I think the two key points to remember from this week’s readings is the importance of the third sector in today’s era and the essential value of corporate social responsibility organizations must undertake to better maintain relationships with the community in the long run.
The rise in the third sector – non-government organizations (NGOs) and community action groups (CAGs) contributing to changes that shape opinions of others in the community. Which is why, as the readings have mentioned, government and business organizations are taking in the concerns as outlined by the third sector and address them accordingly.
By respecting these opinions voiced by the third sector, PR practitioners should uphold and maintain values of equity, fairness, tolerance and diversity so as to achieve a long-term goal – a solid reputation, the ability to attract new members, gain support with them.
This is important to do so since this third sector is here to stay. As a matter of fact, it is an essential driving force in our society. They shape values people hold and continue to drive them towards democracy. Therefore, PR practitioners have an important role of ensuring their relationship with the third sector is well.
The readings also made me think about public relations practice of how it is necessary to practice corporate social responsibility towards citizens. Especially in this era where there are environmental and social concerns, citizens are more receptive to organizations which place equal importance on environmental issues.
While some might see this as another marketing strategy adopted by the company to diversify their sale of products and services, it is clear, no doubt, that communities/citizens benefit from such. The goal is a long-term one where relationships are building, corporate partnerships are expanded, and redefining value in communities.
Therefore, just as the readings have mentioned, citizens have cultivated a higher expectation for companies to be more proactive rather than just profit-making.
Being proactive would also mean that organizations now have responded to new media where blogs have become the icon for a two-way communication with the community.
Organizations have turned to blogs to assist their customers in feedbacks and suggestions on their products. Hewlett Packard is one organization where they set up blogs to get customers to address issues regarding their products or services. Such two-way communication is vital to maintain relationships with citizens. In return, organizations would be better perceived by communities.
Wednesday, March 11, 2009
Tuesday, March 10, 2009
Week10 readings
I think the two key points to remember from this week’s readings were to establish a sound PR program with specified and practical objectives and focusing on target audience by ensuring there is minimal to no communication barriers between target audiences and the PR practitioners.
PR program needs measurable and specified objectives to know where it is leading to.
According to the readings, objectives must concentrate on the result, not the task. I feel that objectives should be supported by both the results and the task. The journey is equally important as the results. There should be a plan to what should be done on a daily basis so that the effort that amounts to, in the end, would clearly determine the success of the initial goals.
The readings also made me think about public relations practice of having specific objectives which should evolve around time, quantity, quality and cost management. By addressing that there would be cost and time constraints, practitioners are being practical to their goals. Deciding on the quantity and quality is equally essential to determine especially when you are dealing with a specific target audience size. This helps to keep a PR organization’s strategies in check.
Secondly, it is important to know the target audience really well before anything else. Just as the readings have mentioned, ‘identification of target audiences is the first major step in program planning.’ Another important point to take note is that the target audience should be broken down further to focus on the particular persons. Research methods should only take place thereafter. For example, focus group can be held to understand and determine the shifts in current trends amongst youth of age 16-18 years old.
The readings made me think about public relations practitioners should familiarise themselves with the common lingo/ terminologies used by the certain target audience. This is important to minimise the misinterpretation that can occur while the communication session is ongoing.
The last thing that a practitioner would want to make is the mistake of misunderstanding hi s target audience.
PR program needs measurable and specified objectives to know where it is leading to.
According to the readings, objectives must concentrate on the result, not the task. I feel that objectives should be supported by both the results and the task. The journey is equally important as the results. There should be a plan to what should be done on a daily basis so that the effort that amounts to, in the end, would clearly determine the success of the initial goals.
The readings also made me think about public relations practice of having specific objectives which should evolve around time, quantity, quality and cost management. By addressing that there would be cost and time constraints, practitioners are being practical to their goals. Deciding on the quantity and quality is equally essential to determine especially when you are dealing with a specific target audience size. This helps to keep a PR organization’s strategies in check.
Secondly, it is important to know the target audience really well before anything else. Just as the readings have mentioned, ‘identification of target audiences is the first major step in program planning.’ Another important point to take note is that the target audience should be broken down further to focus on the particular persons. Research methods should only take place thereafter. For example, focus group can be held to understand and determine the shifts in current trends amongst youth of age 16-18 years old.
