Research is an important part of plans and projects. Therefore, I think that the key points to this chapter is the importance of a good research and maintaining the standard throughout the PR plan to produce better results.
Just like any normal research, the first pointer would be to find out the target public and the ways to please them. The methods at obtaining information can also be categorised into formal and informal. Formal research can be divided into quantitative and qualitative. The most popular form would be survey which every student will do once in their school life.
I think that surveys are the most basic form of research but to write a good PR plan, there has to be more in depth research which includes going up to people and doing personal interviews.
I'm sure every country has their own form of government research. In Australia, there's the Australian Bureau of Statistics. In Singapore, we have the census board. My elder brother tempted as a census officer and he said that it's not a simple job going door to door and conducting interviews.
In the text, I noted that there are also ethical considerations when in research. The standards stated on age 161 of the text are good pointers to follow especially the part of 'do not promise clients and sponsors what cannot be delivered'. I believe PR ethics must be followed at all times. PR research is alike the foundation of a whole plan and it must be accurate to serve it's purpose to help those that invested in it.
Thursday, 20 March 2008
Friday, 14 March 2008
Lesson 9
Tactics. I would always associate tactic with strategy but the text states otherwise.
It think this chapter's key points would be the importance of drafting a good tactic. A tactic that would work and produce positive results.
From Onelook.com
Strategy
Tactic
The text states the various forms of delivery for tactics. They are all physical methods that could be used by PR practitioners. This simple listing of tactics delivery can easily help one to differentiate what's a tactic and how different it is from a strategy.
When I read through the various tactics, I tried imagining scenarios where they would be of help.
Speeches, Videos - Elections and propaganda
Celebrity endorsements - Company profits
Presentation - Proposing new venture/ new market
And in relation to the previous blog article on sponsorship, it's pretty obvious how monetary investment is a good tactic.
The PR team can think of a hundred tactics that would be of use but no one can be sure if they will be successful.
Take the ENEGEX case study for example.
They had kept their objectives within reachable standards and they created awareness of the need for more donations.
And in the midst of executing their strategy, they had a series of tactics to garner more attention from the media.
More attention equates more donation and it works for them.
It think this chapter's key points would be the importance of drafting a good tactic. A tactic that would work and produce positive results.
From Onelook.com
Strategy
Tactic
The text states the various forms of delivery for tactics. They are all physical methods that could be used by PR practitioners. This simple listing of tactics delivery can easily help one to differentiate what's a tactic and how different it is from a strategy.
When I read through the various tactics, I tried imagining scenarios where they would be of help.
Speeches, Videos - Elections and propaganda
Celebrity endorsements - Company profits
Presentation - Proposing new venture/ new market
And in relation to the previous blog article on sponsorship, it's pretty obvious how monetary investment is a good tactic.
The PR team can think of a hundred tactics that would be of use but no one can be sure if they will be successful.
Take the ENEGEX case study for example.
They had kept their objectives within reachable standards and they created awareness of the need for more donations.
And in the midst of executing their strategy, they had a series of tactics to garner more attention from the media.
More attention equates more donation and it works for them.
Tuesday, 11 March 2008
Lesson 8
When I think about sponsorship, profits and reputation building would come to mind. Perhaps because of the environment that I grew up on, whenever I read about some company sponsoring a cause, I would think that the company is trying a 'nicer' way to build their name.
This week's chapter gives an insight to sponsorship, an effective but expensive way for the company to have publicity.
From the text, Geldrad and Sinclair outlined a number of benefits that sponsors get.
The PR team would know their target public and they will evaluate which brands or events would be of help to their organisation if they were to have associations. Then they would be able to set to write a plan. Whether is it a philanthropic or corporate or marketing sponsorship, they all will have to help boost the reputation of the organisation.
The case study on the 2000 Sydney Olympics showed very interesting PR tactics. Besides the main sponsors getting coverage, there were also the non-sponsors enjoying airtime. Nike was caught red-handed trying to publicise their brand right outside the Olympic park.
Nike is also spending money just like the sponsors but they decided to invest all into planting their Nike 'tick' around the important areas.
