crisis management and Third sector

The phrase "crisis and issues management" used to give me assumptions that a public relations practitioner would need to come up with plans to save the image of a corporation when in trouble. However, this week's readings taught me that crisis and issues management certainly requires more planning than just that. Crisis management requires the public relations practitioner to look months or years ahead to predict what can go wrong with an organisation to cause damage to its reputation be it through product tampering, a takeover bid, disasters, industrial disputes, or changes in leadership. Once the public relations practitioner is able to predict such situations, plans need to be made before any problems occur. Thus, once any of these predictions come true, the public relations practitioner can immediately rectify the problem with the plans made much earlier.

The readings have certainly showed that in practice as a public relations practitioner, one needs to be able to pre-empt what may happen, remain alert and be ready to step in to help when the corporation is in trouble.

Also, this week's readings touched on Public relations in the Third Sector. It shows how public relations play a part in creating a solid reputation over time. With the Third Sector being an important part of society, it is important for public relations to start building rapport with citizens.

typical PR program by Candy Tymson

This week's readings allowed me to take away the important points which were the model of the public relations program and the importance of a corporation investing in public relations.

The reading showed a simple cyclical model of the public relations program. It involves firstly setting objectives, secondly planning and budgeting, thirdly implementing program and finally evaluation before going back to step one. This article is pretty much a summary of the readings that we have done over the past few weeks as they discuss the importance of defining a target audience, the types of research- desk research, field research, formal research, methods of research, objectives and public relations tactics. Having done all the previous reading during this course, this reading has made me gained a clear view of the entire process of creating a public relations program. This reading pieces together all the readings that we have covered in one article and by doing so, I have been able to see public relations in practice in a clear view.

This reading also showed me the importance of a corporation investing in public relations. Public relations certainly combines many skills into one job as there are elements of business marketing and communications. Thus, it will definitely boost or help maintain one's image and profits over the long run.

sponsorship and research

This week's readings define sponsorship as above. The two key points to take away from the readings are:

1. the types of sponsorship
2. the types of research

Sponsorship is the purchase of specific rights and benefits associated with an event, organization or individual. Sponsorship should not be confused with donations, philanthropy or bequests.

The three types of sponsorship are:

1. philanthropic sponsorship,
   
2. corporate sponsorship and
   
3. marketing sponsorship.

Philanthropic sponsorship generates community goodwill towards an organisation. Corporate sponsorship refers to the sponsorship of an event or activity not normally linked to the sponsoring company's general business. Marketing sponsorship offers cash and goods in return for tangible revenue- oriented results.

The readings show that sponsorship of events may not necessarily be remembered by public especially when the event is commonplace and unable to gain interest or attention. The reading shows that in practice as a public relations practitioner, the sponsorship of events needs to be chosen carefully. An event that is likely to go unnoticed may not be worth sponsoring.

The two types of research are:

1. formal and informal research
2. qualitative and quantitative research

Formal research is characterised by scientific procedures, methodologies and analysis whereas informal research has no agreed rules and procedures, and is cheaper and more immediate than formal research.

Qualitative research uses 'discovery- based methods' whereas quantitative methods use 'verification- based methods'. Quantitative research can be replicated whereas qualitative research cannot be done so.

With the explaination of these research methods, the readings help in the practice of public relations where the role of corporate monitor requires us to conduct research. As such, using the most suitable methods will aid in finding research results.

tactics and PR in business

The two key points to remember from this week's readings would be:

1. the various PR tactics
   
2. controlled vs uncontrolled communication

This week's readings talk about the various public relations tactics such as newsletters, printed material, annual reports, and advertising. Besides the various public relations tactics that were mentioned in this week's readings, I did my own reading up on blogs as a tactic as my public relations debate this week deals with blogs as a public relations tactic aiding in two way symmetric communication. These various public relations tactics have their advantages and disadvantages however what is most important is its ability to facilitate two-way symmetrical communication. Amongst the various public relations tactics, using the internet has been deemed as an effective tool. This is because when an audience is interested in the subject- matter, they will actively seek out information at a time when you want to communicate it. The readings made me think more about public relations practice and its effects. Newsletters are able to build a long term relationship with the target audience whereas advertisements are more likely to generate a powerful impact by triggering emotions through the use of visual images and sound.
Thus, we need to apply our tactics in accordance to the effect we hope to achieve.

Also, I learnt from the definitions of controlled vs uncontrolled communications from the readings.

