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.
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