This weeks reading from the prescribed text focused on media relations. The first thing that struck me as important was in the first few lines of this chapter it descibed media relations as "one of the best-known elements of public relations because the work is seen to be done" (pg 259). This really rings true for me as I percieve public relations to be mostly about handling media relations and contacts effeciently. The a key point from this chapter was that the media is a "powerful tool" and their persuasive powers should not be under-estimated. The chapter also emphasised that media in Australia is monopolised and therefor holds alot of power and influence within our country. This is unlike coomunist coutries like China where the Government controls the media. I think its important that if we are to have successful media relations we understand how our media is controlled.
Another key learning for me from this reading was that trade alternative media rely on information from public relations outlets.
In mainstream media public relations materials are essential for journalists as demand for public knowledge is high.
The reading states that the relationship between media and publi relations is two-way. Public relations provides information to the media and vice-versa. This is done through media monitoring: reading, watching and listening to the media everyday. This will keep us up to date on current affairs and is important to us as it helps us decided current trends, debates etc shaping the way we operate and present our client. This reading also outlined for me how to successfully manage media relations:
-Know what makes news: there are eight news values listed by Conley: impact, conflict, timeliness, proximity, prominence, currency, human interest, the unusual.
-Be aware of deadlines: mdeia outlets run strict deadlines which makes it essential that PR practioners recognise different deadlines and work withing them
-who's who in the newsroom: know the hierarchy of the newsroom and remember the names and roles of the journalists you're dealing with
-know the difference in media styles: media is a complex and multi-layered part of society. Different mediums have different requirements and these should be considered by practitioners
-Target your audience: Know who your audience is and what media outlets target those particular publics
Another key learning for me was how to conduct a media conference. These are held to:
-allow for wide dissemination of a story
-to give all media access to the news at once
-to allow journalists to ask follow-up questions.
The reading suggests media conferences should be held at a time that bests suits journalists needs. This is generally aournd 10am due to deadlines for evening news and newspapers.
This chapter points out that media relations draws on technical aspects as well as interpersonal aspects. This builds on my knowledge as I had only a basic understanding of what media relations was and didn't understand the importance of it. I think it is important to know not only how to contact the media when sending a media kit or media release but how to maintain a relationship with them that benefits both parties.
The other two readings just reconfirmed for me what I have previously been taught as successful ways of presenting.Key lernings from the presentation reading were:
-when organising a presentation make sure you material is relevant to your audience
-deliver your presentation in a clear precise way so that it can aid audiences understanding of the topic
-Engage with the audience, that is use eye contact, a clear voice and visual aids
-Ask questions
I think it is essential as PR practitioners we are able to deliver excellent presentations
Some key learnings from the third readings are:
- Group presentation is an integral part of a large number of jobs
- It helps to have a team leader to guide the presentation
- Communicate well with your team as this will determine success of a presentation.
- rehearsals are also crucial to success
I found the first reading the most beneficial and the other two just reinforced what I already knew leaving it fresh in my mind for our debates!
References: Chapter 10 of Public relations: theory and practice / edited by Jane Johnston and Clara Zawawi. Crows Nest, N.S.W. Allen & Unwin, 2004. 2nd ed
Drew, S. (2001) Oral Presentations (pp 98-114) in The Student Skills Guide. (2nd ed.) London:Gower.
Van Emden, J. and Becker, L. (2004). Speaking as Part of a Group (pp 77-93) in Presentation Skills for Students. New York: Palgrave Macmillan
Thursday, September 25, 2008
Week 6
Week 6
This weeks readings aimed to shed some light on laws and ethics the PR practitioner should consider.
Chapter 4 on laws built on my previous knowledge of the types of laws media practitioners (particularly PR) should be aware of for example defamation and copyright laws and relates them back to Public relations. The My key learnings for this chapter were that not only is essential to have good communication with a legal practitioner but to have a sound knowledge of these laws yourself. Particular laws to be aware of are: Defamation (a tort) and also the Defences to Defamation, Copyright Law, Contract Law and Negligence claims.
The chapter aimed to outline potential legal hazards practitioners should be on the look our for. For example, in defamation cases, as PR practioners we must be able to acknowledge whether something is defamatory and decide what the best action against that is. Could taking legal action have more of a negative effect on an organisations reputation than the defamatory article?
Without having a sound knowledge of these laws we wouldn’t be able to identify legal hazards ourselves.
We also need to be aware that laws are different in each state and also each country and there is no single regulatory body. This can be particularly problematic when publishing articles on international companies. What may not seem defamatory here or what may not be breaking Australian copyright laws may be breaking another countries. This chapter made realise how essential it is to have knowledge of these laws and ignorance of them could result in some ugly law suits or failure to recognise damage to your own company’s reputation. This chapter built on my knowledge of these laws as I have studied them before (hence the reason I haven’t listed them or the legislation that governs them!) but not within a Public Relations framework.