This chapter enlightens me on the methods that PR uses when it comes to sponsorship. The Nike exception is also a lesson learned- putting your money into even better use.
This week's chapter gives an insight to sponsorship, an effective but expensive way for the company to have publicity.
From the text, Geldrad and Sinclair outlined a number of benefits that sponsors get.
- exclusitivity
- image association
- hospitality for client information
- product sampling
- signage rights
- merchandising
- networking with important people
- media coverage
- use of personnel for advertising
- promotions and sales opportunities.
The PR team would know their target public and they will evaluate which brands or events would be of help to their organisation if they were to have associations. Then they would be able to set to write a plan. Whether is it a philanthropic or corporate or marketing sponsorship, they all will have to help boost the reputation of the organisation.
The case study on the 2000 Sydney Olympics showed very interesting PR tactics. Besides the main sponsors getting coverage, there were also the non-sponsors enjoying airtime. Nike was caught red-handed trying to publicise their brand right outside the Olympic park.
Nike is also spending money just like the sponsors but they decided to invest all into planting their Nike 'tick' around the important areas.
This chapter enlightens me on the methods that PR uses when it comes to sponsorship. The Nike exception is also a lesson learned- putting your money into even better use.
Saturday, 1 March 2008
Lesson 7
Reading this week's article was so contradicting for a student journalist.
This is from my point of view.
This week's reading investigates journalists’ assessments of public relations and their contact preferences. It is impossible to tell the relationship between journalist and a pr practitioner. Progressing from the chapter, the special relationship reminds me of the one Hitler and Mussolini shared. :P Not trying to sound rude but no one has any idea of they were allies or enemies back then too.
I think the main points in the chapter would be
I googled 'what journalists think of PR' and one of the answers I got was 'journalists think corporate pr are sinners'. That doesn' sound nice from the point of view of a PR practitioner.
Journalists might dislike PR teams for spinning tales and trying to feed them with the 'spin medicine'. The fact is that as long as the PR plan is within the law system, it is perfectly legal for them to write such 'over the top' media releases.
There must be a certain degree for benefit of doubt when the journalists are reading through what the PR team has given and never put down the work. I think it is a little mean when the PR people has to work with the journalists and not the other way round.
The media industry works because of the trust between the different parties and at the end of the day, journalists and pr are really allies because they depend on each other to maintain their rice bowls.
This is from my point of view.
This week's reading investigates journalists’ assessments of public relations and their contact preferences. It is impossible to tell the relationship between journalist and a pr practitioner. Progressing from the chapter, the special relationship reminds me of the one Hitler and Mussolini shared. :P Not trying to sound rude but no one has any idea of they were allies or enemies back then too.
I think the main points in the chapter would be
- what impression does pr practitioners give the journalists
- how pr practitioners can improve their image in front of the journalists.
- what is the best way to communicate with a journalist
I googled 'what journalists think of PR' and one of the answers I got was 'journalists think corporate pr are sinners'. That doesn' sound nice from the point of view of a PR practitioner.
Journalists might dislike PR teams for spinning tales and trying to feed them with the 'spin medicine'. The fact is that as long as the PR plan is within the law system, it is perfectly legal for them to write such 'over the top' media releases.
There must be a certain degree for benefit of doubt when the journalists are reading through what the PR team has given and never put down the work. I think it is a little mean when the PR people has to work with the journalists and not the other way round.
The media industry works because of the trust between the different parties and at the end of the day, journalists and pr are really allies because they depend on each other to maintain their rice bowls.
Thursday, 21 February 2008
Lesson 6
The key points to remember from the chapter would be effective managing of media relations would produce a positive effect on both parties. What is media relations? It is effectively knowing what the media wants and giving them adequate information to maintain that line of friendship.
The term 'media' is very misleading. There can be the newspapers, magazines and internet sources that is included in the term. The different forms of media need different source feeding. Firstly, the PR practitioner must differentiate the different types of media tools that will be made available to the media. They include media releases, media kit and media conferences.
I think a media conference would be the most difficult to tackle. Getting the media to be present and sending out the various messages would be tough.
Being able to give out all the news at once and still answer the media immediately on the issues is one challenge for PR. The six scenarios identified by Wilcox and Nolte as situations for media conferences to be held are what we can observe in our society now but there are times when one of the six will take centre-stage by being the majority.
