Today I commented on Scott Domitrowits' blog. I enjoyed his comment about how research and evaluation will make a good PR practitioner. This is because I believe that too & understanding your position in all contexts/situation should never be underestimated.
Tuesday, September 25, 2007
Week 11
Chapter 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
I think the key points to remember from this weeks reading were:
This weeks readings focused on research and evaluation, which is an ongoing process that is used by practitioners. This not only assists in seeing how well/far they have come, it helps to determine what areas need work. Research is used throughout a practitioners work as it is needed when starting a plan in order to get a situational analysis. While this may be composed of secondary research or 'informal research' (i.e obtaining information from data sources such as ABS, the internet or a companies fact sheet) it is still a form of research. However, for some areas primary data/research 'formal research' is needed such as when it comes to measuring the effectiveness of a campaign.
There are three considerations for a practioner when it comes to conducting research, these are:
The area of formal research includes quantitative and qualitative data. Quantitative data is usually measurable and results can be explained in a mathematical analysis. From a marketers perspective this would be to process the data through SPSS - a statistics computer program. Quantitative data is best for larger numbers and provides information about 'how' and 'what'. Qualitative data can be called descriptive as it explains the 'why' of research. This is best for smaller numbers and has open ended outcomes. Techniques such as focus groups and in-depth interviews are most suitable for qualitative analysis as it allows for explanations.
The readings made me think about PR theory /practice in that:
I think the key points to remember from this weeks reading were:
This weeks readings focused on research and evaluation, which is an ongoing process that is used by practitioners. This not only assists in seeing how well/far they have come, it helps to determine what areas need work. Research is used throughout a practitioners work as it is needed when starting a plan in order to get a situational analysis. While this may be composed of secondary research or 'informal research' (i.e obtaining information from data sources such as ABS, the internet or a companies fact sheet) it is still a form of research. However, for some areas primary data/research 'formal research' is needed such as when it comes to measuring the effectiveness of a campaign.
There are three considerations for a practioner when it comes to conducting research, these are:
- time
- money
- availability of human resources
The area of formal research includes quantitative and qualitative data. Quantitative data is usually measurable and results can be explained in a mathematical analysis. From a marketers perspective this would be to process the data through SPSS - a statistics computer program. Quantitative data is best for larger numbers and provides information about 'how' and 'what'. Qualitative data can be called descriptive as it explains the 'why' of research. This is best for smaller numbers and has open ended outcomes. Techniques such as focus groups and in-depth interviews are most suitable for qualitative analysis as it allows for explanations.
The readings made me think about PR theory /practice in that:
- The need for research flows through a PR process
- The various techniques within formal & informal research should be considered before applying them - determining the best technique will reduce the wastage of resources.
Week 10
Chapters 7 and 8 - Strategy, Planning and Scheduling/Tactics in Public Relations: theory an practice
No, I'm not going insane, we were asked to re-read chapter 7. An interesting move to refresh our ever fading memories!
I think that the key points to remember from this weeks readings were:
Chapter 7
Strategies, planning and scheduling - 3 words that are vital in the practice of PR. Without sufficient strategies in place, a plan with fall apart. This is all kicked off with the vision and mission statements that identify what is wanted to be achieved and how it is going to be achieved, respectively. So much work goes into a good PR plan and this is because there are so many areas to be covered and synthesised, either with other departments, organisations or individuals. This chapter identifies areas such as budgeting, performance indicators etc., are all needed to be organised and revised and refined to the best that they can in order for an event to succeed. The concept of Gantt Charts, flow charts and lists are introduced as means to successful organisation & to encourage the efficiency of an event.
Chapter 8 - Tactics
Ever heard the phase 'horses for courses'? If you study marketing and have P.J Rosenberger III as your lecturer then your ears (or eyes) will have definitely pricked up. What this means (in a fluid manner) is selecting the best method for the situation. For PR this is selecting the best tactics for the situation. This is paramount as the groundwork of what you are doing/trying to do is identified in your strategy through the vision and mission statement, this is expanded while looking at target publics etc. So with this knowledge tactics can be determined. In the text it is noted that tactic may be broken down into 'controlled' and 'uncontrolled' relating to how much control a practitioner maintains over each aspect of the process. Tactics include printed materials, branding, digital communication, speeches, events, celebrities and spokespeople, advertising and sponsorship. With such a broad selection it is apparent why practitioners should choose the best tactic for their subject (e.g you would want more than a newletter to assist in launching the Apple i-phone).
