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.