Comments

Today I am commenting on Jessica Capper and Erin Salmon's blogs

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:

• 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.

*There are two main groups that research falls into:

1. Formal research: is characterised by scientific procedures. It is relatively expensive and time consuming, however it is objective, credible and reliable.
2. Informal research: has no agreed rules or procedures. It is a cheaper and more immediate alternative, however is highly subjective and often less reliable.

*Formal research can be either qualitative or quantitative:

1. 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.
2. 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.

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:

1. 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.
2. Vision and mission statements.
3. Background and situation analysis: details the problems and opportunities that led to the plan and do a SWOT analysis of the plan.
4. Define strategy: what is the relationship between the organisations situation and their mission.
5. Define publics: who does the organisation need to communicate with to be successful in achieving its objectives.
6. Define main message.

*Like with all public relations campaigns, effective budgeting and scheduling of a companies resources is essential in carrying out an organisation's objectives. Visual aids such as flow charts, calenders and Gantt charts are helpful in achieving this.

*Within PR strategies, tactics are the underlying means of achieving the strategic outcomes. These tactics can be broken up into two groups:

1. Controlled tactics: the practitioner maintains control over every aspect of the process from message creation to distribution. E.g. advertising, posters and brochures.
2. Uncontrolled tactics: tactics that can be altered or blocked completely. E.g. media relations and public meetings.

*The range of tactics is virtually unlimited however it is important to use tactics that will suit the direction of the campaign. For example, if an organisation is dealing with a sensitive issue, holding a public meeting may not be a suitable tactic as a positive outcome is not guaranteed because the organisation has no control over it. In this instance, providing something like a newsletter may be effective as the information can be communicated in a controlled manner. Other tactics include annual reports, printed materials (such as brochures and leaflets), direct mail, videos, speeches, using celebrity spokespeople and many more.

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.

Comments

Today I commented on Monique's and Lauren's blogs...great...really great

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:

1. Philanthropic: Similar to a donation however generates community goodwill towards a company. E.g. providing money for research and education.
2. 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.
3. 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 writing a sponsorship proposal it is crucial to understand the target audience and there needs. Researching the company thoroughly and focusing the majority of the proposal on what the sponsor company will get out of the sponsorship such as media coverage and product demonstration opportunities.

*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:

1. Feasibility: assessing if the event is worthwhile.
2. Planning: formulating a list of duties such as sponsorship, budgeting, security (a committee may be formed).
3. 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.
4. 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.

Comments

Today I have commented on Brendan's, Brianna Dransfield's and Simone's blogs.

Comments

Today i am commenting on Sarah Snedden and Deborah Wise...and there associated blogging.

Week 8

I think the important points to remember from this week's readings were:

*Good writing, particularly informative and persuasive writing, is a key skill to becoming a successful PR practitioner. This is reflected by Tench: "Writing is one of the foundations of a successful public relations practitioner and the ability to communicate messages clearly and concisely is one of their differing skills".

*The second article reflected on 10 ways to write a good media release. In summation these were:

1. Present information of genuine worth.
2. Don't mistake a press release for an advertisement.
3. Vary writing styles between the different formats.
4. Keep it short and succinct.
5. Make the heading relevant.
6. Be careful and clever with quotes.
7. Make it easy for the reporter to publish the work by providing support material.
8. Only include a brief description of the company you are from.
9. Give multiple contacts to the media outlet.
10. Always spell and fact check before sending.

*When contacting journalists, it is important to contact the appropriate person who will be dealing with the information you send through. For example, if sending information about a new cancer research program, it would not be suitable to send this to the weather presenter (as an extreme example). Furthermore, journalists tend to prefer dealing with PR practitioners who are brief and to the point and have the relevant information available to be sent to them. Keeping details succinct will not only make the practitioner come across as professional, but will also assist the journalist in his/her work, therefore increasing the possibility of positive press.

