I think the two key points to remember from this week's readings were:
1. Crisis Management Tactics
2. The rise of consumerism
Crisis Management Tactics represents aspects of Public Relations which most people do not think is within the job scope of the public relations practitioner. Also, the issue of the rise of consumerism is a proliferating trend which cannot be avoided in society today.
The readings made me think more about public relations theory/practice in that it goes far beyond what layman think of PR. In a layman's mind, PR is merely event coordination and planning, smiling sweetly and entertaining clients. Much of that is true, but it goes beyond just that.
Public relations not only deal with the good, but also the bad. By bad, i'm referring to unprecedented, unforeseen events which culminates into a crisis. There are 3 parts to crisis management, the before, during and after. The before is the anticipation of what might happen, the during is what did actually happen and how it is being dealt with, and the after is how the issue was being resolved. As such, crisis management tactics are extremely extremely important as it can either alleviate the problem, or elevate the severity of the issue at hand. Also, it reflects not only on the capabilities of the PR company but also their clients' reputations.
The rise of consumerism is a proliferating trend which must not, and will not be neglected in society today. In Public Relations, it is essential to pick up on the latest trends which society presents to us. We capture the latest happenings of society, and incorporate it into our PR plan. By exploiting on trends and fads, we make it work to our advantage, and steer our PR strategy towards that direction. People are always welcoming towards their preferences and especially Whats Hot of the moment, so if we design our project in such a way in which it captures the target audience's attention, half the battle is won. Like for example, if the latest craze in town is the game show Who wants to be a Millionaire, perhaps a presentation Millionaire-style could be presented. In essence, it is important to know what your target audience like, dislike, and loathe.
Thursday, March 12, 2009
Monday, March 9, 2009
#8
I think the two key points to remember from this week's readings were:
1. Developed model of the Public Relations program
2. Target audience defined
The developed model of the Public Relations program epitomizes the PR plan by simplifying it into a flow chat. It made understanding the PR plan simple and easily digestible. However, it should be brought to enlightenment that a PR plan involves more than a few phrases linked up by arrows. It is a process which is both time consuming and mentally draining. However, it would be rewarding if the time and effort spent translated into smooth execution of the project.
The readings made me think more about public relations theory/practice in that it reflects life. Each stage of our life is linked up just like the arrows on the map which denotes the different phases we go through. It represents an intricate integration of details, and the intertwining of the arrows weave together to ultimately define our life, and who we are.
Just like public relations, the skeleton of the PR plan is there, but it is up to us to add vibrancy and enthusiasm to it, just like what we would do to make our lives more interesting. As said before in earlier posts, the objective setting is the most important part of the PR plan as it sets the direction which the entire project will spring board from.
Another important element is the definition of the target audience. It is not the Most important, as all aspects of the PR plan is important, but it should be an element that is not neglected. Defining the target audience is crucial as it demarcates the perimeters which the project will be undertaken under. It makes strategy more specific towards the target audience group. By appropriately and aptly defining the target audience group, it would be easier to interpret their habits and lifestyle pattern, and drawing conclusions from there which would aid in the execution of the project. This makes the carrying out of the entire PR plan more efficient and effective as it zooms in on a small specific section of an entire spectrum of people.
1. Developed model of the Public Relations program
2. Target audience defined
The developed model of the Public Relations program epitomizes the PR plan by simplifying it into a flow chat. It made understanding the PR plan simple and easily digestible. However, it should be brought to enlightenment that a PR plan involves more than a few phrases linked up by arrows. It is a process which is both time consuming and mentally draining. However, it would be rewarding if the time and effort spent translated into smooth execution of the project.
The readings made me think more about public relations theory/practice in that it reflects life. Each stage of our life is linked up just like the arrows on the map which denotes the different phases we go through. It represents an intricate integration of details, and the intertwining of the arrows weave together to ultimately define our life, and who we are.
Just like public relations, the skeleton of the PR plan is there, but it is up to us to add vibrancy and enthusiasm to it, just like what we would do to make our lives more interesting. As said before in earlier posts, the objective setting is the most important part of the PR plan as it sets the direction which the entire project will spring board from.
