This week i commented on Nicole Spear's blog.
http://cmns1290nicolespear.blogspot.com
Tuesday, September 25, 2007
Sunday, September 23, 2007
Week 11 Readings
I think the key points to remember from this weeks readings were....
that of research and evaluation. Research is undertaken at all stages of the public relations process. Many issues can arise when a practitioner is asked to prepare or evaluate a campaign or program.The solution however, to these particular issues are arrived through relevant research processes of asking questions and obtaining answers. The information gathered during the imitial phase of research provides 'input' into the planning of a communication program.Researh during the development and implementation stages of a strategy contribute to more effective 'outputs'. In order to proceed with nay research the practitioner must be aware of the range of methodologies available and the most appropriate use of these public relations plannig and development. A researcher also has the ultimate choice between qualitative and quantitative methodologies, depending on the type of information required.One must note that there are alos other wide ranges of research available to a public relations practitioner giving them the ability to select options, taking into consideration the time, money and skills available.
Research is an essential task for a public relations practitioner, used to identify the requirement for a communication program, to assist in establishing that program, to check progress and to evaluate the effectiveness. It is important for a public relations practitioner to have a clear understanding of the publics that must be addressed and the type of message or messages that must be given to the publics. The use of research positions public relations ' as a purposive, goal - directed, and problem- solving management function.'
Deciding to undertake research can present challenges for the public relations practitioner. Time, money and availability of human resources are three of the most difficult obstacles standing in the way of a thorough research program.Research can be a very costly part of a budget.Deciding what to research is also another challenge for public relations practitoners. It is vital that care must be taken to ensure a balance between conducting enough research to be useful and conducting too much research - wasting money and time.Goal and objective setting for both the research tasks and the communication program is a significant part of the plannig process an should always be taken into consideration the research capability of an organisation. Public relations practitioners need to have a good and clear understanding of the principles of research and the ability of being able to identify how to acquire additional skills when required.
Inputs determine what goes into the project or program, outputa are the actual elements of the program or campaign, and outcomes are the result of those outputs on the target audience or public. Public relations practitioners conduct research in order to determine which inputs and outputs to use.
A public relations practitioner must follow the following guidelines in research and evaluation:-
.Input research
.Output research
. Methodologies
.Formal and informal research
.Qualitative and quantitative research
Once a general methodology has been selected , the public relations researcher needs to consider which techniques will achieve the agreed research objectives. A selection of techniques should therefore be taken into consideration not only the objectives, but also the time, budget and skills available. Some of the rsearch techniques include:-
. Surveys
. Mail
. Telephone
. Face - to face
. Internet
. In - depth interviews
. Focus groups
. Ethonographic studies
. Case studies
. Analysis of existing data
. Organisational culture study
. Feedback analysis
. Media monitoring
. Content analysis
. Benchmark research
. Statistical research
. Environmental monitoring
. Communication audits
. Corporate communication archives
.Testimonials
Expert review
Internet monitoring
.Measurement of online presence
.Advertising value equivalents (AVEs)
. Secondary information sources.
The PRIA's code of Ethics provides the public relations practitioner with the benchmark for sound ethical practice. It is important for the practitioner to be conscious of coercion,dishonesty,hurtful manner and manipulation of data to meet any other ends than the stated objective or hypothesis. The following points show the standards provided for good guideline for practitioners:-
. Give full disclosure of the research procedure.
. Make sure results are accurately reported and distributed freely and widely.
. Keep respondent information confidential ( or anonymous) as promised.
. Do not promise clients and sponsors what cannot be delivered.
. Do not harm. (McElreath 1997).
The readings made me think more about public relations theory/ practice in that.....
It is significant in researching for a public relations practitioner to apply the input, output and outcome stages of a public relations campaign or program.It is also important to note that formal and informal research methods can be used to gather information, with the choice of methodology dependingon the levels of reliability needed, the information required and the project's budget. Input and output research are both significant and neccessary to research for a plan. Measuring achievements through various outcomes will eventually enable and broaden more effectiveness of a program at all of these three stages and not only provide input into the future of public relations programs but enable various goals and successes through these processes to be made.
that of research and evaluation. Research is undertaken at all stages of the public relations process. Many issues can arise when a practitioner is asked to prepare or evaluate a campaign or program.The solution however, to these particular issues are arrived through relevant research processes of asking questions and obtaining answers. The information gathered during the imitial phase of research provides 'input' into the planning of a communication program.Researh during the development and implementation stages of a strategy contribute to more effective 'outputs'. In order to proceed with nay research the practitioner must be aware of the range of methodologies available and the most appropriate use of these public relations plannig and development. A researcher also has the ultimate choice between qualitative and quantitative methodologies, depending on the type of information required.One must note that there are alos other wide ranges of research available to a public relations practitioner giving them the ability to select options, taking into consideration the time, money and skills available.
Research is an essential task for a public relations practitioner, used to identify the requirement for a communication program, to assist in establishing that program, to check progress and to evaluate the effectiveness. It is important for a public relations practitioner to have a clear understanding of the publics that must be addressed and the type of message or messages that must be given to the publics. The use of research positions public relations ' as a purposive, goal - directed, and problem- solving management function.'
Deciding to undertake research can present challenges for the public relations practitioner. Time, money and availability of human resources are three of the most difficult obstacles standing in the way of a thorough research program.Research can be a very costly part of a budget.Deciding what to research is also another challenge for public relations practitoners. It is vital that care must be taken to ensure a balance between conducting enough research to be useful and conducting too much research - wasting money and time.Goal and objective setting for both the research tasks and the communication program is a significant part of the plannig process an should always be taken into consideration the research capability of an organisation. Public relations practitioners need to have a good and clear understanding of the principles of research and the ability of being able to identify how to acquire additional skills when required.
Inputs determine what goes into the project or program, outputa are the actual elements of the program or campaign, and outcomes are the result of those outputs on the target audience or public. Public relations practitioners conduct research in order to determine which inputs and outputs to use.
A public relations practitioner must follow the following guidelines in research and evaluation:-
.Input research
.Output research
. Methodologies
.Formal and informal research
.Qualitative and quantitative research
Once a general methodology has been selected , the public relations researcher needs to consider which techniques will achieve the agreed research objectives. A selection of techniques should therefore be taken into consideration not only the objectives, but also the time, budget and skills available. Some of the rsearch techniques include:-
. Surveys
. Telephone
. Face - to face
. Internet
. In - depth interviews
. Focus groups
. Ethonographic studies
. Case studies
. Analysis of existing data
. Organisational culture study
. Feedback analysis
. Media monitoring
. Content analysis
. Benchmark research
. Statistical research
. Environmental monitoring
. Communication audits
. Corporate communication archives
.Testimonials
Expert review
Internet monitoring
.Measurement of online presence
.Advertising value equivalents (AVEs)
. Secondary information sources.
The PRIA's code of Ethics provides the public relations practitioner with the benchmark for sound ethical practice. It is important for the practitioner to be conscious of coercion,dishonesty,hurtful manner and manipulation of data to meet any other ends than the stated objective or hypothesis. The following points show the standards provided for good guideline for practitioners:-
. Give full disclosure of the research procedure.
. Make sure results are accurately reported and distributed freely and widely.
. Keep respondent information confidential ( or anonymous) as promised.
. Do not promise clients and sponsors what cannot be delivered.
. Do not harm. (McElreath 1997).
The readings made me think more about public relations theory/ practice in that.....
It is significant in researching for a public relations practitioner to apply the input, output and outcome stages of a public relations campaign or program.It is also important to note that formal and informal research methods can be used to gather information, with the choice of methodology dependingon the levels of reliability needed, the information required and the project's budget. Input and output research are both significant and neccessary to research for a plan. Measuring achievements through various outcomes will eventually enable and broaden more effectiveness of a program at all of these three stages and not only provide input into the future of public relations programs but enable various goals and successes through these processes to be made.
Tuesday, September 18, 2007
week 10 Comment
Today i commented on Chloe Harlum's blog.
http://www.cmns1290chloeharlum.blogspot.com
http://www.cmns1290chloeharlum.blogspot.com
Sunday, September 16, 2007
Week 10 Readings
I think the key points to remember from this weeks readings were...
that of strategy, planning and scheduling by John Allert and Clara Zawawi. This chapter enabled a PR practitioner to think and practise strategically in order to be relevant in today's organisation. The stages of the strategic process in public relations are:-
. creation of organisational vision and mission statement
. creation of PR vision and missin statements
. establishment of performance indicators
. budgeting
. writing of a strategic PR plan,
. Scheduling of PR plan activities.
Historically, strategy is referred to the role of a military commander and his art and skill. Strategy is not a series of campaign steps or tactics, it is the underlying rationale that guides the selection of these tactics or stages. From a PR perspective, strategies must be designed for communicatio with all target groups, such as employees, government, pressure groups and local community. Corporate culture, ideology, values and beliefs, systems and business processes influence the PR strategic planning in social, economic and political contexts.
The Grunig study outlines the main five characteristics which are summarised by the view that the excellent communication or PR department:-
. is run by managers who make communications policy decisions and accept responsibility for the success or failure of the programs
. contributes significantly to the prganisation's stgrategic plan and organisational decision - making
. works with top management to solve organisational problems that involve communication relationships
. facilitates two - way communication between top management and key stakeholders, helping them understand each other and developing win- win situations
. uses formal and informal research techniques to understand the environment inside and outside the organisation to identify key issues.