The readings made me think about public relations practitioners should familiarise themselves with the common lingo/ terminologies used by the certain target audience. This is important to minimise the misinterpretation that can occur while the communication session is ongoing.
The last thing that a practitioner would want to make is the mistake of misunderstanding hi s target audience.
Thursday, February 26, 2009
Week8 Readings
I think the 2 key points to remember from this week’s reading were the need for PR practitioners to relate tactics to their targeted audience and taking extra precautions not to cross the line where the cultures of a community should be looked upon and respected before making the right tactics.
Firstly, tactics must relate be related back to the target audience. This is important to determine the tactic that the practitioner intends to use. At the end of the day, the practitioner’s goal is to deliver the intended message to their target audience. Distortion of the message is the last thing that should occur.
The readings made me think of how public relations practice use the tactic of audio-visual communication to connect with the target audience. Especially in this era where getting the attention of your targeted audience is already half the battle won, using audio-visual communication can be effective as this would appeal to our audience’s most important senses – sight and hearing.
However, as the readings have mentioned, using such a highly-invested tool to capture the attention of the audience can be very costly to some PR companies. Therefore, a company’s budget is the company’s limitation. In turn, they might lose their share of the audience. This, however, does not mark the end of the company’s ability to succeed.
With other right tactics, it would still be possible to overcome the hurdle and still capture the targeted audience.
The readings also made me think of how PR practice use advertising as a campaign to promote something – a product or a message may be inappropriate in certain cultures. Sometimes though, it can be a wrong move altogether. One example was the advertisement of Okomoto’s condom on bananas to demonstrate the length of its condoms. These advertisements which were pasted in public trains in Singapore had some of its citizens cringed on the sight of it. Singapore, a relatively conservative country may not be too open-minded yet with such issues. Though the advertisements may have achieved in delivering the intended message, it may also send the wrong signals to its audience too.
Therefore, PR industry should be sensitive in their choice of advertisement where the culture of the country’s people must be taken into consideration.
Firstly, tactics must relate be related back to the target audience. This is important to determine the tactic that the practitioner intends to use. At the end of the day, the practitioner’s goal is to deliver the intended message to their target audience. Distortion of the message is the last thing that should occur.
The readings made me think of how public relations practice use the tactic of audio-visual communication to connect with the target audience. Especially in this era where getting the attention of your targeted audience is already half the battle won, using audio-visual communication can be effective as this would appeal to our audience’s most important senses – sight and hearing.
However, as the readings have mentioned, using such a highly-invested tool to capture the attention of the audience can be very costly to some PR companies. Therefore, a company’s budget is the company’s limitation. In turn, they might lose their share of the audience. This, however, does not mark the end of the company’s ability to succeed.
With other right tactics, it would still be possible to overcome the hurdle and still capture the targeted audience.
The readings also made me think of how PR practice use advertising as a campaign to promote something – a product or a message may be inappropriate in certain cultures. Sometimes though, it can be a wrong move altogether. One example was the advertisement of Okomoto’s condom on bananas to demonstrate the length of its condoms. These advertisements which were pasted in public trains in Singapore had some of its citizens cringed on the sight of it. Singapore, a relatively conservative country may not be too open-minded yet with such issues. Though the advertisements may have achieved in delivering the intended message, it may also send the wrong signals to its audience too.
Therefore, PR industry should be sensitive in their choice of advertisement where the culture of the country’s people must be taken into consideration.
Friday, February 13, 2009
Week6 Readings
I think the 2 key points to remember from this week’s readings are the benefits and problems of using new media to engage in social networks and possibilities of conflict resolution.
The readings made me think about public relations practice where having engagement in social networks is important. This ‘social capital’ also refers to shared values and trust from within it. The readings also made me think about public relations practice of conducting this ‘bridging and bonding social capital’ between organizations, clients and publics. In this era, to PR’s advantage, new media has enabled greater reach to these groups of people to reach out and engage in a two-way communication. This way, social communities are maintained.
One limitation, however, still remains where the use of new media does not allow full interaction between the parties. Feedback through means of emails for example immediately screens out the intended tone of the message and facial expressions, which are important elements especially where body language plays a part in determining the intended feedback.
