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.
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I took the author’s meaning to be quite different in that the misinterpretation of meaning actually comes from the noise that occurs in a communication which follows the linear transmission model. I believe the author was trying to point out the audience now seeks gratification in providing feedback in the hopes of being able to personalise the product/service he's paying for according to his preferences.
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