Research and Evaluation

Research is important in every PR campaign. It is vital for practitioners to have all the relevant information before beginning a campaign, and if new questions arise during the campaign, it's still important to find out the answers. It's so important not to leave holes in your information. You need to give the public enough information so that they won't ask questions, and so that the questions they ask have a positive answer. Many people think that Public Relations practitioners are spin doctors, and in essence, we are. Don't take offence at that label because it's not easy to create a positive image for an organisation. The most commonly used research techniques are surveys, interviews, focus groups, studies, audits, testimonials, as well as searchings library catalogues and databases. All these techniques add to a better campaign.

Research and Evaluation

Week 10

I actually missed the workshop this week. :( But I commented on Nicole's blog. Nicole is very smart, you should read what she has to say.

http://cmns1290nicolemagripilis.blogspot.com/

Strategy, Planning and Scheduling and Tactics

This week's readings explain the differences and links between strategy and tactics. Although the two are different, they rely on on eachother for the successful implementation of a public relations plan. This is espacially relevant now in my final plan and report, the knowledge of strategy and tactics will be immesurably helpful in the major assignment. Johnson and Zawawi say that 'Strategy is the overarching plan that allows a public relations practitioner to to help ensure that organisational and objectives are achieved. This stategy will determine the campaigns that may be necessary and the choice of tactics can then be made. Every tactic must relate directly back to its defined purpose: achieving the strategic outcome.' Johnson and Zawawi list the most commonly used tactics as: research, media relations, printed materials, annual reports, newsletters, direct mail, videos, DVDs, CD-ROMs, photography, speeches, presentations, the use of celebrities and spokespeople, events, community meetings, advertising, community service announcements, and sponsorship, but these are just a few examples of an almost limitless scope of possibilities. Most campaigns use a huge number of tactics to ensure the target audiences are reached.

week 9

This week I commented Nathan's blog.
http://cmns1290nathanswan.blogspot.com/

Sponsorship and Event Management

This chapter explains the role of sponsorship in its three different forms, and the importance of good event management. The three types of sponsorship are philanthropic, which is pretty much a donation with a name attached, corporate, which pretty much involves the event being named after the organisation, or marketing, which is the most common, where the organisation basically pays for the right to plaster their name all over everything. Examples: philanthropic sponsorship is most commonly associated with medical research, or something similar. Corporate sponsorship is used with major sporting events like the Ford Australian Open Tennis Tournament. Marketing sponsorship is in play every time you go to an event and see a logo on a poster or something.
Event management is essntial to any organisation, and it needs to be done well. Organisation is key. If the event is being organised by a committee, the members need to have very clear communication between them. Budgeting is also key. Plan things out from the start, and if you can't afford something, scrap it. This is also where sponsorship comes into play. Pitch a sponsorship proposal at an organisation, make it clear, concise, and not desperate. Desperation comes across very badly.

Week 8 Workshop

Today I commented on Kellie's blog. The link is http://cmns1290kellieosullivan.blogspot.com/
check it out.

I also commented on Gabrielle's blog entry for week 7 (http://cmns1290gabrielleryan.blogspot.com/2007/08/week-7.html) and Emma's blog entry for week 6 (http://cmns1290emmamurphy.blogspot.com/2007/08/week-5_16.html).

Week 7 - Media Writing

This week's reading discusses the importance of being able to write a decent media release in the public relations profession. Writing for the media is important because your client will not always rely solely on advertising to create a good image for their organisation. In crisis events, it is the role of the PR practitioner to smooth the issue over with the media, so that the organisation does not suffer any loss. Media releases rely on the newsworthyness of the issue, so practitioners need to be able to think like a journalist. Being familiar with the common news values is vital, if you want your story run the way you want it, it is important to do the journalist's job for them. Do all the research, write the release like a news story so it barely has to be changed, and don't leave any room for questioning. If you leave holes in your story, the journalist will notice, and they will pick at your version of events. You may find that you have handed the journalist ammunition for the opposition. Many people think of PR practitioners as 'spin docters' and lets face facts, they're right. Our job as practitioners is to keep the oranisation's image positive, and it's our responsibility to go to almost any length to do that. So when someone says 'As a PR practitioner, all you do is make your company look good', tell them yes, that's your job, and it's a very difficult job.

Week 6 - Media Relations

This week's reading emphasises the importance of the relationship between public relations practitioners and the media. Because the media holds an important role in public relations, it is vital that a PR practitioner has a good relationship with a variety of media outlets. This chapter shows how to build a good relationship with said media outlets. Possibly one of the most important skills is being able to write a media release. Media releases need to be written in a journalistic form, putting the most important informatio first, because journalists and editors very rarely read past the first couple of lines before they decide whether to run a story or not. If a release is long, confusing, or hides the information, chances are it will end up in the garbage, not the paper. Implementation of news values is essential, public relations practitioners need to make their releases readable and newsworthy. Sometimes practitioners will need to write two or three releases, because sometimes the same release won't have the same value to different outlets.
Anothe important skill is being able to put together a media kit. This kit includes a lot of information, set out in a simple and understandable way, to give to journalists. It also includes a list of who's who at your organisation, your business card, and a hat or a t-shirt to keep them interested. It's almost like a showbag.

