Week 10 Readings- Presenting

I believe the key messages from this weeks readings were that it can be difficult to deliver a presentation and hold the audiences attention, that being arrogant, boring or confusing are the three sins of presenting, that presentations must have a beginning, middle and end, presentations can be made interesting and shouldn’t rely on power point and that you must be informed about your audience, your location and your role in a presentation. Other messages were that it’s okay to bring your personality out in your presentation, that groups must support each other and be rehearsed and organised and that levels of concentration increase and decrease at certain times.

The key points in the readings could be applied to my groups work in that they were relevant to our assignment and often related directly to group work. Wyeth’s reading made me re-consider whether our group should even utilise power point slides. He made some very good points about how to relate the information to the audience so it isn’t boring, and that slides can damage your speech, making it mechanical and predictable. This reading also outlined how to structure a presentation (Tell Em3). Drew stressed the need for a team to work together, rehearse and be prepared. She talked of allocating tasks and I am now more aware of the importance for those group members not speaking to remain focused on the speaker. Van Emden and Becker helped me see the importance of the group being harmonious and that it’s inadequate to simply divide the presentation into equal time portions. I also think it’s a good idea that a confident speaker should begin and finish the presentation and we should all introduce ourselves. We must also be careful not to interrupt each other, or loose focus after our part of the presentation is finished. The readings also emphasised the importance of utilising the beginning and end of the presentation to their full potential, because these are the highest times of audience concentration.

The readings made me think more about PR theory and practice in that many of the group theories can be applied to the workplace. There was discussion of dress codes and the importance of studying a room’s layout before presenting it in, which were more relevant to professional practice. They also emphasised that group work will continue in the work place and that employees value team work skills, so I can see the importance of this assignment. I have also learnt that being boring, confusing and arrogant are the three sins of presenting and that I shouldn’t try to play it so straight that I hide my personality. Having said that, showing too much personality can result in a negative outcome. I have also just learnt basic tips about researching, structuring and giving a presentation, which I think I will always utilise. I particularly loved a few of the analogies too and I think I will remember them always. I.e. “Speaking to an audience is like feeding apple sauce to a one year old, some of the food gets in the child, but most of it feeds the carpet.”The readings related to the other reading I've done in previous weeks in that like the readings on group work they were very practical, simple to understand, and could be easily applied to my own work. They both provided many useful tips and alternative ways to deal with group tasks, which I found very useful. They also related to the PBL reading, in that group work is often used to solve problems by utilising the different specialities of members. These differences can also be used to improve a presentation.

Week 9 Readings- Newsletters and Community Relations

I believe the key messages from this weeks readings were that proactive communication can assist with image, and that the role of community relations is an essential one, keeping the community informed and in turn, benefiting the company. The key messages regarding newsletters were the need for clarity surrounding the impression you want to make and what you want to achieve, the importance of reflecting your organisations objectives and allowing for two-way communication and identifying the needs of your audience.

The key points in the readings could be applied to my groups work in that they emphasised the importance of clear information and what to include in a newsletter so it is of interest to your target audience. They also showed how a newsletter can be utilised to put your organisations objectives into context, demonstrating why it is important to the community. This is precisely what we wish to achieve through the communication tools used in our plan.

The readings made me think more about PR theory and practice in that they emphasised the importance of quick and honest communication early on to avoid conflict later, they also outlined the importance of utilising your PR tools effectively (specifically newsletters). There is little point in creating them if they do not fulfil their purpose. The job of a PR practitioner is to identify this purpose and to ensure the writers are meeting it, not solely tooting their own, or the companies horn. We need to know what is it the audience wants to hear? (loved the analogy on this one- the one about the boasting Christmas letters) I now better understand the layout, function and purpose of a newsletter and how every decision is relevant. Newsletters can be directed at a large variety of stakeholders and the newsletter should reflect the interests, and meet the needs of the target audience. Decisions must be made as to how often it will be produced, what it will look like, its content, its language and its format and all decisions must relate back to the audience. There were some clever language tips in the readings covering everything from catchy headlines to sentence structure and the importance of wording a statement in benefit terms and not commanding the reader does something. It’s also important to have up to date contacts and to NEVER send a newsletter as a CC (which was an excellent tip because I didn’t even think of how this technique would expose other email addresses).

The readings related to the other reading I've done in previous weeks in that the construction industry reading reiterated the importance of identifying changes to legislation, which refers back to the importance of SWOT analysis. It also emphasised the importance of clear and honest and coherent communication and that goals must be workable, practical and quantifiable, all of which was emphasised in the chapter about PR plans. The importance of clearly identifying and understanding your audience and stakeholders is again emphasised through the newsletter readings, as is the importance of moving beyond one way communication. It also ties to ethical practice ie someone must be willingly subscribed to your newsletter and be able to unsubscribe. The newsletter readings also emphasised how necessary it is that a communication tool fits into the overall strategic plan.

