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.