Chapter 5 focused on Ethics in Public relations. From this reading we can see that due to public scrutiny and demand for moral accountability corporations are responsible “for a wide range of stakeholders rather than just shareholders” (pg105). Meaning that we need to be aware of our obligations to not only our oranisation but to the public to. It is a common opinion that public relations practitioners use “spin-doctoring” and bends the truth to suit there needs. Therefore its is important we understand our ethical obligations.
Ethics is clearly defined in this reading as: “personal values which underpin the behaviour and moral choices made by an individual in response to a specific situation” (pg 106). This means in every decision we make as practioners we need to consider our own ethics, the clients, the employers, the professions and societies ethics.
The reading also brought to my attention that ethical dilemmas may exist on three levels: interpersonal, organisational and with stakeholders.
The reading pointed out that PR practitioners should encourage corporations to tell the truth and be open with communication in a crisis as this will improve it’s ethical image. It also stresses that public’s expect a corporation to be socially responsible which involves a corporation to commit to ethical behaviour.
I also thought of particular importance in this reading was that the profession of Public relations is governed by a code of ethics. This vary depending on the organisation but aim to maintain high ethical standards in PR. It is important to recognise these organisations: PRIA, MEAA, PRSA, IABC.
This particular reading built on my knowledge of Public relations as I am now fully aware of ethical dilemmas we can face and the importance of conducting oneself in an ethical manner. Because Public Relations is still a misunderstood practice by not only publics but companies it often has a bad reputation. It is for this reason we ensure in every decision we make we consider its ethical implications.
References: Chapters 4 and 5 of Public relations: theory and practice / edited by Jane Johnston and Clara Zawawi. Crows Nest, N.S.W. Allen & Unwin, 2004. 2nd ed
This weeks readings aimed to shed some light on laws and ethics the PR practitioner should consider.
Chapter 4 on laws built on my previous knowledge of the types of laws media practitioners (particularly PR) should be aware of for example defamation and copyright laws and relates them back to Public relations. The My key learnings for this chapter were that not only is essential to have good communication with a legal practitioner but to have a sound knowledge of these laws yourself. Particular laws to be aware of are: Defamation (a tort) and also the Defences to Defamation, Copyright Law, Contract Law and Negligence claims.
The chapter aimed to outline potential legal hazards practitioners should be on the look our for. For example, in defamation cases, as PR practioners we must be able to acknowledge whether something is defamatory and decide what the best action against that is. Could taking legal action have more of a negative effect on an organisations reputation than the defamatory article?
Without having a sound knowledge of these laws we wouldn’t be able to identify legal hazards ourselves.
We also need to be aware that laws are different in each state and also each country and there is no single regulatory body. This can be particularly problematic when publishing articles on international companies. What may not seem defamatory here or what may not be breaking Australian copyright laws may be breaking another countries. This chapter made realise how essential it is to have knowledge of these laws and ignorance of them could result in some ugly law suits or failure to recognise damage to your own company’s reputation. This chapter built on my knowledge of these laws as I have studied them before (hence the reason I haven’t listed them or the legislation that governs them!) but not within a Public Relations framework.
Chapter 5 focused on Ethics in Public relations. From this reading we can see that due to public scrutiny and demand for moral accountability corporations are responsible “for a wide range of stakeholders rather than just shareholders” (pg105). Meaning that we need to be aware of our obligations to not only our oranisation but to the public to. It is a common opinion that public relations practitioners use “spin-doctoring” and bends the truth to suit there needs. Therefore its is important we understand our ethical obligations.
Ethics is clearly defined in this reading as: “personal values which underpin the behaviour and moral choices made by an individual in response to a specific situation” (pg 106). This means in every decision we make as practioners we need to consider our own ethics, the clients, the employers, the professions and societies ethics.
The reading also brought to my attention that ethical dilemmas may exist on three levels: interpersonal, organisational and with stakeholders.
The reading pointed out that PR practitioners should encourage corporations to tell the truth and be open with communication in a crisis as this will improve it’s ethical image. It also stresses that public’s expect a corporation to be socially responsible which involves a corporation to commit to ethical behaviour.
I also thought of particular importance in this reading was that the profession of Public relations is governed by a code of ethics. This vary depending on the organisation but aim to maintain high ethical standards in PR. It is important to recognise these organisations: PRIA, MEAA, PRSA, IABC.
This particular reading built on my knowledge of Public relations as I am now fully aware of ethical dilemmas we can face and the importance of conducting oneself in an ethical manner. Because Public Relations is still a misunderstood practice by not only publics but companies it often has a bad reputation. It is for this reason we ensure in every decision we make we consider its ethical implications.