A good reputation for a strategically managed PR pays off because well - regarded organisations generally:
. command premium prices for their products
. recrit better- calibre staff
. attract greater loyalty from internal and external stakeholders or publics
. have more stable revenues
. face fewer risks of crisis
. are given greater latitute to act by their constitutents.
A mission statement is simply:-
. consistent with and supportive of an organisation's vision
. the road map that describes how the organisation will move to reach its vision
. the means of telling people why the organisation is in business, &
. the source of strategies that collectivley create a business plan.
The ten - point structure of the communications plan which has been proven to meet the needs of many types of organisations is as follows:-
1 executive summary
2 the communication process
3 background
4 situation analysis
5 main message statement
6 stakeholders
7 messages for key stakeholders
8 implementation
9 budget
10 monitoring and evaluation.
It is important to note that the writer of an effective strategic communication plan must always remain conscious of the principles pf effective communication, by: being open and honest, two - way and responsive, being receiver orientated, timely, clear and consistent and comprehensive.
Budgeting is alsoimportant as it is all about direction, monitoring and control of the organisational resources.Scheduling and lists are alos extremely significant in strategic communications plannig for PR practitioners.
The readings this week have made me think more about PR theory/ practise in that....
the strategic and systematic design of PR plans is vital to the effective identification, implementation, and management of the PR goals and objectives that complement and support organisational goals and objectives. It is evident through the readings of this chapter then that all can be achieved of a PR practioner by following these required steps in acheiving effective strategy, planning and scheduling.
CHAPTER 10 ADDITIONAL - TACTICS
I think the key points to remember from this weeks readings were....
the area of tactics by Marian Hudson. There are a huge range of tactics available to PR professionals which include:- publicity, newsletters, direct mail, advertising, corporate publications, functions, speaking opportunities, internet sites, information kits, media relations, brochures, competitions, videos, lobbying,meetings,competitions and so on. It is useful to remember that most tactics are visible and easily identifiable, many campaigns owe their success to the use of tactics that are not overt- such as keeping out the media spotlight.
Tactics can be broken up into two major groups: controlled and uncontrolled. Controlled tactics are those over which the PR practitioner maintains control of every aspect of the process- from messages creation and crafting to final distribution. Uncontrolled tactics are those that can be altered or even blocked completely. Ther most obvious uncontrolled tactic is media relations, where the practitioner can provide a media release and train a spokesperson.
There are several methods of effective delivery which consist of:- mail, faxes, news distribution agencies, email, cd- roms,couriers,videos,video confrencing,personal delivery,and websites. Media relations is a complex tactic which requires careful consideration. Outcomes cannot be controlled or guaranteed, as the agenda of the media outlet will always be paramount. Brochures,leaflets,flyers and other printed materials are some of the most commonly used tactics. They each serve an important purposer in a broad range of campaigns, often employed in tandem with other tactics, particulary where detail, persuasion or a lasting reference document is required.
The readings made me think more about PR theory/practise in that...
It is now evident to me that there is no guaranteed corrrect set of tactics that will ensure successful implementation of a PR campaign. It is significant to note that tactics must relate back to strategy and they are both linked between how it is executed or delivered to target audiences. Tactics must also be selected with regard to target audiences, teir appropriatness ass a vehicle for the message, their advantages and disadvantages as well as the available budget. It is clear to see that success relies on analytical and creative skills of the PR practitioner to consider tactics in the importance of a complex range of implicating factors. PR practitioners are successful in what they do and how they nail tactics in Pr planning and strategy.
that of strategy, planning and scheduling by John Allert and Clara Zawawi. This chapter enabled a PR practitioner to think and practise strategically in order to be relevant in today's organisation. The stages of the strategic process in public relations are:-
. creation of organisational vision and mission statement
. creation of PR vision and missin statements
. establishment of performance indicators
. budgeting
. writing of a strategic PR plan,
. Scheduling of PR plan activities.
Historically, strategy is referred to the role of a military commander and his art and skill. Strategy is not a series of campaign steps or tactics, it is the underlying rationale that guides the selection of these tactics or stages. From a PR perspective, strategies must be designed for communicatio with all target groups, such as employees, government, pressure groups and local community. Corporate culture, ideology, values and beliefs, systems and business processes influence the PR strategic planning in social, economic and political contexts.
The Grunig study outlines the main five characteristics which are summarised by the view that the excellent communication or PR department:-
. is run by managers who make communications policy decisions and accept responsibility for the success or failure of the programs
. contributes significantly to the prganisation's stgrategic plan and organisational decision - making
. works with top management to solve organisational problems that involve communication relationships
. facilitates two - way communication between top management and key stakeholders, helping them understand each other and developing win- win situations
. uses formal and informal research techniques to understand the environment inside and outside the organisation to identify key issues.
A good reputation for a strategically managed PR pays off because well - regarded organisations generally:
. command premium prices for their products
. recrit better- calibre staff
. attract greater loyalty from internal and external stakeholders or publics
. have more stable revenues
. face fewer risks of crisis
. are given greater latitute to act by their constitutents.
A mission statement is simply:-
. consistent with and supportive of an organisation's vision
. the road map that describes how the organisation will move to reach its vision
. the means of telling people why the organisation is in business, &
. the source of strategies that collectivley create a business plan.
The ten - point structure of the communications plan which has been proven to meet the needs of many types of organisations is as follows:-
1 executive summary
2 the communication process
3 background
4 situation analysis
5 main message statement
6 stakeholders
7 messages for key stakeholders
8 implementation
9 budget
10 monitoring and evaluation.
It is important to note that the writer of an effective strategic communication plan must always remain conscious of the principles pf effective communication, by: being open and honest, two - way and responsive, being receiver orientated, timely, clear and consistent and comprehensive.
Budgeting is alsoimportant as it is all about direction, monitoring and control of the organisational resources.Scheduling and lists are alos extremely significant in strategic communications plannig for PR practitioners.
The readings this week have made me think more about PR theory/ practise in that....
the strategic and systematic design of PR plans is vital to the effective identification, implementation, and management of the PR goals and objectives that complement and support organisational goals and objectives. It is evident through the readings of this chapter then that all can be achieved of a PR practioner by following these required steps in acheiving effective strategy, planning and scheduling.
CHAPTER 10 ADDITIONAL - TACTICS
I think the key points to remember from this weeks readings were....
the area of tactics by Marian Hudson. There are a huge range of tactics available to PR professionals which include:- publicity, newsletters, direct mail, advertising, corporate publications, functions, speaking opportunities, internet sites, information kits, media relations, brochures, competitions, videos, lobbying,meetings,competitions and so on. It is useful to remember that most tactics are visible and easily identifiable, many campaigns owe their success to the use of tactics that are not overt- such as keeping out the media spotlight.
Tactics can be broken up into two major groups: controlled and uncontrolled. Controlled tactics are those over which the PR practitioner maintains control of every aspect of the process- from messages creation and crafting to final distribution. Uncontrolled tactics are those that can be altered or even blocked completely. Ther most obvious uncontrolled tactic is media relations, where the practitioner can provide a media release and train a spokesperson.
There are several methods of effective delivery which consist of:- mail, faxes, news distribution agencies, email, cd- roms,couriers,videos,video confrencing,personal delivery,and websites. Media relations is a complex tactic which requires careful consideration. Outcomes cannot be controlled or guaranteed, as the agenda of the media outlet will always be paramount. Brochures,leaflets,flyers and other printed materials are some of the most commonly used tactics. They each serve an important purposer in a broad range of campaigns, often employed in tandem with other tactics, particulary where detail, persuasion or a lasting reference document is required.
The readings made me think more about PR theory/practise in that...
It is now evident to me that there is no guaranteed corrrect set of tactics that will ensure successful implementation of a PR campaign. It is significant to note that tactics must relate back to strategy and they are both linked between how it is executed or delivered to target audiences. Tactics must also be selected with regard to target audiences, teir appropriatness ass a vehicle for the message, their advantages and disadvantages as well as the available budget. It is clear to see that success relies on analytical and creative skills of the PR practitioner to consider tactics in the importance of a complex range of implicating factors. PR practitioners are successful in what they do and how they nail tactics in Pr planning and strategy.
Monday, September 10, 2007
Sunday, September 9, 2007
Week 9 Readings
I think the key points to remember from this weeks readings were.....
that of Sponsorship and Event Management in the Johnston and Zawawi Public Relations textbook in chapter 13. This chapter raises issues concerning organisations and the use of specific tactics and sponsorship and special events to achieve their goals. Sponsorship is one of the most expensive tactics which can be chosen by an organisation, but the goodwill delivered by a well-chosen and managed sponsorshp can be commensurately large.Events which often include careful timing and planning, can demand the greatest attention to detail of all available tactics.The larger the event the more likely it is to require sponsorship. It is significant to note though that to understand that events which are created to fulfil public relations objectives need to fit well with an overall public relations strategy.
Sponsorship is the purchase of specific rights and benefits with an event, organisation or individual.Sponsorship is popular with many organisations because it generates goodwill and provides opportunities to enhance the image and reputation of the organisation by association.It also provides a focal point for sales and marketing efforts. Its important to note the outline of selection of sponsorship benefits set out by Geldard and Sinclair:-
. exclusivity (the ability to lock out competitors);
. image association;
. hospitality for client entertainment;
. product sampling;
. signage rights;
. merchandising;
. networking with people of importance;
. media coverage;
. use of personnel for advertising; and
. promotions and sales opportunities.
