Reading: Chapters 6 – Research and Evaluation in Public relations: theory and practice / edited by Jane Johnston and Clara Zawawi. Crows Nest, N.S.W. Allen & Unwin, 2004. 2nd ed
I think the key points to remember from this week's readings were Input, Outputs and outcomes. The info gathered during the initial phases of research provides input into the planning of a communication program. Research during the development and implementation stages of a strategy contributes to more effective outputs. An research at the end of a communication program provides insight into outcomes of the entire effort.
Research is probably the most important element of any PR campaign. Effective research can make a campaign, while poor research can ruin it.
Research is an essential task used to identify the requirement for a communication program, to assist in establishing that program, to check progress and to evaluate effectiveness.
The readings made me think more about public relations theory/practice in that every stage of a PR campaign needs to be effectively researched. From the initial input stage to the final outcomes stage, research must be consistent. It is important to conduct research around the campaign in order to develop an appropriate plan.
There are many ways research can be conducted, depending on what the campaign entails. The outcomes of a PR campaign are possibly the most important stage in PR planning. Ensuring that the campaign has been properly assess will make future campaigns much more successful.
Sunday, September 23, 2007
Thursday, September 13, 2007
Week 10.
Readings: Chapters 7 and 8 – Strategy, Planning and Scheduling/Tactics in Public relations: theory and practice / edited by Jane Johnston and Clara Zawawi. Crows Nest, N.S.W. Allen & Unwin, 2004. 2nd ed
I think the key points to remember from this week's readings were firstly, that strategy is not a seris of campaign steps or tactics. It is the underlying rationale that guides the selection of these tactics or stages.
PR practitioners should develop an organisations strategic plan with communication in mind. The PR practitioners input into the design influences its ability to be understood by all the organisation's publics. This shows the importance of PR, and also why it is essential that PR must operate within the decision making dominant coalition of the organsiation.
The systemic design of PR plans is vital to the goals and objectives of an organisation. These goals and objectives must compliment what it is that the organsiation is trying to communicate.
Tactics and strategies are different. The strategy will determine the choice of tactics to be used in order for a campaign to be successful.
There are no correct or surefire tactics that can ensure success in a PR campaign. Success comes from the analytical and creative skills of the PR practitioner when attempting to choose appropriate strategies and tactics for a campaign.
The readings made me think more about public relations theory/practice in that creative and well research planning is essential to a successful PR campaign. There are so many tactics a practitioner can choose for a campaign, from using celebrities and event to promote a product to using community service announcements community meetings to inform a particular public of something.
I think the key points to remember from this week's readings were firstly, that strategy is not a seris of campaign steps or tactics. It is the underlying rationale that guides the selection of these tactics or stages.
PR practitioners should develop an organisations strategic plan with communication in mind. The PR practitioners input into the design influences its ability to be understood by all the organisation's publics. This shows the importance of PR, and also why it is essential that PR must operate within the decision making dominant coalition of the organsiation.
The systemic design of PR plans is vital to the goals and objectives of an organisation. These goals and objectives must compliment what it is that the organsiation is trying to communicate.
Tactics and strategies are different. The strategy will determine the choice of tactics to be used in order for a campaign to be successful.
There are no correct or surefire tactics that can ensure success in a PR campaign. Success comes from the analytical and creative skills of the PR practitioner when attempting to choose appropriate strategies and tactics for a campaign.
The readings made me think more about public relations theory/practice in that creative and well research planning is essential to a successful PR campaign. There are so many tactics a practitioner can choose for a campaign, from using celebrities and event to promote a product to using community service announcements community meetings to inform a particular public of something.
Sunday, September 9, 2007
Week 9.
Readings: Chapter 13 – Sponsorship an Event Managements in Public relations: theory and practice / edited by Jane Johnston and Clara Zawawi. Crows Nest, N.S.W. Allen & Unwin, 2004. 2nd ed
'News is anything that makes a reader say, "Gee whiz!".' - Arthur Mac Ewen.
