As I accidently did the week five Tymson reading for week four due to a typo on blackboard I am now writing about the week four reading this week.
The reading was useful to learn about the importance of internal communications in companies and organisations. Some of the points I learnt from the reading were that is it important to have two-way communication between the employer and employees in order to influence behaviour and implement change. Face to face communication or communication through small meetings is usually the most successful but other forms of communication can be effective including dvd’s and intranets. Training employees in how to communicate and providing them with feedback is important. It is also important for executives and the CEO to be trained in effective communication. Employees need to feel their opinion can be heard.
Keys points I drew from the James reading include: Formal education is useful, but experience is just as important when applying for jobs in the PR industry. A clean and simple resume, along with being confident in your interview and knowing as much as possible about the company you are applying for are all ways of improving your chances of standing out to potential employers.
My learning builds upon previous learning about public relations in that the jobs are not nearly as glamorous as they are made out to be. The field is very diverse and your job can change dramatically from one day to another.
Friday, September 26, 2008
Week 3
I found this week’s readings rather overwhelming with the amount of different ideas and theories used by Public Relations practitioners. Some of the mains points I learnt from the Johnston and Zawawi reading included the use of the agenda setting to select or hide certain aspects of the news. The use of theories including the general systems theory, semiotics and critical theory. The “Four Models’ by Grunig and Hunt which is made up of Press agentry, Public information, Two-Way Asymmetric and the Two-way symmetric. Other theories I learnt of include rhetorical theory, relationship management which includes the evaluation of power, commitment, credibility, trust and the parties overall needs and aspirations, situational theory which involves being falling into categories depending on the situation they are in, social exchange theory and social learning theory.
The second reading went into greater detail on one of the “Four Models” by Grunig and Hunt. This is the two-way symmetrical communication model which is the dominant theoretical paradigm in Public relations. This reading also showed the need for a variation of the theories for the modern day. But understanding the functions of the older model is important in developing new onesMy learning builds upon previous learning in public relations in that many of the theories I have studies this week I have looked at in previous subjects and subjects I am currently studying for my communications degree including ‘Introduction to Communications’ ‘Communication and Culture’ and ‘Media, Culture and Society’. These subjects went into detail on theories such as semiotics-the study of signs in words, symbols and sounds, Postmodernism and The social learning theory.
The second reading went into greater detail on one of the “Four Models” by Grunig and Hunt. This is the two-way symmetrical communication model which is the dominant theoretical paradigm in Public relations. This reading also showed the need for a variation of the theories for the modern day. But understanding the functions of the older model is important in developing new onesMy learning builds upon previous learning in public relations in that many of the theories I have studies this week I have looked at in previous subjects and subjects I am currently studying for my communications degree including ‘Introduction to Communications’ ‘Communication and Culture’ and ‘Media, Culture and Society’. These subjects went into detail on theories such as semiotics-the study of signs in words, symbols and sounds, Postmodernism and The social learning theory.
Week 2
I found this week’s readings were an excellent tool to get an idea of exactly what Public Relations is and how it developed.
The Johnston and Zawawi reading was useful to get some background information on the development of PR. The keys points I learnt from this reading were that public relations emerged in the 1840’s, but things have changed dramatically since then. Australian public relations takes some influence from the US, but is rather unique. The PRIA (Public Relations Institute of Australia) was developed in 1959 and has the job of ensuring a socially responsible press. Another interesting point I drew from the reading was how the changing technologies over time affected how PR was practiced. It is interesting to see this happening now with the increase in the use of the internet and how this is changing PR practice.
The James reading was useful to really define to me what Public relations is. I had always seen PR from mainly the event management aspect and it was great to see the many different areas Public Relations practitioners can be involved in.
My learning builds upon previous learning in public relations in that public relations is a very broad title which can cover many different and varied jobs. That a good PR practitioner needs to be able to do more than just plan parties: they need good writing skills, good communication skills, be able to multi-task and work under pressure and good business sense.
The Johnston and Zawawi reading was useful to get some background information on the development of PR. The keys points I learnt from this reading were that public relations emerged in the 1840’s, but things have changed dramatically since then. Australian public relations takes some influence from the US, but is rather unique. The PRIA (Public Relations Institute of Australia) was developed in 1959 and has the job of ensuring a socially responsible press. Another interesting point I drew from the reading was how the changing technologies over time affected how PR was practiced. It is interesting to see this happening now with the increase in the use of the internet and how this is changing PR practice.
