TheSecond

I think the key points from this week’s readings were Grunig and Hunt’s ‘four models’ approach to how PR can be carried out. They are namely the press agentry, public information, two-way asymmetric and two-way symmetric models.

The press agentry model deals with organisations gaining awareness and generating publicity to attract the public’s attention. This model utilizes explicit publicity stunts to seek attention mirrored in the recent st701 website launch where they got a model to stay in a makeshift unit housed in the middle of Raffles Place. Passer-bys witness how the lady got by her usual activities in one week without leaving the box as she could use st701 to purchase services and merchandises.

The public information model reflects one-way communication as organizations disseminate intented messages to the public. An example would be The Straits Times reporting on a mistake in it’s information which was printed days before in the paper.

The 2-way asymmetic model, which is widely used, relies heavily on feedback from the public and both parties-organisation and public- benefit each other. Whereas the 2-way symmetic model, relies on good feedback.

The readings made me think that all four models have to overlap each other in order for public relations to be go well as different situations will require different measures.

I think the article by Mark Chong shows how well Singapore dealt with the SARs epidemic with the help of effective and efficient public relations. Public relations practitioners hold heavy responsibilities and should be valued for their role.

The First

I think the key points to remember from this week's readings are that Public Relations is not as easy as it seems, it’s a crucial role in the company, is no child’s play, and PR practitioners have to oversee a mountain of activities and due with truckloads of problems.

Contrary to popular belief, it really isn’t a ‘champagne and party’ job. It is essential for public relations practitioners to acknowledge the importance of roles played by other parties. They are expected to be knowledgable with regards to public relations, marketing and advertising, so as to provide the best for clients.

Relationship building with various publics is imperative in this field so as to achieve the intended outcome when dealing with organisations and clients. Many have come up with differing definitions for public relations, but the text has this to offer:” the ethical and strategic management of communication and relationships in order to build and develop coalitions and policy, identify and manage issues and create and direct messages to achieve sound outcomes within a socially responsible framework.”

The readings made me think more about public relations theory/practice in that journalism and marketing both play intrinsic roles in PR. PR practitioners actually carry heavy responsibilities and aid the company to function smoothly, if not well.

I’ve learnt that key activities of PR practitioners encompass: communication (which is where experience in journalism steps in), publicity, promotions, press agentry, integrated marketing, crisis management, media relations and events management, amongst many others.

I think strong, ethical, skillful and independent people with a keen eye for details and who’re perceptible to trends will make good PR practitioners.