The reading made me think more about PR theory/practice in that:
-While tactics will not necessarily ensure a success, using them well by employing innovation and creativity with a good strategy should.
-Strategy and planning is vital - without it there would be no time frame to go by, deadlines to met or objective to accomplish. More importantly it would be like driving blindfolded - not knowing what you are doing - if you don't have a vision/mission statement to follow. This is important as some PR firms work as a team - the strategy ensure that everybody knows what they are working towards.
No, I'm not going insane, we were asked to re-read chapter 7. An interesting move to refresh our ever fading memories!
I think that the key points to remember from this weeks readings were:
Chapter 7
Strategies, planning and scheduling - 3 words that are vital in the practice of PR. Without sufficient strategies in place, a plan with fall apart. This is all kicked off with the vision and mission statements that identify what is wanted to be achieved and how it is going to be achieved, respectively. So much work goes into a good PR plan and this is because there are so many areas to be covered and synthesised, either with other departments, organisations or individuals. This chapter identifies areas such as budgeting, performance indicators etc., are all needed to be organised and revised and refined to the best that they can in order for an event to succeed. The concept of Gantt Charts, flow charts and lists are introduced as means to successful organisation & to encourage the efficiency of an event.
Chapter 8 - Tactics
Ever heard the phase 'horses for courses'? If you study marketing and have P.J Rosenberger III as your lecturer then your ears (or eyes) will have definitely pricked up. What this means (in a fluid manner) is selecting the best method for the situation. For PR this is selecting the best tactics for the situation. This is paramount as the groundwork of what you are doing/trying to do is identified in your strategy through the vision and mission statement, this is expanded while looking at target publics etc. So with this knowledge tactics can be determined. In the text it is noted that tactic may be broken down into 'controlled' and 'uncontrolled' relating to how much control a practitioner maintains over each aspect of the process. Tactics include printed materials, branding, digital communication, speeches, events, celebrities and spokespeople, advertising and sponsorship. With such a broad selection it is apparent why practitioners should choose the best tactic for their subject (e.g you would want more than a newletter to assist in launching the Apple i-phone).
The reading made me think more about PR theory/practice in that:
-While tactics will not necessarily ensure a success, using them well by employing innovation and creativity with a good strategy should.
-Strategy and planning is vital - without it there would be no time frame to go by, deadlines to met or objective to accomplish. More importantly it would be like driving blindfolded - not knowing what you are doing - if you don't have a vision/mission statement to follow. This is important as some PR firms work as a team - the strategy ensure that everybody knows what they are working towards.
Tuesday, September 11, 2007
Week 9 comments
Today I commented on Chandara Lim's blog.
I found the final paragraph to be of particular interest as it provided a thought provoking point - the contrast of sponsorship and event management.
I found the final paragraph to be of particular interest as it provided a thought provoking point - the contrast of sponsorship and event management.
Monday, September 10, 2007
Week 9
Reading:
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
I think the key points to remember from this week's readings were...
Sponsorship plays a large role not only for PR practitioners, but for companies and publics too. If executed correctly, sponsorship should benefit all parties that are involved in the event in different ways. There are 3 types of sponsorship; philanthropic, corporate & marketing, each with variations but the same goal that is to generate attention, goodwill and to even achieve image enhancement but if course to generate revenue at some level.
For a practitioner, care must be used when developing a sponsorship plan as other companies can behave in a manner known as Ambush Marketing, where they place themselves in coverage of an event to gain leverage and free publicity by being associated with an event.
The focus on Event Management was interesting for me as I am eager to learn more about this area. What came across as a key area for me was Tonge's 4 steps: feasibility, planning, execution and evaluation. This was elaborated and examined all areas of these steps, including some of the minor details that would have otherwise been assumed known. These steps made you consider just how much work is involved in creating an average sized event.
The readings made me think more about public relations theory/practice in that …
- PR practitioner's jobs entail a large amount of background and field work. In this sense, it can be a very practical, hands on jobs.
- Once again, careful consideration of the media was reiterated with the Event Management reading expressing the attention that needs to be placed on the media centers at an event. The detail that is required to ensure the press is happy was equal to that of the publics involved.
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.
Media Release Readings:
-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 from this week's readings were that PR practitioners must understand their position within the publics and media and in doing so equip themselves to be as efficient and effective as they can. The readings highlighted complaints and problems expressed by journalists in regards to practitioners behavior and standard of work with the key theme of all the articles being the importance of a practitioner's writing and communication skills.