I think the key points to remember from this week's readings were
Firstly, the thing that stood out most to me from this weeks chapter was the concept of 'ambush marketing'. I think the extent that some companies go to, to advertise their product, is hilarious. It's even funnier that it happens regularly enough to have a name.
Apart from this, i think the main two ideas behind this chapter were sponsorship and event management.
Sponsorship can be risky but is very popular because it generate goodwill and provides opportunities to enhance the image and reputation of the organisation by association. The risks are that it is very costly and the chances of a return can be dicey.
Event management includes anything from the smallest to largest 'event' that can be thought of. Success of event management requires a thourough, well thought out plan and a dedicated, skilled team of professionals. Sufficient staff is essential. Events generally fail if the planning lacks any of these elements.
Sponsorship and event management both require a degree of creativity in order to be successful. Originality is the only thing that will help your event or your sponsorship gain any sort of coverage.
The readings made me think more about public relations theory/practice in that this element of PR practice, isn't really my cup of tea. The ambush marketing tactics used by many companies should be reason enough. A lot of people find this to be the most interesting a desireable aspect of publics relations but the readings show that there is alot of room for shady dealing. This area of PR practice also seems to be very cut throat. A bad event can ruin a career and a good one can make a career.
The drawcard to this area of PR would be the chance to be creative and innovative. Creating new and successful tactics for sponsorship or event management would be a fun element of PR to explore. Still, the ambush marketing kinda' turns me off!
'News is anything that makes a reader say, "Gee whiz!".' - Arthur Mac Ewen.
I think the key points to remember from this week's readings were
Firstly, the thing that stood out most to me from this weeks chapter was the concept of 'ambush marketing'. I think the extent that some companies go to, to advertise their product, is hilarious. It's even funnier that it happens regularly enough to have a name.
Apart from this, i think the main two ideas behind this chapter were sponsorship and event management.
Sponsorship can be risky but is very popular because it generate goodwill and provides opportunities to enhance the image and reputation of the organisation by association. The risks are that it is very costly and the chances of a return can be dicey.
Event management includes anything from the smallest to largest 'event' that can be thought of. Success of event management requires a thourough, well thought out plan and a dedicated, skilled team of professionals. Sufficient staff is essential. Events generally fail if the planning lacks any of these elements.
Sponsorship and event management both require a degree of creativity in order to be successful. Originality is the only thing that will help your event or your sponsorship gain any sort of coverage.
The readings made me think more about public relations theory/practice in that this element of PR practice, isn't really my cup of tea. The ambush marketing tactics used by many companies should be reason enough. A lot of people find this to be the most interesting a desireable aspect of publics relations but the readings show that there is alot of room for shady dealing. This area of PR practice also seems to be very cut throat. A bad event can ruin a career and a good one can make a career.
The drawcard to this area of PR would be the chance to be creative and innovative. Creating new and successful tactics for sponsorship or event management would be a fun element of PR to explore. Still, the ambush marketing kinda' turns me off!
Wednesday, September 5, 2007
Week 8.
Readings: Sallot, M. & Johnson, A. (2006). To contact … or not?: Investigating journalists’ assessments of public relations subsidies and contact preferences. Public Relations Review. 32(1) 83-86.
The Importance of Writing Skills by Kurt Wise in Public Relations Quarterly; Summer 2005; 50, 2; ABI/INFORM Global. pg. 37
How To...Ten Steps to Press Release Perfection PR News. Potomac: Mar 20, 2006. Vol. 62, Iss. 12; pg. 1
I think the key points to remember from this week's readings were "the closer the correspondence between the practitioner's subsidy and the journalist's story expectations, the greater the probability of placement". (Sallot & Johnston, 2006).
Sallot and Johnstons article found that 60-100% of US news media is sunsidised by Public relations practitioners.
Kurt Wise's article stresses the importance of quality writing skills from students graduating public relations. Wise's article investigated the opinions of practitioners working in the PR field. The study found that the major concern for potential practitioners is an ability to adapt their writing style for the internet. The study also found that teachers of public relations need to change the focus of their teachings, too much time is being spent on writing traditional media releases and not enough time is spent on client-focused writing pieces.