Another important element is the definition of the target audience. It is not the Most important, as all aspects of the PR plan is important, but it should be an element that is not neglected. Defining the target audience is crucial as it demarcates the perimeters which the project will be undertaken under. It makes strategy more specific towards the target audience group. By appropriately and aptly defining the target audience group, it would be easier to interpret their habits and lifestyle pattern, and drawing conclusions from there which would aid in the execution of the project. This makes the carrying out of the entire PR plan more efficient and effective as it zooms in on a small specific section of an entire spectrum of people.
Thursday, February 26, 2009
#7
I think the two key points to remember from this week's readings were:
1. Types of Sponsorship
2. Elements to ensure benefits in sponsorship
There are different types of sponsorship; Philanthropic sponsorship, Corporate sponsorship and Marketing sponsoring. The ultimate goal of any kind of sponsorship is mutual benefit between two elements, the sponsor and the event.
The readings made me think more about public relations theory/practice in that it is difficult to evaluate the benefits of sponsorship. It is acknowledged that sponsorship has its importance, but little research has been put in place to determine its value and effectiveness. There is no, or little tangible measurements which proves sponsorship success outcomes on events and the strengthening of relationships between consumers, the event, and the corporate company.
Therefore, it is paramount to put in place several elements in order to ensure that there would be benefits derived from sponsorship. Okay, perhaps not Ensure and make sure that there will definitely be benefits, but pointers which might/ have a higher chance of leading to benefits.
There are two main elements which play significant parts on the success or failure.
Firstly, Relatedness. (Johan and Pham, 1999) says that consumers better recall a sponsor’s product when that product is related to the sponsor. Therefore, if a community event and the sponsors have no direct relation with each other, community events does not necessarily benefit from sponsorship, and vice-versa. A good example of the sponsors fitting the image of the sponsored event is the “Yes Yes Yes! To safe Sex” campaign which highlights the importance of safe sex and harsh consequences of HIV. MTV and BODYSHOP are the corporate sponsors of the community event with proceeds going to Staying Alive Foundation and campaign partner Patient Care Centre.
Secondly, the Objectives. It is said that consumers have a better recall of better a sponsor’s product when they had a preference for that product before the sponsorship. Therefore, if the PR company tries to use sponsorships as a medium through which it hopes to elevate its reputation or alleviate its bad reputation, it might not be beneficial to the community event and instead dilute the benefits of the community event. From Public Relations Review, Volume 32, Issue 2, June 2006, Pages 144-150 Jiyang Bae and Glen T. Cameron proves that participants showed positive attitude toward the company when they felt the company had an altruistic motive for charitable giving, rather than for a company with self interested motive.
These two are just a mere 2 out of the sponsorship checklist which might bring about a higher chance of successful sponsorship.
1. Types of Sponsorship
2. Elements to ensure benefits in sponsorship
There are different types of sponsorship; Philanthropic sponsorship, Corporate sponsorship and Marketing sponsoring. The ultimate goal of any kind of sponsorship is mutual benefit between two elements, the sponsor and the event.
The readings made me think more about public relations theory/practice in that it is difficult to evaluate the benefits of sponsorship. It is acknowledged that sponsorship has its importance, but little research has been put in place to determine its value and effectiveness. There is no, or little tangible measurements which proves sponsorship success outcomes on events and the strengthening of relationships between consumers, the event, and the corporate company.
Therefore, it is paramount to put in place several elements in order to ensure that there would be benefits derived from sponsorship. Okay, perhaps not Ensure and make sure that there will definitely be benefits, but pointers which might/ have a higher chance of leading to benefits.
There are two main elements which play significant parts on the success or failure.
Firstly, Relatedness. (Johan and Pham, 1999) says that consumers better recall a sponsor’s product when that product is related to the sponsor. Therefore, if a community event and the sponsors have no direct relation with each other, community events does not necessarily benefit from sponsorship, and vice-versa. A good example of the sponsors fitting the image of the sponsored event is the “Yes Yes Yes! To safe Sex” campaign which highlights the importance of safe sex and harsh consequences of HIV. MTV and BODYSHOP are the corporate sponsors of the community event with proceeds going to Staying Alive Foundation and campaign partner Patient Care Centre.
