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.