There are several types of sponsorship and i will mention what they are and describe briefly what they are about. I found this vitally important in the readings this week.
Philanthropic Sponsorship
. This type of sponsorship is as close to a donation as sponsorship can get.
. It's communtiy based.
. It offers measurable benefits in the form of taxation considerations, however, as well as generating community goodwill towards an organisation.
. Philanthropic sponsorship can also engender goodwill employees.
Corporate Sponsorship
. Sponsorship of an event or activity not normally linked to sponsoring company's general business.
. Sponaor popular or high - profiled events or activity, and thus to reap benefits of this positive connection in the minds of the organisation's public.
Marketing Sponsorship
. Most popular form of sponsorship.
. Cost effective sales and marketing strategy.
. It offers cash and goods in return for tangible revenue- oriented results.
. Used primarily to premote products and services to targeted market segments and/ or to reinforce a produc t or brand or premote sales activities.
PR practitioners must know how to write a sponsorship proposal. Understanding the motives and goals for the target audience is crucial when writing a sponsoraship proposal.Before approaching sponsorship one msut work out what rights and benefits are being offered. Once this is complete a PR practitioner will be in a position to formulate a sponsorship proposal to submit to prospective sponsors.Experienced practitioners suggest researching the target organisation thoroughly by requesting a copy of the annual report, looking at its internet site for information on its other sponsorships.They would also look at attended evetns sponsored by the organisation and researching and examining likely sponsor benefits.
Ambush marketing - occours when a company misrepresents itself as being associated with an event when it has no official, legal or moral rights to do so.Ambush marketing can destroy the idea and concept of sponsorship and the viability of some events.It is also an unpopular market move. All steps should be taken to prevent your sponsorship. There are ways however to prevent ambush marketing. most common avenuse for event ambush marketing are:-
. advertising in event publications
. signage sales, and
. sponsorship pf an individual or sporting team.
Despite the risk of 'ambush' sponsorship can be a real and hughley successful tactic.
Event Management
. Range from confrences,sporting,launches,openings,community or political meetings,breakie or dinner,lectures and anything else imaginable.
. Events are an opportunity to make news.
. A carefully managed event can achieve a variety of PR goals and objectives.
. Reasons for staging an event include generation of media coverage, creating a platform for product demonstration, and corporate/client entertainment and revenue generation.
. Events can be expensive so adequate budgeting is neccessary, along with strong financial management.
. Staffing is vital.
Media coverage is significant and Richards recommends that:-
. a media release be issued about the event and sponsorship;
. media functions be staged within the event;
. an event handbook be distributed to the media; and
. event tickets be made available to the media.
Product demonstration is a special event that can be an ideal forum for a company to launch or market a specific product with a view to attracting future sales as well as generating publicity. It can present opportunities for credible third party endorsements of a particular product.
Corporate/ client entertaining - is where some events are simply staged to impress key clients and develop business opportunities. It is a valuable sponsorship benefit. Many organisations use major sporting events as an opportunity to get closer to their clients and key publics through the purchase of corporate hospitality.
Revenue generation - Is where special events cna make money if they are carefully planned and budgeted for. It has the potential to generate revenue as well as achieve objectives such as publicity, goodwill and future business opportunities.
Feasibility, planning, execution,evaluation, budgeting,risk management must also be addressed in an efficient and professional manner to gain the right sponsorship and event management.
The readings this week made me think more about PR theory/practise in that...
Special events and sponsorship represent a high profile aspect of PR that focuses public attention, on an event, organisation or product intensely over a short period of time.Sponsorship is a two - way street and it is significant to remember that with responsibility for positive benefits being taken by the event organisers as well as sponsorship offers there is no guarantee of recall by the public. It is important to have events and sponsorship to draw and gain interest and attention. Being a PR practitioner can lead to a vast variety of different fields and opportunities for sponsorship and event management.
that of Sponsorship and Event Management in the Johnston and Zawawi Public Relations textbook in chapter 13. This chapter raises issues concerning organisations and the use of specific tactics and sponsorship and special events to achieve their goals. Sponsorship is one of the most expensive tactics which can be chosen by an organisation, but the goodwill delivered by a well-chosen and managed sponsorshp can be commensurately large.Events which often include careful timing and planning, can demand the greatest attention to detail of all available tactics.The larger the event the more likely it is to require sponsorship. It is significant to note though that to understand that events which are created to fulfil public relations objectives need to fit well with an overall public relations strategy.
Sponsorship is the purchase of specific rights and benefits with an event, organisation or individual.Sponsorship is popular with many organisations because it generates goodwill and provides opportunities to enhance the image and reputation of the organisation by association.It also provides a focal point for sales and marketing efforts. Its important to note the outline of selection of sponsorship benefits set out by Geldard and Sinclair:-
. exclusivity (the ability to lock out competitors);
. image association;
. hospitality for client entertainment;
. product sampling;
. signage rights;
. merchandising;
. networking with people of importance;
. media coverage;
. use of personnel for advertising; and
. promotions and sales opportunities.
There are several types of sponsorship and i will mention what they are and describe briefly what they are about. I found this vitally important in the readings this week.
Philanthropic Sponsorship
. This type of sponsorship is as close to a donation as sponsorship can get.
. It's communtiy based.
. It offers measurable benefits in the form of taxation considerations, however, as well as generating community goodwill towards an organisation.
. Philanthropic sponsorship can also engender goodwill employees.
Corporate Sponsorship
. Sponsorship of an event or activity not normally linked to sponsoring company's general business.
. Sponaor popular or high - profiled events or activity, and thus to reap benefits of this positive connection in the minds of the organisation's public.
Marketing Sponsorship
. Most popular form of sponsorship.
. Cost effective sales and marketing strategy.
. It offers cash and goods in return for tangible revenue- oriented results.
. Used primarily to premote products and services to targeted market segments and/ or to reinforce a produc t or brand or premote sales activities.
PR practitioners must know how to write a sponsorship proposal. Understanding the motives and goals for the target audience is crucial when writing a sponsoraship proposal.Before approaching sponsorship one msut work out what rights and benefits are being offered. Once this is complete a PR practitioner will be in a position to formulate a sponsorship proposal to submit to prospective sponsors.Experienced practitioners suggest researching the target organisation thoroughly by requesting a copy of the annual report, looking at its internet site for information on its other sponsorships.They would also look at attended evetns sponsored by the organisation and researching and examining likely sponsor benefits.
Ambush marketing - occours when a company misrepresents itself as being associated with an event when it has no official, legal or moral rights to do so.Ambush marketing can destroy the idea and concept of sponsorship and the viability of some events.It is also an unpopular market move. All steps should be taken to prevent your sponsorship. There are ways however to prevent ambush marketing. most common avenuse for event ambush marketing are:-
. advertising in event publications
. signage sales, and
. sponsorship pf an individual or sporting team.
Despite the risk of 'ambush' sponsorship can be a real and hughley successful tactic.
Event Management
. Range from confrences,sporting,launches,openings,community or political meetings,breakie or dinner,lectures and anything else imaginable.
. Events are an opportunity to make news.
. A carefully managed event can achieve a variety of PR goals and objectives.
. Reasons for staging an event include generation of media coverage, creating a platform for product demonstration, and corporate/client entertainment and revenue generation.
. Events can be expensive so adequate budgeting is neccessary, along with strong financial management.
. Staffing is vital.
Media coverage is significant and Richards recommends that:-
. a media release be issued about the event and sponsorship;
. media functions be staged within the event;
. an event handbook be distributed to the media; and
. event tickets be made available to the media.
Product demonstration is a special event that can be an ideal forum for a company to launch or market a specific product with a view to attracting future sales as well as generating publicity. It can present opportunities for credible third party endorsements of a particular product.
Corporate/ client entertaining - is where some events are simply staged to impress key clients and develop business opportunities. It is a valuable sponsorship benefit. Many organisations use major sporting events as an opportunity to get closer to their clients and key publics through the purchase of corporate hospitality.
Revenue generation - Is where special events cna make money if they are carefully planned and budgeted for. It has the potential to generate revenue as well as achieve objectives such as publicity, goodwill and future business opportunities.
Feasibility, planning, execution,evaluation, budgeting,risk management must also be addressed in an efficient and professional manner to gain the right sponsorship and event management.
The readings this week made me think more about PR theory/practise in that...
Special events and sponsorship represent a high profile aspect of PR that focuses public attention, on an event, organisation or product intensely over a short period of time.Sponsorship is a two - way street and it is significant to remember that with responsibility for positive benefits being taken by the event organisers as well as sponsorship offers there is no guarantee of recall by the public. It is important to have events and sponsorship to draw and gain interest and attention. Being a PR practitioner can lead to a vast variety of different fields and opportunities for sponsorship and event management.
Sunday, September 2, 2007
Week 8 Readings
I think the key points to remember from this weeks readings were ......
That it is evident and clear that PR practitioners and students studying PR would most certainly benefit from Media Writing courses, PR courses and News writing courses.
. Writing is an essential tool and key element for PR skills
. There are regular practise assessments conducted to ensure that specified programs are maintained to teach and to help PR students to learn and achieve the skills and technical aspects of how to write well.
. There were several common complaints based on PR students and their writing skills most commonly to note was that of grammatical errors and that of paragraph structure and single sentencing.
