Monday, September 17, 2007
Week 11
I think the most important points to remember from this week's readings are:
*Gathering information during the initial phases of a campaign provides input into the planning of a communication program. This research can be implemented throughout the program to achieve positive outcomes. This research can also be effective in evaluating the effectiveness of a program.
*Time, money and human resources are three of the main obstacles standing in the way of successful research program. Many people consider research as an unnecessary and time consuming expense, however a thorough research program can save time and money in the long-term. In saying that, PR practitioners must still find a balance between conducting enough research and too much research. Time management skills may assist a practitioner with this.
*An effective model for research is the input/output/outcome model, outlined below:
*Research can also be of assistance regarding evaluation. Baskin and Aronoff (PRIA) refer to evaluation as "the beginning of a new effort, not just the completion of a new activity".
*Once objectives are reached, the practitioner needs to consider what techniques will be most effective in achieving these specific goals. Examples of techniques include surveys, mail, face-to-face interviews, telephone, internet, in-depth interviews, focus groups, feedback analysis and many more!
The readings made me think more about public relations theory/practice in that:
*They reiterated the underlying theme to all this semester's readings in that it outlined the need for thorough research into a PR campaign. The readings once again highlighted that effective research can provide long-term benefits to a program and so is an invaluable tool in the PR profession.
*Baskin and Aronoff's quote was useful in understanding the importance of evaluation of a campaign. Evaluation will not only allow a practitioner to guage his/her success, but will also provide useful information for further research programs in that it provides a point of reference for past success/failure when using particular techniques.
*The readings were helpful in that they gave me an insight into the seemingly limitless research techniques. It reinforced that with advancements in technology, research is no longer pinned to reading books or past reports, but has rather branched off into many new and exciting area's.
*Gathering information during the initial phases of a campaign provides input into the planning of a communication program. This research can be implemented throughout the program to achieve positive outcomes. This research can also be effective in evaluating the effectiveness of a program.
*Time, money and human resources are three of the main obstacles standing in the way of successful research program. Many people consider research as an unnecessary and time consuming expense, however a thorough research program can save time and money in the long-term. In saying that, PR practitioners must still find a balance between conducting enough research and too much research. Time management skills may assist a practitioner with this.
*An effective model for research is the input/output/outcome model, outlined below:
- Input: research into the organisation, situation, publics and proposed message and strategies. This phase helps indicate problems and opportunities, as well as what tools can be used to achieve objectives.
- Output: measurement of activity. This phase allows practitioners to modify a plan as it is being implemented so as to achieve better public relations outcomes.
- Outcome: Measurement of achievements. This phase is helpful in indicating how successful the input and output phases have been.
- Formal research: is characterised by scientific procedures. It is relatively expensive and time consuming, however it is objective, credible and reliable.
- Informal research: has no agreed rules or procedures. It is a cheaper and more immediate alternative, however is highly subjective and often less reliable.
- Qualitative: is characterisd as interpretive and in depth research. It uses a smaller sample size to explore new aspects or delve deeper into a specific area.
- Quantitative: uses verification based methods. Often called 'confirmatory research', it is used on a larger scale and often as a verification tool.
*Research can also be of assistance regarding evaluation. Baskin and Aronoff (PRIA) refer to evaluation as "the beginning of a new effort, not just the completion of a new activity".
*Once objectives are reached, the practitioner needs to consider what techniques will be most effective in achieving these specific goals. Examples of techniques include surveys, mail, face-to-face interviews, telephone, internet, in-depth interviews, focus groups, feedback analysis and many more!
The readings made me think more about public relations theory/practice in that:
*They reiterated the underlying theme to all this semester's readings in that it outlined the need for thorough research into a PR campaign. The readings once again highlighted that effective research can provide long-term benefits to a program and so is an invaluable tool in the PR profession.
