Week 10 - Sponsorship and Event Management

As the title suggests, this week's readings detail the finer points of sponsorship and event management in the PR industry.

The first section of the Chapter discusses the intricacies of philanthropic, marketing and corporate sponsorship, and the benefits this can have for both parties. Extra emphasis is placed on the practitioner's ability to write an effective sponsorship proposal, as this usually means the difference between gaining sponsorship, and failing to do so. Key points in doing so involves 'understanding the motives and goals of the target audience,' (Johnston and Zawawi 2004) identifying the measurable and achievable outcomes, outlining the objectives, and a specific strategic plan.

This reading builds upon previous learning about PR, as while I’ve always known of the existence of sponsorship, I was previously unaware of the potential and intricacies of sponsorship in PR.

I was also introduced to concepts such as ‘Ambush Marketing,’ and found this point particularly interesting and enlightening. It’s also handy that Johnston and Zawawi included some tactics that detail how to avoid being ambushed, and I’ll certainly try to remember these.

The focus of the second half of the chapter is event management and its effective execution in real-world PR which is particularly useful. As I gather it, media coverage is key in an effectively run event, as they are usually staged to attract attention and publicity. Another thing I found particularly useful in this section was the commonly made errors in unsuccessfully staged events, especially the necessity for a contingency plan in case something goes wrong, for instance the weather, of power problems. These types of incidents are also shown in real-world examples later on in the chapter, through the various case studies related to event management. This is one thing I find useful about this textbook: that it relates concepts to actual professional practice, and always provides case studies, and industry examples to help prepare us for the workplace.

In summary, the key points I learnt from this week’s reading are the importance of a good proposal for sponsorship, and the need to have contingency plans in order to react effectively to problems and crises in event management.

Week 9

AS Chapter 7 has already been read and commented on in previous blogs, I will comment only on Chapter 8 which is focused on Tactics, and their importance and implementation in Public Relations plans.

These readings built on previous learning about PR in that re-reading chapter 7 reinforced that the idea that strategy, tactics and strategic thinking/planning are of vital importance in PR, and will be really helpful in completing my final PR plan at the end of semester. The tactics reading outlined a number of tactics that are useful in reaching target audiences, and achieving the best results for a public relations plan. I found it particularly helpful, the way the text asserts and emphasises the importance of finding the right balance of tactics, and that 'every tactic must relate directly back to its defined purpose: achieving the strategic outcome.' (Johnston, Zawawi 2004)
All of these tactic mentioned such as use of celebrity endorsements, methods of delivery (email, mail, websites, cd's/dvd's etc.) will also be highly useful in planning for my final PR plan.
Another point I found interesting was the distinction between controlled and uncontrolled communication, in that it relates back to my debate topic, media relations, and how this is is an unreliable form of communication, at the mercy of journalists and editors.

In summary, the key points I learnt from this week's reading were related to tactics: in particular methods of delivery, research, design and presentation of publications, and the importnace of finding the right tactics and balance of tactics for an effective PR plan.

Week 8

This week's readings focused on the structure and method for writing a media release, and  the relationship between practitioners and journalists.

My learning has built upon previous learning about media releases in that in intro to professional writing last semester we did a small section on media releases, but did not look at them as in-depth as what is discussed in the reading. For example, I had never known that the media release must finish with the word 'ends.' Also the general importance of the media release in  public relations practice was  again reinforced, as this is the primary tool used in communication with journalists and reporters. Also the use of email in distributing the media release was an interesting point, as until now I believed that fax was the main means used by PR practitioners, and was unaware of the pros and cons of this method. 

The 'to contact... or not' reading provided an insight into the relationship between practitioners and journalists, and the need to forge and maintain a strong two-way communicative relationship. It also emphasised the need for strong writing and journalistic skills, so as not to become to 'biased' and 'self-serving.' Honesty is key in these relationships, as the journalist does not want to feel as though you are a salesman trying to pitch or sell something.

