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.
Sunday, August 26, 2007
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.
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