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.

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.

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.