The article by Sallot conducts a qualitative study on 107 journalists to examine and measure their perceptions and attitudes towards PR practitioners
Interviews were coded and placed on a likert scale to assist in measuring the attitudes and allowing the study to be expressed in quantitative terms. I particularly enjoyed this article as I have undertaken as course in marketing research in which I created a similar study that assisted in the awareness of attitudes. This article showed the rather negative perceptions towards PR practitioners however in the discussion examples are provided on what journalists don’t want/like or do want/like from practitioners.
The following reading was the 10 Steps to Press Release which was perfectly positioned after Sallot. This reading raised 10 points that tied in well in the understanding of what makes an efficient and effective practitioner. I found the reading reminiscent of week 7 readings that reiterated the need for respect and understanding of the media. It also reiterated the need for revision and refinement of a practitioner’s work. This was further elaborated in 'The importance of writing skills'
The readings made me think more about public relations theory/practice in that …
-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.
Media Release Readings:
-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 from this week's readings were that PR practitioners must understand their position within the publics and media and in doing so equip themselves to be as efficient and effective as they can. The readings highlighted complaints and problems expressed by journalists in regards to practitioners behavior and standard of work with the key theme of all the articles being the importance of a practitioner's writing and communication skills.
The article by Sallot conducts a qualitative study on 107 journalists to examine and measure their perceptions and attitudes towards PR practitioners
Interviews were coded and placed on a likert scale to assist in measuring the attitudes and allowing the study to be expressed in quantitative terms. I particularly enjoyed this article as I have undertaken as course in marketing research in which I created a similar study that assisted in the awareness of attitudes. This article showed the rather negative perceptions towards PR practitioners however in the discussion examples are provided on what journalists don’t want/like or do want/like from practitioners.
The following reading was the 10 Steps to Press Release which was perfectly positioned after Sallot. This reading raised 10 points that tied in well in the understanding of what makes an efficient and effective practitioner. I found the reading reminiscent of week 7 readings that reiterated the need for respect and understanding of the media. It also reiterated the need for revision and refinement of a practitioner’s work. This was further elaborated in 'The importance of writing skills'
The readings made me think more about public relations theory/practice in that …
- Writing skills are paramount in determining the success of a PR practitioner - this moves beyond spelling and grammar and into the realms of being succinct and holding the ability to express one's point well.
- There is a well established friction between journalists and practitioners - what this means for a practitioner is reviewing relationship management and making an effort to understand the media and press world.
Tuesday, August 28, 2007
Week 7
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
Drew, S. (2001) Oral Presentations (pp 98-114) in The Student Skills Guide. (2nd ed.) London:Gower.
Van Emden, J. and Becker, L. (2004). Speaking as Part of a Group (pp 77-93) in Presentation Skills for Students. New York: Palgrave Macmillan.
I think the key points to remember from this week’s readings were that the preparation that goes into presenting should not be underestimated. Both online readings illustrated the effort that is required in organising a successful presentation, they do so by reducing the preparation requirements into minor segments and then explaining them in detail. I found these readings to be the most practical so far as our classes are now focusing on debates and presentations.
I found the reading by Drew (2001) to be much more functional out of the two as it provided guidelines and spaces in which to fill out. It was also much more succinct and being written in point form made it easier to read and follow.
The focus on Media Relations in the text was also very useful and the information brought me back to the articles I examined for the Annotated Bibliography. The text addressed how vital dealing with the media is for a PR practitioner and highlights the importance of media releases, media kits and media conferences. In particular the identification and grouping of 'what makes news' being: impact, conflict, timeliness, proximity, prominence, currency, human interest, the unusual and money (Johnston and Zawawi, 2004) was also useful in developing a broader knowledge of how the media works.
The other considerations are the relationships and values that exist within a media network, the example provided by Johnston and Zawawi is the Newsroom hierarchy. Understanding this will assist a practitioner is establishing relationships or at least show a form of respect to the media team that should in turn assist them in conveying their message. The power of the media and the ownership of the key players; Murdoch, Fairfax and Packer was an interesting glimpse into how the media business operates and this in turn provided further education of the world a PR practitioner has to work in.
The readings made me think more about PR theory/practice in that:
- You need to be able to have a thorough understanding of the media environment when working as a PR practitioner
- This relationship with the practitioner and the media runs both ways
Week 6 Comments
Today I commented on Robert Lecker's blog.