Secondly, the Objectives. It is said that consumers have a better recall of better a sponsor’s product when they had a preference for that product before the sponsorship. Therefore, if the PR company tries to use sponsorships as a medium through which it hopes to elevate its reputation or alleviate its bad reputation, it might not be beneficial to the community event and instead dilute the benefits of the community event. From Public Relations Review, Volume 32, Issue 2, June 2006, Pages 144-150 Jiyang Bae and Glen T. Cameron proves that participants showed positive attitude toward the company when they felt the company had an altruistic motive for charitable giving, rather than for a company with self interested motive.
These two are just a mere 2 out of the sponsorship checklist which might bring about a higher chance of successful sponsorship.
Wednesday, February 18, 2009
#6
I think the two key points to remember from this week's readings were:
1. Relationship marketing and loyalty programme
2. Public Relations and corporate social responsibility
Even though public relations is business, one should not entirely advocate it to profits. In public relations, there are two kinds of results to measure success. The tangible measure is of course the monetary aspect of it while the intangible measure are the relationships built with the client and the community.
The readings made me think more about public relations theory/practice in that every project in PR is not a one off business deal. More often that not, it is sustainable over time. Building good relationships with clients and the community ensures that the business continues to strive in the future.
Personally, loyalty programmes are extremely useful if executed appropriately. It has the capacity to bind and connect the user to a specific brand of goods even if there is a spectrum of similar products in the industry. Take bubble tea for example, a once hot craze in Singapore, with many bubble tea shops springing up along the same street. Happy Cup, for one, issues loyalty cards to their customers and with every 10 cups bought, the customer is entitled to a free cup of bubble tea.
Customers are always in search for cheap deals, and such cheap thrills entice them. Loyalty cards may sway customers away from competing companies and create an aquired preference in them. In a way, it binds the customer to a certain brand and away from other competitors. I would think it works for all sorts of products, from daily necessities such as bread to restaurant meals.
Yet, as I've mentioned, a business should not entirely focus primarily on business and monetary returns per se. It is essential to give back to society, and help those in need. Not only is it a worthwhile practice, it can also improve the image of the company and because of that, clients might feel compelled to work with certain companies because of the good deeds they are doing. An example is Macdonalds where every 5cents from each Happy Meal goes to charity. Perhaps established companies might want to adopt a charity like Perfect 10 radio station adopting a different charity each year, so as to give back to society.
As such, Public relations is not merely just money money money, but aspects such as building relationships with clients and the community can also be considered.
1. Relationship marketing and loyalty programme
2. Public Relations and corporate social responsibility
Even though public relations is business, one should not entirely advocate it to profits. In public relations, there are two kinds of results to measure success. The tangible measure is of course the monetary aspect of it while the intangible measure are the relationships built with the client and the community.
The readings made me think more about public relations theory/practice in that every project in PR is not a one off business deal. More often that not, it is sustainable over time. Building good relationships with clients and the community ensures that the business continues to strive in the future.
Personally, loyalty programmes are extremely useful if executed appropriately. It has the capacity to bind and connect the user to a specific brand of goods even if there is a spectrum of similar products in the industry. Take bubble tea for example, a once hot craze in Singapore, with many bubble tea shops springing up along the same street. Happy Cup, for one, issues loyalty cards to their customers and with every 10 cups bought, the customer is entitled to a free cup of bubble tea.
Customers are always in search for cheap deals, and such cheap thrills entice them. Loyalty cards may sway customers away from competing companies and create an aquired preference in them. In a way, it binds the customer to a certain brand and away from other competitors. I would think it works for all sorts of products, from daily necessities such as bread to restaurant meals.