.This type of writing technique must be very general concise and direct to be able to capture and hold the attention of your reader.
. Web style writing varies to that of Press Relaease writing.
. There is a high need and urgent attention needed to be made to be devoted to client focused writing assignments rather than media - focused assignments.
. The key skill of an efficent writer is to be able to adapt to a variety of writing tasks as versatility as we all know it is the key to success for a PR practitioner.
The readings made me think more about PR theory/practice in that.......
When starting off in the beginning as a PR practitioner it is significant to note that they do not have the writing skills and capability that is required of them when first entering the work place for their jobs. It is highly substantial and important for universities and educational associations and services to provide more quality writing courses and programs and integrate them within the course to allow PR practitioners to develop a more thorough knowledge thus understanding to write more effectivley and sufficently. Students need to be able to write Press Releases along with Feature Articles and for the Web and for Clients. It is also interesting to learn that client based writing is in fact becoming more important and developing rapidly in Public Relations.
That it is evident and clear that PR practitioners and students studying PR would most certainly benefit from Media Writing courses, PR courses and News writing courses.
. Writing is an essential tool and key element for PR skills
. There are regular practise assessments conducted to ensure that specified programs are maintained to teach and to help PR students to learn and achieve the skills and technical aspects of how to write well.
. There were several common complaints based on PR students and their writing skills most commonly to note was that of grammatical errors and that of paragraph structure and single sentencing.
.This type of writing technique must be very general concise and direct to be able to capture and hold the attention of your reader.
. Web style writing varies to that of Press Relaease writing.
. There is a high need and urgent attention needed to be made to be devoted to client focused writing assignments rather than media - focused assignments.
. The key skill of an efficent writer is to be able to adapt to a variety of writing tasks as versatility as we all know it is the key to success for a PR practitioner.
The readings made me think more about PR theory/practice in that.......
When starting off in the beginning as a PR practitioner it is significant to note that they do not have the writing skills and capability that is required of them when first entering the work place for their jobs. It is highly substantial and important for universities and educational associations and services to provide more quality writing courses and programs and integrate them within the course to allow PR practitioners to develop a more thorough knowledge thus understanding to write more effectivley and sufficently. Students need to be able to write Press Releases along with Feature Articles and for the Web and for Clients. It is also interesting to learn that client based writing is in fact becoming more important and developing rapidly in Public Relations.
Sunday, August 26, 2007
Week 7 Readings
I think the key points to remember from this weeks readings were ....
That the role of media realtions today is far broader and more complex than that of publicists or press agents.At any level whether it be sponsorship, managing of events etc dealing with the media is an integral part of much PR activity and it's impact and power should never be under-estimated. PR practitioners rightly see their role as vital to the media, it is not a one - way relationship Just as Pr provides information to the media, so too does the media provide information to the PR profession.This is done through the simple task of media monitoring : reading, watching and listening to the media everyday, a simple but vital, form of research.
Conley lists eight significant news values that are found in news stories and take the news value of an everyday story such as:-
. Impact
. Conflict
. Timeliness
. Proximity
. Prominence
. Currency
. Human Interest
. The unusual
Media outlets run to strict and inflexible deadlines and these vary with the type of medium, the complexity, location and regularity of production. The most fexible of all deadlines is in radio news updates. It is essential that practitioners who deal with different media become familiar with all styles and deadlines and work well within them.There job is not only to assist the media as information providers but also maximise the chances of gaining exposure for their organisation. Once deadlines have been established the PR practitioners must learn who makes the decisions and who writes the news. It is vitally important for a PR practitioners to understand the personal make - up of the newsroom and also it is critical to know the names and roles of the journalists within the newsroom in your target area. It is a basic hierarchy system in a newsroom. It is essential also for PR practitioners to have an understanding of the role of the roundsperson, because this is an integral part of most news outlets, especially in newspapers. Rounbds include:- Politics, courts, local governmanets,education,health,aviation,environment,particular sports such as Rugby League and general news.It is imperative to think of members of the media as individuals This is so PR practitioners can meet and talk with journalists personally and professionally where a relationship can be developed and based on an understanding of each others roles.
There is a difference in media styles. The media should not be thought of as one amorphous mass; rather it must be considered as a complex and multi - layered part of society. PR practitioners should be aware of some key differences between these various media. PR practitioners also can service their client organisation whilst assisting the media in its needs. The primary purpose of media selection is getting a message to a specific audience.It is important to note that different media target different publics, and it is thus essential that PR practitioners know precisley who they want to get their message across to. The breadth of media opportunities also means alot of work for the PR practitioners, in staying up to date with trends and available options.
A wide range of media tools are offered to the PR practitioners for dealing with the media. The most common are the media release, media kit and media confrences. It is important to remember that once a news release leaves a PR office, it is out of the practitioner's control and in the hands of the gatekeeper. The best any PR practitioner can hope for is careful and considered attention from the journalist allocated to your story. All practitioners can do is maximise their chances of getting a run.
it is significant to hold media conferences for the following reasons:-
. to allow for a wide dissemination of a story;
. to give all media access to the news at once;
. to allow journalists to ask follow-up questions.
Ideally, PR practitioners will be in a position to proactively arrange a media conference, with plenty of time to plan, prepare and check that everything is in place.
The readings made me think more about Public Relations theory/practise in that .....
I was unaware of how vitally significatn a PR practitioner's role is in the media. And that dealing with the media is a critical part of the Pr practitioner's profession. It incorporates such things as technical aspects, in writing media releases and compiling media kits, and the manager's role, in advising senior personnel about working with the media. Media relations for Pr practitioners requires key ingredients of how to write, organise and plan as well as keen inter - personal skills and a vast array of knowledge of news and current events which i had no idea Pr practitioners played a major role in.PR practitioners must have such a vast understanding thus knowledge of all of these particular concepts and an understanding of the media and its environment. A clear approach to a more understanding respectable approach to that of journalists and that of Pr practitioners roles in society can come to a cross roads of a clear established and effective strong communication that can be achieved in media relations.
That the role of media realtions today is far broader and more complex than that of publicists or press agents.At any level whether it be sponsorship, managing of events etc dealing with the media is an integral part of much PR activity and it's impact and power should never be under-estimated. PR practitioners rightly see their role as vital to the media, it is not a one - way relationship Just as Pr provides information to the media, so too does the media provide information to the PR profession.This is done through the simple task of media monitoring : reading, watching and listening to the media everyday, a simple but vital, form of research.
Conley lists eight significant news values that are found in news stories and take the news value of an everyday story such as:-
. Impact
. Conflict
. Timeliness
. Proximity
. Prominence
. Currency
. Human Interest
. The unusual
Media outlets run to strict and inflexible deadlines and these vary with the type of medium, the complexity, location and regularity of production. The most fexible of all deadlines is in radio news updates. It is essential that practitioners who deal with different media become familiar with all styles and deadlines and work well within them.There job is not only to assist the media as information providers but also maximise the chances of gaining exposure for their organisation. Once deadlines have been established the PR practitioners must learn who makes the decisions and who writes the news. It is vitally important for a PR practitioners to understand the personal make - up of the newsroom and also it is critical to know the names and roles of the journalists within the newsroom in your target area. It is a basic hierarchy system in a newsroom. It is essential also for PR practitioners to have an understanding of the role of the roundsperson, because this is an integral part of most news outlets, especially in newspapers. Rounbds include:- Politics, courts, local governmanets,education,health,aviation,environment,particular sports such as Rugby League and general news.It is imperative to think of members of the media as individuals This is so PR practitioners can meet and talk with journalists personally and professionally where a relationship can be developed and based on an understanding of each others roles.
There is a difference in media styles. The media should not be thought of as one amorphous mass; rather it must be considered as a complex and multi - layered part of society. PR practitioners should be aware of some key differences between these various media. PR practitioners also can service their client organisation whilst assisting the media in its needs. The primary purpose of media selection is getting a message to a specific audience.It is important to note that different media target different publics, and it is thus essential that PR practitioners know precisley who they want to get their message across to. The breadth of media opportunities also means alot of work for the PR practitioners, in staying up to date with trends and available options.
A wide range of media tools are offered to the PR practitioners for dealing with the media. The most common are the media release, media kit and media confrences. It is important to remember that once a news release leaves a PR office, it is out of the practitioner's control and in the hands of the gatekeeper. The best any PR practitioner can hope for is careful and considered attention from the journalist allocated to your story. All practitioners can do is maximise their chances of getting a run.
it is significant to hold media conferences for the following reasons:-
. to allow for a wide dissemination of a story;
. to give all media access to the news at once;
. to allow journalists to ask follow-up questions.
Ideally, PR practitioners will be in a position to proactively arrange a media conference, with plenty of time to plan, prepare and check that everything is in place.
The readings made me think more about Public Relations theory/practise in that .....
I was unaware of how vitally significatn a PR practitioner's role is in the media. And that dealing with the media is a critical part of the Pr practitioner's profession. It incorporates such things as technical aspects, in writing media releases and compiling media kits, and the manager's role, in advising senior personnel about working with the media. Media relations for Pr practitioners requires key ingredients of how to write, organise and plan as well as keen inter - personal skills and a vast array of knowledge of news and current events which i had no idea Pr practitioners played a major role in.PR practitioners must have such a vast understanding thus knowledge of all of these particular concepts and an understanding of the media and its environment. A clear approach to a more understanding respectable approach to that of journalists and that of Pr practitioners roles in society can come to a cross roads of a clear established and effective strong communication that can be achieved in media relations.