References: Chapters 4 and 5 of Public relations: theory and practice / edited by Jane Johnston and Clara Zawawi. Crows Nest, N.S.W. Allen & Unwin, 2004. 2nd ed
Week 4
This weeks reading by melanie James was really helpful as it gave me an idea of what different positions within the Public relations industry entail. More importanatly it gave me an idea of how much work can be involved (particularly looking at Heidi Alexandra Pollard!!!). Another key learning from this reading was actually that as practitioners we will need to ensure we are keeping on top of current affairs by reading weekend papers. I actually noticed too that in the "weekly schedule" section many people had yoga somewhere in their week. I think this really hit home to me at how busy and stressful this industry would often get. I also noted that not only do most positions in some way entail developing campaighns but also overseeing development of websites. I did note in this chapter much like what was said by agencies in "the Big picture" chapter in week 2 that its important to have hands-on experience.
This reading has built on my previous knowledge of what a PR practitioner does as I actually didn't realise we would do that!!! I found it really exciting thinking about the opportunities we'll have in the workplace though!!
The second reading from Tymson et al was helpful as it discussed the role of internal communication. The reading noted that there are two distinct types of communicators in public relations: organisational communicators and internal comminucators. The first would deal with external relations e.g. publics and the second deals with internal relations e.g. employees.
Internal communications is just as essential as external communications as the role of this communicator is the influence behaviour of employees.
A key meesage I got from this reading was that internal communications promotes stronger relationships between employees which in turn creates better/ more productive working environment.
Before this reading I had mainly thought of Public relations communication roles as external so it was really good to realise that and organisation benefits from both internal and external communication and we can influence both. I'm quite interested in internal communications after this reading as I too believe that internal communications is extremely important!!
References: Insider Info (pp 37-93 looks a lot but isn’t!) in Public Relations by James, M. (2006). Sydney: CareerFaqs
Chapter 11 Internal Communications In C. Tymson, P. Lazar, P and R. Lazar, (Eds.)The new Australian and New Zealand public relations manual (5th ed.) (pp. 74-117) Manly: Tymson Communications
This reading has built on my previous knowledge of what a PR practitioner does as I actually didn't realise we would do that!!! I found it really exciting thinking about the opportunities we'll have in the workplace though!!
The second reading from Tymson et al was helpful as it discussed the role of internal communication. The reading noted that there are two distinct types of communicators in public relations: organisational communicators and internal comminucators. The first would deal with external relations e.g. publics and the second deals with internal relations e.g. employees.
Internal communications is just as essential as external communications as the role of this communicator is the influence behaviour of employees.
A key meesage I got from this reading was that internal communications promotes stronger relationships between employees which in turn creates better/ more productive working environment.
Before this reading I had mainly thought of Public relations communication roles as external so it was really good to realise that and organisation benefits from both internal and external communication and we can influence both. I'm quite interested in internal communications after this reading as I too believe that internal communications is extremely important!!
References: Insider Info (pp 37-93 looks a lot but isn’t!) in Public Relations by James, M. (2006). Sydney: CareerFaqs
Chapter 11 Internal Communications In C. Tymson, P. Lazar, P and R. Lazar, (Eds.)The new Australian and New Zealand public relations manual (5th ed.) (pp. 74-117) Manly: Tymson Communications
Week 3
The reading in Zawawi gave a really great outline of what theoritcal approaches and particular approaches relavant to Public Relations. I usually find theories really confusing and actually had no prior knowledge of theories behind Public Relations apart from Semiotics. My key learnings from this chapter were the theories we use and how we use them. Of particular interest to me were the following:
Agenda Setting:
-a critique about the way in which news is selected and arranged
-suggests the news media influence what we think about e.g. currently it’s the U.S. presidential campaign
How we use it:
-PR practitioners would use this theory to get prominent positive attention for an organisation
-encourages us to think carefully about the publication we are aiming for and what sort of stories they run so we can shape our information to suit it
General Systems Theory
-Suggests organisations can be operating within either an open system or closed system
Open system: takes into account the fact that organisations need to communicate internally and with its publics in order to be successful
Closed system: an organisation is sealed off from any external influences e.g. publics
How we use it:
-Open system allows PR practitioners to clearly understand an organisations communications within itself and externally. This is particularly useful to us as PR practitioners are generally the ones controlling outgoing communications
-Closed system closely examines internal communications.
Grunig’s models of the Symmetrical debate
-this uses a four model approach and is the most important of all theories.
The models are:
Model 1: Press agentry: people who do anything for attention e.g. publicists pulling stunts
Model 2: Public Information: Involves accurate one-way information about an organisation being produced
Model 3: Two-way asymmetric: two-way but biased towards an organistation
Model 4: Two-way symmetric: two-way where publics views respected as much as organisation. Everyone benefits. Ideal model
Other theories such as Habermas Critical Theory of notion of public sphere I found a little confusing.
The second reading by Gower was really overwhelming but key learnings were these:
-Public relations theory is at a crossroads: old theories are being challenged and new ones developed
-By challenging what we already know about Public Relations we can develop existing theories or create new ones
-an “excellent model” is the model seen to be the model that is most likely to work for a particular theory
-values implied by the “excellence model” that is two-way symmetry are: collaboration, negotiation and compromise
-lack of definition of Public Relations means its role is continually changing. In order to keep up with this we need to continue developing new theories.
