organizations.
The readings made me think more about public relations theory/practice in that it is more than forging communicative relationships with the media and the public. I had never realised that public relations has a place inside an organization as well as outside. The employees of a company are also technically a ‘public’, whose opinions and loyalty are as important as customers or clients.
I found some of the “Tools and channels of communication” a bit trite eg. Birthday greetings on a noticeboard, employee of the month awards, office ‘Wear a Silly Hat’ Day etc. They would personally irritate me more than create a sense of community. And, for instance, if I had been unfairly treated or I did not have a positive relationship with my co-workers, a framed certificate or an office memo would not make me any more of an “ambassador of goodwill”. However, some of these tools do provide a practical means of communication and would positively affect the flow of internal information.

I think the key point to remember from this week's readings is that internal communication is extremely important for maintaining the positive reputation of an organization.