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.
Monday, August 20, 2007
Sunday, August 12, 2007
Week 5.
Week 5.
Readings: A Typical Public Relations Program in C.Tymson, P. Lazar, P & R, Lazar, (Eds.) The new Australian and New Zealand Public Relations Manual, 2006.
Chapter 7 of Public Relations: Theory and Practice. Edited by J, Johnston & C, Zawawi, 2004.
I think the key points to remember from this weeks readings were firstly, that a typical PR program, be it for a major corporation or a small one off project, consists of a similar set of steps. For example, a general PR program starts with the development of objectives, it moves onto the the implementation of the objectives and the program is then evaluated. This plan is generally repeated, following on from the knowledge that has already been gained (Tymson & Lazar, 2006). The Tymson Lazar reading stresses the importance of the evaluation step of the process. I think this is a very relevant point because lack of evaluation can lead to the repetition of poor programming.
The public relations practitioner must be proactive, using information from many sources in order to be successful. They should not be passive, waiting for something to happen before acting.
'Public relation can lay the communication groundwork to assist in effecting change'. I think this quote indicates the importance of the PR practitioner.
The practitioner must set general objectives, define their target audiences, research must be conducted, clear objectives must be establised and the proper media sources should be sought after. The budget must be prepared and evaluated before the final implementation of the program is undertaken. The essential part of the process is the proper evaluation of the program.
The Johnston and Zawawi reading stresses the need for PR practitioners to think and practise strategically in order to be relevant in organisations today.
The process involved from going from thinking of a strategy to creating and implementing that strategy is a step by step process. Each step allows the practitioner to further clarify and define the task at hand. Strategic planning is essential for a successfil plan.
The readings made me think more about public relations theory/practice in that it is an essential part of any organisations success. PR practitioners provide the link between the plan of what an organisation wants to achieve and the accurate, succinct execution of these plans. The readings gave good examples and practical application of PR programming. The more effort put into planning a program, the more success a campaign will have. The readings show that Public Relations is more than essential for the success of any organisation.
Readings: A Typical Public Relations Program in C.Tymson, P. Lazar, P & R, Lazar, (Eds.) The new Australian and New Zealand Public Relations Manual, 2006.
Chapter 7 of Public Relations: Theory and Practice. Edited by J, Johnston & C, Zawawi, 2004.
I think the key points to remember from this weeks readings were firstly, that a typical PR program, be it for a major corporation or a small one off project, consists of a similar set of steps. For example, a general PR program starts with the development of objectives, it moves onto the the implementation of the objectives and the program is then evaluated. This plan is generally repeated, following on from the knowledge that has already been gained (Tymson & Lazar, 2006). The Tymson Lazar reading stresses the importance of the evaluation step of the process. I think this is a very relevant point because lack of evaluation can lead to the repetition of poor programming.
The public relations practitioner must be proactive, using information from many sources in order to be successful. They should not be passive, waiting for something to happen before acting.
'Public relation can lay the communication groundwork to assist in effecting change'. I think this quote indicates the importance of the PR practitioner.
The practitioner must set general objectives, define their target audiences, research must be conducted, clear objectives must be establised and the proper media sources should be sought after. The budget must be prepared and evaluated before the final implementation of the program is undertaken. The essential part of the process is the proper evaluation of the program.
The Johnston and Zawawi reading stresses the need for PR practitioners to think and practise strategically in order to be relevant in organisations today.
The process involved from going from thinking of a strategy to creating and implementing that strategy is a step by step process. Each step allows the practitioner to further clarify and define the task at hand. Strategic planning is essential for a successfil plan.
The readings made me think more about public relations theory/practice in that it is an essential part of any organisations success. PR practitioners provide the link between the plan of what an organisation wants to achieve and the accurate, succinct execution of these plans. The readings gave good examples and practical application of PR programming. The more effort put into planning a program, the more success a campaign will have. The readings show that Public Relations is more than essential for the success of any organisation.
Monday, August 6, 2007
Week 4.
Week 4.
Readings: Insider Info In Public Relations by James, M (2006) & Chapter 11, Public Relations: Theory and Practice by Johnston, J, Zawawi, C (2004).
I think the key points to remember from this weeks reading were firstly that there are 'corporate goals' as well as 'individual objectives' for the PR practitioner (James, 2006). A concept reinforced in my mind by this reading is that a PR practitioner essentially works as a part of a team in order to acheive a common goal. Team work seemed to be a concept that the James chapter reinforces. Team work allows for two way communication to be established, essentially making the PR practitioners job much easier and alot more fun.
Chapter 11 of Public Relations Theory and Practice (2006) outlines the increasing value of internal public relations and community relations. These two areas are most highly valued by business leaders and both local and international practitioners have consitently emphasised that these areas should be first and second priorities to the PR practice (Johnston & Zawawi, 2004).
Internal Public Relations comprise of two main groups: an organisations employees, and an associations members. All employees, no matter their status or position within the hierarchy of the organisation fall within internal public relations. Maintaining employee goodwill is essential for any organisation to keep employees happy and motvated. Employee awards and events are some easy ways to keep staff happy!
Community Relations. The important lesson in community relations here is that companies have to show that they actually care for their customers. In a changing and often lonely world, comapnies have to show that they value the relationships with their communities. PR practitioners have to consult their communites, be aware of the environment that they are operating in be able to compromise and negotiate with their communities.
The readings made me think more public relations theory/practice in that the nature of PR is very recipricol. In order to achieve successful public relations, good team work in a happy environment conducive to qaulity work is essential. Also, success in public relations cannot come without understanding the environment. PR pracitioners must be good team workers who understabd people and are able to negotiate and compromise to achieve goals that are good not only for their individual comapny, but also the community that the company services.
Readings: Insider Info In Public Relations by James, M (2006) & Chapter 11, Public Relations: Theory and Practice by Johnston, J, Zawawi, C (2004).
I think the key points to remember from this weeks reading were firstly that there are 'corporate goals' as well as 'individual objectives' for the PR practitioner (James, 2006). A concept reinforced in my mind by this reading is that a PR practitioner essentially works as a part of a team in order to acheive a common goal. Team work seemed to be a concept that the James chapter reinforces. Team work allows for two way communication to be established, essentially making the PR practitioners job much easier and alot more fun.
Chapter 11 of Public Relations Theory and Practice (2006) outlines the increasing value of internal public relations and community relations. These two areas are most highly valued by business leaders and both local and international practitioners have consitently emphasised that these areas should be first and second priorities to the PR practice (Johnston & Zawawi, 2004).
Internal Public Relations comprise of two main groups: an organisations employees, and an associations members. All employees, no matter their status or position within the hierarchy of the organisation fall within internal public relations. Maintaining employee goodwill is essential for any organisation to keep employees happy and motvated. Employee awards and events are some easy ways to keep staff happy!
Community Relations. The important lesson in community relations here is that companies have to show that they actually care for their customers. In a changing and often lonely world, comapnies have to show that they value the relationships with their communities. PR practitioners have to consult their communites, be aware of the environment that they are operating in be able to compromise and negotiate with their communities.
The readings made me think more public relations theory/practice in that the nature of PR is very recipricol. In order to achieve successful public relations, good team work in a happy environment conducive to qaulity work is essential. Also, success in public relations cannot come without understanding the environment. PR pracitioners must be good team workers who understabd people and are able to negotiate and compromise to achieve goals that are good not only for their individual comapny, but also the community that the company services.
- Just as an endnote, I posted this entry after the tutorial and although this aint good, I do think i understood the the concepts a little better after doing the activities and discussing the reading in class.
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