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 :)
You made me feel like i should plan for every decision i make, employ a strategy every one i go into something new, and develop PR skills in my everyday life! The analogy given by the book is true to an extent. PR cannot be the train in actual fact, but the driver. The train should be the people involved in the company, including PR and other departments in the company. The driver will know the tracks(plan), when to turn when to stop, and the driver would have inspected the engine(strategy) before leaving. As the driver(PR) directs, the people(train) will follow. :)
ReplyDeleteEveryone in the company should use a few PR skills, and PR personnel should be the ones that govern that, for everyone is a beacon for the company. If the public image of the company falls, the fault cannot solely be based on the PR department alone. Therefore i agree with your last paragraph, that everyone can use PR in their daily lives!
Just my 4 cents worth. :)