OK so I thought I might reflect on this course with the 10Min's free time I have.
While I feel in myself I haven't kept up with my usual standards of work, I really need to work on time management that is for sure.
I have grasped a great deal from this course, while at first I was in love with the idea of PR I'm looking at it with much more reality and thankfully still with interest.
Some important points I will take away with me are:
Research is everything.
Budgets are crucial.
Any type of partnership or sponsorship must be done with open communication, similar goals and target markets.
Adjust the writing for the audience.
Plan, plan and plan some more!
Know your surroundings and understand the people you are working with and those you want to.
To me Public Relations is much more of a job then some fancy celebrity like career it is portrayed as. It certainly has its aspects of 'spin doctoring' but if you follow your ethics and gut instinct then your credibility won't be lost.
Like any career in the marketing and advertising industry you have to prove yourself, I feel this course has given us the basics to be able to start attempting work experience, etc.
But for now, it's time to start, what else in PR, but a plan!
Wednesday, September 26, 2007
Monday, September 24, 2007
Research and Evaluation
It was like traveling back a year reading this chapter, completing a marketing diploma last year I had a great deal of memory flashbacks.
I still stand by that evaluation is the key to your next big success, as an important point from this week reading evaluation should not be left until the end of a campaign. Evaluation should constantly be looked at through out the process and implementation, this will help crisis action.
Another essential point from this week reading is the emphasis on research and looking into different types of research.
Qualitative, such as open-ended questionnaires, in-depth interviews and phone interviews.
Quantitative is collecting numbers rather then personal answers, such as Yes/No questions or circling answers.
It is also important to remember that first and secondary research must be carried out to back up findings.
First hand research is ‘straight from the horses mouth’ basically, while secondary are articles and past interviews. It is good to have a mix of both to make sure your findings are not compromised or bias.
This week readings made me look at public relations differently “one of the most effective ways of viewing the research process in terms of inputs, outputs and outcomes” (Pritchitt and Sherman 1994) which I had always related that to marketing.
“Inputs determine what goes into the project or program, outputs are the actual elements of the program or campaign and outcomes are the results of those outputs on the target public or audience” p140.
In reflection of evaluation and research I have come to realise just how similar public relations and marketing are.
I’m far more interested in continuing with PR as a major knowing how versatile public relations can be, in the way it relates to other areas such as advertising, journalism and marketing.
I still stand by that evaluation is the key to your next big success, as an important point from this week reading evaluation should not be left until the end of a campaign. Evaluation should constantly be looked at through out the process and implementation, this will help crisis action.
Another essential point from this week reading is the emphasis on research and looking into different types of research.
Qualitative, such as open-ended questionnaires, in-depth interviews and phone interviews.
Quantitative is collecting numbers rather then personal answers, such as Yes/No questions or circling answers.
It is also important to remember that first and secondary research must be carried out to back up findings.
First hand research is ‘straight from the horses mouth’ basically, while secondary are articles and past interviews. It is good to have a mix of both to make sure your findings are not compromised or bias.
This week readings made me look at public relations differently “one of the most effective ways of viewing the research process in terms of inputs, outputs and outcomes” (Pritchitt and Sherman 1994) which I had always related that to marketing.
“Inputs determine what goes into the project or program, outputs are the actual elements of the program or campaign and outcomes are the results of those outputs on the target public or audience” p140.
In reflection of evaluation and research I have come to realise just how similar public relations and marketing are.
I’m far more interested in continuing with PR as a major knowing how versatile public relations can be, in the way it relates to other areas such as advertising, journalism and marketing.
Friday, September 14, 2007
Stratergies and Tactics
So wasn't I confused this week, chapter 7 must be very important considering we actually had to read it for week 5!
I found from this weeks reading the most important thing to understand is that there is a very big difference between strategies and tactics.
A strategy is the overall plan, the tactics are what you do within the strategy.
Tactics are devided into controlled; advertising, brochures, posters, mail, etc. Uncontrolled; media relations.
I believe it is important to have both types in a strategic plan for the best possible outcome. The reason I believe this, while the public often view what the media report on as 'news'. Controlled tactics are seen as true public relations.
Working together will get the best coverage.
I won't go into strategy planning too much seeing as I have already expressed my feelings on this; but I stand by that it is important to have clear goals, clear communication and measurable evaluations (ALL WITHIN THE BUDGET).
I believe this weeks readings (even the re-reading of chapter 7) will come in handy with the major assignment hanging over!
I found from this weeks reading the most important thing to understand is that there is a very big difference between strategies and tactics.
A strategy is the overall plan, the tactics are what you do within the strategy.
Tactics are devided into controlled; advertising, brochures, posters, mail, etc. Uncontrolled; media relations.
I believe it is important to have both types in a strategic plan for the best possible outcome. The reason I believe this, while the public often view what the media report on as 'news'. Controlled tactics are seen as true public relations.