I found his writing style very easy to read and I agreed with the points that he raised. In particular I enjoyed that he picked up on the quote 'the law is the floor and ethics must work above this'. To me, this was one of the most important parts of the reading as it seems to ring so true and, as I stated in Robert's blog, it links law & ethics together. They are intrinsically linked and not always in a favorable way.
I found his writing style very easy to read and I agreed with the points that he raised. In particular I enjoyed that he picked up on the quote 'the law is the floor and ethics must work above this'. To me, this was one of the most important parts of the reading as it seems to ring so true and, as I stated in Robert's blog, it links law & ethics together. They are intrinsically linked and not always in a favorable way.
Week 6
Chapters 4 & 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 weeks readings were:
Chapter 4:
Considering that PR is broken up into 3 main areas: communication, advisory/counselling
and business/management, practitioners must be aware of laws, risks and how to manage them. For instance the torts of negligence and defamation would be common to consider when communicating to the public. In addition, laws vary across states and countries and in this increasingly 'globalised' world awareness of or research of the legal norms should be
second nature to PR practitioners.
A key area is the tort of defamation, this has been put in place to protect an individuals/organisations reputation which limits what a practitioner may publish, while also offering them protection (either for themselves or their clients). As this offers both pro's and con's, it is of great importance. It is pointed out that to bring action in a defamation case it must be shown that:
Chapter 5:
Ethics follows on well from the legalities of PR as it now looks at the 'right and wrong' of personal values. Ethics is an important area of PR as the practice, like any profession, can see a practitioner forced to make decisions that conflict with their own values and morals. What is reiterated here is that ethical dilemmas (which are very common) are not at all easy to deal with. This is due to the fact that there are usually more than 1 party involved and the repercussions of a practitioners choice may be damaging either to another individual, or to themselves. The levels at which practitioners can experience dilemmas are:
The readings made me think more about PR theory/practice in that:
I think the key points to remember from this weeks readings were:
Chapter 4:
Considering that PR is broken up into 3 main areas: communication, advisory/counselling
and business/management, practitioners must be aware of laws, risks and how to manage them. For instance the torts of negligence and defamation would be common to consider when communicating to the public. In addition, laws vary across states and countries and in this increasingly 'globalised' world awareness of or research of the legal norms should be
second nature to PR practitioners.
A key area is the tort of defamation, this has been put in place to protect an individuals/organisations reputation which limits what a practitioner may publish, while also offering them protection (either for themselves or their clients). As this offers both pro's and con's, it is of great importance. It is pointed out that to bring action in a defamation case it must be shown that:
- The material was published (that is, it was exposed to a third person)
- The (individual) was identified in the publication
- The publication was defamatory
Chapter 5:
Ethics follows on well from the legalities of PR as it now looks at the 'right and wrong' of personal values. Ethics is an important area of PR as the practice, like any profession, can see a practitioner forced to make decisions that conflict with their own values and morals. What is reiterated here is that ethical dilemmas (which are very common) are not at all easy to deal with. This is due to the fact that there are usually more than 1 party involved and the repercussions of a practitioners choice may be damaging either to another individual, or to themselves. The levels at which practitioners can experience dilemmas are:
- interpersonal
- organisational
- stakeholder
The readings made me think more about PR theory/practice in that:
- Practitioners must hold a sufficient and up-to-date knowledge of laws and also attempt to understand or be aware of laws in other states or countries if they are to be working there
- A challenge for PR practitioners is to encourage and implement 'genuine professionalism'
Tuesday, August 14, 2007
Week 5
This weeks reading from 'Chapter 4 - A Typical Public Relations Program', In C. Tymson, P. Lazar, P and R. Lazar's 'The new Australian and New Zealand public relations manual' & Chapter 7 - Strategy, Planning and Scheduling' in J. Johnston & C. Zawawi's 'Public Relations: Theory and Practice' provided a theoretical and practical insight towards the functions and concepts of a PR plan. This included examples of what a PR practitioners role would include during the entire process of a strategic PR plan/program. After completing the two readings, it was apparent that the detail and depth of a plan depended entirely on the size of the project, the funding available and the time frame.
I think the key points to remember from this week's readings were...
I noted that there were a lot of similarities to marketing plans and in particular marketing research plans, which should be the case as PR and Marketing are both about communicating a message to an identified public (or 'group' for marketing).
The reading made me think more about public relations theory/practice in that...
