Research and Evaluation - Week 10

The backhand of all public relations process requires thorough research to be done. During every research process, information is gathered during the phases of research that provides valuable input in the planning. Post research, the implementation process contributes to the outputs, and outcomes.

I think the key points to remember from this week's readings are:

• why is there a need for research
• considerations to be taken during research
• what and when to research
• its methodologies

The need for research is vital seeing that in public relations, there is a need to identify the requiment for a communication program, especially in assisting in establishing that program in order to evaluate the effectiveness. The best method of evaluating all the factors is done through research.

Conducting research can be costly and it is important to consider factors such as budget, the terms of engagement, deadlines, setting clear and well-defined goals as well as objectives. These measureables provide an agreement on the research direction. Goal and objective-setting is very important and should always consider the above mentioned to identify the direction of the research and move on to what and when to do the research.

Methodologies in research provess is done through informal and formal (qualitative or quantitative). With various methods of research being made available, the research process can allow gathering more information be made much easier.

The readings made me think about how the application of research is done through intput, output and outcome stages of a pr campaign, the method of research that an organizations chooses to follow needs to have its objective in mind. Choices of methodologies are crucial as they would result in the form of the information collected during the research process.

Strategy, Planning and Scheduling & Tactics - Week 9

Strategy, Planning and Scheduling

The stages of the strategic process in public relations are creation of organizational vision and mission statements, creation of public relations vision and mission statements, establishment of performance indications (KPI), budgeting, writing of a strategic public relations plan, scheduling of public relations plan activities.

I think the key points to remember from this week's readings is to be aware of the relevance of strategy, planning and scheduling done by public relations practitioners to think and analyse strategically in order to be ahead and updated in today's organization.

In organizational strategy is a series of planned activities edsigned and integrated in order to achieve an organization's goal. It's impact would affect the leadership of an organization and allow the managing of communication much easier. Strategy is not a tactic; it guides the selection of these tactics or stages.

Public relations strategy from a pr perspective must allow strategies to be designed for communication with all target groups - employees, government, pressure groups and local community.

The readings made me think how widely ranged public relations practice can be and how critical it is in return. The strategic planning and scheduling of public relations plan is important to the effective implementation and the management of the goals and objectives that supports an organization.

Tactics

Stratgy and tactics are often being used in the same context but they are closely linked to one another. Tactics can be broken up into two major groups:

• controlled tactics - those which the public relations practitioner maintains every control of the process
• uncontrolled tactics - can be altered or blocked completely (e.g. media relations, media release)

Methods of delivery for suitable tactic and mix of tactics needs to be chosen carefully as it plays a vital role in determining its impact and effectiveness. Every method of delivery is important, however difficult to be flexible, there are advantages and disadvantages that should be looked upon.

The readings made me think that however stringent the method of delivery using a specific tactic or strategy in an organization, there is no guranteed result that the tactic used is the correct one and it will surely prove success. Tactics need to rely on strategy since they are closely linked and its ability to relate to target audience along with the message intended to be communicated.

Sponsorship & Event Management - Week 8

Sponsorship is said to be a very expensive tactics which is chosen by an organization, but in return the fruits of their goodwill is being delivered by a well-chosen and well-managed sponsorship. It is the act of goodwill that should not be confused with donations as it expects something in return.

The key points to remember from this reading are the different types of sponsorship, the structure of event management and the selection of sponsor benefits.

Sponsorship is constantly used by organization to emote goodwill and provide possibilities to raise the organization's image and reputation by associating an organization to an event. Sponsorship allows a focal point for sales and marketing efforts, and generates media coverage. Benefits include exclusivity, image association, hospitality for client entertainment, product sampling, signage rights, merchandising, networking with people of importance, media coverage, use of personnel for advertising, promotions and sales opportunities.

Different types of sponsorship includes:

• philanthropic sponsorship - often community-based
• corporate sponsorship - based on events or activity; never linked to the sponsoring organization's business
• marketing sponsorship - sponsorship most commonly used; includes cost effective sales and marketing strategy

Event management needs to be carefully managed in order to achieve a variety of goals and objectives. In creating events, Tonge (1999) proposes four steps to create successful event: feasibility, planning, execution and evalutation.

The readings make me think about how sponsorship represents the various aspects of public relations that applies, and focuses public attention on events, organizations or product over a short period. Sponsorship also works two-ways - with responsibility for positive benefits being taken by the event organizer as well as the sponsor.

Investigating journalists' assessments of public relations subsidies and contact preferences - Week 7

This week's blog discusses the investigating journalists' assessments of public relations subsidies and contact preferences.

It is written in the article that the world potrays journalist-practitioners relations as adversial, with journalists criticizing unfairly practitioners' professional behaviours and status. This was clearly written by journalists siding journalists. Having said that, the statement such as 'Journalists complained of practitioners' lack of news sense ad values, accuracy, timeless, and style of presentation - such as using inverted pyramid format, in 74% reports of the interviews.' That clearly states biasness towards journalists. And personally, I do not agree to the above statement.

The key points to remember from this readings how readers of this article would perceive practitioners through the eyes of journalists, how practitioners have to work harder to sharpen their framing skills, adhere to journalistic standards and practices - definition of news, using accepted styles of news presentation, and the rightful manner of journalists' contact.