Working together will get the best coverage.
I won't go into strategy planning too much seeing as I have already expressed my feelings on this; but I stand by that it is important to have clear goals, clear communication and measurable evaluations (ALL WITHIN THE BUDGET).
I believe this weeks readings (even the re-reading of chapter 7) will come in handy with the major assignment hanging over!
The: Who, Where & What I have been commenting!
Ok so I will just keep updating this blog so people can keep track of where I have been commenting.
Sorry I really need to work on my organisational techniques so this sit would actually flow better.
Thanks for baring with me guys!
http://cmns1290johnhanlen.blogspot.com
WEEK ONE/TWO.
Looking back on early blogs I find really beneficial, your analysis of the first chapter has helped me see how people can change their views with a little bit of knowledge.
While you remain skeptical, (which I think is important when learning) you are willing and open to new ideas.
I found it very interesting that you can see yourself already being involved in PR, up until right now I had never really thought about that, but I agree!
http://cmns1290felicitythreadgate.blogspot.com
WEEK THREE
I really appreciated that rather focus on how public relations is practices you emphasised on the why it is practiced.
Your interpretations for this week have made me second think the readings and get a firmer grasp on them.
I found it interesting, the point made on globalisation.
However, really can all PR be globalised? Would we even want it to be?
Otherwise, I agree with all the points you concurred with Gower.
Glad to see where all on the same boat!
http://cmns1290LaurettaParker.blogspot.com
WEEK FOUR
Hey Lauretta, Thanks so much for your views for this week, I found it helpful in having a broader idea of the readings.
I hadn’t really given much thought to the internal communication though, I knew it was important but I just didn’t pay that much attention to it through the reading.
I also found it very interesting to find out the least effective tools with important clients, I always thought email was a good idea- lucky I know now!
I definitely agree that in the end, it is best to follow your instinct and do what feels right, sometimes going by the book is not the best way.
http://cmns1290emmamurphy.blogspot.com
WEEK FIVE
Glad you like plans and lists Emma, because PR definitely loves them!
I was involved in marketing last year and grasped a good understanding of whats involved in planning events. One thing we were always trained in was "evaluation is key to your next big success," just thought you might find that interesting.
I really found your example of sports to tactics and strategies, which has definitely helped me understand the terms more! Thanks.
http://cmns1290lauriealexander.blogspot.com
WEEK SIX
"I think it would be difficult to truly practice ethics in the workplace if you cannot practice ethics in every aspect of your life".
I absolutely loved this in your blog and agree with it. But it is hard in this type of business to stick with your morals when they may be conflicting with the business..
Your writings for this week have helped me see a more personal approach to PR rather then 'text book related' themes.
http://CMNS1290KellieO'Sullivan.blogspot.com
WEEK SEVEN
I completely see your point about feeling it had so much to do with journalism. Nevertheless, I felt the point the text was trying to convey was the fact that journalists are primarily responsible for what goes to the public. As a PR person, you must understand what journalists responsibilities are and what they want, for your story to make it.
Your writings for this week helped confirm what I had taken from the readings, I also really liked; “become familiar with all styles and deadlines and work well within them” (Johnston & Zawawi, 2004, p. 265).
I also agree with your point that making friends at the right places is a good idea, but it doesn’t necessarily mean that you should slack off on your job though, your ‘friends’ have a job to do too!
http://CMNS1290nathanswan.blogspot.com
WEEK EIGHT
Your readings for this week have made me look more into the practical side of public relations, rather then the straight theory that I was thinking of.
While I took the actual way of writing (e.g. grammar), you have made me look at the personality behind the writing, which now I feel is one of the most important points in writing for the media!
http://cmns1290sarashanahan.blogspot.com
WEEK NINE
Your take on this week reading was very similar to my own, which is great that we all seem to be on the same page!
Don't forget with Cooperate sponsorship it isn't just the organisation sponsoring an event, but gaining attention and value for being next to that event.
No one just gives money, there must be something in return.
I liked your emphasis on good communication, like the fact that you must make sure your organisation have similar goals to the organisation you are proposing the sponsorship from.
Also your practical straight forward idea to sponsorship plans, "if you can't afford it scrap it... No one likes desperation". That's awesome haha!
http://taeganreid3058471.blogspot.com
WEEK TEN
Hey Taegan, Your writing on this weeks reading has really helped me think more about PR as a strategic force rather then just a business.
I deffinately agree that you must meet all the points in the program plan other wise you will sell the whole thing short.
It is important to have tactics but you can't have them without having a stratergy first!
Steve wrote a good little comment on my blog emhasising that.
Thanks for the blog, it was really good and to the point!
Shell.
http://cmns1290alexandranorman.blogspot.com
WEEK 11
Hey, wow I found it so hard to find someone else who had writen this weeks blog that I hadn't already commented!