Yet, as I've mentioned, a business should not entirely focus primarily on business and monetary returns per se. It is essential to give back to society, and help those in need. Not only is it a worthwhile practice, it can also improve the image of the company and because of that, clients might feel compelled to work with certain companies because of the good deeds they are doing. An example is Macdonalds where every 5cents from each Happy Meal goes to charity. Perhaps established companies might want to adopt a charity like Perfect 10 radio station adopting a different charity each year, so as to give back to society.
As such, Public relations is not merely just money money money, but aspects such as building relationships with clients and the community can also be considered.
Friday, February 6, 2009
#5
I think the two key points to remember from this week's readings were:
1.Strategy tactics
2.Research
Public relations is a job which is fast paced and requires many projects as a go. As such, time is an important element and it is paramount that strategy tactics and research skills are utilized in order to be more time efficient and ensure a more successful outcome.
The readings made me think more about public relations theory/practice in that Time is often a key factor in Public Relations. The onslaught of projects and such often requires time and the heavy involvement in one project usually means lesser time left for the undertaking of the other project. Therefore, it is cardinal that strategical and research skills are undertaken.
Strategy tactics and research are more or less similar, and are inter-exchangable.
First and foremost, the most important thing is to identify the perimeters of the topic of the project. Next, aims and objectives should be set (as said before in objective setting) as goals to work towards.
Secondly, this is where research work comes in. It is crucial to point out the competitors who are partaking in the similar project, try to estimate their strengths and capitalise on their weaknesses. Upon finding out other's strength and weaknesses, we should also reflect on our personal qualities and try to use our strength to our advantage and either minimise our weaknesses or completely eradicate them.
Research skills on the topic should also be efficient, only find out information required, and draw information from reliable sites instead of less credible ones like Wikipedia. Also, past literature are indispensible as we can exploit the results of their research, analyse them and more time can be spent on research which is not yet available.
Therefore, good technical skills in PR cannot be neglected as time waits for no man in a fast paced world of PR.
1.Strategy tactics
2.Research
Public relations is a job which is fast paced and requires many projects as a go. As such, time is an important element and it is paramount that strategy tactics and research skills are utilized in order to be more time efficient and ensure a more successful outcome.
The readings made me think more about public relations theory/practice in that Time is often a key factor in Public Relations. The onslaught of projects and such often requires time and the heavy involvement in one project usually means lesser time left for the undertaking of the other project. Therefore, it is cardinal that strategical and research skills are undertaken.
Strategy tactics and research are more or less similar, and are inter-exchangable.
First and foremost, the most important thing is to identify the perimeters of the topic of the project. Next, aims and objectives should be set (as said before in objective setting) as goals to work towards.
Secondly, this is where research work comes in. It is crucial to point out the competitors who are partaking in the similar project, try to estimate their strengths and capitalise on their weaknesses. Upon finding out other's strength and weaknesses, we should also reflect on our personal qualities and try to use our strength to our advantage and either minimise our weaknesses or completely eradicate them.
Research skills on the topic should also be efficient, only find out information required, and draw information from reliable sites instead of less credible ones like Wikipedia. Also, past literature are indispensible as we can exploit the results of their research, analyse them and more time can be spent on research which is not yet available.
Therefore, good technical skills in PR cannot be neglected as time waits for no man in a fast paced world of PR.
#4
I think the two key points to remember from this week's readings were:
1.The context and delivery of the presentation
2.Working as part of a group
Presentations are an essential aspect of public relations. Presentations are not merely just an avenue for the transmission, and exchange of information. Rather, presentations play a crucial role in the way receivers view the information via the different types of delivery methods.
The proliferation of technology today has aided the delivery of presentations, heightening the level and value of presentations. However, it should be noted that a good presentation does not only rely on technology, but rather the synergy between group members, the ability to capture the attention of the audience, yet be able to adequately put your point across to your audience.
The readings made me think more about public relations theory/practice in that it is desirable for a public relations personnel to possess good presentation skills. As a PR person is constantly meeting new people in order to boost their/ company's profile, it is important to have good presentation skills as it affects the way others perceive them.
