Research is a major part of public relations. It is important to understand all aspects of the message you are presenting, the organistation you are representing and also the public you are addressing. An idea introduced to me in this chapter was that of the inputs, outputs and outcomes method of viewing the research process.
According to Johnston and Zawawi (2004):
"Inputs determine what goes into the project or program, outputs are the actual elements of the program or campaign (e.g. an event or newsletter), and outcomes are the results of those outputs on the target public or audience. In order to determine what inputs and outputs should be, and what outcomes actually are, public relations practitioners conduct research." (p140)
I found Figure 6.1 on page 141 to be particularly useful in understanding the application of inputs, outputs and outcomes when deciding what needs to be researched and when the research should be undertaken.
After reading this chapter, I understand that input research, output research and outcomes research are all of equal and significant value to the PR practitioner. Input research indicates existent problems or opportunities and perceptions and beliefs of publics. It also suggests what methods of communication would be most effective in the achievement of set objectives. Output research reflects on the delivery of messages, allowing the practitioner to alter the set plan for optimum success. Outcome research indicates the level of success or failure of the plan, and suggests how the plan could have been improved.
Well, I guess that's it for me in the blogging world for Introduction to Public Relations. I hope you enjoyed my entries, and good luck with your future endeavors.
Yours thankfully, Nicole Magriplis.
This week I commented on Abby Hallett's Blog:
http://cmnsabbyhallett.blogspot.com/
Sunday, September 23, 2007
Saturday, September 15, 2007
Controlled Versus Uncontrolled Communication
This week, our readings focused on strategy and tactics. I particularly enjoyed the chapter concerning media tactics. In reading this chapter, I came across the idea of controlled versus uncontrolled communication. I looked at this briefly in my presentation, and would have liked to have explored it more. Reading this chapter and writing this blog gave me that opportunity.
Controlled and uncontrolled tactics refer mostly to media relations. Controlled tactics are those which PR practitioners maintain control over all aspects of the process. I believe the best example of this to be advertising. In advertising, the practitioner has a specific message which they are aiming to deliver to their publics. They oversee all elements in the execution of this advertisement, from design concepts to the positioning of the finished product.
According to Johnston and Zawawi, uncontrolled tactics are, "those that can be altered or even blocked completely." (Johnston and Zawawi, 2004, p199). I believe the best example of an uncontrolled tactic is in fact, media relations. Here, the PR practitioner holds a level of control at the commencement of the process, in that they write a media release and pass it on to the relevant authorities. However, after this exchange, the PR practitioner has absolutely no control. The gatekeeper, a journalist or editor, decides what part of the release the wish to pass on to their publics, if they indeed pass on any at all.
Unfortunately for the practitioner, uncontrolled tactics such as media relations are usually the most affective in communicating a message. That is, if the message they intended is the one the gatekeeper presents.......
This week I commented on David Elliot's Blog:
http://www.cmns1290davidelliott.blogspot.com/
Controlled and uncontrolled tactics refer mostly to media relations. Controlled tactics are those which PR practitioners maintain control over all aspects of the process. I believe the best example of this to be advertising. In advertising, the practitioner has a specific message which they are aiming to deliver to their publics. They oversee all elements in the execution of this advertisement, from design concepts to the positioning of the finished product.
According to Johnston and Zawawi, uncontrolled tactics are, "those that can be altered or even blocked completely." (Johnston and Zawawi, 2004, p199). I believe the best example of an uncontrolled tactic is in fact, media relations. Here, the PR practitioner holds a level of control at the commencement of the process, in that they write a media release and pass it on to the relevant authorities. However, after this exchange, the PR practitioner has absolutely no control. The gatekeeper, a journalist or editor, decides what part of the release the wish to pass on to their publics, if they indeed pass on any at all.
Unfortunately for the practitioner, uncontrolled tactics such as media relations are usually the most affective in communicating a message. That is, if the message they intended is the one the gatekeeper presents.......
This week I commented on David Elliot's Blog:
http://www.cmns1290davidelliott.blogspot.com/
The Importance Of Writing Skills
This week we were given a number of articles to read in regards to writing skills in public relations. I feel I learnt the most from The Importance Of Writing Skills by Kurt Wise. I think the main reason for this particular article's effect on me is the fact that the author is speaking from both the role of an experienced PR practitioner, and from the role of educator. This resonated with me as the combination of the two persona's made for one authoritative voice, dictating the sheer necessity of sound writing skills in the PR practitioner.
The article focussed its main concerns and ideas around the results of a study. The study was conducted through the investigation of the opinions of public relations agency personnel in regards to the writing skills of entry level practitioners. This again hightened my interest in the piece. These are the sort of people I will be looking to for employment at the completion of my degree. Hearing their opinions on what they deem as an important skill in a PR practitioner is gold!
