I think the key points to remember from this week's readings are that research and evaluation are imperative to a public relations campaign. Evaluating the outcomes of a campaign will help practitioners determine the effectiveness of the steps taken into planning and managing and that will ultimately help the practitioner decide whether he should take the same steps for future public relations programs.
There are three phrases to undergo when conducting research: ‘input’, ‘output’ and ‘outcome’ research. They are crucial in every public relations campaign and act as a guide for public relations practitioners to keep to. Input research measures what issues and opportunities are present, what perception and beliefs of publics are, decides upon the tools and methods to take when communicating with target audiences.
Practitioners will make adjustments and improvements to the implemented plans in the output phase. Changes include the number of messages sent and placed, the activites implemented/ designed and who receives the messages.
In the final phase, the outcome research will reflect how successful or unsuccessful the strategy is and how effective planning and communication has been for the event.
Different research techniques(surveys, case studies, environmental monitoring, etc) can be employed depending on the objectives of the organisation.
The readings made me think more about public relations theory and practice in that I didn’t use to think a public relations practitioner’s job scope includes having to conduct research before executing any campaign and events. Research is essential and has to be done before planning for a campaign or project. Now I think that public relations practitioners, like marketeers, have to go through great pains researching but they will stand to reap benefits out of it.
Thursday, March 20, 2008
Friday, March 14, 2008
TheNinth
I think the key points to remember from this week's readings were that public relations practitioners should be analytical, creative and dexterous when it comes to strategic planning and determining the choice of tactics. Tactics and strategy are interrelated and it is vital to execute and deliver them to the right target audiences otherwise all efforts and time will come to waste.
As illustrated in the text, there is no guaranteed correct set of tactics that will ensure successful implementation of a public relations campaign. When deciding upon which tactics to adopt, the target audience, appropriateness of the medium, budget and pros and cons should always be considered.
As discussed in week 4’s readings, the right planning, budgeting and scheduling can ensure the effectiveness of a strategy which will in turn secure organizational goals and objectives.
A set of multiple tactics can be employed as long as it reaches out to the target audiences, achieves the strategic outcome and are within the organisation’s budget.
Public relations practitioners should be aware of the ever-changing target audiences as the society becomes increasingly complex. When the wrong target audience is identified, the practitioners will risk employing the wrong choice of tactics.
This can be seen in a recent event where Cecelia Cheung, who’s plagued by the recent Edison Chen scandal appeared in a television commercial for Lux shampoo’s ad campaign. The ad was subsequently withdrawn after multiple complaints from Chinese viewers in Shanghai. In this case, the wrong celebrity is hired and wrong tactic applied.
The readings have made me think more about public relations theory and practice in that a successful public relations campaign is the marriage between a brilliant strategy and the use of effective tactics.
As illustrated in the text, there is no guaranteed correct set of tactics that will ensure successful implementation of a public relations campaign. When deciding upon which tactics to adopt, the target audience, appropriateness of the medium, budget and pros and cons should always be considered.
As discussed in week 4’s readings, the right planning, budgeting and scheduling can ensure the effectiveness of a strategy which will in turn secure organizational goals and objectives.
A set of multiple tactics can be employed as long as it reaches out to the target audiences, achieves the strategic outcome and are within the organisation’s budget.
Public relations practitioners should be aware of the ever-changing target audiences as the society becomes increasingly complex. When the wrong target audience is identified, the practitioners will risk employing the wrong choice of tactics.
This can be seen in a recent event where Cecelia Cheung, who’s plagued by the recent Edison Chen scandal appeared in a television commercial for Lux shampoo’s ad campaign. The ad was subsequently withdrawn after multiple complaints from Chinese viewers in Shanghai. In this case, the wrong celebrity is hired and wrong tactic applied.
The readings have made me think more about public relations theory and practice in that a successful public relations campaign is the marriage between a brilliant strategy and the use of effective tactics.
Friday, March 7, 2008
TheEighth
I think the key points to remember from this week's readings are that, in the world of corporate marketing and public relations, sponsorship and events run hand in hand and although sponsorship doesn’t come cheap, the goodwill delivered to the organisation/business is worth the price.
In marketing sponsorships, businesses usually look into events which has similar interests or are of relevance to what they’re dealing with which will promote its products and services to the target audience and in turn, generate profits and heighten sales activity. An example would be ‘Moet & Chandon’ which has forged a fashion profile and has become the official champagne sponsor at major fashion weeks in the fashion circuit.
With corporate/ marketing sponsorship a burgeoning trend now, you’ll find a long list of brands/ organisations supplying their services/sponsoring an event. Take the upcoming Singapore Fashion Festival for example, most of the products and services are sponsored by brands ranging from Mastercard to Audi, to Samsung, to Lee Hwa Jewellery, to L'Oréal Professionnel, to Haagen Dazs, to Evian, to Novita(lifestyle products). Some find it rather ridiculous that businesses dealing with ice-cream, mineral water and even garment steamers wants a piece of the action(sponsorship)!
