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.