In reference to the reading in Insider Info last week, a lot of the PR practitioners outlined how their job could become quite complicated depending on the task at hand. This seemed true when reading Tymson & Lazar's literature. The complexity involved in the planning and maintenance of a PR program was quite confronting and this provided and understanding of the skill required of a PR practitioner.
I think the key points to remember from this week's readings were...
- The importance of adhering to the outlines of the strategy and plan. Without the structure of the plan the entire PR program would not be able to work
- The role of the PR practitioner as 'proactive' that is, as stated by Tymson & Lazar 'finding out what is going on and recommending creative actions to the CEO' (p. 76) Essentially this means researching the entire industry, the position the organisation is in at this moment, it's competitors and all thoughts about the organisation, trends in the industry etc. It is a form of marketing research. This also includes absorbing the organisation's culture.
- Good or successful objectives should be measurable. An issue that is reiterated in the readings is that it is difficult to measure the outcomes/results. Because of this the authors recommend that measuring should be a process that is continuous throughout the plan and that if the objectives are sound this should not be difficult.
- Top management should be involved or at least accessible throughout the plan/program
- In house PR Vs PR Consultancies differ in their pro's and con's. Tymson and Lazar place a lot of weight on the advantages of PR consultancies when it comes to PR programs for an organisation. This is traced through from budgeting to the objectivity of a consultancy.
I noted that there were a lot of similarities to marketing plans and in particular marketing research plans, which should be the case as PR and Marketing are both about communicating a message to an identified public (or 'group' for marketing).
The reading made me think more about public relations theory/practice in that...
In reference to the reading in Insider Info last week, a lot of the PR practitioners outlined how their job could become quite complicated depending on the task at hand. This seemed true when reading Tymson & Lazar's literature. The complexity involved in the planning and maintenance of a PR program was quite confronting and this provided and understanding of the skill required of a PR practitioner.
Week 4
'Insider Info' in Public Relations
Chapter 11 of Public Relations: CareerFAQS
I think the keys points to remember from this weeks readings were...
Chapter 11 of Public Relations: CareerFAQS
I think the keys points to remember from this weeks readings were...
- Public Relations is not glamorous! This was stated over and over by the Public relation practitioners that were interviewed. While they did not reflect negatively on their duties, they were very dogmatic about the labor involved and the way in which their role does impact on their personal lives
- PR practitioners are multi-skilled and channel these skills from previous studies or roles.
Tuesday, July 31, 2007
Week 3 - Tutorial 2
Chapter 3 ‘Public Relations Theory and Practice’ and
Reading – article by Gower, K (2006) Public Relations Research at the Crossroads in Journal of Public Relations Research. 18 (2), 177-190.
I think the key points to remember from this week's readings were the Grunig and Hunt's theories that were highlighted in the text which included:
-Press Agentry
-Public Information
-Two-way asymmetric
-Two-way symmetric
These theories are used throughout Public Relations and the readings enforced their relevance and usefulness. The text took an objective approach to these theories, while the article by Gower focused on the Two-Way Symmetric quite subjectively. I particularly enjoyed the article as it helped to increase my scope of understanding the professions of a Public Relations officer.
This article examines Public Relations through the most dominant model, Grunig’s Two-Way Symmetrical Model. Gower reiterates the elusiveness of Public Relation’s meaning and the way in which it is perceived by reflecting on past literature and the conflicting ideas of the conception of PR. Through this she urges for us to ‘explore new options’ and states that ‘questioning our knowledge base is how existing theories and furthered and new theories emerge’. Gower is not afraid or hesitant about change, nor does she criticise it. Rather she suggests that change is beneficial and that by drawing theories from other disciplines we could improve our understanding and use of PR.
Past literature is provided to show how PR has it’s roots in legitimacy, where institutions had to make themselves meaningful to society in order to succeed. In particular, American corporations understood the power of their publics and to create a harmony between themselves and the publics. This became paramount to them when federal governments sought to control corporations via regulations.
This area interested me the most due to the reliance on a hybrid of legitimacy that is used by public figures even today. This is usually achieved through remaining on the pulse of trends so as to be popular and a figure that the public can relate to.
Most of the literature that exists, particularly from America, has a strong focus on corporations and that which followed in the Progressive Era was not far from it.
Essentially – the corporations appreciated their publics, or more to the point, the power of their publics.
I found it interesting that Gower took such a lean towards other disciplines. I agreed with her suggestions that PR take a more global approach. This was true for me as the literature that exists today has such an American slant and with PR now existing in most countries, an appreciation of cultures and the global market place is vital.
