WEEK 11

WEEK 11

RESEARCH AND EVALUATION



I believe the key message from this weeks reading was the crucial need for research and development in a program plan order to develop a plan and check its success. Research must be undertaken in all stages of the public relations process to ensure an adequate understanding of the environment in which an organization operates. Research and evaluation is an ongoing process that can not just be implemented at the end of a campaign. Research in the initial stages provides input into the program plan and justifies the activities that will be undertaken where research in the development stages contributes to more effective outputs research at the end gives insight into the effectiveness of the plan.

The readings were useful in helping me understand what and when needs to be researched. I found the model on page 141 helped useful in giving me a clearer understanding on this issue. A number of question need to be asked prior to the development of a plan these are:
• Who are the public
• What are there characteristics
• Where do we find them
• Why are the important to us
• How active or involved in this public relative to our interests
• What is there hierarchy

I believe these question are crucial as they ensure the target audience is correctly identified. They also helping in giving an insight into what is valued by the target audience and the best way to reach them hence helping contribute to the overall success of a campaign.

The reading emphasised outputs are also essential as they allow the plan to be modified. Questions again are asked such as the number of messages to be sent to the media and the channels of communication are checked. Outcomes are useful as they check level of success or failure of the strategy and can be used in input phase in next income plan.

The readings made me think more about PR ins theory practice as they gave me a clearer understanding on what type of research methods can be used. Methods included:

• Informal / formal research
• Primary / secondary
• qualative and quantitative research
• surveys, mail, telephone, face to face, internet, in-depth interviews,
• focus groups , ethnographic studies, case studies, analysis of existing data,
• organisational cultural studies (terms of image perception, management style
• feedback analysis, media monitoring, content analysis, benchmark research

Chapters 6 – Research and Evaluation in Public relations: theory and practice / edited by Jane Johnston and Clara Zawawi. Crows Nest, N.S.W. Allen & Unwin, 2004. 2nd ed

NOTE: for this weeks blog i commented on Sara Hanahan's blog

WEEK TEN BLOG

Chapter 7: Strategy, Planning and Scheduling

They key message to take from chapter seven of the text is what strategy encompasses and its significance for an organisation. From the readings it can be concluded that strategy is the underlying rationale that guides the selection of tactics or stages. Another point to remember is the value of strategic PR. This is useful to an organisation as it helps achieve strategic excellence as outlined in Grunigs model on page 173.

Another important point explored was what needs to be included in a program plan. The points to remember include:

- executive summary

- vision and mission

- background and situational analysis

- define strategy

- define publics

- main message statement

- tactics and communication method

- implementation and scheduling

- monitoring and evaluation

- budget

The reading made me think more about PR in practice / theory as it explored how to develop a PR strategy. A number of questions must be asked such as what business are we? What are our aims? What do we stand for? Etc. From this a pattern will emerge. I feel this is a crucial role as it determines the direction a plan will head in.

Chapter 8: Tactics

The key message to take from the chapter on tactics was the importance of the correct choice of tactics in a program plan. The key message was that Every tactic must relate directly back to its defined purpose and hence achieving strategic outcome. Research must be undertaken to ensure good tactic selection.

Tactics can be broken up into two categories, controlled v uncontrolled. Controlled tactics mean practitioners control every aspect of the process e.g. posters. Uncontrolled tactics are those that can be altered or blocked completely e.g. media relations, media release

The readings made me think more about PR in theory / practice as it explored the different tactics and the pros and cons e.g. media relation, printed material: brochures, leaflets, flyers. A number of considerations and complex range of factors goes into each tactic and its relevance and usefulness for a campaign.

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

NOTE : THIS WEEK I COMMENTED ON DAVID ELLIOT'S BLOG

WEEK NINE

The key message from this weeks reading was the importance of sponsorship and the benefits to a company if they use sponsorship as a tactic. The reading defined sponsorship as , “the purchase of specific rights and benefits associated with an event, organization or individual” (Johnston and Zawawi, 2007, p.347). Benfits from sponsoring an event include good will and opportunities to enhance image and reputation. Other benefits include exclusivity, image association, hospitality for client entertainment, product sampling, signage rights, merchandising, networking with people of importance, media coverage, use of personnel for advertising and promotion and sales opportunities. I believe another key idea to take from the reading is the importance of avoiding ambush marketing which occurs when a company misrepresents itself as being associated with an event but has no moral or legal right to do so. The readings reinforced how media coverage is a crucial component for sponsor. The ways to attract media coverage where useful. Suggestions were media release, media functions staged at the event, event handbook to be distributed to the media, event tickets available to the media.