The James reading was useful to really define to me what Public relations is. I had always seen PR from mainly the event management aspect and it was great to see the many different areas Public Relations practitioners can be involved in.
My learning builds upon previous learning in public relations in that public relations is a very broad title which can cover many different and varied jobs. That a good PR practitioner needs to be able to do more than just plan parties: they need good writing skills, good communication skills, be able to multi-task and work under pressure and good business sense.
Monday, September 22, 2008
Week 10
Some of the main points I drew from the reading regarding sponsorship were it is one of the most expensive tactics that can be used but the return can be great. Some different types of sponsorship include philanthropic sponsorship which is much like a donation and can have positive results in community and employee goodwill. Corporate sponsorship is that of an event or activity which is not normally linked to the company’s general business. Marketing sponsorship is the most popular form and offers cash and goods in return for revenue orientated results. Before a sponsorship proposal can be written an analysis of the motives and goals of the target audience must be completed. Sponsorship proposals should be short and comprehensive about what the potential sponsor is being offered. Ambush marketing is when a company misrepresents itself as being associated with the event when it has no rights to do so. Some common avenues for event ambushing include advertising in event publications, signage sales and sponsorship of an individual or sporting team. There are guidelines that help to prevent to likelihood of ambush marketing being used at your event some of which include logo identification and being aware of legal rights to protect the sponsorship.
Some of the main points I drew from the reading regarding event management were some common reasons for staging an event. These include media coverage which can be achieved if the event is visual, unusual, provides human interest, spectacle or famous faces. Events can also be used for product demonstration where a company launches or markets a product to attract future sales and generate publicity. Events can also be used to impress key clients and develop business opportunities. The final common reason for events is revenue generation which is possible if the event is carefully planned and budgeted.
Special events have potential to generate revenue as well as achieve objectives such as publicity, goodwill and future business opportunities. But they require careful planning and execution to avoid failure.
My learning builds upon previous learning about public relations in that sponsorship and events are very reliant on one another and there can be positive benefits for both parties, which I have been researching in more detail for my debate this week.
I found this week’s reading very interesting and beneficial to my debate assessment.
Some of the main points I drew from the reading regarding event management were some common reasons for staging an event. These include media coverage which can be achieved if the event is visual, unusual, provides human interest, spectacle or famous faces. Events can also be used for product demonstration where a company launches or markets a product to attract future sales and generate publicity. Events can also be used to impress key clients and develop business opportunities. The final common reason for events is revenue generation which is possible if the event is carefully planned and budgeted.
Special events have potential to generate revenue as well as achieve objectives such as publicity, goodwill and future business opportunities. But they require careful planning and execution to avoid failure.
My learning builds upon previous learning about public relations in that sponsorship and events are very reliant on one another and there can be positive benefits for both parties, which I have been researching in more detail for my debate this week.
I found this week’s reading very interesting and beneficial to my debate assessment.
Monday, September 15, 2008
Week Nine
Strategic public relations is highly valuable as one of the main problems with PR practitioners is that they do not understand business.
The main point I picked up from the chapter is the importance of the 5 stages of the strategic process which are as follows:
The first parts of building the framework for your strategic plan is your vision and mission statements as they define what you are doing and where you are going. The vision statement is used to describe the future state of the organisation at a selected time. ‘Gap analysis’ is used to compare this to the current position of the organisation. The mission statement is then used to close the gap between the unsatisfactory present and the more perfect future. A public relations vision and mission statement is then created which is directly applicable to the PR aims and objectives of the organisation.
KPI’s are key performance indicators and are measureable indicators of the organisations progress towards achievement what they set out to do in their mission statement. KPI’s may only be suitable for more quantifiable areas of public relations and other more qualitative evaluation techniques may need to be used.
Budgeting is the next step and is for coordinating resources and expenses over a period of time by assigning costs to goals and objectives for specific activities.
Once a strategic plan has been written and all steps covered, a plan needs to be implemented through thorough scheduling.
Tactics relate back to achieving the strategic outcome. Controlled tactics are those which the PR practitioner has control over every aspect of the process and include tactics such as posters, direct mail and brochures. Uncontrolled tactics are those which can be altered or even blocked and include such tactics as media relations or a public meeting.
Things that need to be considered when selecting tactics include the target audience, their appropriateness as the vehicle for the message , their advantages and disadvantages and the available budget.