The readings made me think more about public relations theory/practice in that:

*They made me understand the importance that practitioners place on good writing skills, particularly good grammar in their profession. The statistic in the first article that pointed out that practitioners reporting that writing tasks account for 71% of their work reinforced this. Furthermore, it is important to understand that there is not a single generic style of writing in the profession, which made me aware of the importance of having the skills to write in a number of differing media formats.

*They made me aware of the significance of providing accurate and succinct information when contacting media outlets. By providing information that will make other peoples jobs easier, it is more likely that your information will be published. It will also assist the practitioner in building rapport with future contacts which will ultimately lead to making the practitioners job easier in the long-term.

Comments

Today I'm commenting on Rebecca Rabe's blog

Comments

Toady I'm commenting on Monique's, Alex's and Erin's blogs

Week 7

I think the important points to remember from this week's readings were:

*With increased demand of media outlets (particularly print media), PR now has greater access to the media meaning they have a great opportunity to gain public attention for a particular promotion. However, it is important that practitioners follow news values (as well as knowing media deadlines) when releasing information so that the message they are trying to communicate is more likely to achieve media attention.

*It is important for PR practitioners to gain a sound understanding of hierarchies within particular media outlets as well as getting to know the needs of specific people within these organisations. By knowing these ins and outs, a practitioner will be more likely able to form strong working relationships with influential people, which is a major step in avoiding negative publicity.

*Getting to know different media styles is also a good way for practitioners to enhance the chance of communicating important information. For example, many magazines rely heavily on photographs in their media form, so in order to strengthen the chances of having your particular story published it would be wise for a practitioner to submit a media release that contains a number of photographs associated to the information which they wish to communicate. Furthermore, when submitting information, practitioners should take into account how much information a media outlet will need. For example, if you know a particular media form will only publish a story up to 200 words in length, there would be no point for a practitioner to submit an excessive amount of detail as this will make the jobs of people such as journalists more difficult, hence they are less likely to consider the information for publishing.

*When releasing information (such as by media release, media kits or media conference), it is important for the practitioner to have a target audience in mind so the decision as to the best media outlet to go through can be made. As a drastic example, if communicating information about an upcoming local band gig, a practitioner would be wise to pass this information onto local newspapers and radio stations as opposed to national media outlets.

The readings made me think more about public relations theory/practice in that:

*It made me understand the importance of developing strong working relationships with key people within a media outlet. By knowing the needs of such people, practitioners are more likely to submit the appropriate information to them, which will not only make these people's jobs easier, but will also enhance the chances of positive media/public attention.

*the readings made me aware of the importance of knowing the ways in which particular organisations function. By knowing that not all organisations work by the same guidelines, the practitioner will become aware that researching the ways in which a company functions will give them insight into the best ways to structure the information they submit. This could be viewed as an underlying tactic of practitioners in seeking positive attention for their organisation/promotion.

Week 6

I think the key points to remember from this week's reading were:

* Practitioners must be active in assessing and responding to legal risks and so therefore must work hand in hand with lawyers to come up with strategies to minimise harm. Failure may result in PR outcomes being compromised.

*When organising campaigns it is important for practitioners to consider the way in which the material will be received as opposed to what it is intended to mean. By paying careful attention to this, a practitioner can avoid communicating information that could be considered misleading or deceptive. Provisions such as Trade Practices Act 1974 are imposed to determine such claims.

*The use of contracts in the PR profession are a pivotal part of not only fulfilling the objectives of the campaign, but they also clear up any uncertainties in the relationships with others involved in the campaign (e.g. material suppliers). For this reason, spending time and showing care in making a contract is an effective way of maximising the chances of success of a campaign as well as assuring that if any problems arise they can be dealt with swiftly by applying the conditions of the contract.

*Due to greater focus of ethical standards in the modern day, the role of PR practitioners has changed from using self-serving influence to participating in the development of corporate business strategy and making sure that the objectives of the organisation are balanced with responsibility to publics and stakeholders. For this reason practitioners are required to be listeners as well as speakers to ensure that ethical standards are not breeched.