The readings made me think more about PR in practice as they highlighted the different types of sponsorship types available. They also gave specific examples and steps to be includes in proposals to submit to prospective sponsors. The vital component is the inclusions what’s in it for the target audience that is sponsor benefits. The Telstra sponsorship criterion was useful in setting out minimum requirements for sponsorship proposals. The steps in achieving a successful event (and hence a number of pr goals) were useful in establishing the detail that needs to be put into the planning of can event. These were staffing, planning, market research, dates, sponsorship plans, budget and financial control.

NOTE: THIS WEEK I CRITIQUED ALEX NORMANS BLOG

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

WEEK EIGHT

WEEK EIGHT

This key message from this weeks reading was the importance of good media relations, specifically fostering positive and effective relationships with journalists.
All reading point out the importance of good writing skill, that is correct grammar, punctuation and spelling so I believe this is a key point to take on board.


There a numerous misconceptions that journalists hold of PR practitioners, these include pr practioners put a spin on everything they do, practioners are dishonest and untrustworthy, lacking ethics, a new sense and values, accuracy, timeliness and style of presentation such as the implementation of the inverted pyramid. Therefore I agreed with the quote from a journalist that a professional must “know the nature of the beat, know the style of the journalist, know how they write and what interests them, and the result will be mutually beneficial relationships”.

The readings made the think more about PR in theory as they suggested best practices to form effective relationships with journalists. These were ensure the media release has local relevance. Give accurate information with no spelling mistakes, contact via email or face to face, honing their news sense by journalists’ definitions of news, and using accepted styles of news presentation, such as inverted-pyramid format. The most important point to remember I believe is a professional must learn journalists preferences.

The 10 steps for perfecting a press release were useful in pointed out ways to make a press release successful. I though they were important as they pointed out things I would not have thought of. The points were:

• Make sure you are presenting information of genuine worth
• . Don't mistake a press release for an advertisement
• Don't think one-size-fits-all. Always write to your audience
• Keep it short and succinct. A press release should be no more than two pages.
• Make the heading relevant.
• Be careful and clever with quotes. out a quote from a credible third- party who supports the point you're trying to make, and include it in your release
• Do the reporter's job for them.
• Keep the boilerplate to a minimum.
• Give a tag-team of contacts.
• Check and double check. Before any press release is distributed, be certain it is both spell and fact checked.

Sallot, M. & Johnson, A. (2006). To contact … or not?: Investigating journalists’ assessments of public relations subsidies and contact preferences. Public Relations Review. 32(1) 83-86.

Media Release readings:

The Importance of Writing Skills by Kurt Wise in Public Relations Quarterly; Summer 2005; 50, 2; ABI/INFORM Global. pg. 37

How To...Ten Steps to Press Release Perfection PR News. Potomac: Mar 20, 2006. Vol. 62, Iss. 12; pg. 1

Update blog each week

NOTE: THIS WEEK I COMMENTED ON MICHELLE HOGAN'S BLOG

WEEK SEVEN

WEEK SEVEN

The key message from this weeks reading was that dealing with the media is a critical part of the public relations profession. Mutual understanding and positive relationships must be achieved with the media due to the nature of the relationship and reliance of the two industries. I found the quote interesting that“Pr has become on of the most important external influences on journalism as it is now practiced” (Marshall and Kingsbury 1996, 127). To me this highlighted the importance public relations to journalism and vice versa.

The readings made me think more about public relations in practice as they gave example of different media styles. I agreed with the point made that it is good to consider media outlets that represent minority groups as this is an extremely effective way of targeting your specific audience. The needs of the medium which you are using must also be considered. The news values (impact, conflict, timeliness, proximity, prominence, currency, human interest, the unusual) made me think more about public relation in theory as they drew to my attention the thinking behind writing for the media.