However, even though it is easy to say that PR people should have good presentation skills, it is not easy to acquire it. Good presentation skills might be a natural quality of some people, but for most people, achieving good presentation skills require practice and time.
On the same note, the improvement of presentation skills are not only through constant practice, but also require the PR person to read up on skills needed, discover their strength and weaknesses and to put into practice what they have learnt through interaction between people.
It should be noted that in a society which values teamwork and social skills, most presentations are done in a team rather than individually. As such, the execution of presentations become more complex as it involves different people with diverse personalities and working styles. It is essential to identify the qualities of group members and allocate roles according to their capabilities.
Perhaps it is important to pick someone in the group with leadership qualities to guide the group in the right direction towards the completion of the task. The leader can also be the mediator and decision maker when the situation arises, as different people have conflicting opinions and viewpoints.
1.The context and delivery of the presentation
2.Working as part of a group
Presentations are an essential aspect of public relations. Presentations are not merely just an avenue for the transmission, and exchange of information. Rather, presentations play a crucial role in the way receivers view the information via the different types of delivery methods.
The proliferation of technology today has aided the delivery of presentations, heightening the level and value of presentations. However, it should be noted that a good presentation does not only rely on technology, but rather the synergy between group members, the ability to capture the attention of the audience, yet be able to adequately put your point across to your audience.
The readings made me think more about public relations theory/practice in that it is desirable for a public relations personnel to possess good presentation skills. As a PR person is constantly meeting new people in order to boost their/ company's profile, it is important to have good presentation skills as it affects the way others perceive them.
However, even though it is easy to say that PR people should have good presentation skills, it is not easy to acquire it. Good presentation skills might be a natural quality of some people, but for most people, achieving good presentation skills require practice and time.
On the same note, the improvement of presentation skills are not only through constant practice, but also require the PR person to read up on skills needed, discover their strength and weaknesses and to put into practice what they have learnt through interaction between people.
It should be noted that in a society which values teamwork and social skills, most presentations are done in a team rather than individually. As such, the execution of presentations become more complex as it involves different people with diverse personalities and working styles. It is essential to identify the qualities of group members and allocate roles according to their capabilities.
Perhaps it is important to pick someone in the group with leadership qualities to guide the group in the right direction towards the completion of the task. The leader can also be the mediator and decision maker when the situation arises, as different people have conflicting opinions and viewpoints.
Thursday, January 29, 2009
#3
I think the two key points to remember from this week's readings were:
1. Media tools
2. Utilizing the functions of media in order to reach desired target audiences.
The ultimate role of the media is to inform. Media tools such as media releases, media kits and media conferences are primarily used to inform the professionals and the acquaintances in the particular profession. On the other hand, the media is exploited to promote, or publicize a product to the general public.
The readings made me think more about public relations theory/practice in that the media is a double edged sword in the arena of public relations. It has the potential to boost the image of company and the power to destroy the reputation that it has built. Whether the product sells or fails, can be attributed to the medium through which the information is conveyed to the media people, and the public. The proliferation of the media, and the various functions it entails makes it difficult to choose a particular medium but it is only when the most apt media is used to target its target audience can the message be transmitted more effectively and efficiently.
Personally, it is more important to engage the professionals/experts in the product first; the next step then is to transmit the information to the general public. For example, if a foreign telecommunications company such as Spice plans to expand its business into Singapore, it should alert and inform the media personnel and participating competitors/partners (such as M1, Singtel, Starhub) first. Through ways such as holding a media conference, they can promote their business ideas. When the media people are receptive and interested in the business idea, they would then use their media advantage and assist in the transmitting information.
With the media people (such as journalists) putting in a good word for the company, the general public would be more accustomed towards the idea, and are more likely to accept it. Thus, it would be best to win the favours of the media people, and they hold tremendous advantages which could help perpetuate the business faster. In saying that, it is also important to sieve out appropriate media and its functions in order to target the desired target audiences.
1. Media tools
2. Utilizing the functions of media in order to reach desired target audiences.
The ultimate role of the media is to inform. Media tools such as media releases, media kits and media conferences are primarily used to inform the professionals and the acquaintances in the particular profession. On the other hand, the media is exploited to promote, or publicize a product to the general public.
