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.
I thought your point about the ability to have composure in times of crisis was interesting in that it actually is a necessity in a PR practitioner because the situations that they face change according to the demands of the public or an appearance of a scnadalous incident. Maintaining composure is in fact a vital quality in professionalism. For example, the public will instinctively believe that their woes will be handled considerately upon seeing the calm approach that the PR manager takes.
ReplyDeleteI also agree with you on not following a theory too closely as I've stated in my blog. The theory acts as a guideline in assissting PR managers handling public affairs. PR practitioners must always stay relevant in order to sustain the trust of the public.
Indeed there are several academic theories about how PR practice takes upon. However, like our lecturer,Tanya Wilson has mentioned,it is impossible to look at each theory religiously because one would truly understand untill he/she is doing and experiencing the work himself/herself.
ReplyDeleteTherefore, while we take into consideration the existence of such theories, it is wise not to follow it blindly. Like you have mentioned, to remain with the flow of changes should be the PR's ultimate goal.