The readings made me think more about public relations theory/practice in that:

*They have given me a greater understanding of the duty of care needed by practitioners in all facets of the profession. With the increased notice taken on legal and ethical issues in the modern day, failure to take sufficient caution in implementing strategies can easily result in anything from a failed campaign through to a breech of law.

*The readings also made me aware of the importance of planning. As mentioned in my previous blogs, i considered the implementing of a campaign as the most important part of the profession, however these readings have once again reinforced the need for extensive research and consideration to be taken in order for objectives to be reached.

*Most importantly, the readings have made me understand that it is important to consider how material will be received by a public as opposed to simply what intentions/objectives the material is intended to have. Balancing the two seems to be the key to successful practice in the modern day.

Comments

Today i commented on Jessie Brown's blog. Last weeks class saw me comment on Madeline Briggs post.
Since commencing blogs i have also commented on Lauren's, Ngaio's, Brianna Dransfields', Monique's, Annika's and Brendon's all of which were good.
So many blogs, so little time!

Week 5

I think the key points to remember from this week’s readings were:

· A basic model for a public relations project is a cyclical process involving the following:

1. Setting objectives

2. Planning an budgeting

3. Implementing the program

4. Evaluating results

· Setting objectives: These objectives usually result from a management concern, which leads to a need for action to reach a desired outcome. When setting objectives it is important that a target audience (i.e. those who take action for or against an organization, or those that can influence what an audience thinks and does) be defined. Once defined a fitting communication plan can be planned.

• Planning and budgeting: When planning, it is important that current opinions on the objective area are established. This can be done by consulting previous records, contacting sources that may know the answers to your research question and undertaking research such as surveys to find out more about peoples feelings/behaviours. It is also important that objective plans be realistic and measurable. It is important in planning that the most effective form of media be chosen to reach the nominated target audience.

Regarding budgeting, sufficient funds must be made available for the program to achieve its objectives otherwise there is little point in the program being implemented. Two types of budget are required: Firstly an estimate will determine whether the plan is in the right ballpark, and secondly, a more detailed budget must be prepared as the program develops.

· Implementing the program: It is important to plot the steps to be taken in a particular program, the time each step will take, as well as the relationship between each step. Finding a good range of suppliers is also important if the plan is to be successful. Having contacts with reliable, economical and trustworthy suppliers will add to the likelihood of a programs success.

· Evaluating results: Whilst many people argue success of P.R. practitioners shouldn’t and cannot be accurately measured, a recommended school of thought acknowledges that whilst it is difficult to precisely measure success, it is possible to come up with a realistic measurement if the right methods are used (eg. Balanced scorecards, key performance indicators).

The readings made me think more about public relations theory/practice in that:

They made me aware of the amount of effort that needs to be put into an organizations strategy for it to be successful. A program is not merely an idea that is put forth to the public, but rather a well researched plan that if done effectively can be of great benefit.

Furthermore, it has given me a greater appreciation of the work that PR departments do because I now understand the amount of work that goes into a program/campaign before it is released.

The readings have also made me aware that to be a successful practitioner requires effective communication not only within the organization but also with suppliers.

Week 4

I think the key points to remember from this week’s readings were:

• The main purpose of internal communication is about influencing or changing the behaviour of employees to match the objectives of the organization. A good communicator must realise that “information can travel over wires (but) communication happens between the ears”. For this reason professional internal communicators should be involved in monitoring and managing factors that will influence peoples experiences and hence behaviour.
• For an organization to achieve its objectives it is important that employees be satisfied with there work environment. Employee satisfaction can result from communicating not only the requirements of the job and goals of the organization, but also providing feedback and recognition for their contributions. The communicating of this information has been found to be generally most effective when done face to face and by somebody of authority within the organization. However it is important to involve all members of the organization in the process of communicating.

The readings made me think more about public relations theory/practice in that:

It made me realise the importance of a variety of different communication mediums. Whilst the use of non-verbal communication mediums (such as email, SMS, and in the case of P.R students, blogs) is becoming ‘the norm’, communicating face to face may be the best means of conveying a message.

