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.