"Research should be an ongoing activity," this quote from your interpretations of this weeks reading was one that I strongly agree with.
The way you set out your blog in point form really helped narrow down everything and make it that much easier to understand.
I also agree that you really can research too much, but I think if a good practitioner sets clear goals they will know the answers they want and follow the right procedures in finding out (e.g. what type of research needed and where to go looking), don't you think?
Also I really appreciated how you related the input, output and outcome research to public relations as I was having difficulty seeing how it differed from plain marketing!
Sorry I really need to work on my organisational techniques so this sit would actually flow better.
Thanks for baring with me guys!
http://cmns1290johnhanlen.blogspot.com
WEEK ONE/TWO.
Looking back on early blogs I find really beneficial, your analysis of the first chapter has helped me see how people can change their views with a little bit of knowledge.
While you remain skeptical, (which I think is important when learning) you are willing and open to new ideas.
I found it very interesting that you can see yourself already being involved in PR, up until right now I had never really thought about that, but I agree!
http://cmns1290felicitythreadgate.blogspot.com
WEEK THREE
I really appreciated that rather focus on how public relations is practices you emphasised on the why it is practiced.
Your interpretations for this week have made me second think the readings and get a firmer grasp on them.
I found it interesting, the point made on globalisation.
However, really can all PR be globalised? Would we even want it to be?
Otherwise, I agree with all the points you concurred with Gower.
Glad to see where all on the same boat!
http://cmns1290LaurettaParker.blogspot.com
WEEK FOUR
Hey Lauretta, Thanks so much for your views for this week, I found it helpful in having a broader idea of the readings.
I hadn’t really given much thought to the internal communication though, I knew it was important but I just didn’t pay that much attention to it through the reading.
I also found it very interesting to find out the least effective tools with important clients, I always thought email was a good idea- lucky I know now!
I definitely agree that in the end, it is best to follow your instinct and do what feels right, sometimes going by the book is not the best way.
http://cmns1290emmamurphy.blogspot.com
WEEK FIVE
Glad you like plans and lists Emma, because PR definitely loves them!
I was involved in marketing last year and grasped a good understanding of whats involved in planning events. One thing we were always trained in was "evaluation is key to your next big success," just thought you might find that interesting.
I really found your example of sports to tactics and strategies, which has definitely helped me understand the terms more! Thanks.
http://cmns1290lauriealexander.blogspot.com
WEEK SIX
"I think it would be difficult to truly practice ethics in the workplace if you cannot practice ethics in every aspect of your life".
I absolutely loved this in your blog and agree with it. But it is hard in this type of business to stick with your morals when they may be conflicting with the business..
Your writings for this week have helped me see a more personal approach to PR rather then 'text book related' themes.
http://CMNS1290KellieO'Sullivan.blogspot.com
WEEK SEVEN
I completely see your point about feeling it had so much to do with journalism. Nevertheless, I felt the point the text was trying to convey was the fact that journalists are primarily responsible for what goes to the public. As a PR person, you must understand what journalists responsibilities are and what they want, for your story to make it.
Your writings for this week helped confirm what I had taken from the readings, I also really liked; “become familiar with all styles and deadlines and work well within them” (Johnston & Zawawi, 2004, p. 265).
I also agree with your point that making friends at the right places is a good idea, but it doesn’t necessarily mean that you should slack off on your job though, your ‘friends’ have a job to do too!
http://CMNS1290nathanswan.blogspot.com
WEEK EIGHT
Your readings for this week have made me look more into the practical side of public relations, rather then the straight theory that I was thinking of.
While I took the actual way of writing (e.g. grammar), you have made me look at the personality behind the writing, which now I feel is one of the most important points in writing for the media!
http://cmns1290sarashanahan.blogspot.com
WEEK NINE
Your take on this week reading was very similar to my own, which is great that we all seem to be on the same page!
Don't forget with Cooperate sponsorship it isn't just the organisation sponsoring an event, but gaining attention and value for being next to that event.
No one just gives money, there must be something in return.
I liked your emphasis on good communication, like the fact that you must make sure your organisation have similar goals to the organisation you are proposing the sponsorship from.
Also your practical straight forward idea to sponsorship plans, "if you can't afford it scrap it... No one likes desperation". That's awesome haha!
http://taeganreid3058471.blogspot.com
WEEK TEN
Hey Taegan, Your writing on this weeks reading has really helped me think more about PR as a strategic force rather then just a business.
I deffinately agree that you must meet all the points in the program plan other wise you will sell the whole thing short.
It is important to have tactics but you can't have them without having a stratergy first!
Steve wrote a good little comment on my blog emhasising that.
Thanks for the blog, it was really good and to the point!