Take for example the current Malaysian elections and the it's counterpart in Taiwan. Both countries are in the midst of electing their cabinet and president respectively. The first point of conference held to make announcements to public/communities is happening almost everyday.
Not long ago during the Edison Chen explicit saga, a media conference was held by the man himself. He only spoke his speech and the press was not allowed to field any questions. His press conference might be an exception as it does not have journalists fielding questions.
In the video of his conference, the set up was exactly that of mentioned in the text on page 278.
Ultimately, it would be the important news or 'big-shots' that can hold conferences and for normal everyday news matters, a simple media release would be sufficient and also, a good PR team to answer queries brought up.
The term 'media' is very misleading. There can be the newspapers, magazines and internet sources that is included in the term. The different forms of media need different source feeding. Firstly, the PR practitioner must differentiate the different types of media tools that will be made available to the media. They include media releases, media kit and media conferences.
I think a media conference would be the most difficult to tackle. Getting the media to be present and sending out the various messages would be tough.
Being able to give out all the news at once and still answer the media immediately on the issues is one challenge for PR. The six scenarios identified by Wilcox and Nolte as situations for media conferences to be held are what we can observe in our society now but there are times when one of the six will take centre-stage by being the majority.
Take for example the current Malaysian elections and the it's counterpart in Taiwan. Both countries are in the midst of electing their cabinet and president respectively. The first point of conference held to make announcements to public/communities is happening almost everyday.
Not long ago during the Edison Chen explicit saga, a media conference was held by the man himself. He only spoke his speech and the press was not allowed to field any questions. His press conference might be an exception as it does not have journalists fielding questions.
In the video of his conference, the set up was exactly that of mentioned in the text on page 278.
Ultimately, it would be the important news or 'big-shots' that can hold conferences and for normal everyday news matters, a simple media release would be sufficient and also, a good PR team to answer queries brought up.
Thursday, 14 February 2008
Lesson 5
I think the main points to the chapter was the important involvement of law in PR practice. Before any execution of plans of PR practitioners, the legal system must be consulted to verify the plans' content. Whether it infringes any copyright or any of the other 5 Acts listed on page 90 in the textbook.
When a company is stuck in a legal battle, the role of the PR is to minimise the harm made on the reputation of the company. They do help in controlling the damage of proceedings. It is even possible that the work done by PR practitioners can sway the final result of legal proceedings but sometimes, the judges and jury are able to resist such pre-trial publicity (eg. New South Wales juries).
PR practitioners must be alerted that legal practices are also part of their job.
On to ethics, it is sometimes contradicting to see PR slogans on products that are harmful to human. Practitioners must be wary of the need to moderate their plans according to the law and also the status of the client.
For a fast food chain to be promoting their food as the healthiest might be a little over the top. If a PR practitioner for McD portrays a healthy image of the chain, many health freaks would charge to the HQ and question McD's ethics. This would also mean trouble for the PR team.
The pointers given on page 114 of the course book would help serve as a gauge for PR when producing an excellent plan for organisations.
The points of identifying the organisation's cause and being truthful to consumers are what I thought to be the most important clues to writing a PR plan.
When a company is stuck in a legal battle, the role of the PR is to minimise the harm made on the reputation of the company. They do help in controlling the damage of proceedings. It is even possible that the work done by PR practitioners can sway the final result of legal proceedings but sometimes, the judges and jury are able to resist such pre-trial publicity (eg. New South Wales juries).
PR practitioners must be alerted that legal practices are also part of their job.
On to ethics, it is sometimes contradicting to see PR slogans on products that are harmful to human. Practitioners must be wary of the need to moderate their plans according to the law and also the status of the client.
For a fast food chain to be promoting their food as the healthiest might be a little over the top. If a PR practitioner for McD portrays a healthy image of the chain, many health freaks would charge to the HQ and question McD's ethics. This would also mean trouble for the PR team.
The pointers given on page 114 of the course book would help serve as a gauge for PR when producing an excellent plan for organisations.
The points of identifying the organisation's cause and being truthful to consumers are what I thought to be the most important clues to writing a PR plan.