Apart from that, the readings mentioned how new media has enabled communities to voice out their opinions through the use of blogs or any other online applications. For example, the online Straits Times online blog often encourage Singaporeans to voice out their feedbacks and opinions on new policies, improved regulations, or other comments on reporter’s news stories.
This online opportunity however, can sometimes become more of a chit-chat session where online users use the portal to voice out opinions which are may not necessarily relate to the subject matter at all. For example, the Straits Times Online Mobile Print (STOMP) which allows users to post comments has become irrelevant overtime since the online users end up insulting the other party when disagreements arise.
This problem arises probably because of users’ opportunity to remain anonymous and thereby misrepresent them purposefully. It is of no wonder that there is a lack in authentication in such opinions.
The readings mentioned on possible approaches to negotiation and conflict resolution. These two ways include position-based and interest-based. However, the readings also addressed the problem of how the community may have problems in comprehending complex issues in the first place. As a result, their opinions and feedbacks may seem more like apathy.
As a PR practitioner, it is their job to separate relevant points brought out from those which are merely necessary ranting. PR practitioner may also want to carry in-depth research to why their comments are there in the first place.
The readings made me think about public relations practice where having engagement in social networks is important. This ‘social capital’ also refers to shared values and trust from within it. The readings also made me think about public relations practice of conducting this ‘bridging and bonding social capital’ between organizations, clients and publics. In this era, to PR’s advantage, new media has enabled greater reach to these groups of people to reach out and engage in a two-way communication. This way, social communities are maintained.
One limitation, however, still remains where the use of new media does not allow full interaction between the parties. Feedback through means of emails for example immediately screens out the intended tone of the message and facial expressions, which are important elements especially where body language plays a part in determining the intended feedback.
Apart from that, the readings mentioned how new media has enabled communities to voice out their opinions through the use of blogs or any other online applications. For example, the online Straits Times online blog often encourage Singaporeans to voice out their feedbacks and opinions on new policies, improved regulations, or other comments on reporter’s news stories.
This online opportunity however, can sometimes become more of a chit-chat session where online users use the portal to voice out opinions which are may not necessarily relate to the subject matter at all. For example, the Straits Times Online Mobile Print (STOMP) which allows users to post comments has become irrelevant overtime since the online users end up insulting the other party when disagreements arise.
This problem arises probably because of users’ opportunity to remain anonymous and thereby misrepresent them purposefully. It is of no wonder that there is a lack in authentication in such opinions.
The readings mentioned on possible approaches to negotiation and conflict resolution. These two ways include position-based and interest-based. However, the readings also addressed the problem of how the community may have problems in comprehending complex issues in the first place. As a result, their opinions and feedbacks may seem more like apathy.
As a PR practitioner, it is their job to separate relevant points brought out from those which are merely necessary ranting. PR practitioner may also want to carry in-depth research to why their comments are there in the first place.
Thursday, February 12, 2009
Week5 Readings
I think the 2 key points to remember from this week's readings is the role of ethics in Public Relations and the importance of corporate social responsibility PR practitioners have to sustain for the benefit of society.
Firstly, it is essential for PR practitioners to assess ethical implications of their strategies and tactics. This can be done by assessing their personal, professional and institutional ethics. Keeping in mind of the core five parties are individual, employer, client, profession and society. The readings made me think of how one should look within one self’s own set of values to assess and judge what is wrong and right to carry on the plan. It made me think of the common phrase of how one is his/her own best judge. However, I feel that this is quite tricky since we are humans after all and committing an error in judgments is possible. Therefore, I propose considering possible alternatives with the help of other employers to double check one’s actions.
The role of a counselor, as mentioned in the readings, would also be helpful to the practitioner where making a decision is a concern. The readings made me think of the practice of objective observations analysis of a client’s/ employer’s situation. For the practitioner to achieve in these practices, practitioners would be better at analyzing how their future actions would be seen by various stakeholders.
The readings also made me think of PR practice on how social responsibility should also be exercised. Like what was mentioned in the readings, one should aim to ‘go beyond the pursuit of profitability’ where forgoing short-term profit goals brings long-term goals of maintaining interests of the organizations’ stakeholders.