The readings made me think more about public relations theory/practice in that the media is a double edged sword in the arena of public relations. It has the potential to boost the image of company and the power to destroy the reputation that it has built. Whether the product sells or fails, can be attributed to the medium through which the information is conveyed to the media people, and the public. The proliferation of the media, and the various functions it entails makes it difficult to choose a particular medium but it is only when the most apt media is used to target its target audience can the message be transmitted more effectively and efficiently.
Personally, it is more important to engage the professionals/experts in the product first; the next step then is to transmit the information to the general public. For example, if a foreign telecommunications company such as Spice plans to expand its business into Singapore, it should alert and inform the media personnel and participating competitors/partners (such as M1, Singtel, Starhub) first. Through ways such as holding a media conference, they can promote their business ideas. When the media people are receptive and interested in the business idea, they would then use their media advantage and assist in the transmitting information.
With the media people (such as journalists) putting in a good word for the company, the general public would be more accustomed towards the idea, and are more likely to accept it. Thus, it would be best to win the favours of the media people, and they hold tremendous advantages which could help perpetuate the business faster. In saying that, it is also important to sieve out appropriate media and its functions in order to target the desired target audiences.
Thursday, January 22, 2009
#2
I think the two key points to remember from this week's readings were:
1. Mission and Vision statements
2. The execution of public relations strategic planning
The mission and vision statements represent the foundations of public relations strategies and the concrete execution of public relations strategic planning builds upon the foundations which were laid upon right from the start.
The readings made me think more about public relations theory/practice in that in order for any Public Relations initiative to be successful, the basic foundations should be well-set, paving the framework for future strategic planning developments. As such, I believe that the mission and vision statements, or what I’d like to call as the “objective setting”, is the cornerstone of any PR planning.
With that, the objective setting process should be taken seriously, and not with a pinch of salt. Also, specific aims and goals should be set. Setting general objectives will only make the aims vague and unclear. By setting clear, realistic goals, it gives the PR personnel/company a distinct direction to work towards.
It could be said that the objective setting process (setting of the mission and vision statements) determines the success of the entire strategic planning. The importance of objective setting is crucial, but the actual PR strategic planning should not be neglected. Substantial amount of effort and hard work is also needed in the arena of Lester Potter’s (1997) “ten-step strategic communication plan”, which involves “executive summary, communication process, background, situation analysis, main message statement, stakeholders, messages for key stakeholders, implementation, budget and monitoring and evaluation.” Only if the strategy planning builds upon the foundations which were set prior to the developmental process, then the initiative can be considered successful.
It is widely believed that the recognition of a company depends on its profits, and their potential to generate profits. Personally, I feel that it is the interpersonal relationships and human elements/ extra services that a company is able to provide which creates its reputation. It is not how much money a company can make which people can remember, rather, it is the genuine and sincere relationships they have with the company. And these memories of people build the reputation of a company. This becomes increasingly critical in the Public Relations aspect, as much emphasis is based on interpersonal relationships.
1. Mission and Vision statements
2. The execution of public relations strategic planning
The mission and vision statements represent the foundations of public relations strategies and the concrete execution of public relations strategic planning builds upon the foundations which were laid upon right from the start.
The readings made me think more about public relations theory/practice in that in order for any Public Relations initiative to be successful, the basic foundations should be well-set, paving the framework for future strategic planning developments. As such, I believe that the mission and vision statements, or what I’d like to call as the “objective setting”, is the cornerstone of any PR planning.
With that, the objective setting process should be taken seriously, and not with a pinch of salt. Also, specific aims and goals should be set. Setting general objectives will only make the aims vague and unclear. By setting clear, realistic goals, it gives the PR personnel/company a distinct direction to work towards.
