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.