The article provides an overview of the level of writing skill in entry level practitioners (which, unfortunately, is not very high) and offers reasons for this lack. It also suggests remedies for the situation, from agency personnel, entry level practitioners and the author himself, which would improve the level of writing skills in new employees and consequently benefit everyone.
I found this article to be a real eye opener. It's not that, up until this point, I was under the impression that writing skills are not important. Rather, i was simply unaware of the importance employers place on these skills. It seems that perfecting writing skills at an eeducational level can make all the difference.
This week I commented on Laurie Alexander's Blog:
t: http://cmns1290lauriealexander.blogspot.com
The article focussed its main concerns and ideas around the results of a study. The study was conducted through the investigation of the opinions of public relations agency personnel in regards to the writing skills of entry level practitioners. This again hightened my interest in the piece. These are the sort of people I will be looking to for employment at the completion of my degree. Hearing their opinions on what they deem as an important skill in a PR practitioner is gold!
The article provides an overview of the level of writing skill in entry level practitioners (which, unfortunately, is not very high) and offers reasons for this lack. It also suggests remedies for the situation, from agency personnel, entry level practitioners and the author himself, which would improve the level of writing skills in new employees and consequently benefit everyone.
I found this article to be a real eye opener. It's not that, up until this point, I was under the impression that writing skills are not important. Rather, i was simply unaware of the importance employers place on these skills. It seems that perfecting writing skills at an eeducational level can make all the difference.
This week I commented on Laurie Alexander's Blog:
t: http://cmns1290lauriealexander.blogspot.com
Thursday, September 6, 2007
The Relationship Between The Media And Public Realtions
I found this week's readings particularly useful, mostly due to the fact that media relations was the subject of my debate. My debate question asked me to explore the relationship between the media and pubic relations practitioners. I was to take the side the public relations practitioners do not hold much power within the media when it comes to media relations. If I did not convince anyone else of this, I at least convinced myself!
Media relations is an example of an uncontrolled media tactic. This means that public relations practitioners have very limited control over the the media's distribution of their message. As such, media relations differs from other forms of communication such as advertisement, as the PR practitioner can deliver an exact message in this way. Unfortunately, it seems that media relations is the most effective way to deliver a message, in that it reaches a larger audience. So, it is unavoidable that a PR practitioner use media relations.
In doing so, the practitioner needs to take into account a number of elements. A press release needs to be well written, sparing no detail, and delivered to a relevant journalist to your cause. You must create a positive relationship with the journalist, both professionally and personally, as the delivery of your message now lies solely in their hands. This relationship is also useful in the future, as you can call upon this journalist to help pass on your messages to your audience time and time again.
I found this study useful as it showed me a side to PR that I had not previously considered; a weak side.
This week I commented on Sara Shanahan's blog:
http://cmns1290sarashanahan.blogspot.com/
Media relations is an example of an uncontrolled media tactic. This means that public relations practitioners have very limited control over the the media's distribution of their message. As such, media relations differs from other forms of communication such as advertisement, as the PR practitioner can deliver an exact message in this way. Unfortunately, it seems that media relations is the most effective way to deliver a message, in that it reaches a larger audience. So, it is unavoidable that a PR practitioner use media relations.
In doing so, the practitioner needs to take into account a number of elements. A press release needs to be well written, sparing no detail, and delivered to a relevant journalist to your cause. You must create a positive relationship with the journalist, both professionally and personally, as the delivery of your message now lies solely in their hands. This relationship is also useful in the future, as you can call upon this journalist to help pass on your messages to your audience time and time again.
I found this study useful as it showed me a side to PR that I had not previously considered; a weak side.
This week I commented on Sara Shanahan's blog:
http://cmns1290sarashanahan.blogspot.com/
Sunday, September 2, 2007
My Apologies
Hello. I'm just writing to say that I have been quite sick lately, so my blog entries are a little scattered. They are all there (or will be soon). They are just a little mixed up. I hope tis didn't confuse anyone too much.
Sponsorship
I was interested to read this chapter, as I believe that sponsorship is a concept that a lot of people, both within and outside of the industry, associate strongly with the profession of public relations. I must admit, in entering this course I was one of those people. So this chapter promised to be helpful in my education no matter how it swayed my judgement.
The chapter begins with an introduction and a general overview of what sponsorship is and means in public relations. Although this information was interesting, it was all things i had heard before. The sub title, "Types of sponsorship," is where I became genuinely interested in what i was reading.
It only seems natural that there be more than one type of sponsorship within the realm of public relations, however I had never really considered where the divisions may lie until reading this chapter. From my comprehension of this week's readings, that the most common and recognisable form of sponsorship is marketing sponsorship. This is the type of sponsorship we all encounter frequently in our everyday lives. It is the signs on the sides of biuldings, the glossy pictures in magezines, and the witty advertisements on television. Marketing sponsorship seems to act as a kind of middle man between the corporation and their publics, and is usually used to sell good or services from the first to the latter. I found it extremely interesting that this industry is worth an estimated $35 to $40 million dollars globally. That is a lot of money!