In summary the key points I learnt from this week's readings were that the media release is the key, fundamental tool of the PR practitioner, that sometimes email can be the most effective method of distribution, and that a strong relationship based on honesty and two way communication between PR practitioners and journalists is key to PR people.

Media Relations, Presentations, and Speaking as Part of a Group

This week's readings continue with industry education from the textbook regarding media relations, and also looks to assist us in our debate presentations with two readings concerning Oral presentations and speaking as part of a group.

Foregrounded in the Johnston Zawawi reading, is the importance of the relationship between PR practitioners and the media. This relationship is two-way and just as PR people provide information for journalists etc. so too does the media provide information to the PR profession, and it is very important to remember this. The chapter is broken down into sub-headings which detail areas such as targeting your audience, the newsroom heirarchy, and the media tools available to PR people (media releases, media kits, feature articles, fact sheets). This chapter has been esecially helpful to me, and builds on my previous learning in PR, as my debate topic concerns media relations for the affirmative side, and it is clear from this reading that media relations is a huge part of the profession.

The Oral presentation reading outlined some key points and strategies for delivering an effective presentation. The emphasis was on strategic planning, and self-evaluation, which of course overlaps with what we have been taught concerning the PR industry itself. Some points I found useful were those concerned with combating nerves, whcih suggested early preparation, visual aids to direct the gaze of your audience away from yourself, keeping them engaged, and varous relaxation techniques.

'Speaking as Part of a Group,' emphasises the importance of teamwork. It outlines different ways to choose the right group, prepare, and share the load evenly. It provides a step-by-step instruction of how to prepare a group project and will be immensely helpful in preparing for the upcoming debate.

In summary, the key points i learnt from this weeks readings were:

• The importance of positive, two-way media relations in the indusrty
  
• The need to use another PR tactic, strategy and preparation when planning a presentation
• The overall specfic structure needed to successfully prepare a group presentation.
  

Week 6 Readings

This weeks readings are concerned with the legal and ethical framework within which the PR practitioner must always operate, and the challenges involved in maintaining these standards.

Chapter four of the Johnston Zawawi reading seeks to define the legal boundaries that must be observed by the PR practitioner, discusses the complexity of these and highlights the importance of good legal advice. A thorough understanding of the legal aspect of the industry including its risks, benefits, and issues assists in taking an active role in issues management and control.

Chapter five however turns to issues regarding the ethical framework that must guide the practice of PR people, and the various issues including interpersonal, stakeholder and organisational challenges. This readings have built upon my prevoius learning of PR, as in my annotated bibliography I spent a lot of time researching for my journal concerning ethics and was aware that there were numerous challenges facing practitioners, other than those detailed in my chosen journal but had not yet learnt all of these. This chapter will also be a big help in my preparation for the debate as my topic concerns ethics.

In summary, the key points I have learnt from this week’s reading are that there are numerous legal and ethical challenges facing PR practitioners and that ethics, legality, and professionalism are all linked, and must be looked at as such when dealing with these issues.

Readings: Strategy.

This week's readings are focused solely on the importance of strategy when formulating PR plans and campaigns.

The online Tymson reading provides a detailed outline of each step of the 'typical public relations plan.’ After reading this chapter I’ve gained a deeper appreciation for the complexity of the PR plan, and the importance of strategic thinking whilst planning. This has built on my previous learning about PR in that I was aware of the existence of PR programs and campaigns but was unaware of the steps and complexities involved in executing one of these. I found the example at the end, of the PR plan by AMP during the 2000 Olympic Torch Relay particularly interesting, and was amazed at the scope and size of the project and how successful it proved to be.

The Johnston and Zawawi reading also focused on the value of strategic Public Relations and provided their own very useful framework of a strategic public relations plan consisting of ten essential steps. This outlined the importance of strong effective budgeting, tactic selection, objective setting, implementation and evaluation.

In summary the key points I learnt in the readings this week were best found in a quote from the Zawawi-Johnston reading: ‘The strategic public relations campaign or program, by definition, is a proactive: it is not driven by the demands of others. In order to achieve its ends, careful planning is necessary to maintain direction and focus.’

