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.
Thursday, January 29, 2009
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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