The last article is in itself an important note to remember for PR practitioners, it provides 10 points that are essential to remember for writing a press release. The whole article is important and will be essential for the upcoming PR plan and report assignment.
The readings made me think more about public relations theory/practice in that public relations influnce journalists to a greater extent than I first realised with studies finding that PR practitioners can influence "the media agenda, in turn influencing public opinion and the public agenda. Estimates of the percentage of news content influenced by public relations’ subsidies or journalists’ contacts with practitioners range from 25% to 80%." (Sallot & Johnston, 2006).
Wise's article made me think of the expectations employers hold for graduating PR students. The need for concise and clear writing is evident, also the ability to adapt to new media forms is essential.
The last article made me think of the important steps to remember when writing a media release. Concise and genuine information must be conveyed, not as an advertisement. The main point is to make the release catchy, succinct and journalist friendly, this will ensure your release has the best chance at being published.
The Importance of Writing Skills by Kurt Wise in Public Relations Quarterly; Summer 2005; 50, 2; ABI/INFORM Global. pg. 37
How To...Ten Steps to Press Release Perfection PR News. Potomac: Mar 20, 2006. Vol. 62, Iss. 12; pg. 1
I think the key points to remember from this week's readings were "the closer the correspondence between the practitioner's subsidy and the journalist's story expectations, the greater the probability of placement". (Sallot & Johnston, 2006).
Sallot and Johnstons article found that 60-100% of US news media is sunsidised by Public relations practitioners.
Kurt Wise's article stresses the importance of quality writing skills from students graduating public relations. Wise's article investigated the opinions of practitioners working in the PR field. The study found that the major concern for potential practitioners is an ability to adapt their writing style for the internet. The study also found that teachers of public relations need to change the focus of their teachings, too much time is being spent on writing traditional media releases and not enough time is spent on client-focused writing pieces.
The last article is in itself an important note to remember for PR practitioners, it provides 10 points that are essential to remember for writing a press release. The whole article is important and will be essential for the upcoming PR plan and report assignment.
The readings made me think more about public relations theory/practice in that public relations influnce journalists to a greater extent than I first realised with studies finding that PR practitioners can influence "the media agenda, in turn influencing public opinion and the public agenda. Estimates of the percentage of news content influenced by public relations’ subsidies or journalists’ contacts with practitioners range from 25% to 80%." (Sallot & Johnston, 2006).
Wise's article made me think of the expectations employers hold for graduating PR students. The need for concise and clear writing is evident, also the ability to adapt to new media forms is essential.
The last article made me think of the important steps to remember when writing a media release. Concise and genuine information must be conveyed, not as an advertisement. The main point is to make the release catchy, succinct and journalist friendly, this will ensure your release has the best chance at being published.
Monday, September 3, 2007
Week 7.
Readings: Chapter 10 of Public relations: theory and practice / edited by Jane Johnston and Clara Zawawi. Crows Nest, N.S.W. Allen & Unwin, 2004. 2nd ed
I think the key points to remember from this week's readings were that media relations is probably the one of the best-known elements of PR because the effects of the work can actually be seen in everyday media.
The chapter also makes us remember that although PR is essential for the media, the transaction between the two is not one-sided. PR provides information for the media, but the media also provides informations for PR practitioners.
The chapter also shows that one of the most important research methods for PR practitioners is monitoring the media. Reading,watching and listening to the media everyday is an essential task for PR practitioners. The aim of covering these media outlets is to gauge trends and public opinion.
The chapter also aims to provide students with the skills of interacting with the media in a beneficial way. It indicates that PR practitioners should know media deadlines, the hierarchy of the media outlet to be dealt with and also the difference in media styles and targetting the right audience.
The readings made me think more about public relations theory/practice in that the practical relationship between PR practitioners and the media is essential. The knowledge of how the media operates is one of the most important things a practitioners can know. Media relations tests all PR skills: writing, organisational and planning skills; interpersonal skills. Media relations also calls for a high level of understanding of the nature of the media environment. Mutual understanding between PR practitioners and the media is essential for success in the area of media relations.