-The two-way symmetrical theory is the most desired but as in the Zawawi model it is often the two-way asymmetrical model that is used in modern PR practice.
These readings built on my prior knowledge that it is essential we explore theories from many different disciplines in order to better understand what PR is and what it does. We need to continue to explore these different theories and challenge them. It has also become apparent in these readings that one theory will never “fit” everything. This is why it is particularly important to understand a range of theories as there will always be arguments for and against them!
References: Chapter 3 of Public relations: theory and practice / edited by Jane Johnston and Clara Zawawi. Crows Nest, N.S.W. Allen & Unwin, 2004. 2nd ed
Gower, K (2006) Public Relations Research at the Crossroads in Journal of Public Relations Research. 18 (2), 177-190.
Agenda Setting:
-a critique about the way in which news is selected and arranged
-suggests the news media influence what we think about e.g. currently it’s the U.S. presidential campaign
How we use it:
-PR practitioners would use this theory to get prominent positive attention for an organisation
-encourages us to think carefully about the publication we are aiming for and what sort of stories they run so we can shape our information to suit it
General Systems Theory
-Suggests organisations can be operating within either an open system or closed system
Open system: takes into account the fact that organisations need to communicate internally and with its publics in order to be successful
Closed system: an organisation is sealed off from any external influences e.g. publics
How we use it:
-Open system allows PR practitioners to clearly understand an organisations communications within itself and externally. This is particularly useful to us as PR practitioners are generally the ones controlling outgoing communications
-Closed system closely examines internal communications.
Grunig’s models of the Symmetrical debate
-this uses a four model approach and is the most important of all theories.
The models are:
Model 1: Press agentry: people who do anything for attention e.g. publicists pulling stunts
Model 2: Public Information: Involves accurate one-way information about an organisation being produced
Model 3: Two-way asymmetric: two-way but biased towards an organistation
Model 4: Two-way symmetric: two-way where publics views respected as much as organisation. Everyone benefits. Ideal model
Other theories such as Habermas Critical Theory of notion of public sphere I found a little confusing.
The second reading by Gower was really overwhelming but key learnings were these:
-Public relations theory is at a crossroads: old theories are being challenged and new ones developed
-By challenging what we already know about Public Relations we can develop existing theories or create new ones
-an “excellent model” is the model seen to be the model that is most likely to work for a particular theory
-values implied by the “excellence model” that is two-way symmetry are: collaboration, negotiation and compromise
-lack of definition of Public Relations means its role is continually changing. In order to keep up with this we need to continue developing new theories.
-The two-way symmetrical theory is the most desired but as in the Zawawi model it is often the two-way asymmetrical model that is used in modern PR practice.
These readings built on my prior knowledge that it is essential we explore theories from many different disciplines in order to better understand what PR is and what it does. We need to continue to explore these different theories and challenge them. It has also become apparent in these readings that one theory will never “fit” everything. This is why it is particularly important to understand a range of theories as there will always be arguments for and against them!
References: Chapter 3 of Public relations: theory and practice / edited by Jane Johnston and Clara Zawawi. Crows Nest, N.S.W. Allen & Unwin, 2004. 2nd ed
Gower, K (2006) Public Relations Research at the Crossroads in Journal of Public Relations Research. 18 (2), 177-190.
Week 2
I found this week’s reading in Zawawi’s text really interesting as I had no idea how Public relations came about as a profession. My key learnings for this week were about influences on the Australian Public Relations sector and the earliest forms of Public relations. I found it really interesting to see where PR has come from in our Country. It didn’t surprise me though that our influences were from the U.S.A. I am firm believer though that one must know about their past before you can create a future so I really enjoyed this chapter. In particular I found it interesting that our earliest form of PR was from advertisers who also ran pres agencies who sent in puff pieces.
The reading mentions earliest proof of PR started in the U.S with publicity and people staging events designed to get publicity and media coverage. I thought a modern day example of this is Richard Branson and his stunts he throws to get publicity for his company “Virgin”.
A major point to note in this chapter was that the first PR firm in Australia didn’t appear in our phone books until 1952.
I found this chapter really useful as it gives background to the formation of PRIA (by Asher Joel) and explains that PRIA aims to be a regulating body for Public relations practitioners in Australia.
A significant change in Public relations practice in Australia was seen when general Douglas MacArthur, General LeGrande Diller and Asher Joel used PR for getting publicity but more so NOT to get it. They used it to control what information was given to the media and worked to get the public on their side.
I found it interesting that 65% of new infront news and around 90% of stories in business sectors of the paper are from Publlic relations officers.
The second reading in Melanie James’ book was also highly interesting and useful.I found it helpful as it gives an overview of modern day Public relations and how it is used. Particular points on interest were:
-Information on the current PR industry such as there are currently 8000 PR practitioners and our industry works above the average amount of hours per week.
