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.