In today’s world where companies are placing more importance on non-financial indicators, like assessing the quality of the workplace tells a lot about the company’s policy of exercising corporate social responsibility. Though I do agree on this, good quality of the workplace however, does not determine the ‘mood’ of the organization where there might be disagreements within.
Firstly, it is essential for PR practitioners to assess ethical implications of their strategies and tactics. This can be done by assessing their personal, professional and institutional ethics. Keeping in mind of the core five parties are individual, employer, client, profession and society. The readings made me think of how one should look within one self’s own set of values to assess and judge what is wrong and right to carry on the plan. It made me think of the common phrase of how one is his/her own best judge. However, I feel that this is quite tricky since we are humans after all and committing an error in judgments is possible. Therefore, I propose considering possible alternatives with the help of other employers to double check one’s actions.
The role of a counselor, as mentioned in the readings, would also be helpful to the practitioner where making a decision is a concern. The readings made me think of the practice of objective observations analysis of a client’s/ employer’s situation. For the practitioner to achieve in these practices, practitioners would be better at analyzing how their future actions would be seen by various stakeholders.
The readings also made me think of PR practice on how social responsibility should also be exercised. Like what was mentioned in the readings, one should aim to ‘go beyond the pursuit of profitability’ where forgoing short-term profit goals brings long-term goals of maintaining interests of the organizations’ stakeholders.
In today’s world where companies are placing more importance on non-financial indicators, like assessing the quality of the workplace tells a lot about the company’s policy of exercising corporate social responsibility. Though I do agree on this, good quality of the workplace however, does not determine the ‘mood’ of the organization where there might be disagreements within.
Thursday, January 29, 2009
Week4 Readings
I think the 2 key points to remember from this week's readings is to always keep in mind the ever-changing media environment PR practitioners are living in today and the techniques and tactics PR practitioners should accustomed themselves to in order to remain flexible with other media-related persons including journalists.
Firstly, it is essential to note that although the environment may be changing, PR practitioners should always keep in mind of the code of ethics in the work that they do. Like what was mentioned in the readings, “effective media relations still requires efficient, informed and ethical professional behaviour.”
The readings made me think about how PR practice should adapt to the rise of citizen journalism. Citizen journalism has managed to break down the dominant monopoly medium into several smaller news centres. From such alternative medium, audiences have easy, cheaper and faster access to information.
However, being a PR practitioner where relating to the public/audience is of outmost importance, one should always advice caution to the audience on the exact credibility of such information. Blogging takes the form of citizen journalism where now it has enabled itself in “blurring the roles of consumer and producer of news.” For example, in Singapore, the Straits Times Online Mobile Print (STOMP) is one example of citizen journalism where any Singaporean can post any news on this portal. Since information is hardly regulated, such information can therefore be unreliable. This is where PR practitioners should intervene and formulate tactics to remind Singaporeans, in particular the informants to exercise ethics. Doing such these credibility checks now and then, it poses a reminder to both PR practitioners and audiences alike of such simple netiquette – in avoiding assumptions of internet content.
Secondly, the readings made me think on the challenge the PR practitioner faces to remain relevant in both mainstream and alternative media. One way which I thought was relevant was to adopt Media Monitoring where there is a need to remain up to date of events, issues and any changes that is happening globally. It is of no doubt this is a need to cultivate so as to remain on par with everyone else.
Conley and Lamble (2006) list of 8 news values were also a highlight for PR practitioners to take note of. Journalists use such news values to write their news stories. To remain in the same frequency as them, PR practitioners would also need to accustom their style. At the end of day, all of these should be done in favour of the public by adapting to their taste and preferences. After all, our audiences are what we need to survive in this industry.
Firstly, it is essential to note that although the environment may be changing, PR practitioners should always keep in mind of the code of ethics in the work that they do. Like what was mentioned in the readings, “effective media relations still requires efficient, informed and ethical professional behaviour.”
The readings made me think about how PR practice should adapt to the rise of citizen journalism. Citizen journalism has managed to break down the dominant monopoly medium into several smaller news centres. From such alternative medium, audiences have easy, cheaper and faster access to information.