Information about what poistions I can get was particularly significant as I was able to consider career options. Reading this chapter I realised it is essential i have work experience.
I also learnt that there are organisations to support us other than PRIA. These are: AMI, MEAA, Centre for Corporate Public Affairs and the Institute for fundraising.
This chapter built on my knowledge of Public Relations as previously I had little idea of job opportunities and agenicies within our field. I have since looked at Hill & Knowlton, Edelman, Burson-Marstellar and Porter Novelli websites to get an idea of clientell and intership opportunities.
Both these readings were fantastic as I know have a history of my field and an idea of how it operates withing Australia currently.
References: The Big Picture (pp 1-36) in Public Relations by Melanie James (2006). Sydney: CareerFaqs
Chapter 2 of Public relations: theory and practice / edited by Jane Johnston and Clara Zawawi. Crows Nest, N.S.W. Allen & Unwin, 2004. 2nd ed
The reading mentions earliest proof of PR started in the U.S with publicity and people staging events designed to get publicity and media coverage. I thought a modern day example of this is Richard Branson and his stunts he throws to get publicity for his company “Virgin”.
A major point to note in this chapter was that the first PR firm in Australia didn’t appear in our phone books until 1952.
I found this chapter really useful as it gives background to the formation of PRIA (by Asher Joel) and explains that PRIA aims to be a regulating body for Public relations practitioners in Australia.
A significant change in Public relations practice in Australia was seen when general Douglas MacArthur, General LeGrande Diller and Asher Joel used PR for getting publicity but more so NOT to get it. They used it to control what information was given to the media and worked to get the public on their side.
I found it interesting that 65% of new infront news and around 90% of stories in business sectors of the paper are from Publlic relations officers.
The second reading in Melanie James’ book was also highly interesting and useful.I found it helpful as it gives an overview of modern day Public relations and how it is used. Particular points on interest were:
-Information on the current PR industry such as there are currently 8000 PR practitioners and our industry works above the average amount of hours per week.
Information about what poistions I can get was particularly significant as I was able to consider career options. Reading this chapter I realised it is essential i have work experience.
I also learnt that there are organisations to support us other than PRIA. These are: AMI, MEAA, Centre for Corporate Public Affairs and the Institute for fundraising.
This chapter built on my knowledge of Public Relations as previously I had little idea of job opportunities and agenicies within our field. I have since looked at Hill & Knowlton, Edelman, Burson-Marstellar and Porter Novelli websites to get an idea of clientell and intership opportunities.
Both these readings were fantastic as I know have a history of my field and an idea of how it operates withing Australia currently.
References: The Big Picture (pp 1-36) in Public Relations by Melanie James (2006). Sydney: CareerFaqs
Chapter 2 of Public relations: theory and practice / edited by Jane Johnston and Clara Zawawi. Crows Nest, N.S.W. Allen & Unwin, 2004. 2nd ed
Week 10: Strategy, Planning an scheduling/ Tactics in Public Relations
Seeing as I did this weeks readings last week, I have done those readings this week!! Sorry to confuse!!
The biggest point I took away from this weeks readings was the difference bewteen a strategy and a tactic. A strategy is overarching plan while tactics are the tools used to achieve that plan.
Both chapters clearly outlined what a strategy and tactics were and how their signifigance to the PR practicioner
Chapter 7 was about strategy and there were alot of key points in both readings this week. Chapter 7 pointed out that it is essential we "think and practice strategically".
It also noted that there are oarticular stages of strategic process in PR:
-Create and organisational vision and mission statement
-create public relations vision and mission statement
-establish performance indicators
-budget
-write a strategic public relations plan
-schedule public relations plan activities
An organisational strategy "includes all aspects of coordinating and planning intellectual and physical skills in order to best position oneself, or the organisation,for the long term purpose at hand."
Public relations strategy "recognises the casue and effect relationship between our communication activities and the achievement of the organisation's mission."
It is important to note from this chapter that strategy is not a series on campaign steps of tactics. Its is the underlying ratinale that guides selection of these tactics or signs.
A key learning point for me was that a practitioners first strategic move may be to inform management of the importance of strategic public relations. The key message here is that we cannot shape of develop an strategy without influence or control over it and is able to ensure it is understood by all publics. We all so need to consider communication with all target groups (employees, local community, sponsors etc) when strategies are designed.
Strategic plans are often created in similar way to business plan:
1: Executive summary
2: the communication process
3: Background
4: Situation analysis
5: Main message statement
6: Stakeholders
7: Messages for key stakeholders
8: Implementation
9: Budget
10: Monitoring and evaluation
Lists are important to identify every step of the public relations process and prevent us from forgetting something. Checklists should be used for everyhting from planning an event to sending out a media release. It is a way to maintain organistation.
A strategy is overarching plan while tactics are the tools used to achieve that plan.