Controlled tactics are those over which the public relations practitioner maintains control of every aspect of the process- from message creation and crafting to final distribution. Uncontrolled tactics are those that can be altered or even blocked completely.

Examples of controlled tactics will be advertisements whereas uncontrolled tactics will be media releases. Media releases are sent to the journalists however the outcome on newspapers may differ from what was initially sent to the journalists. Journalists are given the right to edit the media release (or even not publish it) since this is free publicity for the corporation. On the other hand, advertisements are paid spaces thus the outcome will be as desired or planned.

This has made me realise that the controlled public relations tactics may not be as effective as the uncontrolled tactics. Thus, it is crucial that public relations practitioners are able to write a good media release such that journalists will not have much opportunities to edit. A good media release will noy only be free publicity but perhaps even more trusted by the readers.

community and internal relations

Hypocrisy is such a turn off. Thus, there is a need for corporate conscience especially in this day and age where people are less susceptible to what is said by the media. The simple phrase "Actions show more than words" certainly holds true when it comes to target audiences trusting corporations. NATO (NO Action Talk Only) would certainly be more damaging to a corporation which uses public relations to promote it's image yet fails to do so when the internal public relations does not apply.

This week's readings have certainly showed me that in the practice as a public relations practitioner, before we begin using any sort of public relations tactics to try to sell one's corporate image, there should always be internal public relations. Maintaining employee goodwill is as much an attempt to promote the corporation's image as using public relations tactics that may fail to persuade the targeted audiences.

The readings have certainly showed that in order for there to be effective communication between the corporation and the public, one's corporation needs to ensure that there has been communication within. Methods to encourage such communication within corporations would be newsletters, awards, notice boards, intranet and events to gather employees together. As such, the readings have taught me that before sending forth messages about a client's corporation, the public relations practitioner should and must ensure that these messages can be held true within the corporation.

ethical practice

I think the two key points to remember from this week's readings were

1. the definition of ethics
2. and its role in public relations

1.

Ethics refers to he personal values which underpin the behaviour and moral choices made by an individual in response to a specific situation.

This quotation is what defined ethics in the readings this week. Ethics are standards of integrity and about doing the right thing. Seib and Fitzpatrick (1995) mentioned that the five duties a public relations professional had were to oneself, the client, the employer, the profession and society.

This made me think more about public relations in practice and how making ethical decisions were based on our personal convictions towards these duties that we held. There will often be dilemmas as to making ethical decisions in spite of our efforts to help our clients however public relations practitioners do have a moral responsibility towards our duties. With society being mentioned by the readings to be the key component in making ethical decisions, it will be important to bear in mind that public relations practitioner should always serve public interest over the other duties.

The reading also discussed about the four factors that most individuals base on when making ethical decisions: situation, the person's values, principles and loyalties. Professor Ralph Potter of Harvard University arranged these factors into something known as the Potter Box technique which has also made me think about public relations in practice. With the Potter Box technique, the practice of ethical decision making in public relations can be seen more clearly.

2.

The four major roles in public relations are the roles of counsellor, advocate, corporate monitor and corporate conscience. These four roles were further discussed in the readings. The role of counsellor requires public relations practitioners to protect and build an organisation's reputation. The role of advocate was defined with the the term 'advocacy'.

'Advocacy' is the act of publicly representing an individual, organisation or idea with the object of persuading targeted audiences to look favourably upon, or to accept the point of view of, the individual, the organisation or the idea.

The role of corporate monitor requires one to listen to discussions in Parliament, attend industry seminars, analyse media coverage or conduct research. Finally, the role of corporate conscience requires one to control the flow of good and bad news to employees and the community.

With these four roles being defined in the readings, it has certainly shown to me how the job scope of a public relations practitioner is wide ranging. In practice, one has to conduct research, follow up on the industry's market, maintain the corporation's image and convince the public of the corporation's product or idea.

media relations

The important key points to take away from this reading would be:
1) the growing interdependence in the media and the public relations profession
2) the incorporation of the technical aspect and manager's role in the pubic relation's profession

1)

"With this contraction of daily print media has arisen a reliance on syndicated work, press agencies and news subsidies- material generated by organisations and channelled through public relations practitioner [...] Habermas noted how the demands of the press enhanced the growth of the public relations industry (1989)."

This quote shows how the media is rather reliant on the public relations industry for information from organisations. However, it was also noted that the public relations was reliant on the media industry thus making it a two-way relationship. The public relations also find thesmelves needing to gauge public opinion and moniter trends from the news media. Media stories that affect their organisation would require the public relations industry to act upon it immediately and perhaps go ahead with the backup plan if things were not progressing smoothly as reported on the news media.


