Chapters 11 & 16

Seems like it has become a norm to having 2 chapters in a week, thus equating to one learning point per reading :)

Honestly, Risk, Issues, Crisis, Recovery and PR in the Third Sector were two pretty challenging chapters to complete reading. But I did manage to learn two main things: 

The first is that PR practitioners have to be flexible, and recognise that no matter how unsalvageable the situation or circumstance seems, there is hope and opportunities.

"Awareness of vulnerability is a key part of understanding risk and issues."

And vulnerability is what makes a crisis possible. 

Not that any of us hope for a crisis to take place, but I realised that this much is true. To allow one's self to be vulnerable, is to open one's heart to hope, optimism and opportunity should crisis hit. There is risk in almost every situation and even when crisis strikes, people need to learn to move ahead instead of retreating into sorrow. 

"Reality following a disaster will not be the old reality. This is gone forever. But a new reality may present unexpected opportunities and benefits."

The second is that PR has already made and can continue making and leaving a lasting positive impact on the Third Sector. 

Reason being, people need people to help and support each other. Without aid, people would not know how to go about publicizing or informing others about either products, services or purely brilliant ideas. 

The reading taught me that what sets the Third Sector aside is its critical edge, people power and dexterity. Because of this, PR practitioners need to be holistic thinkers who are sensitive to the sector's characteristics, history and complex role and place in broader society. It is also because of these conditions, communication becomes less hidden and more transparent. 

This way, PR is able to grow and flourish because the more open people are to each other's opinions and ideas, the easier it is for good working relationships to be established.

In conclusion, this quote from the reading truly left a mark so here goes:

"You must never, never, never, give up on something you feel strongly about, and where a great wrong is being done... bulldozers aren't always the strongest form of power. The hearts of people are a mighty strong force, and it's infectious." :)

A Typical PR Program.

This week's reading was a great way to get my engine kicked up for the upcoming Final PR plan assignment. No, really. I don't think I've given the plan much thought until now, but that surely is a good thing :) 

Learning how to set specific objectives, breaking down target audiences and the importance of the element of research has helped me understand that there is much more work to PR than I thought. 

Let's get straight to the point. The two important things I've learned through the reading are as followed: 

1. PR practitioners should be proactive at all times. (Or as often as they possibly can.) 

Instead of worrying about who is or isn't doing his or her job, why not get involved? Rather than sitting in the office, why not be out there recording and witnessing the action for yourself?

I hesitated to think if PR practitioners ever get the chance to be reactive. They probably do, just not when they are working. 

Then again, when are PR practitioners, not working? Even in their leisure time, once something inspires them, they'd jump at the opportunity to work, wouldn't they? 

2. Planning and/or hosting a PR program requires more than just creativity. It also requires specific tactics, strategies, research and experience. 

In the reading, many factors were mentioned in contributing to a PR program. These factors are essential in making the program either a success or failure. No matter how big or small the tactic, it has the power to change a part of the program. 

Furthermore, "the world is thirsty for information and research is a very valuable resource tool."

Thus, there is no room for underestimation in the PR industry. 

The reading truly has made me think much more about how to approach a PR program or any PR related issues or subjects. Upon realising that there is so much that needs to be done and accomplished for just one event, I sensed (again) that taking on the role of a PR practitioner is no easy feat. 

Aside from excelling in what they do best, PR practitioners also need to practice their communication and social interactive skills. Balancing, showing and practicing all these skills is challenging but I believe PR practitioners are determined people, who don't give up easily. 

At the end of the day, successful PR programs owe credit to its PR practitioners who work so hard to ensure their job is a job well done. 

Chapters 6 & 10

Since this week's readings were based on 2 chapters, I took the liberty to bring up two important things I learned, one from each chapter. 

The first is on Research and Evaluation - Without the element of research and evaluation in the Public Relations industry, there would be no starting point.

"Research is an essential task used to identify requirements for communication programs, to check progress and to evaluate effectiveness."

Having learned the 3 various types of research methods, I realised how important a role research has in the PR industry. For example, Input research provides the basis for strategy and planning, thus being of utmost importance because without it, there would be no foundation set. 

Furthermore, the breakdown of research and its methods is actually pretty interesting, only if I'd be willing to make an effort to discover them. 

The second would be that sponsorships have progressively and naturally become part of events, regardless of the type or kind of event.

Sponsorship is defined as "the purchase of specific rights and benefits associated with an event, organisation or individual." It expects a return, generates goodwill and provides opportunities to enhance an organisation's image and reputation. 

In today's context, it is evident that sponsorship has become a big part of events. Advertisements, commercials and signage have proved this point, literally. 

Events mostly benefit from Philanthropic and Corporate sponsorships as they are community and events based instead of solely promoting products and services. 

These 2 readings have helped me further understand the breakdown of research, sponsorship and events. I used to think that research was done to have information as proof or backup but I've learned that research is in fact put to far greater uses. 

I've also learned that sponsorships offer both direct and indirect support for organisations. Regardless of direct or indirect support, companies will eventually stand to benefit. 