Tuesday, August 21, 2007
Sunday, August 19, 2007
Week 6 Chapter 4 & 5 Public Relations Theory and Practice.
I think the key points to remember from this weeks readings were.....
that of the legal environment and the Ethical Practice chapters of of the public relations theory and practise book by johnston and Zawawi.Pr decisions must be made in context of the 'legal environment'. Hoger and Swen categorise these differences into four areas:- Understanding of time and timing;traditions and strategies;audience relationships;and approaches to message construction. Therefore, Pr practitioners must take an active role in assessing and responding to legal risks. We can clearly see that tension does exist between the legal and PR responses to crisis. It is becoming incresingly necessary for PR practitioners to develop good working relations with their legal advisers.Before turning to a legal solution, the PR practitioner should consider these three important questions:-
1. What are the Pr practitioner's legal rights and responsibilities?
2. How do these rights and responsibilities translate into everyday work practices?
3. What are the PR implications of any legal dispute?
The legal environment aims to provide some foundation to assist PR practitioners to make informed choices about legal risks focusing on these main significant areas:-
. protecting reputations;
. protecting creative ideas;
. the practitioner's duty of care;
. legal risk management, the role of contracts in a global legal environment;and
. technology and future legal directions in a PR context.
legal issues can affect both reputations and relatonships.The tort of a defamation which is a tort of a legal way of saying a civil wrong aims to protect a person's reputation, a fundamental human right. This tort limits what a PR practitioner can publish, although it does provide a vehicle by which practitioners and their clients can protect their reputations. T o bring an action in defamation a person must show that:-
. the material was published- thatis, read, seen or heard by a third person;
. they were identified in the publication - that is, a person of average intelligence can identify the plaintiff as the person referred to in the publication;
. the publication was defamatory.
In the trade practices act 1974 (cth) and reputation practitiotners should pay close attention and exercise caution in areas such as puffery, comparative advertising, character and merchandising and how they promote goods and services generally.There are several important features of this section as outlined in the readings.
On occassions parties to litigation or people charged with offences look to public relations to control damage of proceedings. Practitioners must therefore understand the doctrine of contempt of court, particulary the sub judice rules.These rules restrict what can be published about proceedings that are pending.An example in the text is where broadcaster Darren Hinch was found guilty of contempt of court for publishing information about a priest being charged on several counts of sexually assaulting children in his care.The court found that, by revealing the prior convictions of the acused, Hinch was in contempt of court.
Clark, Cho and Hoyle stress that a knowledge on intellectual property law has become ' a prerequisite for anyone doing business in what has become known as the info of digital age'.Practitioners must be cautious about putting things online.When advising clients on image and relationship building, Pr practitioners must be careful not to borrow too heavily from the ideas of their client's competition.
Contract law also plays a pivotal role in PR.When preparing contracts for supply of goods or services, several important risks should be identified and managed. Clark, Ho and Hoyle identify these as:-
. securing the right provider
. assessing liklihood of complete performance
. specifying what happens if the provider fails to provide service on time
. specifying who bears the risk of negligence in performance of contract
. specifying obligations of confidentiality
. privacy
.providing for public feedback, and
. spec ifying what happens if a conflict of interest arises.
This shows us clearly that contracts are useful ways of clearing up uncertainty in relationships with others.
In PR a duty of care will arise where advice is given on a serious or business matter.A practitoners obligation to exercise reasonable care also extends to third parties who can reasonably expect to rely on info and advice.
I have learnt through doing the chapter 4 reading this week in PR that it clearly identifies parts of the lagal environment that i had no idea about until reading this chapter and learning and discovering the various aspects of the legal system. I found it engaging to learn that of Pr practitioners role in the legal environment and how that operates. This chapter showed good legal advice and how that must be interperated from a PR perspective to ensure that quality decisions are made. i also learnt that by selecting a legal practitioner who respects the professionalism of their client and can ensure the best outcomes from both legal and public relations perspectives is important. There are still several problematic areas of the legal system that need to be addressed in developing a legal strategy. This chapter in particular highlighted to me the complexity and diversity of PR in the legal environment. An interesting chapter that gets you thinking and learning all the way.
In the chapter of Ethical practice it looks at how ethics refers to the personal values which underpin the behaviour and moral choices made by an individual in response to a specific situation.In PR practise, ethical behaviour relates both to the practitioner and to the organization. PR practitioners therefore need to be concerned with their own personal and professional ethics as well as with the institution ethic of the organization for which they work. Seib and Fitzpatrick discuss 5 duties of PR professionals as being to oneself, the client, the employer, the profession, and society.As a PR professional one is obliged to support your collegues and to be responsible to your peers.A potter box technique enables and helps to identify consistent and inconsistent values. principles and loyalties and in the end the most ethical decision is made.
The 2 acknowledged fathers of PR are Ivy Lee and Edward E. Bernays they both did alot to legitimise PR practice.The role of PR in today's society is to build bridges and alliances with different publics to create a conducive environment in which businesses, government, voluntary agencies,hospitals and other institutions can operate. Four major roles played by PR practitioners have ethical implications which are the roles of counsellor,advocate,corporate monitor and corporate conscience. Pr practitioners are vieqwing thier role as that of a counsellor to senior executives in protecting and building an organisation's corporate reputation. PR counsellor must develop a much more broader perspective on an entire industry rather than just their own organisation, and to be able to exercise good judgement regarding various publics expectations about an organization's activities.
In the role of the advocate PR practitioners share the general nature of their purpose with lawyers.PR professionals are advocates for their organization and have a responsibility to present their organisation in a favourable light and not deceive the public. PR practitioners need to reconcile their roles as advocates for self - interested causes with their roles as facilitators of social communication.In the two - way symmetrical system PR practitioners act as mediators between organisations and their publics, facilitating the long way conversation in which each party continues to further its own interests, but all respect the others viewpoints and work together to find solutions.
PR practitioners need to act as an informed corporate monitor for their organisation. PR practitioners role is to also serve as the moral keeper for both its communication and actions in the role of corporate conscience.There are also several ethical dilemmas that can occour for a PR practitioner which include:-
1. interpersonal
2. organisational; or
3. stakeholder
Interpersonal involves a dilemma occouring between a practitioner and peers or superiors in the workplace. Organisational issues can also arise between a prac and a organisation's policies and protocols. Ethical dilemmas can arise between organbisation and publics that have an interest in its actions. Pr practitioners must also observe their professional association's code and code of conduct in their workplace.Each association has a code of ethics.The PRIA is the public relations institute of aus and is governed by a 15 point code fo ethics which is supported by a procedure for dealing with alleged breaches. The MEAA stands for the media entertainment and arts alliance and it operates the aus journalists association code of ethics which is the legal umbrella code with which journalists working within the media or in the public or private sector organisations can comply.The PRSA stands for the public relations society of america and it has a code which focuses on universal values that inspire ethical behaviour and performance. The IABC stands for international association of business communications and is the code that is simple and basec on 3 universal principles of corporate communicationthat apply throughout the world.And finally the ABA which stands for the aus broadcasting authority inquiry in 1999 into what has become known as 'cash for comment' and puts the ethics of all communication professionals into the spotlight.
I have learnt much from this chapter 5 reading on ethics. It has taught me that ethics is apart of the responsibility of all decision makers and has to be part of a mainstream management.I have also learnt that PR practitioners have become active participants in the development of corporate business strategy, ensuring that commercial objectives are balanced with responsibility to all stakeholders. One must note that practitioners encourage social responsibility and hold a greater contribution to society on the part of major institutions.This reading provides social challenges for PR centres on a need to move towards a genuine professionalism. If more people take on this approach Pr practitioners will be the subject matter of PR just like the subject matter of ethics.Overall PR practitioners understand the professional ethics interacts with professional conduct and ia apart of an overall search for excellence and and i believe PR practitioners will no doubt make a move towards genuine professionalism.
that of the legal environment and the Ethical Practice chapters of of the public relations theory and practise book by johnston and Zawawi.Pr decisions must be made in context of the 'legal environment'. Hoger and Swen categorise these differences into four areas:- Understanding of time and timing;traditions and strategies;audience relationships;and approaches to message construction. Therefore, Pr practitioners must take an active role in assessing and responding to legal risks. We can clearly see that tension does exist between the legal and PR responses to crisis. It is becoming incresingly necessary for PR practitioners to develop good working relations with their legal advisers.Before turning to a legal solution, the PR practitioner should consider these three important questions:-
1. What are the Pr practitioner's legal rights and responsibilities?
2. How do these rights and responsibilities translate into everyday work practices?
3. What are the PR implications of any legal dispute?
The legal environment aims to provide some foundation to assist PR practitioners to make informed choices about legal risks focusing on these main significant areas:-
. protecting reputations;
. protecting creative ideas;
. the practitioner's duty of care;
. legal risk management, the role of contracts in a global legal environment;and
. technology and future legal directions in a PR context.
legal issues can affect both reputations and relatonships.The tort of a defamation which is a tort of a legal way of saying a civil wrong aims to protect a person's reputation, a fundamental human right. This tort limits what a PR practitioner can publish, although it does provide a vehicle by which practitioners and their clients can protect their reputations. T o bring an action in defamation a person must show that:-
. the material was published- thatis, read, seen or heard by a third person;
. they were identified in the publication - that is, a person of average intelligence can identify the plaintiff as the person referred to in the publication;
. the publication was defamatory.