Another key messages from this week’s readings were the importance of good group work when preparing for a group presentation. The benefits of sharing the workload were highlighted. Key presentation points highlighted in the readings were: What can be done to overcome nerves, preparing material, Usefulness of visual aids, the delivery.

This can be applied debate group work through making sure we share the workload evenly between the two of us. We can use the checklists to ensure we do not forget anything that needs to be included in the presentation. I believe you must develope effective presentation skills, as even the best content speeches and presentations will not make an impact if they are not delivered effectively.

NOTE: for this weeks blog i critqued Michaela Vigara

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. (2^nd 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.

WEEK Six

WEEK SIX

Chapter Four refreshed last weeks readings on planning scheduling and implementing PR plans so I will focus on Chapter 5 for this weeks blog. The key messages from this weeks reading were the importance of ethics and ethical practice. Ethic was defined as, “the personal values which underpin the behaviour and moral choices made by an individuals in response to a specific situation (Johnston and Zawawi,2004, 106)


This was a helpful set reading for my debate in week 7. I found the comment interesting that there is increased concern in the PR industry‘s ethical principles, standard of practice and the perception that it is an industry which reshapes reality. It reinforced ideas explored in previous weeks on negative public perceptions of the industry. I agreed with this point on concerns about the industries ethical practise as after reading numerous ethics journals for my annotated bibliography the inadequacies of tactical ethics and the need for strategic ethics was highlighted.

Another key point was that ethics should not be considered in a vacuum, but in a broader context. I believe this means PR professionals when planning a campaign must considered more than loyalties to client or organisation values, but rather consider every public and stakeholder which may be impacted upon by a decision. Professionals must build bridges and alliances with publics helping to form effective relationships. Some key times in which ethical dilemmas with stakeholders result are when professionals value organizations interests over opposing interests or when stakeholders adopt a win win mentality.

Two key ethics terminology to remember are:
Deontology ethics: is duty based and relies on moral obligation
Teleology: is outcome based ethic where the end justifies the means. Cause and consequence determines the rightness of an action

The reading made me think more about PR in practice as the Potter Box ethics technique gave a practical example a way to approach ethics. The four stages were:
- Defining situation
- Identifying values
- Selecting principles
- Choosing loyalties to stakeholders



NOTE: THIS WEEK I COMMENTED ON JOHN HALEN'S BLOG

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 five readings

WEEK FIVE READINGS

The key messages in this weeks reading were strategy, planning and scheduling in public relations campaigns. Strategy was explained as,
“The organisational strategy integrates organizations major goals, policies and action sequences into a cohesive whole” (Johnston & Zawawi, 2004,176)
From the readings a checklist can be established to include in a public relations program plan. These are:
- executive summary
- vision and mission statements
- background and situational analysis
- strategy
- publics
- main messages
- tactics and communications methods
- implementation and scheduling
- monitoring and evaluation
- budget
-
In public relations campaigns professionals must ensure effective communication with all stakeholders as every decision has an outcome. I think an important point to note about the setting of objectives is to ensure they implement two or more of the following measures: time, cost, qualitative, quality. The budget section of the program plan I feel will be the most challenging as estimating cost is difficult and prices are always changing. The reading suggests as professionals gain more experiences they will become more knowledgeable on how much things cost

Grunigs model of communications excellence reinforced what equates to good communication in a practical situation. I feel it can be applied successfully whilst working on a public relations program.

The readings made me think more about public relations in practice in relation to the relationship between Public relations practioners and the CEO of the organization that they work for.
“ you will only be as good a PR practitioner as you CEO lets you be”( Johnston & Zawawi, 2004, 171) I found this quote interesting as it reinforced to me the need to articulate the PR strategy to the CEO so the organization is aware of the aims of the public relations department. It made me aware that no matter how hard you work, unless you form positive relationships and use effective communication it is extremely hard to succeed at your job.


NOTE: for this weeks critque i read Eryn Sullivans blog

Chapter 7 of Public relations: theory and practice / edited by Jane Johnston and Clara Zawawi. Crows Nest, N.S.W. Allen & Unwin, 2004. 2nd ed
Chapter 4 - A Typical Public Relations Program. 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 . 2006