Sunday, 10 February 2008
Lesson 4
The key points to remember from the lesson would be the instrumental steps invovled in writing a PR plan. Just like a pyramid, there must be a sturdy foundation to the plan. Careful planning and strategising should be the most important on the list just before a plan is carried out.
Though PR is still a new subject to many, it has already been invovled in many great company accomplishments a long time ago. This is because the building of a company requires the hardwork of many and public relations is one of them. I've never thought of the company identities and slogans as important issues but realising that they are part of a company's PR practice made me more interested. Just like the previous chapter, employees will be part of the company's identity.
Out of the 7 key terms in the chapter, I found the key performance indicator(KPI) and budgetting the most important and relevant to the present day of PR. The vision statement acts as a pushing force for the whole company and this reminded me of the different vision statements I've seen so far in my life. Whether in school or at work.
The KPI acts as a form of gauge for the company and its employees. It seconds the vision statement and allows everyone to work towards better KPI. Management of budget is the most important by far because of the need to divide out the budget and reallocate them according to the different needs.
Therefore, it is clear that the building of a company requires a lot of hard work and part of them comes from the PR practitioners.
Though PR is still a new subject to many, it has already been invovled in many great company accomplishments a long time ago. This is because the building of a company requires the hardwork of many and public relations is one of them. I've never thought of the company identities and slogans as important issues but realising that they are part of a company's PR practice made me more interested. Just like the previous chapter, employees will be part of the company's identity.
Out of the 7 key terms in the chapter, I found the key performance indicator(KPI) and budgetting the most important and relevant to the present day of PR. The vision statement acts as a pushing force for the whole company and this reminded me of the different vision statements I've seen so far in my life. Whether in school or at work.
The KPI acts as a form of gauge for the company and its employees. It seconds the vision statement and allows everyone to work towards better KPI. Management of budget is the most important by far because of the need to divide out the budget and reallocate them according to the different needs.
Therefore, it is clear that the building of a company requires a lot of hard work and part of them comes from the PR practitioners.
Friday, 1 February 2008
Lesson 3
The important points to remember from the lesson would be managing and establishing a good internal and external public using public relations methods. Public relations practitioner always give the impression that they are only out to please the public or their target group. Little did we know that they are also partly responsible for the a company's internal management.
It reminded me of the time when I worked in an MNC as a little clerk but I get to talk to the bosses and there were several work reviews in the 6 months I was there. It certainly sounds like some internal PR has happened. Employees make up a company and they are the ones that keep the company thriving, just alike the engine of a car. Therefore, the feelings of the employees should always be put in priority.
The role a PR practitioner also has to represent the bosses at times to desseminate important news releases. It is just like a media release within a company. When employees receive first hand information from the bosses about the happenings of the company, they would be able to offer help. This way, it also build a bond between the company and the workers.
It was mentioned previously on the two-way symmetrical model where PR has to tackle their respective publics. Now, it is the people in the company that the PR practitioners are connecting with.
It reminded me of the time when I worked in an MNC as a little clerk but I get to talk to the bosses and there were several work reviews in the 6 months I was there. It certainly sounds like some internal PR has happened. Employees make up a company and they are the ones that keep the company thriving, just alike the engine of a car. Therefore, the feelings of the employees should always be put in priority.
The role a PR practitioner also has to represent the bosses at times to desseminate important news releases. It is just like a media release within a company. When employees receive first hand information from the bosses about the happenings of the company, they would be able to offer help. This way, it also build a bond between the company and the workers.
It was mentioned previously on the two-way symmetrical model where PR has to tackle their respective publics. Now, it is the people in the company that the PR practitioners are connecting with.
Friday, 25 January 2008
Lesson 2 - Chapter 3
The key point to remember from this week's readings was how theories can help in setting frameworks for public relations.
From Agenda Setting of news media to Grunig's four models, they all were theories brought up to support the works of public relations. I would say that the one model that is surviving very well is the the first one where 'attention-seeking' does work though information might not be 100% true most of the time. It might be a little demanding if we were to reach a balance between the public relations and the targeted public which is from model 4.