*Baskin and Aronoff's quote was useful in understanding the importance of evaluation of a campaign. Evaluation will not only allow a practitioner to guage his/her success, but will also provide useful information for further research programs in that it provides a point of reference for past success/failure when using particular techniques.
*The readings were helpful in that they gave me an insight into the seemingly limitless research techniques. It reinforced that with advancements in technology, research is no longer pinned to reading books or past reports, but has rather branched off into many new and exciting area's.
Friday, September 14, 2007
Week 10
I think the important points to remember from this week's readings were:
*Strategy is the underlying rationale that guides the selection of tactics and stages in a PR campaign. It is important as it determines action plans that align with an organisations mission and assist in achieving goals and objectives that have been set. Regarding PR strategy, the most important moves are generally internal as educating management on the importance of PR strategies will assist the practitioner in becoming involved in the decision making coalition of the organisation, which will ultimately lead to better communication between the organisation and publics.
*The first step to a PR strategy is to define what the organistation wants for its future (vision statement) and steps to reach this objective (mission statement). This will provide a framework on which to build a successful strategy upon. Both the vision and mission statements should be associated with a set of corporate values that are expected to be upheld by employees. To measure the progress towards the vision of the organisation, it is important to develop a set of key performance indicators (KPI's) as a way of measuring an organisation's progress. KPI's however are often not suitable for practitioners as their results are often intangible.
*PR strategic plans need structure. Johnson and Zawawi provide the following 6 step plan:
*Within PR strategies, tactics are the underlying means of achieving the strategic outcomes. These tactics can be broken up into two groups:
The readings made me think more about public relations theory/practice in that:
*It reinforced that thorough planning of a strategy is important for its success. This planning does not simply focus on publics, but rather starts internally by creating a vision for the company. It also made me aware that a mission statement is an effective means of increasing the chances of success of an organisations objectives as it clearly outlines a course of action.
*The readings made me aware that a PR practitioner is not always in control of a given situation, particularly in the field of uncontrolled tactics. When dealing with the media who thrive on controversial issues, the practitioner must be very selective in the type of communication chosen to convey the organisation's message.
*Strategy is the underlying rationale that guides the selection of tactics and stages in a PR campaign. It is important as it determines action plans that align with an organisations mission and assist in achieving goals and objectives that have been set. Regarding PR strategy, the most important moves are generally internal as educating management on the importance of PR strategies will assist the practitioner in becoming involved in the decision making coalition of the organisation, which will ultimately lead to better communication between the organisation and publics.
*The first step to a PR strategy is to define what the organistation wants for its future (vision statement) and steps to reach this objective (mission statement). This will provide a framework on which to build a successful strategy upon. Both the vision and mission statements should be associated with a set of corporate values that are expected to be upheld by employees. To measure the progress towards the vision of the organisation, it is important to develop a set of key performance indicators (KPI's) as a way of measuring an organisation's progress. KPI's however are often not suitable for practitioners as their results are often intangible.
*PR strategic plans need structure. Johnson and Zawawi provide the following 6 step plan:
- Executive summary: a summary of what led to the need for the plan as well as an overview of what goals and objectives need to be met.
- Vision and mission statements.
- Background and situation analysis: details the problems and opportunities that led to the plan and do a SWOT analysis of the plan.
- Define strategy: what is the relationship between the organisations situation and their mission.
- Define publics: who does the organisation need to communicate with to be successful in achieving its objectives.
- Define main message.
*Within PR strategies, tactics are the underlying means of achieving the strategic outcomes. These tactics can be broken up into two groups:
- Controlled tactics: the practitioner maintains control over every aspect of the process from message creation to distribution. E.g. advertising, posters and brochures.
- Uncontrolled tactics: tactics that can be altered or blocked completely. E.g. media relations and public meetings.
The readings made me think more about public relations theory/practice in that:
*It reinforced that thorough planning of a strategy is important for its success. This planning does not simply focus on publics, but rather starts internally by creating a vision for the company. It also made me aware that a mission statement is an effective means of increasing the chances of success of an organisations objectives as it clearly outlines a course of action.