Hence, research, sponsorship and events make up a big part of the PR effort and drive because without each component, the industry will lack wholeness. 

Tactics (8)

This week's reading provided insight, direction and substance to Public Relations planning and strategizing. 

I used to think that human beings could not possibly be all that creative or innovative to create new tactics to tackle and reach a greater, larger audience. However, boundaries have been expanded, limits have been pushed and tactics have never been the same since. 

The 2 things that made an impression are as followed:

#1. People in society no longer accept information at face value, hence needing more effective tactics to be used in PR efforts. 

This was learned through the reading: "Spurred by a growing distrust of major corporations and other organisations, audiences no longer accept information at face value."

My first impression upon reading the quote aforementioned was that the dissatisfaction of society and their unending lists of wants have forced tactics to go above and beyond. Question is, is it true?

Do PR companies and organizations build their strategies based on the extra pressure from society? I suppose every company has to 'keep up with the flow' and fight to stay on top of the industry, ultimately. People's needs need to be satisfied. 

#2. Although tactics are steps to great achievement, it still boils down to keeping consistency in view - Never compromising nor overlooking. 

Organizations have to be objective in keeping their consistency, regardless of what tactics they choose to use. I personally feel that consistency does go a long way and it earns the trust of clients and customers, which results in long-term partnerships. 

Branding isn't the most important aim or goal. Building up one's brand does indeed prove that PR tactics are effective and successful. However, if a company is not cautious, people might begin to perceive the company brand to be self-indulgent and self-promotional rather than aiming to fulfill and meeting their wants and needs. 

This reading not only exposed me to the different forms and types of tactics most companies use. It also opened up my perceptions where people's wants and needs are concerned. Their desires need to be carefully evaluated and included in PR tactic plans. 

Without consistency in PR efforts, people would be unable to put their full trust in companies. Just as Paula Rebstock said, "best-practice communication relies on consistency, which needs to extend beyond key messages to design and product."

Communities and Public Relations (13)

I could not establish a link between Communities and PR in any way before reading Chapter 13 and was puzzled as to how the public could play a part in PR. 

The chapter taught me 2 important things: 

The first is how community is of relevance and can contribute to an organization through PR. 

As defined, community is the development of stronger relationships and something that warrants protection. Hence, allowing communities to play a part in PR, will establish a wider, broader range of opinions. Seeking the opinions of communities will aid PR practitioners in carrying out and accomplishing their jobs.

By including community as part of PR, companies and organizations are able to establish better connections with the public. My question is, will such a connection improve the image and reputation of the company? Or will it just help make the job easier?

The second would be that in today's context, communities are subsequently more indispensable where PR is concerned. 

Since 'PR professionals are more aware of the social impact of their organizations and the need to work in partnership with their publics', it means that publics are now made active participants with a say in decisions. 

PR is a process of communication, engagement and negotiation in communities. In response to the  differing view points of Kruckeberg and Starck and Hallahan, I agree with Kruckeberg and Starck more. Their stand is that PR is 'the active attempt to restore and maintain a sense of community'. 

Moving on to what this chapter has made me think more about, I personally feel that PR and communities are dependent on each other. 

Communities play a part in assisting PR practitioners by contributing their thoughts, opinions and feedback. Using what the public said, practitioners are then able to judge for themselves if carrying something out or using a certain way of advertisement is suitable or not. 

Likewise, PR practitioners help communities bond and gel through PR tactics. These tactics keep communities connected and informed about events, etc. 

Thus, based on what this chapter was all about, I can conclude that PR and communities are dependent and interrelated on and to each other. 

Ethical Practice (5)

Chapter 5 seemed to be a reminder that regardless of profession, there will always be a need for ethics, integrity and character.

The two main things that I learned from the reading are as followed:

The first, is that PR practitioners need to be alert and on their toes at all times. They need to be ready to tackle issues and situations that may be detrimental to their company's reputation and image. 

"Public relations practitioners should be at the forefront of any movement for ethical organizational conduct, because PR campaigns often involve important community issues and the lives of many."

The quote from the reading shows how heavy a responsibility a PR practitioner has on his or her shoulders. They need to be very careful with the approach they take and use on each job. Ethics needs to be in their character, as it will be the drive of their positive and upright involvement in the industry.

Secondly, PR practitioners must play the roles of many people at one time - It is inevitable.

Being a counsellor, advocate, corporate monitor and corporate conscience all at once is a pretty impossible, stress-filled job. When there is so much required and expected of a practitioner, the need for PR ethics in an organization must increase as such important practitioners literally slug their guts out to do their jobs well. 

However, the very fact that PR practitioners are the ones enforcing ethical practice in itself, provides fulfillment and complete satisfaction as the company's conscience is clear and can be proud of its achievements. Although I've not entered the PR industry or worked in a PR practitioner position, I can already sense the pride and honour of being a practitioner. 

The reading made me question: Which role of a practitioner matters most out of the 4? 

It is a fact that no matter how many roles a person has, he has to focus on one somehow, depending on the company's needs. 

