These 2 chapters really introduce many different approaches a PR campaign can take. These tactics are not limited to what is present in the readings but expand with the creativity of a PR practitioner.
The first thing I must remember from this reading is the fact that we are in the twentieth century where people are no longer susceptible to mass media advertising. People are now able to tune out this form of advertising and often respond to it negatively. As a PR student, I must take this into account in my future PR plans.
The second thing I take away is the need for PR students to be multi-skilled. PR professionals get involved in many different fields. In order to work to the best of their ability, they need adequate knowledge of each of these fields to be a valuable asset to the company.
These readings make me think a lot about the daily challenges a PR practitioner faces. It is often difficult to come up with PR plans and having to do approach each campaign differently and creatively. After reading the different tactics available, I realize the amount of research and thinking it takes to decide on the tactics that should be used.
In a society today where most people respond negatively to advertising, it is important to approach advertising and marketing is subtle ways. These methods have made use of today's popular culture where companies integrate their products and make the people who use them 'cool'.
I like what this method strives to achieve:
Trust me -> Tell me -> Show me -> Include me
We must always remember that our audience's perceptions constantly change and often try to resist our attempts at gaining awareness. These trends must be something we as PR students should remember and use in our future PR plans.
Thursday, February 26, 2009
Saturday, February 14, 2009
Relationships!
From the start, one of the things mentioned about what was included in public relations was its importance as a means of corporate and social conscious. PR firms can achieve this by engaging in corporate social responsibilities like internal PR and building community relations.
The two main ideas I take away from this weeks readings would be the importance of internal public relations and community relations. The two way model of communication is also one again emphasized in a different angle and its importance can be seen in an organizations internal affairs.
The relationships between the employers and the employees of an organization are immensely important. Since there is a connection between employee communication, job satisfaction and productivity, keeping employees happy is a key issue. It is also known that communities can generate local awareness for organizations as well as do an organizations image harm. Thus, extending relationships beyond the office to these communities can really be an asset.
This readings remind me that in the field of PR, it is a constant goal to keep relationships between people strong and good. This does not apply only for the organization-client relationships but also for the people working in the organization.
Communication between the upper levels of an organization and the rest of the employees must always be present. As a PR practitioner I must always ensure that these channels are always open and if they are not, I must create an avenue for them. Employees must believe in their management and that is part of a PR practitioners job.
The readings give many examples of ways to keep these channels open like notice boards and video conferences. I think that as long as a PR practitioner remembers to ensure two things, this will not be an issue. Firstly, keep employees informed and up-to-date on the happenings of the company. Secondly, include them in as many ways as possible. One way communication has already been proven inferior to the two-way model. If the management agrees to follow a two-way between themselves and their employees, life in the office will certainly be better.
Once again, this aspect must be carried through to the relationship between the organization and the community. A large part of the company's revenue will come from the local people and keeping them well-informed and happy is a good way to do business. In today's society, mass media messages are no longer effective especially among the youth. But having a good impression with the local community will encourage goodwill and generate positive information of your organization which, will be passed on by word of mouth. Having good community relations will be a profitable long term method of generation and keeping public awareness and interest in an organization.
So, if I want to maximize an organizations reach and profit, I must keep these two forms of relations active.
The two main ideas I take away from this weeks readings would be the importance of internal public relations and community relations. The two way model of communication is also one again emphasized in a different angle and its importance can be seen in an organizations internal affairs.
The relationships between the employers and the employees of an organization are immensely important. Since there is a connection between employee communication, job satisfaction and productivity, keeping employees happy is a key issue. It is also known that communities can generate local awareness for organizations as well as do an organizations image harm. Thus, extending relationships beyond the office to these communities can really be an asset.
This readings remind me that in the field of PR, it is a constant goal to keep relationships between people strong and good. This does not apply only for the organization-client relationships but also for the people working in the organization.
Communication between the upper levels of an organization and the rest of the employees must always be present. As a PR practitioner I must always ensure that these channels are always open and if they are not, I must create an avenue for them. Employees must believe in their management and that is part of a PR practitioners job.
The readings give many examples of ways to keep these channels open like notice boards and video conferences. I think that as long as a PR practitioner remembers to ensure two things, this will not be an issue. Firstly, keep employees informed and up-to-date on the happenings of the company. Secondly, include them in as many ways as possible. One way communication has already been proven inferior to the two-way model. If the management agrees to follow a two-way between themselves and their employees, life in the office will certainly be better.
Once again, this aspect must be carried through to the relationship between the organization and the community. A large part of the company's revenue will come from the local people and keeping them well-informed and happy is a good way to do business. In today's society, mass media messages are no longer effective especially among the youth. But having a good impression with the local community will encourage goodwill and generate positive information of your organization which, will be passed on by word of mouth. Having good community relations will be a profitable long term method of generation and keeping public awareness and interest in an organization.
So, if I want to maximize an organizations reach and profit, I must keep these two forms of relations active.
Thursday, February 5, 2009
Ethics
Ethics is probably one of the most important issues in all areas of the world and PR is no exception.
I think that there are two important areas we must understand about ethics. First, ethics must be practiced internally and externally. Second, ethics is necessary in all areas of PR planning.
In business, ethics helps to prioritize the moral values of an organization and ensures its practice in all areas of the company. Such ethical guidelines must be efficiently communicated to the members of the organization like I mentioned: externally and internally. External outlets involve the general public and other companies or organizations the company has ties with. Internal audience covers the senior management, staff and the employees.
A section of the reading mentioned 5 duties of a PR practitioner which I find rather relevant to my studies. They are: the self, the client, the employer, the profession and the society. I strongly believe that making the right decisions is essential in PR practice. If the decisions are ethical, they will carry down the rest of the chain to the society.
Basically, it is a chain reaction beginning with a PR practitioners personal choices.
For a company to be looked upon in a good light, it has to be ethical. In the consumer market today, consumers are more responsive to companies that back social causes like charity and saving the environment. These are part of a PR strategy in showing the public that their company practices good ethics.
Transparency is also another area of ethics. The public appreciates open and direct communication. The PR department can focus on providing accurate and truthful information to the consumers to serve their interests. This will advance the company in a god way compared to delivering false and distorted information that may be revealed and damage the name of a company.
These aspects are all mostly common sense to me. If you want to present a company in a good and favorable light, the best way is to be truthful and open. Decisions should always be made with much consideration and aim to be as ethical as possible. This is the job of a PR professional: To promote the advancement and awareness of your company. How much better can you accomplish it then in an ethical way.
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