*The readings made me aware that a PR practitioner is not always in control of a given situation, particularly in the field of uncontrolled tactics. When dealing with the media who thrive on controversial issues, the practitioner must be very selective in the type of communication chosen to convey the organisation's message.
Sunday, September 9, 2007
Monday, September 3, 2007
Week 9
I think the important points to remember from this week's readings are:
*It is important to understand that sponsorship is the purchase of specific rights and benefits associated with an event, organisation or individual -- unlike donations, sponsorship expects returns. However these returns are not necessarily focused on money as pointed out by Turner. Corporate partnering can be about sharing resources such as expertise and man power.
*Sponsorship not only benefits the sponsored subject but also the sponsor itself. Benefits such as generating goodwill and enhancing the reputation of a sponsor can lead to generating focal points for sales/ marketing through increased media coverage.
There are three main types of sponsorship:
*When arranging events, excessive planning is essential. A successful practitioner will take time to not only organise the event itself, but also create a schedule, budget and risk management plan to handle possible problems such as ambush marketing.
*Tonge suggests there are four steps to creating a successful event:
The readings made me think more about public relations theory/practice in that:
*They reinforced the need for practitioners to be thorough and well planned when arranging events. They also furthered this point by suggesting that effective planning focuses on your ability to understand a potential sponsorship companies needs.
*The readings made me aware that when planning an event it is important to have a risk management plan in case the event doesn't run as smoothly as predicted or hoped.
*They helped me understand that sponsorship is not a one-way street but rather a partnership that can generate benefits for both the event and the sponsor company if they work hand in hand. An event can not only be a success itself, but it can be a catalyst for the future success of a sponsor.
*It is important to understand that sponsorship is the purchase of specific rights and benefits associated with an event, organisation or individual -- unlike donations, sponsorship expects returns. However these returns are not necessarily focused on money as pointed out by Turner. Corporate partnering can be about sharing resources such as expertise and man power.
*Sponsorship not only benefits the sponsored subject but also the sponsor itself. Benefits such as generating goodwill and enhancing the reputation of a sponsor can lead to generating focal points for sales/ marketing through increased media coverage.
There are three main types of sponsorship:
- Philanthropic: Similar to a donation however generates community goodwill towards a company. E.g. providing money for research and education.
- Corporate: sponsorship of an event or activity not normally linked to the sponsoring companies general business. It links an organisation to a popular event or activity. E.g. Ford sponsoring the Australian Open tennis.
- Marketing Sponsorship: Offers cash and goods in return for tangible revenue-orientated results. It is used to promote products. E.g. Nike sponsoring a supreme athlete to market a range of clothing.
*When arranging events, excessive planning is essential. A successful practitioner will take time to not only organise the event itself, but also create a schedule, budget and risk management plan to handle possible problems such as ambush marketing.
*Tonge suggests there are four steps to creating a successful event:
- Feasibility: assessing if the event is worthwhile.
- Planning: formulating a list of duties such as sponsorship, budgeting, security (a committee may be formed).
- Execution: it is important that people involved in the event are aware of duties and deadlines. A critical path can be used to make sure the event is executed as planned.
- Evaluation: debriefing, event assessment and business activity assessment.
The readings made me think more about public relations theory/practice in that:
*They reinforced the need for practitioners to be thorough and well planned when arranging events. They also furthered this point by suggesting that effective planning focuses on your ability to understand a potential sponsorship companies needs.
*The readings made me aware that when planning an event it is important to have a risk management plan in case the event doesn't run as smoothly as predicted or hoped.
*They helped me understand that sponsorship is not a one-way street but rather a partnership that can generate benefits for both the event and the sponsor company if they work hand in hand. An event can not only be a success itself, but it can be a catalyst for the future success of a sponsor.
Sunday, September 2, 2007
Tuesday, August 28, 2007
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