Week 5 - Legality and Ethics

This week's reading looks at the importance of ethics and legal boundaries in PR. There is a lot about defamation laws, which is important to understand to avoid being sued. Basically, defamation covers any inference that puts a negative dent in anyone's reputation. Defamations laws are complicated because they don't just apply to the obvious. As well as the expected 'Joe Bloggs is a bad person' thing, defamation can also apply to any negative indication of a person or company which a person of average intelligence can identify, despite whether or not the individual or organisation was directly mentioned. For example, a cartoon depicting John Howard licking George Bush's shoes is defamation, even if the individuals are not named, if the public can recognise the characters as John Howard and George Bush.
Ethics, on the other hand, applies to anything that may be legally sound, but stirs uneasiness in the individual. Something is legally wrong if it's against any laws (obviously) but something is ethically wrong if it makes you feel guilty or uneasy. Often, the two go hand in hand. It is the responsibility of the PR practitioner to ensure that every part of a campaign is both legally and ethically sound, because if something is a bit iffy legally, chances are your client is going to be sued, and if something is a bit iffy ethically, chances are it's going to put your client in a bad light in the public eye.

Week 5 Workshop

Today I looked at Brooke's blog, the address is: http://cmns1290brookejohnson.blogspot.com
it's worth a look.

Week 4 - Strategy, Planning, and Scheduling

This chapter explains the importance of implementing a strategy in the successful management of an organisation. Without strategy, there can be no plan, and it is vital for the entire organisation to understand and suppost the strategy and plan. Implementing a vision statement (where the organisation wants to be) and mission statement (how we get there), which is supported by the organisation in its entirety is the only way of ensuring the success of the organisation. Without a vision and a mission, the organisation cannot move forward and achieve its goals, which leads to its eventual collapse. Johnson and Zawawi explain strategic planning in terms of Potter's ten step plan. These steps are:
1. Executive summary
2. The communication process
3. Background
4. Situation analysis
5. Main message statement
6. Stakeholders
7. Messages for key stakeholders
8. Implementation
9. Budget
10. Monitoring and evaluation
Which can be applied to many situations and can be specified to PR by the use of the nine principles of effective communication; that is, being open, honest, understanding, responsive, reciever-oriented, timely, clear, consistent and comprehensive.
Johnson and Zawawi also have their own strategic PR plan which is based upon Potter's ten step plan. In all, the basis of a successful organisation is clear communication and involvement between the management and the PR team.

Week 4 Workshop

Today I critiqued Felicity Threadgate's reading, it was really interesting. This is the link: http://cmns1290felicitythreadgate.blogspot.com

Week 3- Internal and Community Relations

This chapter explains the differences between internal relations and community relations, and the methods both use. Internal relations involves communications within an organistions, using memos, noticeboards, intranets, internal emails, etc. Communitay relations involves the way the organisation communicates with its external publics. Both are interlinked, because the organisation cannot communicate a message to the public unless there is common understanding within the organisation itself.

Week 2 - Public Relations Theory

"To think theoretically is to use a set of assumptions about how the world works in order to be able to predict and make conclusions about what happens." This means that an extensive amount of social understanding is necessary to make decisions regarding public relations. If, as a PR practitioner, you want to create a positive image for your client, you need to understand the way the general public will react.
Grunig's four models approach to public relations provides an explanation of the development of public relations to it's current practice.
Model 1, Press agentry, is associated with getting attetion for the client at any cost. Employed primarily by celebrities and left-wing organisations, it is most commonly known to the general public as 'publicity stunts'. Although this model has a high rate of negative return, it works to do just as it says, to gain the attention of the public by means of a stunt. For example, environmentalists chaining themselves to trees to prevent logging is a publicity stunt. This model relies heavily on media attention for it's success, and usually will be undertaken in a place that has a high population density, like on the sidewalk of a main road. Press agentry is one of the most crude forms of public relations.
Model 2, public information, is aimed at giving the population accurate information, without attempting to influnce opinions. This model is most commonly employed by the public sector and non-profit organisations. For example, the impartial results of a sports match would be classed as public information. This is a more noble model of public relations, but usually has no distinguishable benefit for the client.
Model 3, two-way asymmetric, is one of the most commonly employed models of public relations. It is basically aimed at 'selling' the client. This model tel the public what to think, and is highly effective to the wider community. An example of this model basic advertising, like the 'Enjoy Coca-Cola' campaign. This line alone tells the population what to do and think.
Model 4, two-way symmetric, is the most effective model. This model works on the basis that the client and the public give each other information and a compromise is reached which will generally advantage both parties. For example, companies taking surveys to enhance sales is two-way symmetric, because the company gains information about the population's requirements and the population benefits. Another example of this model is corporate sponsorship. The population is more likely to buy from the shop that sponsors their child's football team - the shop sponsors the team, and in return, the parents shop there. This is the most effective form of public relations because studies show that ethics are an important factor in public relations.

What is Public Relations?

I first remember coming across the term "PR" several years ago when watching neighbours. I remember that Flick wanted to do PR at uni and was despairing because her UAI wasn't high enough. Instead she was offered a job in "Public Relations" which involved her parading around corporate parties wearing barely any clothes, serving drinks to clients. I think the idea was to provide an appealing impression for possible clients. She was told by her boss that she didn't need a degree to become a PR officer, all she needed was the right attitude. At the time I thought that parading around half-naked wasn't a very positive attitude to have, and this is one of the most common misconceptions about Public Relations - that all the job entails is parties and cocktails. Chapter 1 of Public Relations, Theory and Practice, clarified my understanding of PR as an occupation. Far from parties and cocktails, PR is a lot of hard work to provide a postive image and reputation for a company, organisation or person.
I especially appreciate Don Barnes' four points of public relations practioners' functions as being:
1. to advise management on policy and its effect on public relations;
2. to channel and coordinate within an orgainisation the activities that affect public relations;
3. to provide the mechanics for explaining an organisation and its policies to its various publics through communications media;
4. to ascertain and explain to management what various publics think about the organisation.