The popularity of corporate sponsorship has been on a rise amongst the renown and bigger organisations. Take the annual Standard Chartered Singapore Marathon for example, Standard Chartered is the ‘title sponsor’ for the event. The title of the marathon itself directly shouts out the name of the sponsor, gaining attention and increasing its public profile.
The readings made me think more about public relations theory and practice in that PR practitioners should be meticulous with details and should take effort in careful planning, execution and evaluation for an event. Practitioners must also be tactful when dealing with ambush marketeers.
In marketing sponsorships, businesses usually look into events which has similar interests or are of relevance to what they’re dealing with which will promote its products and services to the target audience and in turn, generate profits and heighten sales activity. An example would be ‘Moet & Chandon’ which has forged a fashion profile and has become the official champagne sponsor at major fashion weeks in the fashion circuit.
With corporate/ marketing sponsorship a burgeoning trend now, you’ll find a long list of brands/ organisations supplying their services/sponsoring an event. Take the upcoming Singapore Fashion Festival for example, most of the products and services are sponsored by brands ranging from Mastercard to Audi, to Samsung, to Lee Hwa Jewellery, to L'Oréal Professionnel, to Haagen Dazs, to Evian, to Novita(lifestyle products). Some find it rather ridiculous that businesses dealing with ice-cream, mineral water and even garment steamers wants a piece of the action(sponsorship)!
The popularity of corporate sponsorship has been on a rise amongst the renown and bigger organisations. Take the annual Standard Chartered Singapore Marathon for example, Standard Chartered is the ‘title sponsor’ for the event. The title of the marathon itself directly shouts out the name of the sponsor, gaining attention and increasing its public profile.
The readings made me think more about public relations theory and practice in that PR practitioners should be meticulous with details and should take effort in careful planning, execution and evaluation for an event. Practitioners must also be tactful when dealing with ambush marketeers.
Friday, February 29, 2008
TheSeventh
I think the key point to remember from this week's readings is that the relationship between public relations practitioners and journalists is a mutually beneficial one although the journalists may insist not.
The research questions tackled in the study are as of follows:
- How do journalists assess the quality of practitioners’ framing in their information subsidies for news media?
- What modes of contact do journalists prefer practitioners to use?
The results reflected that in 74% reports of interviews, journalists complained of practitioners’ lack of news sense and values, accuracy, timeliness, and style of presentation.
Most of the journalists interviewed chose email as the preferred mode of contact with public relations practitioners. It was revealed, that journalists will be pleased should PR practitioners ask exactly which mode the journalists personally preferred.
The readings also made me think more about public relations theory and practice, in that public relations practitioners should grasp journalism writing styles to get their work through the media, this would impress journalists and save them vast amount of time from editing and trashing the subsidies.
Seventy-eight percent of reports revealed journalists think that practitioners offer information that was overtly and overly self-serving. Perhaps that’s what the public relations practitioner has to do for his organisation? After all, why would the organisation hire a PR professional when they have totally no intentions of benefiting and promoting itself and concealing or subduing it’s flaws?
It is obvious from the results that journalists think too highly of themselves and do not offer leeway to public relations practitioners. Please, give them a break, they’re no doubt just going about their job too.
The research questions tackled in the study are as of follows:
- How do journalists assess the quality of practitioners’ framing in their information subsidies for news media?
- What modes of contact do journalists prefer practitioners to use?
The results reflected that in 74% reports of interviews, journalists complained of practitioners’ lack of news sense and values, accuracy, timeliness, and style of presentation.
Most of the journalists interviewed chose email as the preferred mode of contact with public relations practitioners. It was revealed, that journalists will be pleased should PR practitioners ask exactly which mode the journalists personally preferred.
The readings also made me think more about public relations theory and practice, in that public relations practitioners should grasp journalism writing styles to get their work through the media, this would impress journalists and save them vast amount of time from editing and trashing the subsidies.
Seventy-eight percent of reports revealed journalists think that practitioners offer information that was overtly and overly self-serving. Perhaps that’s what the public relations practitioner has to do for his organisation? After all, why would the organisation hire a PR professional when they have totally no intentions of benefiting and promoting itself and concealing or subduing it’s flaws?
It is obvious from the results that journalists think too highly of themselves and do not offer leeway to public relations practitioners. Please, give them a break, they’re no doubt just going about their job too.
Friday, February 22, 2008
TheSixth
I think the key points to remember for this week’s reading are that media relations and public relations are interdependent upon each other. Both feed and provide each other with information therefore they share a two-way relationship. However, the role of media relations is heavier than that of publicists.
Public Relations practitioners should know their media; keep to different deadlines of the different medias and pay attention to who’re the decision-makers and journalists-- the newsroom hierarchy. Public relations practitioners should establish good relationships with roundspeople and news editors/ chief of staffs as they source and allocate stories to roundspeople respectively
The readings made me think more about public relations theory and practice in that it is vital for public relations practitioners to be adept at dealing with the media. Possessing a strong ability at writing media/news releases, organising media conferences and compiling media kits are part of a practitioner’s profession. A PR practitioner not only has to write well but possess excellent interpersonal skills and should always be kept updated on current and news events.