Week 8 Readings- Media Relations/Releases

I believe the key messages from this weeks readings were that journalists appreciate PR practitioners who are ethical, professional, informed and who attempt to appeal to both the individual preferences of journalists and the overarching structures and practices of the journalism industry. The second reading outlined the correct way to write and present a media release, paying careful attention to its purpose and intended audience. The third reading highlighted the many ways PR practitioners can utilise internet tools to communicate with the press, but emphasised the importance of maintaining the website as a credible source of information. Once again it is important to keep journalists on side as they are identified as an important audience in all the readings. It was evident how many organisations still don’t understand, effectively utilise or update their press centres on the web. Another idea was that regardless of country, similar trends seem to occur when it comes to website upkeep.

The key points in the readings could be applied to my groups work in that they emphasised the need for well refined communication strategies BEFORE the implementation of specific techniques. They also made me think about how we would target our messages to different media and the importance of monitoring whether our strategies are not only effective, but actually being carried out. Also for each initiative we undertake we must consider how to pitch that idea to the media within our small town community, why would they publish our release. We must also be careful not to sound self-serving as many journalists feel some PR releases do.

The readings made me think more about PR theory and practice in that they highlighted the multitude of ways PR practitioners can make use of the internet, but emphasised there was little point to these innovative techniques if they were not correctly utilised. It provided useful tips on what to include on the website (and what not to) and how to utilise the web most effectively. Sallot and Johnson’s reading demonstrated how important it is to consider journalistic techniques before writing a media release and to concentrate on being professional and accurate with everything from spelling, to facts. In the future I intend to keep an updated contact list, outlining how each journalist prefers to be contacted, as I believe this is an important concept. I will also draw on my own knowledge of journalism to improve my work and offer a piece that isn’t overtly self-serving but informative and accurate. I think the point that was also important in Gonzalez-Herrero’s reading was that the internet must complement, not replace other forms of communication and that well refined communication strategies must already be in place in order to succeed. The reading on how to write a media release was also very useful for tips on newsworthiness, emailing and style, including a useful checklist.

The readings related to the other reading I've done in previous weeks in that they again examined media relations and the importance of framing and adhering to the requirements of individual journalists if you are to succeed in your press coverage. Even on the web, two way communication is vital, there is little point setting up an enquiry form online if an answer is never received. This damages the credibility of the site and is a waste of time. So every initiative taken by the PR department must be monitored to ensure it is serving the right function. The media release reading also related to previous readings I have done in journalism and in last years PR course.

Week 7 Readings- PR Plan

I believe the key messages from this weeks reading were the importance of the different stages of a program plan, the need for PR to have a proactive role, the need for research and a strategic plan that meets an organisations overall objectives, the importance of sound objectives, the advantages and disadvantages of working in a PR consultancy or an in-house department, the workings of a budget, the best way to select communication methods and the importance of effective implementation and evaluation of the PR plan.

The key points in the reading could be applied to my group work in that this will be the major assignment we will be undertaking. It was helpful in outlining the structure of a PR plan, highlighting common problems that are encountered and should be avoided. It identified the ways to approach each section of the plan and the importance of defining each step clearly, for example wording objectives in such a way that they can be controlled and measured. Each of the sections outlined will help develop our thinking and approach in regards to the sections within our own plan.

The reading made me think more about public relations theory/practice in that it was very clear, simple to understand and practical. It highlighted the role PR plays alongside other organisational departments and the danger of PR doing the work of these other departments. The comparison between consultancy and in-house PR firms outlined the structure of organisations and the way a program plan develops in each circumstance. I also found the different sections (particularly that on budgets) to be very informative as they included examples and dos and don'ts. The reading also emphasised the time, effort and consideration that must go into constructing, evaluating and refining a PR plan. The different attitudes organisations hold regarding the value of PR plans will no doubt also be something I will encounter in the future.

The reading related to the other readings I've done in previous weeks in that it linked back to the importance of research, ethics and strategic planning. It again emphasised the proactive role of a PR practitioner and the need for actions to be justified to management. The variety of plans and techniques referred back the the individual readings on media relations, community relations etc. The importance of a clear direction is again emphasised as is the need to learn from your outcomes.

Week 6- Issues and Crisis Management

I believe the key messages from this weeks reading were the importance of effective crisis management and the early detection of issues, that PR practitioners should be aware of potential problems and have systems in place to deal with these problems, the structure and approach that should be taken to prepare for a crisis, the important role of the CEO, the importance of planning and a team structure and the ways the web can be utilised in a crisis.