However, being a PR practitioner where relating to the public/audience is of outmost importance, one should always advice caution to the audience on the exact credibility of such information. Blogging takes the form of citizen journalism where now it has enabled itself in “blurring the roles of consumer and producer of news.” For example, in Singapore, the Straits Times Online Mobile Print (STOMP) is one example of citizen journalism where any Singaporean can post any news on this portal. Since information is hardly regulated, such information can therefore be unreliable. This is where PR practitioners should intervene and formulate tactics to remind Singaporeans, in particular the informants to exercise ethics. Doing such these credibility checks now and then, it poses a reminder to both PR practitioners and audiences alike of such simple netiquette – in avoiding assumptions of internet content.
Secondly, the readings made me think on the challenge the PR practitioner faces to remain relevant in both mainstream and alternative media. One way which I thought was relevant was to adopt Media Monitoring where there is a need to remain up to date of events, issues and any changes that is happening globally. It is of no doubt this is a need to cultivate so as to remain on par with everyone else.
Conley and Lamble (2006) list of 8 news values were also a highlight for PR practitioners to take note of. Journalists use such news values to write their news stories. To remain in the same frequency as them, PR practitioners would also need to accustom their style. At the end of day, all of these should be done in favour of the public by adapting to their taste and preferences. After all, our audiences are what we need to survive in this industry.
Thursday, January 22, 2009
Week3 Readings
I think the two key points to remember from this week’s readings were the 5 principles of strategy for Public Relation practitioners and the importance of planning before executing a process.
Firstly, the 5 principles of strategy – Perspective, Position, Purpose, Process and Pattern is a strategy any PR organization should have to ensure it keeps itself on track of their long-range goals. Along with research-based on past and present strategies, PR organization should use these 5 principles to think ways on how to improve their current practices. This is to polish and heighten the reputation of the company in the future. Indeed, I strongly feel that goodwill is the most valuable asset any company has.
The readings on ‘Vision and mission statements’ made me think more about the need of motivating team members in the practice especially when the organization is working with time constraint. Setting a step-by-step procedural method is important to keep practitioners on track. However, because of the time constraint, some may feel pressured. Therefore, I feel that PR practitioners should meet up regularly to revise their actions.
Most importantly, setting realistic objectives for the organization is fundamental. This is particularly important especially in event management where there would be dates to remember, equipments to hire, clients to keep in touch with, numbers to memorize, rehearsals to attend – all of which, on another basis, requires the practitioner to be highly organized so as not to buckle under the pressure.
Also, I realized that as a PR practitioner, it would be a plus factor for the practitioner if she/he is persuasive. I believe anyone can communicate, but not all can persuade others to view a concept or idea with his/her own view. This, I feel is essential in order to convince people – clients or publics alike – of the organization’s standing/role in the society. After all, at the end of the day, we are more concerned with our client’s trust on our organization. Like I have mentioned earlier, a company’s goodwill is the most valuable asset.
Monday, January 19, 2009
Week2 Readings
I think the 2 keys points to remember from this week’s readings were firstly, to establish a mindset that a true definition of PR can never be determined. Several tasks have been mentioned in the readings and as an aspiring PR practitioner; one has to bear in mind of the flexibility nature of the job. Most importantly, a good practitioner must have the ability to multitask in order to meet deadlines.
Apart from the readings, our lecturer, Ms Prasanna Nair related her experience upon arriving in Philippines on a relief mission. Without advance notice, she was bombarded with the media upon her arrival at the site. As she relates, it dawned on me how crucial it is for a PR personnel to remain calm and collected to deal with such unexpected circumstances.
I felt that this skill – the ability to have the composure in times of crisis – should have been listed down in ‘Skill needed in public relations’. Perhaps, this takes years of experience by which one could master only when he/she starts practicing as a PR practitioner.
Generally, her anecdote along with the readings made me think about how Public Relation practice should be like. PR practitioners must be spontaneous; being on their toes at all times to deal with clients so that at the end of the day, both organization and publics are in harmony.
Secondly, PR organizations should always keep in mind not to follow a particular framework or theory too closely for there will always be now and in the future. Thus, it is wiser for PR practitioners to see such frameworks as guidelines and apply accordingly to such change. This way, PR practice is regarded as a profession that has outstanding emphasis on adaptability. Only through this method can a PR practitioner excel in his/her profession by remaining relevant to the changing environment.
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