Most tactics are visible but sometimes we will need to use tactics to keep out of the spotlight rather than in it. It is important to remember that society is bombarded with messages everyday and they tend to not pay attention to or trust the messenger. This makes it important that we carefully consider the tactics to be used before enaging them.
Tactics can be broken into tow major groups: controlled and uncontrolled.
Controlled tactics: "are those over which the public relations practitioner maintains control of every aspect of the process" e.g. advertising
Uncontrolled tactics: "are those that can be altered or even blocked completely" e.g. media relations where the decision to include or ommitt certain pieces of a media release lies not with the PR practioner but with the journalist.
There are also numerous methods of delivery to be taken into consideration and plays a crucial role in determining the impact and effectiveness of a tactic. These include:
Mail: comparatively slow but allows for bulkier items to be delivered. (for example a media kit)Also ensures recipient is likely to recieve it not just picked up by anyone.
Faxes: offer instananeous communication and ideal for short messages. These can be lost at times or buried amoungst other faxes
News Distribution agencies: send media releases on behalf of an organisation and ensures targeted delivery
Email: instantaneous and good to get message directly to adressee. Can get lost amoungst other emails or filtered in to "junk mail"
CD-ROMs: easy-to-deliver information package. Less likely to be thrown into the bin than paper.
Couriers: good to use when large amounts of information needs to be delivered ugently.
Videos: Ideal for delivering information needed to be portrayed visually
Webistes: enable copious amounts of information to be dispersed globally.
The reading also made obvious that media relations need to be handled carefully as it is an uncontrolled tactic. A key point to consider is: does the media release have the potential to turn negative?
I learnt from this reading too that it important to be consistent when using printed media. Keeping in line with a company's layout formula, type face and including logos will help give a sense of organisation and professionalism.
There were many, MANY other points in this reading to consider when selecting tactics (like what color paper/font to use etc).
The main thing I took away from this reading was that we don't select tactics randomly. We consider the strategy and select tactics that are most likely to achieve the desired outcome. We need to think carefully about the type of tactic used, the moved of delivery and how it's presented. These are all things that will determine success or failure.
Both readings helped build on my knowledge of strategy and tactics as I knew both were essential to public relations but I can now tell the difference between the two and have outlined what I feel are the key things to consider or remember about both.
References: Chapters 7 and 8 – Strategy, Planning and Scheduling/Tactics in Public relations: theory and practice / edited by Jane Johnston and Clara Zawawi. Crows Nest, N.S.W. Allen & Unwin, 2004. 2nd ed
The biggest point I took away from this weeks readings was the difference bewteen a strategy and a tactic. A strategy is overarching plan while tactics are the tools used to achieve that plan.
Both chapters clearly outlined what a strategy and tactics were and how their signifigance to the PR practicioner
Chapter 7 was about strategy and there were alot of key points in both readings this week. Chapter 7 pointed out that it is essential we "think and practice strategically".
It also noted that there are oarticular stages of strategic process in PR:
-Create and organisational vision and mission statement
-create public relations vision and mission statement
-establish performance indicators
-budget
-write a strategic public relations plan
-schedule public relations plan activities
An organisational strategy "includes all aspects of coordinating and planning intellectual and physical skills in order to best position oneself, or the organisation,for the long term purpose at hand."
Public relations strategy "recognises the casue and effect relationship between our communication activities and the achievement of the organisation's mission."
It is important to note from this chapter that strategy is not a series on campaign steps of tactics. Its is the underlying ratinale that guides selection of these tactics or signs.
A key learning point for me was that a practitioners first strategic move may be to inform management of the importance of strategic public relations. The key message here is that we cannot shape of develop an strategy without influence or control over it and is able to ensure it is understood by all publics. We all so need to consider communication with all target groups (employees, local community, sponsors etc) when strategies are designed.
Strategic plans are often created in similar way to business plan:
1: Executive summary
2: the communication process
3: Background
4: Situation analysis
5: Main message statement
6: Stakeholders
7: Messages for key stakeholders
8: Implementation
9: Budget
10: Monitoring and evaluation
Lists are important to identify every step of the public relations process and prevent us from forgetting something. Checklists should be used for everyhting from planning an event to sending out a media release. It is a way to maintain organistation.
A strategy is overarching plan while tactics are the tools used to achieve that plan.
Most tactics are visible but sometimes we will need to use tactics to keep out of the spotlight rather than in it. It is important to remember that society is bombarded with messages everyday and they tend to not pay attention to or trust the messenger. This makes it important that we carefully consider the tactics to be used before enaging them.
Tactics can be broken into tow major groups: controlled and uncontrolled.
Controlled tactics: "are those over which the public relations practitioner maintains control of every aspect of the process" e.g. advertising
Uncontrolled tactics: "are those that can be altered or even blocked completely" e.g. media relations where the decision to include or ommitt certain pieces of a media release lies not with the PR practioner but with the journalist.