I didn’t use to think that holding a media conference isn’t easy. Public relation practitioners should consider factors like the setting up, when and where to hold the conference, who to invite and how to invite them, to ensure the success of the media conference.
PR practitioners should also be able to spot it’s target audience and select the best media to direct it’s messages at them.
Public Relations practitioners should know their media; keep to different deadlines of the different medias and pay attention to who’re the decision-makers and journalists-- the newsroom hierarchy. Public relations practitioners should establish good relationships with roundspeople and news editors/ chief of staffs as they source and allocate stories to roundspeople respectively
The readings made me think more about public relations theory and practice in that it is vital for public relations practitioners to be adept at dealing with the media. Possessing a strong ability at writing media/news releases, organising media conferences and compiling media kits are part of a practitioner’s profession. A PR practitioner not only has to write well but possess excellent interpersonal skills and should always be kept updated on current and news events.
I didn’t use to think that holding a media conference isn’t easy. Public relation practitioners should consider factors like the setting up, when and where to hold the conference, who to invite and how to invite them, to ensure the success of the media conference.
PR practitioners should also be able to spot it’s target audience and select the best media to direct it’s messages at them.
Friday, February 15, 2008
TheFifth
I think the key points to remember from this week’s readings were that public relations practitioners have to be aware of the legal risks involved in their daily roles, familiarize themselves with litigation issues and be adept at tackling legal problems. Practitioners should address issues with an agile mind when dealing with contempt law, contract law, defamation and intellectual property law.
Practitioners should engage a professional legal advisor when in doubt or when planning public relations strategies, as any mistakes made might inevitably sabotage a company’s good reputations, positive images, strong relationships and public relations campaigns.
The readings made me think more about public relations theory and practice in that ethics plays a vital role especially when an organisation has to win the publics’ trust and build reputation for itself. The demand for moral responsibility from organisations suggests organisations should take steps to enhance community demands and exercise corporate ethics. Public relations practitioners have to face ethical challenges(interpersonal, organizational and stakeholder) and make crucial judgements.
Ethics concerned should not only be professional and institutional but also personal. Public relations practitioners should serve the public’s interest and incorporate that into their organisations’ activities and campaigns.
The Potter Box can be used to deal with ethical conflicts when factoring situation, values, principles and loyalties involved.
An example would be the National Kidney Foundation(NKF) embezzlement case which happened three years ago. The case of embezzlement reflected badly on NKF which has since been infamously known, deters publics to leave donations and left everyone talking about how charitable organisations might all be out to cheat.
I believe that as public relations practitioners, they should be honest, respectful, caring, responsible, accountable and uphold standards of integrity, these traits will in turn reflect in the values of an organisation and it’s activites.
Practitioners should engage a professional legal advisor when in doubt or when planning public relations strategies, as any mistakes made might inevitably sabotage a company’s good reputations, positive images, strong relationships and public relations campaigns.
The readings made me think more about public relations theory and practice in that ethics plays a vital role especially when an organisation has to win the publics’ trust and build reputation for itself. The demand for moral responsibility from organisations suggests organisations should take steps to enhance community demands and exercise corporate ethics. Public relations practitioners have to face ethical challenges(interpersonal, organizational and stakeholder) and make crucial judgements.
Ethics concerned should not only be professional and institutional but also personal. Public relations practitioners should serve the public’s interest and incorporate that into their organisations’ activities and campaigns.
The Potter Box can be used to deal with ethical conflicts when factoring situation, values, principles and loyalties involved.
An example would be the National Kidney Foundation(NKF) embezzlement case which happened three years ago. The case of embezzlement reflected badly on NKF which has since been infamously known, deters publics to leave donations and left everyone talking about how charitable organisations might all be out to cheat.
I believe that as public relations practitioners, they should be honest, respectful, caring, responsible, accountable and uphold standards of integrity, these traits will in turn reflect in the values of an organisation and it’s activites.
Friday, February 8, 2008
TheFourth
After reading the given materials, I think the key points to remember are that it’s a must for all public relations practitioners to think and practise strategically, to know how important a public relations strategy is to fulfill an organizations’ goal and how public relations practitioners can make their strategies effective and how to integrate it in order for the organisation to attain it’s goal.
An organisational strategy addresses its long-term purpose. Zawawi- Johnson’s ten steps have to be instated for strategic public relations planning and it’s as follows:
- Executive summary
- Vision and mission statement
- Background and situation analysis
- Define strategy
- Define publics
- Define main message
- Select tactics and communication methods
- Implementation and scheduling
- Monitoring & evaluation
- Budget
Most people will overlook an organisation’s vision and mission statement, thinking that it serves only as a form of display, but it is vital in the public relation strategy’s framework. The vision statement paints a clear picture of the organisation in the future and the mission statement is the set of skills and process(‘gap analysis’) on how about to paint it.
The readings made me think more about public relations theory and practice in that an organisation’s vision and mission statement is essential in every company and it acts as a clear message communicated to it’s internal public on how and what they are working towards achieving.
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