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.
1 comment:
Your blog is well set out and easy to read. You are direct in what you say, and your points are easy to understand.
An important point from your blog was the importance of team work and two way communication for public relations practitioners. You were correct in stating that effective communication and team work will make a public relations practitioners job easier.
I also thought you showed inisght into you summary of internal public relations. An example of this is you stating the two main groups of intrnal public relations (employees and the associations members). It is important for a company to keep their employees happy, to gain back the greatest standard of work ethic.
Well done, your blog contains some really good points.
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