There are also numerous methods of delivery to be taken into consideration and plays a crucial role in determining the impact and effectiveness of a tactic. These include:
Mail: comparatively slow but allows for bulkier items to be delivered. (for example a media kit)Also ensures recipient is likely to recieve it not just picked up by anyone.
Faxes: offer instananeous communication and ideal for short messages. These can be lost at times or buried amoungst other faxes
News Distribution agencies: send media releases on behalf of an organisation and ensures targeted delivery
Email: instantaneous and good to get message directly to adressee. Can get lost amoungst other emails or filtered in to "junk mail"
CD-ROMs: easy-to-deliver information package. Less likely to be thrown into the bin than paper.
Couriers: good to use when large amounts of information needs to be delivered ugently.
Videos: Ideal for delivering information needed to be portrayed visually
Webistes: enable copious amounts of information to be dispersed globally.
The reading also made obvious that media relations need to be handled carefully as it is an uncontrolled tactic. A key point to consider is: does the media release have the potential to turn negative?
I learnt from this reading too that it important to be consistent when using printed media. Keeping in line with a company's layout formula, type face and including logos will help give a sense of organisation and professionalism.
There were many, MANY other points in this reading to consider when selecting tactics (like what color paper/font to use etc).
The main thing I took away from this reading was that we don't select tactics randomly. We consider the strategy and select tactics that are most likely to achieve the desired outcome. We need to think carefully about the type of tactic used, the moved of delivery and how it's presented. These are all things that will determine success or failure.
Both readings helped build on my knowledge of strategy and tactics as I knew both were essential to public relations but I can now tell the difference between the two and have outlined what I feel are the key things to consider or remember about both.
References: Chapters 7 and 8 – Strategy, Planning and Scheduling/Tactics in Public relations: theory and practice / edited by Jane Johnston and Clara Zawawi. Crows Nest, N.S.W. Allen & Unwin, 2004. 2nd ed
Sunday, September 14, 2008
Week 9: Sponsorship and Event management
Sorry guys I've done next weeks reading this week but please have a read and still comment!!
This weeks reading on sponsorship and even management really broadened my knowledge of both topics. Prior to reading this chapter of the textbook I had a very small understanding of the role of sponsorship. I understood that sponsorship is an important tool to use to communicate to publics (for the sponsor) and to gain monetary aid (for the event).
I feel my key learning with regards to sponsorship this week was about ‘ambush’ sponsorship. I had never heard of this before. This reading made me aware of the term and how it can affect an event:
-it can jeopardise relationships between official sponsors and event co-ordinators as sponsors pay big money to be involved in an event and it shows poor management from the organising party
-not only do the event/ sponsorship managers need to be aware of ambush sponsors and prevent it but official sponsors do too. They can do this by each taking control of its specific part of the sponsorship and working with other sponsors of an event e.g. Rugby World Cup 2003.
It is helpful to note that the most common avenues for ambushing are in:
Advertising in even publications: an add could be put in an event program so ensure all programs are free of this
Signage sales: major events often contract signage sales out and this results in that company trying to achieve sales. Ensure all signage is approved first.
Sponsorship of an individual or sporting team: an individual or team may be sponsored by one of the official sponsor’s competitors. To avoid this you can restrict signage or logo’s displayed on a uniform.
There were a number of key learning’s this week regarding event management. In planning an event there are a number of key characteristics/ recommendations to ensure it is a success:
-Leadership and the event committee needs to be strong, committed and have clearly defined responsibilities
-clearly define objectives and priorities
-ensure there is enough time to plan the event
-keep track of your budget
-ensure you use appropriate tactics to generate media buzz (media release, media functions staged within the event and event handbook given to media, free tickets for media)
-prepare a ‘critical path’ document
-ensure you’ve factored in the possibility of a crisis and developed a rick management plan
The main message I got from the reading this week was ensure you are highly organised, tactical and communicate effectively when dealing with an event and sponsorship. There’s a lot more work involved than I first imagined and it takes dedication and creativity to ensure you manage an event or sponsorship deals successfully!
Refernces:
Chapter 13 – Sponsorship an Event Managements in Public relations: theory and practice / edited by Jane Johnston and Clara Zawawi. Crows Nest, N.S.W. Allen & Unwin, 2004. 2nd ed
Sunday, September 7, 2008
Week 8: The media release
This weeks readings were of great interest to me because media releases obviously are an essential tool for the PR practioner.
Some key points of interest in Writing a Media Release (Lazar) was the importance of finding a "hook" for your release and targeting the appropriate media. The reading particularly reinforced the importance of identifying the newsworthy elements of the information you are trying to present. This reading built on my knowledge of how to generate a successful media release. WHile I've previously been taught how to construct a media release i think a key learning for me in this reading was the importance of presentation. Tips such as:
-use one side of paper only
-keep the release to 2 pages max if possible
-clearly indicate if there is more to follow
were of particular use to me and the fact that embargoed releases are mostly undesriable to journalists.