The key points in the readings could be applied to my group work in that they will help me increase my awareness of issues that surround our organisation. I see now how even global issues can filter down to have a detrimental effect on small Australia organisations. This will help us when it comes to generating ideas about potential problems our organisation might face.

The readings made me think more about public relations theory/practice in that they communicated many examples of what approaches have and haven't worked in past practice. They also demonstrated the amount of preparation and planning that must be undertaken to effectively implement a crisis plan, they made me more aware of the team structure and useful hints about crisis kits and command centres. The readings also helped me realise how contacts can again be highly useful in alerting you to potential problems. Avoiding the crisis or not presenting the right information is also not a good way to go, the idea of having one spokesperson and giving them time to respond rather then placing them on the spot was a useful idea.

The readings related to the other readings I've done in previous weeks in that I can see how various tactics can be blended to help in a crisis. Crisis management is another part of the organisations strategy, there must be an effective system in place. The importance of a SWOT analysis to identify potential problems also resurfaced (this also related back to the reading where management stated they value employees that can prevent rather than just solve problems). These problems also had to be solved in line with the organisations structures, practices and beliefs, so I can see what an important role that plays in every decision. The importance of liaising with stakeholders again comes into play with this issue.

Week 5 Readings- Employee/ Community Relations

I believe the key messages from this weeks reading were the importance of establishing long term relationships with employees and the local community in order for an organisation to be most successful, many wider issues can stem from employee/community dissatisfaction, the beneficial role employees can play in corporate identity and success and the different tactics that can be used to reach these audiences. Also the readings encompassed several case studies which demonstrated good examples and made me think about what were good/bad approaches.

The key points in the readings could be applied to my group work in that they focus exactly on the area we are addressing. I have learnt many useful ways to approach the community and some ways to research the most appropriate methods. The case study in the text was particularly useful in demonstrating ways to approach a dissatisfied public and this is what we'll be needing to deal with. It offered useful pointers on how to/ how not to approach this important public. The case studies also helped me see the way to set out our plan and clarified each element within it. It also was useful to start us thinking about what techniques worked and what didn't and broadening our understand of strategy and techniques.

The readings made me think more about public relations theory/practice in that it is not just about pacifying employees or communities, but satisfying them. I also understand the importance of informing these public and facilitating communication with them in order to preempt rumour and keep them informed and offer them a feeling of involvement. I can see the different tools that may be used to achieve this both within and outside an organisation. The case studies helped my see the wide range of campaigns I might be faced with and the variety of techniques that can be developed to meet the campaign goals. It also helped me think about what works and doesn't work in a strategic plan and I could also see which campaigns worked better than others (also the time that clearly goes into each campaign). They also gave me a better idea of costs.

The readings related to the other readings I've done in previous weeks in that the two way symmetrical model of communication is again a necessary relationship tool. Also the concept that we must be strategic in our plan to reach our audience, there is no point being condescending. Internal and community relations also plays a major role in your overall plan, these groups are also essential to the planning, implementation and evaluation of some plans. The case studies cemented the features of a strategic plan and highlighted many issues such as inputs and outputs and media relations studied previously.

Week 4 Readings- Media Relations

I believe the key messages from this weeks readings were that media relations is an important and necessary sub-field of PR, that media is also a business and establishing a relationship with a business is very different to a personal relationship (the media don't have to be loyal to you), they are also influenced by industry values as well as news worthiness, it's important not to overlook smaller media outlets or those with specialised audiences, you must know the media and work within their deadlines, requirements and structure to be most successful, the term media is much broader then we might imagine.

The key points in the readings could be applied to my group's work in that they helped me realise the way to structure our strategy in relation to the media. We need good media strategies and clear and well crafted messages. Also I have a better idea of the range of techniques that can be used to reach the media in our campaign other than just media releases. I see how we can make our information interesting, and use the wide variety of media to target it at just the right audience.

The readings made me think more about PR theory and practice in that media relations is not always as straight forward as making a press release newsworthy, I have to meet the agenda set by the media. Also relationships are not as easily maintained and established as I once thought- different institutions require different tactics. I have to establish my organisation as a credible source and there is a fine balance between presenting the facts (and being boring) and pulling an entertaining stunt (but loosing credibility). Also it is very important to frame the story in a way that is relevant to READERS of the publications. I would also have a better idea about the skills needed to set up a media conference or similar event.

The readings related to other reading I've done in the previous weeks in that they cemented my concept of frames, which I studied last year, and developed and refreshed my knowledge on media relations. Also I see how strategy again comes into play in this area of PR. I can also see how research into the media (or a media organisation and its readership) may benefit you in the long run and be the difference between whether your story is accepted or not.