Shell.
http://cmns1290alexandranorman.blogspot.com
WEEK 11
Hey, wow I found it so hard to find someone else who had writen this weeks blog that I hadn't already commented!
"Research should be an ongoing activity," this quote from your interpretations of this weeks reading was one that I strongly agree with.
The way you set out your blog in point form really helped narrow down everything and make it that much easier to understand.
I also agree that you really can research too much, but I think if a good practitioner sets clear goals they will know the answers they want and follow the right procedures in finding out (e.g. what type of research needed and where to go looking), don't you think?
Also I really appreciated how you related the input, output and outcome research to public relations as I was having difficulty seeing how it differed from plain marketing!
Friday, September 7, 2007
Sponsorship and Events Management in PR
To understand how sponsorships work and why they exist, you must first understand the three main different types of sponsorships; Philanthropic sponsorship which is mostly community based, taxable donations, Corporate sponsorship is where a business may invest money into an organisation not normally related to their company e.g. KFC sponsoring kids marathon day. And lastly Marketing sponsorship which tends to be the more popular form of sponsorship, this is where results are shown through revenue, e.g. a famous Hollywood actress promotes a certain hair dye brand, in turn making other women want that brand.
When preparing a sponsorship proposal a key point to remember from this weeks reading is; what will the other company get out of it? Whether it be community interest, revenue, brand awareness, etc. No one will give money without getting something in return (there is no such thing as a free ride)!
Media coverage was another key point taken from this weeks reading which I hadn't really given much thought to before that while it is important to send a press release to the media about your event, you should also continue you to update them with e.g. a handbook of the events, free tickets and even a media function within the event (04:357)..
I feel this weeks reading will have opened the eyes to many people interested in PR more toward the events management side, it certainly isn't just about the celebrities and red carpet.
When planning an event it is important to take into consideration the budget firstly, the plan of the event and the goals you wish to achieve. What type of sponsorship and who you will ask will be included in this plan, along with the media coverage that will be organised. An execution and evaluation plan should be added including a risk mamnagement plan which is an aspect that should be explored by a public relaitons person to prevent, of cause- any possible stuff ups!
When preparing a sponsorship proposal a key point to remember from this weeks reading is; what will the other company get out of it? Whether it be community interest, revenue, brand awareness, etc. No one will give money without getting something in return (there is no such thing as a free ride)!
Media coverage was another key point taken from this weeks reading which I hadn't really given much thought to before that while it is important to send a press release to the media about your event, you should also continue you to update them with e.g. a handbook of the events, free tickets and even a media function within the event (04:357)..
I feel this weeks reading will have opened the eyes to many people interested in PR more toward the events management side, it certainly isn't just about the celebrities and red carpet.
When planning an event it is important to take into consideration the budget firstly, the plan of the event and the goals you wish to achieve. What type of sponsorship and who you will ask will be included in this plan, along with the media coverage that will be organised. An execution and evaluation plan should be added including a risk mamnagement plan which is an aspect that should be explored by a public relaitons person to prevent, of cause- any possible stuff ups!
Sunday, September 2, 2007
Meida Releases
Ten steps to Press Release Perfection is a vital and important base for all pubic relations (PR) people. Press releases are often one of the main way's PR can get their information out fast, effective and cheap... But no one will take the press release seriously without a few principal rules met.
I believe some of the key points from this weeks readings were from the ten rules, such as;
"Make the heading relevant" and "Do the job for the reporter".
It is deffinately a comment on the PR's ability in writing, to see how much was edited by the media reporting on it.
As Wise expressed through The Importance of Writing Skills that you have to understand your audience, take a different approach for different media, e.g. web sites Vs television Vs newspapers.
From the readings this week I have realised that while I know PR consits of a large amount of writing, I hadn't taken into account that you should have different writing skills for different media.
I always knew about writing differently for your target market but after looking at the required reading for this week I understand now that writing skills don't just mean correct grammah and spelling (although that is part also!).
In conclusion, the readings this week have basically just confirmed for me, the importance of writing in a profession of PR and how versatile your skills in writing must be, something I have to work on.
I believe some of the key points from this weeks readings were from the ten rules, such as;
"Make the heading relevant" and "Do the job for the reporter".
It is deffinately a comment on the PR's ability in writing, to see how much was edited by the media reporting on it.
As Wise expressed through The Importance of Writing Skills that you have to understand your audience, take a different approach for different media, e.g. web sites Vs television Vs newspapers.
From the readings this week I have realised that while I know PR consits of a large amount of writing, I hadn't taken into account that you should have different writing skills for different media.
I always knew about writing differently for your target market but after looking at the required reading for this week I understand now that writing skills don't just mean correct grammah and spelling (although that is part also!).
In conclusion, the readings this week have basically just confirmed for me, the importance of writing in a profession of PR and how versatile your skills in writing must be, something I have to work on.
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