It could be said that the objective setting process (setting of the mission and vision statements) determines the success of the entire strategic planning. The importance of objective setting is crucial, but the actual PR strategic planning should not be neglected. Substantial amount of effort and hard work is also needed in the arena of Lester Potter’s (1997) “ten-step strategic communication plan”, which involves “executive summary, communication process, background, situation analysis, main message statement, stakeholders, messages for key stakeholders, implementation, budget and monitoring and evaluation.” Only if the strategy planning builds upon the foundations which were set prior to the developmental process, then the initiative can be considered successful.
It is widely believed that the recognition of a company depends on its profits, and their potential to generate profits. Personally, I feel that it is the interpersonal relationships and human elements/ extra services that a company is able to provide which creates its reputation. It is not how much money a company can make which people can remember, rather, it is the genuine and sincere relationships they have with the company. And these memories of people build the reputation of a company. This becomes increasingly critical in the Public Relations aspect, as much emphasis is based on interpersonal relationships.
Monday, January 19, 2009
#1
I think the two key points to remember from this week's readings were:
1. The definition of a public relations practitioner.
2. The skills needed in public relations.
The readings made me think more about public relations theory/practice in that public relations is more of a job which focuses more on practical experiences rather than theoretical knowledge.
The definition of a public relations practitioner can be broadly defined as “maintaining an organisation’s relations with its various publics- the group of people who are important to it.” (Don Barnes, 1967) in recent years, it has been defined by Frunig an Hunt as “management of communication between an organization and its publics.” (1996)
This shows that the essence of public relations is one that is timeless; unchanged by time. Even though the gist of public relations may remain the same through the times, the medium through which it employs differs. This is due to the fast paced technological advancements which pervades our life, and the changing environment in which communication is being mediated and transmitted. As such, the job boundaries of a PR person remain vague and ambiguous, as it responds to the challenges and social context of a certain time period. This makes the job versatile and extremely challenging.
The chapter provided a list of attributes in which a PR person should encompass. The list is a mere framework in which it would be best for a PR person to have, and serves as a checklist for aspiring or practicing PR personnel. However, the entire list can be summarized with one word: Dynamic. The job environment of a PR person ensures that being dynamic and spontaneous is an attribute which is paramount. Attributes such as strong interpersonal skills and industry knowledge and perspective with knowledge of applications and processes are characteristics which can be picked up and developed during the job. The quest for learning, and the dynamic attitude should thus serve as the foundations of a PR personnel.
In a nutshell, the role of a PR personnel is ever changing, and responds to the social climate of a certain time period. Theory is only the basis of PR. The element of interpersonal relationships makes public relations a job which is more practical than theoretical.
1. The definition of a public relations practitioner.
2. The skills needed in public relations.
The readings made me think more about public relations theory/practice in that public relations is more of a job which focuses more on practical experiences rather than theoretical knowledge.
The definition of a public relations practitioner can be broadly defined as “maintaining an organisation’s relations with its various publics- the group of people who are important to it.” (Don Barnes, 1967) in recent years, it has been defined by Frunig an Hunt as “management of communication between an organization and its publics.” (1996)
This shows that the essence of public relations is one that is timeless; unchanged by time. Even though the gist of public relations may remain the same through the times, the medium through which it employs differs. This is due to the fast paced technological advancements which pervades our life, and the changing environment in which communication is being mediated and transmitted. As such, the job boundaries of a PR person remain vague and ambiguous, as it responds to the challenges and social context of a certain time period. This makes the job versatile and extremely challenging.
The chapter provided a list of attributes in which a PR person should encompass. The list is a mere framework in which it would be best for a PR person to have, and serves as a checklist for aspiring or practicing PR personnel. However, the entire list can be summarized with one word: Dynamic. The job environment of a PR person ensures that being dynamic and spontaneous is an attribute which is paramount. Attributes such as strong interpersonal skills and industry knowledge and perspective with knowledge of applications and processes are characteristics which can be picked up and developed during the job. The quest for learning, and the dynamic attitude should thus serve as the foundations of a PR personnel.
In a nutshell, the role of a PR personnel is ever changing, and responds to the social climate of a certain time period. Theory is only the basis of PR. The element of interpersonal relationships makes public relations a job which is more practical than theoretical.
Thursday, January 15, 2009
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