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.
2 comments:
I think in addition to your points, we can also consider that the PR Department's goals should be congruent with those of the company, as after all, the PR Dept serves the company, not the other way around.
Also, during the formation of the company's vision and goals, the PR practitioner must be active in advising the board members else vision statements that are too capitalist or too narrow-minded, might turn out to be potential minefields for PR next time.
It is insufficient to mention "Zawawi-Johnson’s ten steps" and then go on to quote a piece of text from the readings without correct attribution - please follow academic integrity rules.
Post a Comment