This weeks learning builds upon previous leaning about public relations in the area of tactics which I had previously studied for the annotated bibliography. The method and effectiveness of implementing strategic public relations is an area I had not yet studied but I now see the importance.
Monday, September 8, 2008
Week 8
I found this weeks readings very easy to read and full of useful information concerning the writing and distribution of media releases, as well as positive communication with journalists.
The key points i pulled from the the Lazar reading was the importance of following the inverted pyramid structure for your release. The lead must include the 5 w's and one H : who, what, where, when, why and how. Style guidelines should be followed such as never underlining and spelling out numbers one through nine and other abbreviations such as street and per cent. It is also important to stick to the house style rules of the particular company you are working for. This reading also focused on email as being the most efficient method of distribution of media releases.
The Johnson reading was also full of useful information to ensure a positive relationship between the pr practitioner and journalists. Some keys points include the importance of a properly edited media release to keep the journalist happy. Eg: check the spelling of all names, dates and places to ensure the journalists story is accurate. The importance of inlcuding a 'local angle'. The preferred method by which to be contacted and other "modes" such as cd rom's or freebies differed greatly between each journalist. The most important point I found in this reading was to try to create a rapport with the journalist or publication you are targeting. Find out what they like or don't like and alter your communication with them to suit.
My learning this week builds upon previous learning about public relations concerning the structure of a media release. Having already learnt how to write a basic media release in my Introduction to Professional Writing course last semester, I found the more detailed step by step guide in the Lazar reading very helpful. I picked up some important new skills in writing a media release such as the use of "ends" being written at the end of every release and possibly using background information about company as your last paragraph in the release. I also learnt of the possibility of altering your release to suit to publication you are sending it too.
The key points i pulled from the the Lazar reading was the importance of following the inverted pyramid structure for your release. The lead must include the 5 w's and one H : who, what, where, when, why and how. Style guidelines should be followed such as never underlining and spelling out numbers one through nine and other abbreviations such as street and per cent. It is also important to stick to the house style rules of the particular company you are working for. This reading also focused on email as being the most efficient method of distribution of media releases.
The Johnson reading was also full of useful information to ensure a positive relationship between the pr practitioner and journalists. Some keys points include the importance of a properly edited media release to keep the journalist happy. Eg: check the spelling of all names, dates and places to ensure the journalists story is accurate. The importance of inlcuding a 'local angle'. The preferred method by which to be contacted and other "modes" such as cd rom's or freebies differed greatly between each journalist. The most important point I found in this reading was to try to create a rapport with the journalist or publication you are targeting. Find out what they like or don't like and alter your communication with them to suit.
My learning this week builds upon previous learning about public relations concerning the structure of a media release. Having already learnt how to write a basic media release in my Introduction to Professional Writing course last semester, I found the more detailed step by step guide in the Lazar reading very helpful. I picked up some important new skills in writing a media release such as the use of "ends" being written at the end of every release and possibly using background information about company as your last paragraph in the release. I also learnt of the possibility of altering your release to suit to publication you are sending it too.
Monday, August 11, 2008
Week Four
I found the Tymson reading really simple and useful in it's outline of a typical Public Relations program. The steps being put under different headings with the particular pro's and con's of each method gave a really easy to understand first look at how to go about planning your public relations program.
It was great to get some insight into some of the diverse jobs available in the Public Relations industry in the James reading. I was happy to see that people such as Yatu Widders (pg 57) and Jessica Walker (Pg 80), enjoy their jobs and are both doing well at such a young age. It seems as though if you have the knowledge and the drive, public relations allows young people to get right in there and take charge. I was also happy to see that many of the jobs in PR were reasonably flexible and the people in the industry had a balance between work and play in their lives.
In summary, the key points I learnt from this week's readings were: planning the the most integral part of any public relations program. Without planning,research and objectives, you waste alot of time and money.
Two way communication with your employer is vital in creating a successful public relations program.
It is important to evaluate the program and reset objectives.
Formal education is useful, but experience is just as important when applying for jobs in the PR industry.
A clean and simple resume, along with being confident in your interview and knowing as much as possible about the company you are applying for are all ways of improving your chances of standing out to potential employers.
My learning builds upon previous learning about public relations in that the jobs are not nearly as glamorous as they are made out to be. The field is very diverse and your job can change dramatically from one day to another. The Tymson reading also reinforced the importance of knowing your theory in communications to become a successful Public Relations practitioner.
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