Furthermore, regarding P.R practice, I have become aware that a practitioner must have the ability to communicate with a wide variety of different people both inside and outside an organization. They must also communicate in a way that will maximise employee satisfaction, which ultimately leads to a better chance of achieving objectives.

From the Insider Info readings, I learnt that public relations practice is not a restricted profession. There are a wide variety of jobs available in the field and the career opportunities are ever changing.

Week 3

I think the key points to remember from this week’s readings were:

• Agenda setting relates to the way news is given prominence or dissonance and can therefore influence what we understand as important. Most commonly, P.R practitioners try setting the agenda by getting positive and prominent coverage for their clients on a particular issue. In doing this practitioners need to be aware that the message they send will be more effectively received if it is in line with the beliefs/attitudes of the targeted audience.
• The ‘General Systems Theory’ considers organizations to either be ‘open’ or ‘closed’ systems. Open systems indicated that an organization must be open to outside event to be successful whereas closed systems indicate that the organization should avoid external factors. Both systems help model a flow of information, however threaten the success of an organization by either possibly linking the organization to an unfavourable external factor (open) or not seizing an opportunity that may lead to success (closed).
• Semiotics is the study of signs and how a sign can represent something. It explains how our thoughts can be manipulated. For example, associating smoking with an image of a lady with mouth cancer in an anti-smoking campaign is used to manipulate smokers to understand the adverse affects on their health.
• ‘Critical Theory’ argues that powerful organizations are dominating many areas of communications, which interrupts the way in which people would normally consider and issue freely in public.
• The best known theory of public relations can be seen in the four theories by Grunig and Hunt which give guidance as to how public relations can be practiced and changed:

1) Press Agentry- seek attention to promote their subject

2) Public Information- provides information to the public with no intent of persuasion

3) Two-way Asymmetric- public relations aimed at promoting an organizations view

4) Two-way Symmetric- both the organizations and public views are considered important

• Rhetorical Theory that society’s views are capable of being won over by the most rational argument. Whilst seeming an ideal model of communication (not unlike the two-way symmetric model) the theory has its critics who believe the theory is unachievable due to those being engaged not being equally resourced.
• The ‘Relationship Management’ approach to Public relations centres around aspects in the relationship between the organization sponsoring the public relations work and the target audienceof that project. Some aspects that determine the success of the relationship include the abilities of parties to adapt in the relationship and whether the parties have mutual goals.
• Situational theory suggests that people will act on a situation when they believe it will affect them personally and when they believe their actions can make a difference. The theory helps practitioners know when publics will be active or apathetic about and issue and from there create strategies for particular publics by examining a publics ability to recognise a problem that they can do something about (problem and constraint recognition) as well as the levels of involvement that a public will tend to have.
• ‘Social Learning’ theory suggests that people modify their behaviours to fit in with the attitudes and actions of others.
• ‘Social exchange’ theory suggests that people act in a way that will minimise costs and maximise rewards.

The readings made me think more about public relations theory/practice in that:

They made me realise the diverse range of beliefs about the public relations field. For example, the Rhetorical Theory suggests that logical arguments are the most effective way to influence a public however when considering agenda setting, a public can be thought of as being more influenced by what is covered in the media meaning that the media may have the ability to determine what a public may think of as logical.

Furthermore, regarding public relations practice, the readings allowed me to realise that there are many important considerations when communicating a message. The message must not only take into account the intentions of the organization providing the message but also the differing ways the message may be received by a public. When considering the notion of semiotics, different signs/symbols can carry a different meaning for different people so a practitioner must structure the message in such a way that will be easily understood by a public, however at the same time the message must be communicated in a way that accounts for the most likely way a public will react to the message. Balancing a message in such a way that considers both the organizations and public’s views as important will result in the best possible outcome.

Week 2

Hi and welcome to Dr.P.R.Bernays' blog!

Once the readings for this week are complete i will be submitting my blog for week 2.

Until then...