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.