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.