2) Chapter 10 reiterates what I said in Chapter 7 about how social skills are only a portion of what a public relations practitioner requires. As a public relations practitioner, knowing how to write a good media release would be a bonus as the journalist would not be able to change much of what has been sent before publishing it in the papers the following day. It is important to produce a media release that would interest the journalist or else it might go unnoticed. Also, Chapter 10 covers the importance of holding a media conference and provides information on how to go about holding one while taking into considerations.

The theory of how to go about holding a media conference in this chapter is of great importance as a media conference would be open to scrutiny from the media itself. It would be important that the planning of a media conference is done well to prevent any loss of reputation in the midst of conducting one. The media conference would certainly allow wide dissemination of important information such as the release of products from an organisation. As such, this chapter has been useful in preparation for practice as a public relations practitioner.

strategy

I think one of the key points to remember from the reading of Chapter 7's "Strategy, Planning and Scheduling" is the importance of having a strategy. This strategy is of great importance not only to the public relations practitioner alone but to the entire company.

"Strategy is a pattern or plan that integrates an organisation's major goals, policies and action sequences into a cohesive whole."

As it has been mentioned that most companies do not fully comprehend the role of the public relations practitioner, it is thus the responsibility of the public relations practitioner to ensure that the mission statement is carried out. The success of the mission statement can only occur when the organisation agrees to this vision, "knows where it is going and how to get there". As such, the public relations practitioner can then go ahead with the strategic planning. It is also worth noticing that "the results of public relations work can be intangible in nature and are not often repeated on a regular basis" thus it is difficult to "treat them statistically" and should be "measured using qualitative methodologies".

Another key point would be the importance of planning the organisation's budget as a public relations practitioner. It can be seen how budgeting is of crucial from the start of the year as organisations need to have estimated financial budgets, operating budgets, administrative costs, program costs, overheads and profits.

"A budget is a plan for coordinating rescources and expenses over a period of time by assigning costs (either estimates or actual costs) to goals and objectives for specific activities."

From this definition, we can thus see how planning is the second step after having a strategy for the organisation. The planning of expenses would certainly help in ensuring that there will not be fair allocation and that nothing will be left unaccounted for.

The last important key point would be the usage of lists, flowcharts and calendars in scheduling. The flowchart helps in assisting the public relations practitioner when things do not go as expected. The flowchart will serve as a backup plan. Lists help a public relations practitioner keep in check of the things to do. Anything (such as preparation for media conferences) left out may be detrimental to the reputation of the organisation.

This reading has shown me how the public relations practice requires so much more than social skills. I have come to realise that very often, we need to do a lot of organising and planning. The strategy (vision and mission statement) would be the first and most important step in helping the organisation succeed. As such, being able to communicate with all the departments of an organisation is crucial.

Chapter 1-3

This week's readings cover Part 1 of 'Public Relations: Theory and Practice'. This set of assigned readings are crucial as an introduction to the module of Public Relations. Chapter 1 defines what is Public Relations (although it should be mentioned how hard it is to acknowledge a single definition).

McElreath described it as 'a management function that uses communications to facilitate relationships and understanding between an organisation and its publics'.

An important key point of Chapter 1 would be understanding the two primary roles of public relations practitioners: technicians and problem-solvers. Technicians produces services such as producing publications (e.g news releases and newsletters). Problem-solvers ask clients or senior management to rethink or clarify problems and to look for solutions. Technicians hold lower positions within organisations than problem-solvers although one public relations practitioners may perform both roles.

Chapter 1 has opened my eyes to the differences between advertising and public relations. I used to mistaken public relations' job scope to be that of advertising. However, as it can be can read from Chapter 1, advertising is the buying of space to transmit a message to an audience. On the other hand, public relations practitioner's publicity is 'free' however the practitioner has no control over the publicity. Media releases that are sent from the technicians may be tweaked by the journalist before being published in the newspapers. As such, the message being transmitted is uncontrolled.

Chapter 2 provided me with background information of the emergence of public relations from the 1840s. This chapter did not leave me much to think about as it was more of an information feed. Such information may not be extremely useful however it is good to have some background knowledge of the emergence of public relations.

Chapter 3 covers the different theoretical approaches to public relations. Semiotics was one of which I remember learning in the previous trimester under the module of Introduction to Communication Studies. This chapter is certainly important as we come to realise the usefulness in application of such theoretical approaches in public relations.