In the trade practices act 1974 (cth) and reputation practitiotners should pay close attention and exercise caution in areas such as puffery, comparative advertising, character and merchandising and how they promote goods and services generally.There are several important features of this section as outlined in the readings.
On occassions parties to litigation or people charged with offences look to public relations to control damage of proceedings. Practitioners must therefore understand the doctrine of contempt of court, particulary the sub judice rules.These rules restrict what can be published about proceedings that are pending.An example in the text is where broadcaster Darren Hinch was found guilty of contempt of court for publishing information about a priest being charged on several counts of sexually assaulting children in his care.The court found that, by revealing the prior convictions of the acused, Hinch was in contempt of court.
Clark, Cho and Hoyle stress that a knowledge on intellectual property law has become ' a prerequisite for anyone doing business in what has become known as the info of digital age'.Practitioners must be cautious about putting things online.When advising clients on image and relationship building, Pr practitioners must be careful not to borrow too heavily from the ideas of their client's competition.
Contract law also plays a pivotal role in PR.When preparing contracts for supply of goods or services, several important risks should be identified and managed. Clark, Ho and Hoyle identify these as:-
. securing the right provider
. assessing liklihood of complete performance
. specifying what happens if the provider fails to provide service on time
. specifying who bears the risk of negligence in performance of contract
. specifying obligations of confidentiality
. privacy
.providing for public feedback, and
. spec ifying what happens if a conflict of interest arises.
This shows us clearly that contracts are useful ways of clearing up uncertainty in relationships with others.
In PR a duty of care will arise where advice is given on a serious or business matter.A practitoners obligation to exercise reasonable care also extends to third parties who can reasonably expect to rely on info and advice.
I have learnt through doing the chapter 4 reading this week in PR that it clearly identifies parts of the lagal environment that i had no idea about until reading this chapter and learning and discovering the various aspects of the legal system. I found it engaging to learn that of Pr practitioners role in the legal environment and how that operates. This chapter showed good legal advice and how that must be interperated from a PR perspective to ensure that quality decisions are made. i also learnt that by selecting a legal practitioner who respects the professionalism of their client and can ensure the best outcomes from both legal and public relations perspectives is important. There are still several problematic areas of the legal system that need to be addressed in developing a legal strategy. This chapter in particular highlighted to me the complexity and diversity of PR in the legal environment. An interesting chapter that gets you thinking and learning all the way.
In the chapter of Ethical practice it looks at how ethics refers to the personal values which underpin the behaviour and moral choices made by an individual in response to a specific situation.In PR practise, ethical behaviour relates both to the practitioner and to the organization. PR practitioners therefore need to be concerned with their own personal and professional ethics as well as with the institution ethic of the organization for which they work. Seib and Fitzpatrick discuss 5 duties of PR professionals as being to oneself, the client, the employer, the profession, and society.As a PR professional one is obliged to support your collegues and to be responsible to your peers.A potter box technique enables and helps to identify consistent and inconsistent values. principles and loyalties and in the end the most ethical decision is made.
The 2 acknowledged fathers of PR are Ivy Lee and Edward E. Bernays they both did alot to legitimise PR practice.The role of PR in today's society is to build bridges and alliances with different publics to create a conducive environment in which businesses, government, voluntary agencies,hospitals and other institutions can operate. Four major roles played by PR practitioners have ethical implications which are the roles of counsellor,advocate,corporate monitor and corporate conscience. Pr practitioners are vieqwing thier role as that of a counsellor to senior executives in protecting and building an organisation's corporate reputation. PR counsellor must develop a much more broader perspective on an entire industry rather than just their own organisation, and to be able to exercise good judgement regarding various publics expectations about an organization's activities.
In the role of the advocate PR practitioners share the general nature of their purpose with lawyers.PR professionals are advocates for their organization and have a responsibility to present their organisation in a favourable light and not deceive the public. PR practitioners need to reconcile their roles as advocates for self - interested causes with their roles as facilitators of social communication.In the two - way symmetrical system PR practitioners act as mediators between organisations and their publics, facilitating the long way conversation in which each party continues to further its own interests, but all respect the others viewpoints and work together to find solutions.
PR practitioners need to act as an informed corporate monitor for their organisation. PR practitioners role is to also serve as the moral keeper for both its communication and actions in the role of corporate conscience.There are also several ethical dilemmas that can occour for a PR practitioner which include:-
1. interpersonal
2. organisational; or
3. stakeholder
Interpersonal involves a dilemma occouring between a practitioner and peers or superiors in the workplace. Organisational issues can also arise between a prac and a organisation's policies and protocols. Ethical dilemmas can arise between organbisation and publics that have an interest in its actions. Pr practitioners must also observe their professional association's code and code of conduct in their workplace.Each association has a code of ethics.The PRIA is the public relations institute of aus and is governed by a 15 point code fo ethics which is supported by a procedure for dealing with alleged breaches. The MEAA stands for the media entertainment and arts alliance and it operates the aus journalists association code of ethics which is the legal umbrella code with which journalists working within the media or in the public or private sector organisations can comply.The PRSA stands for the public relations society of america and it has a code which focuses on universal values that inspire ethical behaviour and performance. The IABC stands for international association of business communications and is the code that is simple and basec on 3 universal principles of corporate communicationthat apply throughout the world.And finally the ABA which stands for the aus broadcasting authority inquiry in 1999 into what has become known as 'cash for comment' and puts the ethics of all communication professionals into the spotlight.
I have learnt much from this chapter 5 reading on ethics. It has taught me that ethics is apart of the responsibility of all decision makers and has to be part of a mainstream management.I have also learnt that PR practitioners have become active participants in the development of corporate business strategy, ensuring that commercial objectives are balanced with responsibility to all stakeholders. One must note that practitioners encourage social responsibility and hold a greater contribution to society on the part of major institutions.This reading provides social challenges for PR centres on a need to move towards a genuine professionalism. If more people take on this approach Pr practitioners will be the subject matter of PR just like the subject matter of ethics.Overall PR practitioners understand the professional ethics interacts with professional conduct and ia apart of an overall search for excellence and and i believe PR practitioners will no doubt make a move towards genuine professionalism.
Tuesday, August 14, 2007
Comments
This week i commented on Ashleigh Craigs blog.
http://cwww.cmns1290ashleighcraig.blogspot.com
http://cwww.cmns1290ashleighcraig.blogspot.com
Sunday, August 12, 2007
Week 5 - Chapter 7
I think the key points to remember from this week's readings were.....
all about strategy, planning and scheduling. These are very significant aspects for PR practitioners to be able to think and practise strategically in order to be relevant in todays organisation. There are several stages of a funnel which consists of formulating strategies and creating them and implementing them so they can clearly clarify the tasks that a practitioner must perform to successfully implement all stages oF pR process. The stages of PR strategic processes consist of:-
. Creation of organisational vision and mission statements;
. Creation of public relations vision and mission statements;
. Establishment of performance indicators;
. Budgeting;
. Writing of a strategic public relations plan;
. Scheduling of public relations plan activities.
A keypoint raised in the chapter this week that i found interesting was that a PR strategy is a process by which the leadership of an organisation deliberately manages its communications proactively so that they are open, candid and primarily focused on the marketplace and the customer as the first cause. Careful planning is needed to maintain direction and focus and specific goals and objectives need to be determined and achieved and action plans need to also be developed in order to successfully achieve the implementation of the strategy.
From a PR perspective, strategies must be designed for communication with all target groups, such as employees,government,pressure groups and local community.Strategic decisions therefore, need to be addressed in order to define and determine the organisation's corporate image or ethical parameteres so they can respond in crises situations. So one can see now that corporate culture, ideology, values and beliefs, systems and business processes influence the PR strategic plannin g in social, economical and political contexts.
The first vital parts of this framework are the vision and mission statements when looking at how to plan a PR strategy.They are essential components in defining what you are going and where you are going. The vision statement describes the future state of the organisation at a selected time whereas, the mission statement is formulated to help close the gap between the unsatisfied factory present and the more future perfect. A mission statement is:-
. Consistent with and supportive of an organisation's vision;
. The road map that descrives how the organisation will move to reach its vision;
. The means of telling people why the organisation is in business;
. The source of strategies that collectively create a business plan.
PR mission statements are directly applicable to the PR aims and objectives of the organisation, and are thus developed from, and directly related to, the organisation's overall vision and mission.
PR strategic plans are often formated in a similar way to that of business or marketing plans. The format of Lester Potter's 'ten- step strategic communication paln' covers situations ranging from an annual plan right through to a specific or single issue over a shorter time frame. The ten - point structure plan which has been proven to be meet to the needs of various types of organisations are:-
1 Executive summary
2 The communication process
3 Background
4 Situation analysis
5 Main message statement
6 Stakeholders
7 Messages for key stakeholders
8 Implementation
9 Budget
10 Monitoring and evaluation.
A writer of a strategic communications plan must be consious of the principles of effective communication by being :- open and honest, two - way and responsive, receiver - orientated, timely, clear and consistent and comprehensive.
