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.

PR GONE WRONG

Hi all,

I really liked this article on a PR bungle. It makes you realise just how things can go wrong if you don't think carefully about the choices you make. Interesting reading- I think I'll learn from it.