I personally think that being a corporate conscience matters most. A company or organization needs to keep its pride, image and reputation intact and unharmed. The PR practitioner 'serves as a moral keeper for both communications and actions'. In my opinion, it is most vital that morals and values are kept. Without them, the company could possible succumb to corruption, deceit and all the other negative things that industries struggle with. 

And I'm wondering.. If ethics are 'personal values or deeply held beliefs that underpin the behaviour and moral choices made', does that equal to character?

Does this equation (made up by yours truly) come close to the truth? 

Ethics = Integrity + Character?

And now.. I can't sleep.

Media Relations (9)

Media relations has taught me two important factors that I've turned a blind eye on. 

#1. In order to carry out a Public Relations (PR) duty, connecting with the media and sending a message out through the media requires a deep understanding of various mediums which reaches the masses. 

"Just as PR provides information to the media, the media provides information to PR as well." 

Since PR and the media are interdependent and unable to function without the other, the need and urgency to understand how things work is of utter importance. In order to understand how things work, PR practitioners have to be up-to-date, selective and targetted. 

Writing, organizational skills, planning and interpersonal skills are also qualities of which PR practitioners must have. Media monitoring is also vital as it adds to further research. 

#2. The media has evolved and advanced to become a complex necessity for PR to be accomplished. 

The media should be considered and is now "a complex and multi-layered part of society", where different media provide different opportunities.

Newspapers are no longer the only option for practitioners to choose. With the advancement and production of the Internet, many alternative doors have been opened. 

The reading made me realise that PR somehow intertwines with other subjects which acquire the same skills. For example, PR and Journalism share the same skill of writing in news style. Having these general skills will aid in exploring into different industries and eventually excelling in a profession you never thought you would excel in. 

I have also thought deeper about how analytical PR practitioners have to be in order to do their jobs well. They have to monitor the media, meaning reading, watching and listening to the media and analyzing what is of news value and what is not. 

At the end of the day, PR practitioners do have skills that most people fail to identify as they have shallow perceptions about PR and the job scope of practitioners. 

Strategy & Planning (7)

What Chapter 7 taught me, is this: 

1. Strategy has to be firmly established and constantly updated or kept in mind and view because of its importance towards a company or organization and how it directs them forward. 

Schmertz's (1986) 4 tips on reputational strategy can be summed up in one line: Be Real, Be Honest. 

Public Relations has to be about being real, showing what the company or organization stands for and how integrity is a value deeply inculcated. That way, the public, clients and customers are able to be assured that you and your company are trustworthy. 

2. Since planning 'gives you control, thoroughness, support, back-up and direction", it needs to be deliberately placed as top priority. 

Organizations cannot afford to plan carelessly or recklessly as it could mean dire consequences. PR is 'inherently a complex, multi-faceted process' and 'planning is not just helpful, it is essential.'

My personal thoughts of strategy and planning are derived from the little analogy at the end of the reading. If PR was a train, strategy would be the engine and planning, the tracks. Nothing would work without either. 

In view of the various practical ways to apply where strategy and planning are concerned, I believe that every company has the ability to recognize where they are and where they are headed. Having the wisdom to strategize and plan does not come by easy but with the right application of the right or suitable tactics, the publics will respond positively as well. 

To have a vision and a mission, sets a common goal to be achieved. And just as it is in life, it shall be in PR as well - "Goals are the 'what' and process is the 'how'."

Thus, Public Relations should and can be applied in personal, daily life - Only because there are common grounds to be met! Hence, strategy and planning are of complete relevance, regardless of whether an individual decides to enter the PR industry or not :)

Chapters 1, 2 and 3.

I think the two key points from this week's readings are that there is much more to Public Relations (PR) than what society deems it to be and that theories play a big part in defining and shaping PR.

Upon briefly understanding and grasping what PR was all about, I realised that PR Practitioners shoulder heavy responsibilities and are required to execute roles that not everyone has the gift or talent for. 

Theories, which in my opinion, seemed irrelevant to PR. I simply could not understand why such a 'social' career required theories to be inculcated and applied. However, when Grunig's theories were explained and intertwined with the gist of PR, they became clearly relevant. 

The readings made me think more about PR theories and/or practice in that having misconceptions about PR and not clarifying doubts could lead to disinterest. Honestly, I always thought that PR simply wasn't my cup of tea because I didn't understand or know much about it - I put it off. That led me to question, since PR has such a wide range of roles and job opportunities and is of utter importance to a company, why do people (like myself) refuse to delve deeper before putting PR off? 

PR has proven itself to be connected to communications as it is 'the development of strategies using communications to build relationships with publics'. It definitely does not sound easy. And not everyone will be up to the job really. As a form of communications, should PR be given less value then journalism or marketing? Is it given less value in today's society?

In conclusion, I'd like to say that I agree with two sentences from the readings: 

"Advertising is visibility, public relations is credibility." 

and

"PR = Art + Science + Business" 

because it is.

PR should be given a chance to prove its worth and effectiveness. These are.. just my 2 cents worth :)