Budgeting is all about the direction, monitoring and control of organisational resources.An effective PR management depends on a successful combination of all of these elements.Typical PR budgets include salaries and on- costs, production costs, supplier costs, travel, out of pocket expenses, phone,fax,postage,courier fees, overheads,contingencies and profit. The costs can be broken down simply into two categories which consist of expenditure: administrative costs and program costs. Admin costs are salaries, on - costs and fringe benefits for full and part - time employees.Program costs require everything from photography to printing,catering,travel,gifts,production,room hire, accomodation , phone and tax transmissions etc.
One musty then look at budgets for PR consultancies, scheduling a comprehensive strategy plan ie:- by having written problems and opportunities defined, goals and objectives set, messages, methods and timing determined, and the budget established in order for the plan to be implemented. The it comes down to the lists in allowing the practitioner to pull the PR process apart and look at it systematically in providing order and keeping and providing organisation and follow - up.And then theres the more complex activities like flowcharts, calenders and Gantt charts.
The readings made me think more about Public Relations theory/ practice in that.....
I believe as an individual studying this course and doing this particular set weekly reading i have personally developed a wider range of knowledge about strategy,planning and scheduling and the critical areas of Public Relations practice. I value the fact that the strategic and systematic design of Public Relations plans is vital to the effective identification, implementation and ma nagement of the Public Relations goals and objectives that complement and together support organisational goals and objectives. From this effective efficent framework it is clearly outlie that a strategic Public Relations plan budgets can be easily established and implemented,evaluated and monitored against clearly recognisable and relevant Public Relations objectives and goals.
all about strategy, planning and scheduling. These are very significant aspects for PR practitioners to be able to think and practise strategically in order to be relevant in todays organisation. There are several stages of a funnel which consists of formulating strategies and creating them and implementing them so they can clearly clarify the tasks that a practitioner must perform to successfully implement all stages oF pR process. The stages of PR strategic processes consist of:-
. Creation of organisational vision and mission statements;
. Creation of public relations vision and mission statements;
. Establishment of performance indicators;
. Budgeting;
. Writing of a strategic public relations plan;
. Scheduling of public relations plan activities.
A keypoint raised in the chapter this week that i found interesting was that a PR strategy is a process by which the leadership of an organisation deliberately manages its communications proactively so that they are open, candid and primarily focused on the marketplace and the customer as the first cause. Careful planning is needed to maintain direction and focus and specific goals and objectives need to be determined and achieved and action plans need to also be developed in order to successfully achieve the implementation of the strategy.
From a PR perspective, strategies must be designed for communication with all target groups, such as employees,government,pressure groups and local community.Strategic decisions therefore, need to be addressed in order to define and determine the organisation's corporate image or ethical parameteres so they can respond in crises situations. So one can see now that corporate culture, ideology, values and beliefs, systems and business processes influence the PR strategic plannin g in social, economical and political contexts.
The first vital parts of this framework are the vision and mission statements when looking at how to plan a PR strategy.They are essential components in defining what you are going and where you are going. The vision statement describes the future state of the organisation at a selected time whereas, the mission statement is formulated to help close the gap between the unsatisfied factory present and the more future perfect. A mission statement is:-
. Consistent with and supportive of an organisation's vision;
. The road map that descrives how the organisation will move to reach its vision;
. The means of telling people why the organisation is in business;
. The source of strategies that collectively create a business plan.
PR mission statements are directly applicable to the PR aims and objectives of the organisation, and are thus developed from, and directly related to, the organisation's overall vision and mission.
PR strategic plans are often formated in a similar way to that of business or marketing plans. The format of Lester Potter's 'ten- step strategic communication paln' covers situations ranging from an annual plan right through to a specific or single issue over a shorter time frame. The ten - point structure plan which has been proven to be meet to the needs of various types of organisations are:-
1 Executive summary
2 The communication process
3 Background
4 Situation analysis
5 Main message statement
6 Stakeholders
7 Messages for key stakeholders
8 Implementation
9 Budget
10 Monitoring and evaluation.
A writer of a strategic communications plan must be consious of the principles of effective communication by being :- open and honest, two - way and responsive, receiver - orientated, timely, clear and consistent and comprehensive.
Budgeting is all about the direction, monitoring and control of organisational resources.An effective PR management depends on a successful combination of all of these elements.Typical PR budgets include salaries and on- costs, production costs, supplier costs, travel, out of pocket expenses, phone,fax,postage,courier fees, overheads,contingencies and profit. The costs can be broken down simply into two categories which consist of expenditure: administrative costs and program costs. Admin costs are salaries, on - costs and fringe benefits for full and part - time employees.Program costs require everything from photography to printing,catering,travel,gifts,production,room hire, accomodation , phone and tax transmissions etc.
One musty then look at budgets for PR consultancies, scheduling a comprehensive strategy plan ie:- by having written problems and opportunities defined, goals and objectives set, messages, methods and timing determined, and the budget established in order for the plan to be implemented. The it comes down to the lists in allowing the practitioner to pull the PR process apart and look at it systematically in providing order and keeping and providing organisation and follow - up.And then theres the more complex activities like flowcharts, calenders and Gantt charts.
The readings made me think more about Public Relations theory/ practice in that.....
I believe as an individual studying this course and doing this particular set weekly reading i have personally developed a wider range of knowledge about strategy,planning and scheduling and the critical areas of Public Relations practice. I value the fact that the strategic and systematic design of Public Relations plans is vital to the effective identification, implementation and ma nagement of the Public Relations goals and objectives that complement and together support organisational goals and objectives. From this effective efficent framework it is clearly outlie that a strategic Public Relations plan budgets can be easily established and implemented,evaluated and monitored against clearly recognisable and relevant Public Relations objectives and goals.
Tuesday, August 7, 2007
I am commenting on........
I am commenting on Clara Smiths blog this week
http://cmns1290clarasmith.blogspot.com
http://cmns1290clarasmith.blogspot.com
Sunday, August 5, 2007
Week 4 Readings
I think the key points to remember for this weeks readings were.....
the vast array of Public Relations roles and sectors of work in this particualr environment. There are numerous common roles of a Public Relations practitioner and these can vary according to the type or organization one works for and there role in the public Relations world. Some of the most common Public Relations jobs are listed below:-
. marketing and Communications assistant
. Account manager
. Communications consultant
. Media and communications manager
. PR consultant
. Core values and corporate communications manager
. Marketing communications manager
. National sales and marketing manager
. Communications director
. Marketing manager
. Assistant director, media and public relations
. Media adviser
. Managing director/ owner
. Executive director, charitable foundation
. Owner/ sole operator.
As one can see there are several different areas one can go into in the public Relations industry. Public Relations jobs when put on a scale are very different from beginners level to executive management positions, these particular jobs varie dramatically as the work is more diverse. there are many avenues and specialties one can venture into that is the amazing thing ab out public Relations jobs they are so diverse and there is a great exceptional variety to depict upon.
The readings made me think more about Public Relations theory/practice in that ....
Public Relations jobs ae not as glamourous as they may seem at first, its not all about drinking fine champagne,attending cocktail parties and fine dining unfortunatley. There is more than meets the eye, Public Relations jobs are all about making sure thaqt you as an individual end up in a kick - ass job you love.It's about seeking opportunities and rising to challenges. It's important that you don't end up in someone elses life and you pick the particular area of interest your interested in. Some practitioners spend years in a particular field of public Relations and work to move themselves up the ladder whilst others swap and change.It's sognificant that you find somewhere to work that you like and that you can work with you own personal philosophy and reach your individual objectives as well as fulfilling the group or corporate goals. PR practitioners look for the wow factors, they hit the right targets,they get their teeth into issues,they work to tight deadlines and most importantly they think outside the box.
the vast array of Public Relations roles and sectors of work in this particualr environment. There are numerous common roles of a Public Relations practitioner and these can vary according to the type or organization one works for and there role in the public Relations world. Some of the most common Public Relations jobs are listed below:-
. marketing and Communications assistant
. Account manager
. Communications consultant
. Media and communications manager
. PR consultant
. Core values and corporate communications manager
. Marketing communications manager
. National sales and marketing manager
. Communications director
. Marketing manager
. Assistant director, media and public relations
. Media adviser
. Managing director/ owner
. Executive director, charitable foundation
. Owner/ sole operator.
As one can see there are several different areas one can go into in the public Relations industry. Public Relations jobs when put on a scale are very different from beginners level to executive management positions, these particular jobs varie dramatically as the work is more diverse. there are many avenues and specialties one can venture into that is the amazing thing ab out public Relations jobs they are so diverse and there is a great exceptional variety to depict upon.
The readings made me think more about Public Relations theory/practice in that ....
Public Relations jobs ae not as glamourous as they may seem at first, its not all about drinking fine champagne,attending cocktail parties and fine dining unfortunatley. There is more than meets the eye, Public Relations jobs are all about making sure thaqt you as an individual end up in a kick - ass job you love.It's about seeking opportunities and rising to challenges. It's important that you don't end up in someone elses life and you pick the particular area of interest your interested in. Some practitioners spend years in a particular field of public Relations and work to move themselves up the ladder whilst others swap and change.It's sognificant that you find somewhere to work that you like and that you can work with you own personal philosophy and reach your individual objectives as well as fulfilling the group or corporate goals. PR practitioners look for the wow factors, they hit the right targets,they get their teeth into issues,they work to tight deadlines and most importantly they think outside the box.