In my opinion, philanthropic sponsorship is the type we see the least, with corporate sponsorship sitting comfortably in between this and its multi-million dollar counter-part.
Sponsorship is all around us everyday. It is weird to think how often it goes unnoticed by the public. I know i often take it for granted as a normal part of my day. How much money has been mae off people like me, who are being thrown a marketing pitch day after day without realising? I guess that's why sponsorship is such a significant part of the global economy.
This week I commented on Felicity Threadgate's Blog:
http://cmns1290felicitythreadgate.blogspot.com
The chapter begins with an introduction and a general overview of what sponsorship is and means in public relations. Although this information was interesting, it was all things i had heard before. The sub title, "Types of sponsorship," is where I became genuinely interested in what i was reading.
It only seems natural that there be more than one type of sponsorship within the realm of public relations, however I had never really considered where the divisions may lie until reading this chapter. From my comprehension of this week's readings, that the most common and recognisable form of sponsorship is marketing sponsorship. This is the type of sponsorship we all encounter frequently in our everyday lives. It is the signs on the sides of biuldings, the glossy pictures in magezines, and the witty advertisements on television. Marketing sponsorship seems to act as a kind of middle man between the corporation and their publics, and is usually used to sell good or services from the first to the latter. I found it extremely interesting that this industry is worth an estimated $35 to $40 million dollars globally. That is a lot of money!
In my opinion, philanthropic sponsorship is the type we see the least, with corporate sponsorship sitting comfortably in between this and its multi-million dollar counter-part.
Sponsorship is all around us everyday. It is weird to think how often it goes unnoticed by the public. I know i often take it for granted as a normal part of my day. How much money has been mae off people like me, who are being thrown a marketing pitch day after day without realising? I guess that's why sponsorship is such a significant part of the global economy.
This week I commented on Felicity Threadgate's Blog:
http://cmns1290felicitythreadgate.blogspot.com
Sunday, August 19, 2007
The Role Of Ethics In Public Relations
Chapter 5 in Johnston and Zawawi's, "Public Relations: Theory and Practice," discusses the importance of ethics in the public relations field. The chapter canvases the idea of 'best practice public relations.' We as future public relations practitioners are presented with the knowledge that,
"As ethics is important to organizational excellence on the one hand and to public relations on the other, practitioners should be at the forefront of the movement for ethical organizational conduct." (Johnston & Zawawi, 2004; p. 111).
We are introduced in this chapter to terms such as counselor, advocate, corporate monitor and corporate conscious, and are invited to explore the various roles these aspects play in public relations ethics. We also learn that ethical dilemmas are a major part of the public relations practioners' responsibilty, and that these dilemmas occur on a variety of level, including;
-interpersonal;
-organisational;
-stakeholder.
(Johnston & Zawawi, 2004; p. 116).
I found this chapter useful, mainly as a result of the annotated bibliography assignment due earlier this week. Ethics seems like a fairly straight forward term to define, but when applied to public relations it becomes much more complicated. There are many things that the public relations practitioner must consider, not the least of which the relationship he or she is helping to build between the organisation and its publics.
This week we began exploring the legal side of public relations, an area in which i personally still have much to learn. I look forward to continuing my readings on this particular field, as i find it both interesting and extremely challenging.
This week I commented on Nathan Swan's blog:
http://cmns1290nathanswan.blogspot.com/
"As ethics is important to organizational excellence on the one hand and to public relations on the other, practitioners should be at the forefront of the movement for ethical organizational conduct." (Johnston & Zawawi, 2004; p. 111).
We are introduced in this chapter to terms such as counselor, advocate, corporate monitor and corporate conscious, and are invited to explore the various roles these aspects play in public relations ethics. We also learn that ethical dilemmas are a major part of the public relations practioners' responsibilty, and that these dilemmas occur on a variety of level, including;
-interpersonal;
-organisational;
-stakeholder.
(Johnston & Zawawi, 2004; p. 116).
I found this chapter useful, mainly as a result of the annotated bibliography assignment due earlier this week. Ethics seems like a fairly straight forward term to define, but when applied to public relations it becomes much more complicated. There are many things that the public relations practitioner must consider, not the least of which the relationship he or she is helping to build between the organisation and its publics.
This week we began exploring the legal side of public relations, an area in which i personally still have much to learn. I look forward to continuing my readings on this particular field, as i find it both interesting and extremely challenging.
This week I commented on Nathan Swan's blog:
http://cmns1290nathanswan.blogspot.com/
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