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.