I think the key points to remember from this week's readings were that media relations is probably the one of the best-known elements of PR because the effects of the work can actually be seen in everyday media.
The chapter also makes us remember that although PR is essential for the media, the transaction between the two is not one-sided. PR provides information for the media, but the media also provides informations for PR practitioners.
The chapter also shows that one of the most important research methods for PR practitioners is monitoring the media. Reading,watching and listening to the media everyday is an essential task for PR practitioners. The aim of covering these media outlets is to gauge trends and public opinion.
The chapter also aims to provide students with the skills of interacting with the media in a beneficial way. It indicates that PR practitioners should know media deadlines, the hierarchy of the media outlet to be dealt with and also the difference in media styles and targetting the right audience.
The readings made me think more about public relations theory/practice in that the practical relationship between PR practitioners and the media is essential. The knowledge of how the media operates is one of the most important things a practitioners can know. Media relations tests all PR skills: writing, organisational and planning skills; interpersonal skills. Media relations also calls for a high level of understanding of the nature of the media environment. Mutual understanding between PR practitioners and the media is essential for success in the area of media relations.
Monday, August 20, 2007
Week 6.
Readings: Chapters 4 and 5 of Public relations: theory and practice / edited by Jane Johnston and Clara Zawawi. Crows Nest, N.S.W. Allen & Unwin, 2004. 2nd ed
I think the key points to remember from this week's readings were that PR covers three main areas: communication, advisory/counselling and business/management. All of these areas contain a degree of risk, including legal ones.
Practitoners need foundation knowledge on several bodies of law because there is no one over-arching body of law that covers PR.
Practitioners must be aware of the tort of negligence, the tort of defamation as well as statutory obligationsregarding product liability, market controls and consumer protection.
Chapter 3 identifies the parts of the legal environment in which public relations practitioners must operate. Chapter 3 reveals the complexity and diversity of the PR legal environment thus highlighting the need for good legal advice.
The key points to remember from chapter4 concern ethical practice in public relations. The chapter states that the higher level of organisational scrutiny, coupled with a move to greater professionalism has led to concern over the PR industry's ethical principles and practitioner standards of operation.
The readings made me think more about public relations theory/practice in that in practice, PR practitioners must hold good knowledge of the law and adhere to a strict code of ethics. The move of PR towards professionalism is also a key issue that must be addressed. Because of this, adhereing to a strict ethical code is a must, and without proper knowledge of the laws that govern areas that PR practice crosses over, sticking to this code would prove difficult.
The practice of PR is more closely dictated by the law. Knowledge of the relevant laws is important to all practioners.
I think the key points to remember from this week's readings were that PR covers three main areas: communication, advisory/counselling and business/management. All of these areas contain a degree of risk, including legal ones.
Practitoners need foundation knowledge on several bodies of law because there is no one over-arching body of law that covers PR.
Practitioners must be aware of the tort of negligence, the tort of defamation as well as statutory obligationsregarding product liability, market controls and consumer protection.
Chapter 3 identifies the parts of the legal environment in which public relations practitioners must operate. Chapter 3 reveals the complexity and diversity of the PR legal environment thus highlighting the need for good legal advice.
The key points to remember from chapter4 concern ethical practice in public relations. The chapter states that the higher level of organisational scrutiny, coupled with a move to greater professionalism has led to concern over the PR industry's ethical principles and practitioner standards of operation.
The readings made me think more about public relations theory/practice in that in practice, PR practitioners must hold good knowledge of the law and adhere to a strict code of ethics. The move of PR towards professionalism is also a key issue that must be addressed. Because of this, adhereing to a strict ethical code is a must, and without proper knowledge of the laws that govern areas that PR practice crosses over, sticking to this code would prove difficult.
The practice of PR is more closely dictated by the law. Knowledge of the relevant laws is important to all practioners.
Sunday, August 12, 2007
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