She also suggested that complexity theory, framing theory and further research into publics would be useful.
Reading – article by Gower, K (2006) Public Relations Research at the Crossroads in Journal of Public Relations Research. 18 (2), 177-190.
I think the key points to remember from this week's readings were the Grunig and Hunt's theories that were highlighted in the text which included:
-Press Agentry
-Public Information
-Two-way asymmetric
-Two-way symmetric
These theories are used throughout Public Relations and the readings enforced their relevance and usefulness. The text took an objective approach to these theories, while the article by Gower focused on the Two-Way Symmetric quite subjectively. I particularly enjoyed the article as it helped to increase my scope of understanding the professions of a Public Relations officer.
This article examines Public Relations through the most dominant model, Grunig’s Two-Way Symmetrical Model. Gower reiterates the elusiveness of Public Relation’s meaning and the way in which it is perceived by reflecting on past literature and the conflicting ideas of the conception of PR. Through this she urges for us to ‘explore new options’ and states that ‘questioning our knowledge base is how existing theories and furthered and new theories emerge’. Gower is not afraid or hesitant about change, nor does she criticise it. Rather she suggests that change is beneficial and that by drawing theories from other disciplines we could improve our understanding and use of PR.
Past literature is provided to show how PR has it’s roots in legitimacy, where institutions had to make themselves meaningful to society in order to succeed. In particular, American corporations understood the power of their publics and to create a harmony between themselves and the publics. This became paramount to them when federal governments sought to control corporations via regulations.
This area interested me the most due to the reliance on a hybrid of legitimacy that is used by public figures even today. This is usually achieved through remaining on the pulse of trends so as to be popular and a figure that the public can relate to.
Most of the literature that exists, particularly from America, has a strong focus on corporations and that which followed in the Progressive Era was not far from it.
Essentially – the corporations appreciated their publics, or more to the point, the power of their publics.
I found it interesting that Gower took such a lean towards other disciplines. I agreed with her suggestions that PR take a more global approach. This was true for me as the literature that exists today has such an American slant and with PR now existing in most countries, an appreciation of cultures and the global market place is vital.
She also suggested that complexity theory, framing theory and further research into publics would be useful.
Tuesday, July 24, 2007
Week 2 (Tutorial 1)
As I only joined this course (Introduction to Public Relations) this week, I've not had a chance to purchase both text books and read them. I have managed to read the first chapter of Public Relations: theory and practice and I have also skimmed through Public Relations: Career FAQ's which I feel has provided me with enough insight to comment.
I think the key points to remember from this week's readings were the definitions of PR
that were provided. A lot of perceptions of 'what PR is about' are misinformed into believing that this field of work is simple and glamorous. However a high amount of skill covering theories, research skills and the ease of interaction with various people is required, this is pointed out in the text Public Relations: Career FAQ's. I must admit that I thought of PR as being a spokesperson for a company that essentially handed out messages of that companies movements. Since reading the texts, I have come to understand that this is not at all the case.
The definition of 'public/s' has been the most interesting for me as I am in my final semester of a business degree, majoring in marketing. For me, I look purely at what is known as a 'target market' which is not unlike the PR 'publics', however, I am trained to sell things to my market. When considering 'publics' I began to appreciate the broadness of this subject - you must consider so many people.
In the text Public Relations: theory and practice, the authors point out that the changing state of media is changing the roles. The readings made me think more about public relations theory/practice... and I still have a lot of reading to get through in regards to this!
I think the key points to remember from this week's readings were the definitions of PR
that were provided. A lot of perceptions of 'what PR is about' are misinformed into believing that this field of work is simple and glamorous. However a high amount of skill covering theories, research skills and the ease of interaction with various people is required, this is pointed out in the text Public Relations: Career FAQ's. I must admit that I thought of PR as being a spokesperson for a company that essentially handed out messages of that companies movements. Since reading the texts, I have come to understand that this is not at all the case.
The definition of 'public/s' has been the most interesting for me as I am in my final semester of a business degree, majoring in marketing. For me, I look purely at what is known as a 'target market' which is not unlike the PR 'publics', however, I am trained to sell things to my market. When considering 'publics' I began to appreciate the broadness of this subject - you must consider so many people.
In the text Public Relations: theory and practice, the authors point out that the changing state of media is changing the roles. The readings made me think more about public relations theory/practice... and I still have a lot of reading to get through in regards to this!
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