Readings: Internal Cmmunications & Career FAQ's

THE Tymson Lazar reading outlines the role of internal communications within an organisation. This builds upon previous learninig about PR, in that my assumption was that internal communication was more part of HR management, when it is actually a PR practice, just with a different (internal) 'public' being targeted. The chapter emphasises the need to maintain quality relationships between all members of staff, and across each tier of the organisation. There are various means, techniques, and communication channels used to achieve this, outlined in the text including memos, newsletters, and social and business related events. It emphasises strategic planning in this maintenance of relationships, rather than just sending out messages at random. I found this reading pretty interesting as it demonstrates how PR is applied practically within an organisation and a is a welcome break from theory.

The Career FAQ's reading focussed on the individual careers of a number of PR professionals across a variety of fields and organisations. This ranged from those just starting out, to those in mid-level management positions, and directors/managers. Positions included PR consultant, account manager, communications consultant, national sales and marketing manager, media advisor, and assisting director, media and PR. Some jobs are less glamorous than others, emphasised by Melissa Sawyer’s assertion that her work is well short of glamorous and entails ‘four hours sleep a night, dial-up internet, dirt, mud...’ I found some comments interesting such as those regarding the (not necessarily monetary or lifestyle) rewards of working for a NPO and the fact that causes are much easier to fight for and endorse if you are passionate about it.

In summary, the key points in learnt from this week’s reading involve insights into PR as applied in the real world through the job descriptions in Career FAQ’s, and the importance and implementation of Internal communications within an organisation.

Latest Readings - Crossroads of Research, and Overview of Main Theories

The online reading by Gower refers to the conflict between critical/cultural theorists, and the dominant two-way symmetrical theorists, and deciding which path to take into the future of research - hence we are at a 'crossroads.' I see the reading as a discussion of the need to define the industry in concrete terms in order to gain legitimacy, and thus justify its existence. To do this, it is argued, a thorough self-examination of the industry must be undertaken, and new research must incorporate definitions from other disciplines in order to broaden our understanding, as the industry is 'fluid and complex.'

The set reading in Public Relations Theory and Practice is more straightforward and provides an overview of the most influential and important theories of PR practice. From this reading my learning builds upon previous learning about public relation in that I have been briefed on Grunig's four models, but was unaware of the multitude of other theories regarding PR practice. Some of these theories, including Semiotics, and Media Effects I've studied in depth in other subjects in other faculties and hadn't thought of applying them to PR theory. One theory I found interesting was Heath's rhetorical theory as it draws on ancient historical practice and reflects what was argued in Gower's reading, that perhaps the way forward from our current crossroads is to look to our past, to determine how we arrived at the present.

In summary, the ket points I learnt form this week's readings were the basic principals of the most important theories such as agenda setting, general systems theory, semiotics, and relationship management, and also that PR theorists have reached a crossroads in research and must continue to debate in order to decide on a path for the future.

This Week's Readings - Overview of History and Range of Positions

In summary, the key points i learnt from this week's readings were an overview of the history, and important developments in the field of PR and the types of positions available to graduates in the field, as well as starting salaries and general information about PR. 

The Zawawi reading focuses on the Australian history and evolution of PR practices, from being purely media based promotions and publicity to more diverse areas such as 'media relations, sponsorship, crisis and issues management, shareholder or financial relations, marketing communications and community relations.' It also provides a chronology of significant events in Australia, which highlightes the contributions to the field of Sir Asher Joel who introduced American methods into Australian practice and set up the Public Relations Institute of Australia. 

After reading the chapter in Public Relations, I am now a lot more aware of the scope and reach of the field and the variety of areas a PR degree can lead. James names public affairs, marketing communications, internal communications, media advising, technology and new media, celebrity management (just to name a few) as possible areas of employment. Starting salaries and general information regarding the types of skills and duties required in PR are also outlined and add to my learning about the field. 

My learning builds upon previous learning about public relations in that I had some vague ideas about the roles and functions of PR practitioners but had no idea that the field was so widespread and encompassing.