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.
I thought your point about setting realistic objectives was interesting in that it forces PR practitioners to have good foresight in order to anticipate threats or potential disruptions to the plans. The saying "easier said than done" would most definitely haunt their minds because each step taken to carry out the plan is crucial and may affect the eventual outcome. The whole series of "networking" - getting people to do their tasks simultaneously - is a rather tricky affair. Imagine a spider web. When one end moves, the other end tends to move as well because of the vibration sent across. Applying this concept of chain reaction, we can see how important it is for PR practitioners to be fully aware of what is happening to the project.
ReplyDeleteI thought the way you approached the reading was helpful to other students as you were able to see how this chapter is based on chapters 1,2, and 3, whereby the foundations of public relations has been set and without those foundations, it is hard for students to grasp the importance of strategy and planning. Your use of "company's goodwill" triggered that thought in me so kudos to you for applying what we've learnt really well!
Yes I agree with you on the phrase "easier said than done" as experiences over several years in this industry would be the only element for PR practitioners to have good foresight in the future.
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