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.’
2 comments:
Mate, thats top notch.
I think your analysis touched on every important aspect of the readings and I liked how you interpreted the importance of strategic thinking. I look forward to reading your blogs in the future.
Well done.
This is exactly what I was aiming to achieve with this blog. Strategic thinking is of vital importance and it seems you are of the same opinion.
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