Having mentioned that, it is also understood from the reading that practitioners' do not seem to have an understanding of how journalists method of doing work. Mainly, individual journalists' contact preferences would be email (having no need to re-key information), having face-to-face contact with practitioners (this establishes relationship with practitioners) and obtaining printed materials and e-information for easy browsing (some journalists prefer either of both).

The reading made me think how there should be a need to have a common understanding between journalists and practitioners in both their lines of work. There would be time where they would need the resources from one another to get their work done. Also no harsh comments or assumption should be made on either professions seeing that both are much respectable professionals. Therefore, it is key for practitioners to establish a relationship with journalists as to further have a common understanding between one another.

Media Relations - Week 6

Over the years, media is being represented in a whole different light. Media is one of the best known elements of public relations because the work is seen to be done whether it was broadcasted, printed, heard of and on the Internet. Overall, dealing with media is a vital part of public relations activity and it should not be under-estimated. It is more than expected.

The key points to remember from this week's readings is the relationship between the media and public relations and incorporating its technical aspects and the various media styles and tools.

The relationship between the media and public relations is very crucial. It should no been seen as a one-way relationship. Public relations provide information to the media, and the media provides information back to the public relations profession. It works vice-versa. This is done through the form of media monitoring (reading, watching, listening to the media). Being up to date with issues, events and changes that occurs around our surroundings and the world. PR practitioners would use the media in their various roles.

Differences in media styles is that media can be contradicting in the field of public relations work. PR practitioners should be aware of some key differences between these various media. Targeting your audience is also important in getting a particular message across to a specified audience. Setting the best media for the message is also crucial - you need to be selective as different media target different publics and it is very important for PR practitioners to know exactly who they want to get their messages across.

Media tools consist of communication tools that are made available to the PR practitioners for the media such as:

• media release
• media kit
• media conferences

The readings made me think how dealing with the media is a crucial part of the PR profession. Media relations relies on teh key attributes of writing organizing and planning along with the knowledge of news and currency of events which defines the nature of the media environment.

The Legal Environment & Ethical Practice - Week 5

The Legal Environment --- How public relations are a part of law is rather surprising when I came about to reading this chapter. As a public relations profession covers a wide number of roles that covers three main areas - communication, advisory/counselling and business/management. Not only that, PR practitioners needs to have a foundation knowledge on the legal environment as there is no body of law covering public relations. Hence, PR practitioners must understand how to protect trademarks, copy right, designs, patents and confidential information bounded by the intellectual property law.

I think the key points to remember for this part of the reading is to identify the different parts of the legal environment that Public Relations has to function. In fact, the reading made me think that the legal environment in Public Relations practice is so diverse is that it highlights the need of good legal advice but it needs to have a good prospective from the point of Public Relations. By doing so, PR practitioners would have a grasp at how to handle matters pertaining to the law.

Ethical Practice --- What is Ethics? Being ethical is not the same as doing "whatever society accepts." In any society, most people accept standards that are, in fact, ethical. But standards of behavior in society can deviate from what is ethical. An entire society can become ethically corrupt. It can also be known as a theory of system on a plane of intellectual thinking.

I think the key points to remember for this part of the reading is in public relations practice, ethical behaviour relates both to the practitioner and the organization. They need to be concerned with their own personal and professional ethics so as not to take it personally with the ethics of the organization in which they work under. The reading make me think that knowing the role of ethics in public relations is also important as it is important to organizational excellence on the one and to public relations on the other, they should be at the forefront - to counsel, to advocate, to monitor and infuse corporate conscience.

However, there can be ethical challenges for PR practitioners. Such include having to make choices which involve alternatives that are equally justified or even conflicting among interests or having consequences in a particular situation. Such dilemmas can occur on different levels: interpersonal; organizational; stakeholder.

In conclusion, ethics interacts with proper conduct. Personally and professionally.

Strategy, Planning and Scheduling - Week 4

I think the key points to remember for this week’s reading is to allow students to be aware of the need of PR practioners to allow themselves to think, practise especially in today's organization. The stages of the strategic process to PR mainly are:

• creation of organizational vision + mission statements
• creation of public relations vision + mission statements
• establishment of KPI
• budgeting
• writing of strategic PR planning
• scheduling or PR plan activities

In organizational strategy, it is not just a series of campaign steps or tactics. It seems to be the guides towards the selection of these tactics or stages. In an organization, specific goals and objectives need to be determined and acheived and action plans developed and coordinated (especially when distributing brochures/newsletters/event launches/new conferences) to be successful in implementing the strategy.

In PR strategy, it needs to have a more wider perpective, strategies need to cater for communicatig with various target groups - in organizations (employees), in politics (government), focus groups and the local community.

As I read the value of strategic public relations, I came about to reading how important public relations is in any given organization. It is the main source of help especially in situations dealing with major issues.

These readings made me think how public relations practice is important in every organization. Without it, an organization would be in great difficulty. The strategic and systematic design or PR is vital to the effective identification, implementation and management of the PR goals and objectives that complement and support any organization's goals and objectives. These include the effective framework of a good strategic PR plan, budgeting, tactics about going through with the plan, and the implementation process along with the evaluation with having the goals and objectives in mind.