Tuesday, July 31, 2007
Week 3 Comments
This week i commented on Jessica Kellar's blog.
http://cmns1290jessicakellar.blogspot.com/
http://cmns1290jessicakellar.blogspot.com/
Sunday, July 29, 2007
Additional Reading:- Public Relations Research 'At The Crossroads' By Karla.K.Gower
I think the key points to remember from this reading were.....
How Gower aimed to touch on the two-way Symmetrical communication model and how it is highly significant in its appropriation to that of the study of Public Relations.It has been proven that infact this model is without a doubt the most popular form of a communication model and also for that of Public Relations practitioners. The two- way symmetrical communications model is defined as being the 'excellence' model and this is due to its huge based popularity. Although, being the top and most sufficient model it has been known that all various types of public Relations models have infact been used at some time or ruther.Public Relations as one can see has clearly come to that of a crossroads.
This theory has made me think more about public relations theory/practise in that....
As mentioned above Public Relations has come to a crossroads and i believe that in my personal view of this that Public Relations has become highly informative and perceived by different critisisms from critical cultural theorists,postmodernists and that of International scholars.It is a very engaging and interesting model and theory layed out by Gower.
How Gower aimed to touch on the two-way Symmetrical communication model and how it is highly significant in its appropriation to that of the study of Public Relations.It has been proven that infact this model is without a doubt the most popular form of a communication model and also for that of Public Relations practitioners. The two- way symmetrical communications model is defined as being the 'excellence' model and this is due to its huge based popularity. Although, being the top and most sufficient model it has been known that all various types of public Relations models have infact been used at some time or ruther.Public Relations as one can see has clearly come to that of a crossroads.
This theory has made me think more about public relations theory/practise in that....
As mentioned above Public Relations has come to a crossroads and i believe that in my personal view of this that Public Relations has become highly informative and perceived by different critisisms from critical cultural theorists,postmodernists and that of International scholars.It is a very engaging and interesting model and theory layed out by Gower.
Chapter 3 "Theoretical Perspectives"
I think the key points to remember from this week's readings were....
In chapter 3 of Public Relations Theory and Practise by Johnston and Zawawi who took a look at several theories and their approaches in the mainstream world of Public Relations and contained an insightful account into the implication of the future of Public Relations and its theory. It is important to note that there are significant theoretical approaches to Public Relations and a great importance in distinguishing varied contrasting theories. There are a different number of theoretical approaches to consider when studying Public Relations. All theories vary however link to that and the study of Public Relations. These theoretical aspects of Public Relations are empowered by large corporations and have a huge impact in influencing our way of thought and how things work in the real world.The reading also looked at the dominant model of two-way communication and how it is appropriately suited to Public Relations.This model is very good as it not only enables organisations to communicate but the public as well.There were many limitations and importance of theories that were looked at and how they can be used such as:- Agenda Setting, General Systems theory, Semiotics, Habermas critical theory and the notion of the 'public sphere', Grunig's models and the 'symmetrical debate', Heath and 'rhetorical theory', The 'relationship management 'approach, and theoretical implications of postmodernism and the internet: the future of Public Relations theory. We also looked into other theories in brief, these were theories which are to be considered newer theories, these were:- Situational theory, Social learning theory and Social Exchange theory.
The readings made me think more about Public Relations theory/practice in that.....
There are difficulties and controversey in the theories in this particular area of study which have been proven and that the critique of several vast approaches enables an individual to have a clearer and more indepth approach and understanding to the key elements and focus of Public Relations and an awareness of the types of theories and there main role. It also i believe looks at the practises of public Relations with influences to the varying theoretical views based on political and philosophical assumptions.We musnt forget though that all the theories are of significance and deal with main focus areas of Public Relations and it is important to be socially aware of this and know that all theories will be needed at some stage, along with the dominant model of two-way communication which is profoundly suited to that of Public Relations.I think it is amazing how many theories there actually are and the fact that there has also been recent new theories of Public Relations put forth. These help one to be become clearer and more aware of the kinds of Public Relations practices at hand.
In chapter 3 of Public Relations Theory and Practise by Johnston and Zawawi who took a look at several theories and their approaches in the mainstream world of Public Relations and contained an insightful account into the implication of the future of Public Relations and its theory. It is important to note that there are significant theoretical approaches to Public Relations and a great importance in distinguishing varied contrasting theories. There are a different number of theoretical approaches to consider when studying Public Relations. All theories vary however link to that and the study of Public Relations. These theoretical aspects of Public Relations are empowered by large corporations and have a huge impact in influencing our way of thought and how things work in the real world.The reading also looked at the dominant model of two-way communication and how it is appropriately suited to Public Relations.This model is very good as it not only enables organisations to communicate but the public as well.There were many limitations and importance of theories that were looked at and how they can be used such as:- Agenda Setting, General Systems theory, Semiotics, Habermas critical theory and the notion of the 'public sphere', Grunig's models and the 'symmetrical debate', Heath and 'rhetorical theory', The 'relationship management 'approach, and theoretical implications of postmodernism and the internet: the future of Public Relations theory. We also looked into other theories in brief, these were theories which are to be considered newer theories, these were:- Situational theory, Social learning theory and Social Exchange theory.
The readings made me think more about Public Relations theory/practice in that.....
There are difficulties and controversey in the theories in this particular area of study which have been proven and that the critique of several vast approaches enables an individual to have a clearer and more indepth approach and understanding to the key elements and focus of Public Relations and an awareness of the types of theories and there main role. It also i believe looks at the practises of public Relations with influences to the varying theoretical views based on political and philosophical assumptions.We musnt forget though that all the theories are of significance and deal with main focus areas of Public Relations and it is important to be socially aware of this and know that all theories will be needed at some stage, along with the dominant model of two-way communication which is profoundly suited to that of Public Relations.I think it is amazing how many theories there actually are and the fact that there has also been recent new theories of Public Relations put forth. These help one to be become clearer and more aware of the kinds of Public Relations practices at hand.
Tuesday, July 24, 2007
Week Two, 24/07/2007
Dear Blog,
I think the key points to remember for this week's reading's were..... in relation to the Public Relations text Theory and Practise by Jane Johnston and Clara Zawawi. The readings of chapters 1 and 2 basically conveyed meanings based upon the particular role of professions and the concepts and main ideas concerning the development of Public Relations. The readings clearly introduced what is Public Relations, It defined the terminology of Public Relations, Showed various professional areas one can take in Public Relations which i found thoroughly interesting as i was unaware of the broad range of career opportunities in Public Relations. I also found the role of practitioners in Public Relations to be very interesting and how the text looked into the primary roles of Public Relations practitioners ie:- those of technician and problem/solver managers. The readings also pointed out key points in which was that of practises and organizations and the relationship to marketing and advertising. I thought they were very similar,however through my readings and the lecture i found that not to be the case it can be quite confusing if you don't know this. The required skills and trends needed in Public Relations is significant and vital when seeking a job in your chosen profession. The history of Public Relations in Australia i found helps in the learning process of the background of Public Relations itself. As one can note this was a clear defining introduction to the Public Relations course.
The readings made me think more about Public Relations theory/ practice in that......
before beginning the Introduction to Public Relations course i thought i personally had a good grasp and concept of what I believed Public Relations to be, however, through the first lecture and by doing the readings i have discovered that Public Relations wasn't quiet what i thought it was to be. Public Relations is so much more as the readings have helped me as an individual studying this course to engage and be logically aware if the vast areas of Public Relations and it has opened up my eyes to the various career paths and opportunities one can take. A basic knowledge thus understanding of the history of Public Relations in Australia is extremely important. I personally feel there is so much insightful information to learn and absorb about this chosen course. I'm looking forward to learning much more about Public Relations and what it has to offer. That's all from me for this week, stay tuned for another online blog from Shazmister next week!
I think the key points to remember for this week's reading's were..... in relation to the Public Relations text Theory and Practise by Jane Johnston and Clara Zawawi. The readings of chapters 1 and 2 basically conveyed meanings based upon the particular role of professions and the concepts and main ideas concerning the development of Public Relations. The readings clearly introduced what is Public Relations, It defined the terminology of Public Relations, Showed various professional areas one can take in Public Relations which i found thoroughly interesting as i was unaware of the broad range of career opportunities in Public Relations. I also found the role of practitioners in Public Relations to be very interesting and how the text looked into the primary roles of Public Relations practitioners ie:- those of technician and problem/solver managers. The readings also pointed out key points in which was that of practises and organizations and the relationship to marketing and advertising. I thought they were very similar,however through my readings and the lecture i found that not to be the case it can be quite confusing if you don't know this. The required skills and trends needed in Public Relations is significant and vital when seeking a job in your chosen profession. The history of Public Relations in Australia i found helps in the learning process of the background of Public Relations itself. As one can note this was a clear defining introduction to the Public Relations course.
The readings made me think more about Public Relations theory/ practice in that......
before beginning the Introduction to Public Relations course i thought i personally had a good grasp and concept of what I believed Public Relations to be, however, through the first lecture and by doing the readings i have discovered that Public Relations wasn't quiet what i thought it was to be. Public Relations is so much more as the readings have helped me as an individual studying this course to engage and be logically aware if the vast areas of Public Relations and it has opened up my eyes to the various career paths and opportunities one can take. A basic knowledge thus understanding of the history of Public Relations in Australia is extremely important. I personally feel there is so much insightful information to learn and absorb about this chosen course. I'm looking forward to learning much more about Public Relations and what it has to offer. That's all from me for this week, stay tuned for another online blog from Shazmister next week!
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