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.
1 comment:
Your blog was concise and easily read.
You showed your overall understanding of the subject in a manner that clearly showed you are grasping the complexity of the profession and what it actually entails. In your last par you stated that the profession requires a lot of skill and organisation from the practitioner, which shows you are delving further into what the profession is. You also stated the importance of a PR plan and the importance to adhering to its outline which I also agree is essential to the profession and imperative to achieving the common goal or the vision of the company.
Your comment on the how the practitioner should also note their competitors when deciding their vision statement is also important . Although your blog was good maybe a few examples or an indepth exploration in your next blog would enhance your overall knowledge.
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