This reading really highlighted that a PR practioner must also think like a journalist to ensure their media releases are successful.
This point was made even more obvious in To contact....or not (Sallot and Johnson). Perhaps the most shocking part of this reading was the large number of journalists that are frustrated by poorly constructed media releases. I found this reading really interesting and helpful to have tips as such from the other side. While I previously knew that developing and maintaining media relations would be an important part of a practioners job this reading made it obvious that its an integral part of our job!!!
Of particular interest to me were the following learnings:
-Journalists respond better to releases written by practioners with a journalism background.
-It is important not to seem biased (journalists don't responde well to this)
-Journalists noted that a practioners inability to create a local angle in their releases was one of the major reasons a release isn't used
-Be careful of innaccurate information...journalists are very unforgiving of this!
Although there were many helpful hints in both readings (especially the tips on emailing!) I have been left with two obvious conclusions.
The first is that it's esssential that a PR praticioner not take their writing skills for granted. We need ensure our media releases are written clearly, concisely and with correct grammar. We need to write our releases so that journalists are able to "cut and paste" if neccessary. Rather than churn out 2-3 media releases a week that end up in recycling bins surely its better write 2-3 quality releases a month that are published. This idea is supported by the figures in To contact....or not.
From these readings I also concluded that it is essential as practioners that we be creative. Of course we need to target the correct media outlets for our publics but more important than that is presenting our ideas so that they're interesting. If we are working for a company that has a new product then we cannot just send a media release listing all the features/benfits of this product. We need to work to find that "hook", that is that one thing that makes it relevent. We need to create human interest and localise it. If its a new insurance policy than perhaps its relevant to a particular area because there's been alot of bushfires.
These readings made me start thinking creatively about media releases and realise we need to be very pro-active and acutely aware of our audiences and create contacts in the media industry.
Finally, I was given the opportunity to speak with the Corporate Affairs officer of AAMI through the week and he was able to give me an example of a media release he wrote recently which ended up on the front page of a local newspaper in Queensland. His media release and the article were almost identical which proves the importance of a well written press release. He had also ensured that the media release he sent out had relevence locally. I just thought that it was a pretty good example of how important it is that we understand the key elements of a media release!!
Some key points of interest in Writing a Media Release (Lazar) was the importance of finding a "hook" for your release and targeting the appropriate media. The reading particularly reinforced the importance of identifying the newsworthy elements of the information you are trying to present. This reading built on my knowledge of how to generate a successful media release. WHile I've previously been taught how to construct a media release i think a key learning for me in this reading was the importance of presentation. Tips such as:
-use one side of paper only
-keep the release to 2 pages max if possible
-clearly indicate if there is more to follow
were of particular use to me and the fact that embargoed releases are mostly undesriable to journalists.
This reading really highlighted that a PR practioner must also think like a journalist to ensure their media releases are successful.
This point was made even more obvious in To contact....or not (Sallot and Johnson). Perhaps the most shocking part of this reading was the large number of journalists that are frustrated by poorly constructed media releases. I found this reading really interesting and helpful to have tips as such from the other side. While I previously knew that developing and maintaining media relations would be an important part of a practioners job this reading made it obvious that its an integral part of our job!!!
Of particular interest to me were the following learnings:
-Journalists respond better to releases written by practioners with a journalism background.
-It is important not to seem biased (journalists don't responde well to this)
-Journalists noted that a practioners inability to create a local angle in their releases was one of the major reasons a release isn't used
-Be careful of innaccurate information...journalists are very unforgiving of this!
Although there were many helpful hints in both readings (especially the tips on emailing!) I have been left with two obvious conclusions.
The first is that it's esssential that a PR praticioner not take their writing skills for granted. We need ensure our media releases are written clearly, concisely and with correct grammar. We need to write our releases so that journalists are able to "cut and paste" if neccessary. Rather than churn out 2-3 media releases a week that end up in recycling bins surely its better write 2-3 quality releases a month that are published. This idea is supported by the figures in To contact....or not.
From these readings I also concluded that it is essential as practioners that we be creative. Of course we need to target the correct media outlets for our publics but more important than that is presenting our ideas so that they're interesting. If we are working for a company that has a new product then we cannot just send a media release listing all the features/benfits of this product. We need to work to find that "hook", that is that one thing that makes it relevent. We need to create human interest and localise it. If its a new insurance policy than perhaps its relevant to a particular area because there's been alot of bushfires.
These readings made me start thinking creatively about media releases and realise we need to be very pro-active and acutely aware of our audiences and create contacts in the media industry.
Finally, I was given the opportunity to speak with the Corporate Affairs officer of AAMI through the week and he was able to give me an example of a media release he wrote recently which ended up on the front page of a local newspaper in Queensland. His media release and the article were almost identical which proves the importance of a well written press release. He had also ensured that the media release he sent out had relevence locally. I just thought that it was a pretty good example of how important it is that we understand the key elements of a media release!!
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