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.