Model 1: press agentry
Model 2: public information
Model 3: two-way asymmetric
Model 4: two-way symmetric
The four models offer different directions and guidances for practitioners.
With regards to the journal article about hos Singapore tackled the SARS crisis, it was like a sudden awakening for me, bringing back memories of the days spent at home because SARS was in Singapore. As a young student, I had in fact enjoyed the extra days off at home but looking back, there were actually a lot of measures taken by the authorities just to protect citizens like me.
From my point of view, the SARS crisis was solved with the help of many public relations theories. It was not just the plain two-way symmetric model that did the work. I remember seeing propagandistic posters on walls informing all of the dangers of SARS. The fourth model did work but I do remember some jokers being caught on the streets with the SARS virus. Obviously, they were not heeding the advices.
From Agenda Setting of news media to Grunig's four models, they all were theories brought up to support the works of public relations. I would say that the one model that is surviving very well is the the first one where 'attention-seeking' does work though information might not be 100% true most of the time. It might be a little demanding if we were to reach a balance between the public relations and the targeted public which is from model 4.
Model 1: press agentry
Model 2: public information
Model 3: two-way asymmetric
Model 4: two-way symmetric
The four models offer different directions and guidances for practitioners.
With regards to the journal article about hos Singapore tackled the SARS crisis, it was like a sudden awakening for me, bringing back memories of the days spent at home because SARS was in Singapore. As a young student, I had in fact enjoyed the extra days off at home but looking back, there were actually a lot of measures taken by the authorities just to protect citizens like me.
From my point of view, the SARS crisis was solved with the help of many public relations theories. It was not just the plain two-way symmetric model that did the work. I remember seeing propagandistic posters on walls informing all of the dangers of SARS. The fourth model did work but I do remember some jokers being caught on the streets with the SARS virus. Obviously, they were not heeding the advices.
Monday, 21 January 2008
1st Lesson
My first experience at PR-ing would be becoming the leader of a project group in primary school and trying to send out pamplets to invite classmates to our group presentation. It was a horrible task. My second experience at public relations would be becoming the PR for my junior college's annual sports meet. It was a better experience and I enjoyed working with fellow committee members on the event. At least my nightmare of PR in primary school had sweetened that year.
The first lecture gave me a deep impression of the subject. Public relations the same as the one that I had thought of previously. It was not all glitz and glamour like MTV's PoweR Girls where it involves the planning of hollywood parties. The lecture started out with the interesting story of how Australia's new PM met U.S's President Bush. It might sound like a simple house visit for some but there were plenty of preparation that goes in between to make the meet successful. In comes the PR team from both sides to prepare for everything that goes on in the meet. This discussion also reminded me of the recent US elections with all the candidates going all out to meet the voters and of course, the PR team is at work again.
The plan done by the PR team should not only consist of what and how but more in-depth discussion and evaluation of the project. And most importantly, a back up plan. This was the part that took me by surprise and also alerted me to a mistake that I've made as a student PR. I had completely forgotten about the possibility of mistakes and sudden occurrence that might disrupt the course of action.
The PR team not only has to do it's best, it also has to join hands with the other departments in managing the company or events. Whatever the PR team puts out, it will represent the image of the company.
The first lecture gave me a deep impression of the subject. Public relations the same as the one that I had thought of previously. It was not all glitz and glamour like MTV's PoweR Girls where it involves the planning of hollywood parties. The lecture started out with the interesting story of how Australia's new PM met U.S's President Bush. It might sound like a simple house visit for some but there were plenty of preparation that goes in between to make the meet successful. In comes the PR team from both sides to prepare for everything that goes on in the meet. This discussion also reminded me of the recent US elections with all the candidates going all out to meet the voters and of course, the PR team is at work again.
The plan done by the PR team should not only consist of what and how but more in-depth discussion and evaluation of the project. And most importantly, a back up plan. This was the part that took me by surprise and also alerted me to a mistake that I've made as a student PR. I had completely forgotten about the possibility of mistakes and sudden occurrence that might disrupt the course of action.
The PR team not only has to do it's best, it also has to join hands with the other departments in managing the company or events. Whatever the PR team puts out, it will represent the image of the company.
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