Monday, August 20, 2007
Confusion!
It would seem that I have yet again stuffed up my blog, I apologize to anyone who got a little confused as to what week we are in. I seem to have titled my weeks incorrectly!! Week 5 is meant to be week 6!
Sorry guys....
:S
Sorry guys....
:S
Monday, August 13, 2007
*side note*
On a side note, just incase anyone was wondering I have already covered chapter 4 in a previous blog....
It is titled week 4..if you were wondering....
It is titled week 4..if you were wondering....
Week 5
I think the important points from this weeks reading were the clear understanding of what ethics entails in regards public relations and its relevance to the practice of public relations, the four major roles in PR that have ethical implications and the ethical challenges for practitioners and the ethical framework by which PR practitioners work.
Ethics...
My understanding of ethics was made clearer when i read "Ethics refers to the personal values which underpin the behaviour and moral choices made by an individual in response to a specific situation" (Johnston & Zawawi: 2000)
In being able to understand simply what ethics means it is easy to relate this definition to the owrkings of public relations.
The role of ethics in PR
In today's context the purpose of PR is to build strong relationships with organisations and different publics to create a pleasant environment in which varying businesses, organisations etc can operate. This conducive environment can only be fully up and running with the help of law and ethics.
"As ethics is important to organisational excellence on the one hand and to public relations on the other, practitioners should be at the forefront of the movement for ethical organisational conduct." (Johnston & Zawawi: 2000)
This connection between both ethics and PR is vital to a well-oiled PR practice. By upholding moral and ethical ideals PR practitioners build a positive image and create a respected organisation throughout the many publics.
The four major roles
Counsellor
Counselling involves the unbiased observation and analysis of a client's or employer's situation and the strategic solutions to management.
Within PR, the PR counsellor needs to be open minded on a whole industry rather than on their own organisation and to be able to have good judgement as regards various publics' opinions on organisational activities.
Advocate
Advocacy is the act of publicly representing an individual, institution or ogranisation with the idea of persuading targeted audiences to look favourably upon these entities. With this definition it is easy to say that the main objective of advocacy is persuasiveness. It is this mentality that has stuck with the practice of public relations. Public relations practitioners are advocates for their profession and the accounts they represent.
Corporate Monitor
PR practitioners need to act as a corporate monitor for their organisation. "This means they need to interpret and guide an organisation's policies, programs and actions to match public expectations." (Johnston & Zawawi: 2000)
Corporate Conscience
With this role a PR practitioner serves as the moral keeper for an organisation's communications and actions. The PR sector controls the bad and good news to employees and the community.
Ethical Challenges
These challenges can be broken down into three aspects:
-Interpersonal
-Organisational
-Stakeholder
Most ethical dilemmas stem from social responsibility issues or from relationship issues. These are usually the result of a poor relationship, inadequate corporate standards and conflicting obligations.
Ethical Framework
"The basic ethical framework that practitioners need to follow is to observe their professional association's code and the code of conduct of their workplace." (Johnston & Zawawi: 2000).
Ethics...
My understanding of ethics was made clearer when i read "Ethics refers to the personal values which underpin the behaviour and moral choices made by an individual in response to a specific situation" (Johnston & Zawawi: 2000)
In being able to understand simply what ethics means it is easy to relate this definition to the owrkings of public relations.
The role of ethics in PR
In today's context the purpose of PR is to build strong relationships with organisations and different publics to create a pleasant environment in which varying businesses, organisations etc can operate. This conducive environment can only be fully up and running with the help of law and ethics.
"As ethics is important to organisational excellence on the one hand and to public relations on the other, practitioners should be at the forefront of the movement for ethical organisational conduct." (Johnston & Zawawi: 2000)
This connection between both ethics and PR is vital to a well-oiled PR practice. By upholding moral and ethical ideals PR practitioners build a positive image and create a respected organisation throughout the many publics.
The four major roles
Counsellor
Counselling involves the unbiased observation and analysis of a client's or employer's situation and the strategic solutions to management.
Within PR, the PR counsellor needs to be open minded on a whole industry rather than on their own organisation and to be able to have good judgement as regards various publics' opinions on organisational activities.
Advocate
Advocacy is the act of publicly representing an individual, institution or ogranisation with the idea of persuading targeted audiences to look favourably upon these entities. With this definition it is easy to say that the main objective of advocacy is persuasiveness. It is this mentality that has stuck with the practice of public relations. Public relations practitioners are advocates for their profession and the accounts they represent.
Corporate Monitor
PR practitioners need to act as a corporate monitor for their organisation. "This means they need to interpret and guide an organisation's policies, programs and actions to match public expectations." (Johnston & Zawawi: 2000)
Corporate Conscience
With this role a PR practitioner serves as the moral keeper for an organisation's communications and actions. The PR sector controls the bad and good news to employees and the community.
Ethical Challenges
These challenges can be broken down into three aspects:
-Interpersonal
-Organisational
-Stakeholder
Most ethical dilemmas stem from social responsibility issues or from relationship issues. These are usually the result of a poor relationship, inadequate corporate standards and conflicting obligations.
Ethical Framework
"The basic ethical framework that practitioners need to follow is to observe their professional association's code and the code of conduct of their workplace." (Johnston & Zawawi: 2000).
Monday, August 6, 2007
Week 4 - Revised
Now that I am officially up-to-date with the appropriate readings it would be safe to say I am now able to post correctly.
Chapter 11 - Internal and Community Relations
I think the key points to remember from this week's readings were that PR not only encompasses the relationships between companies and publics but also involves the relations between companies/organisations and their staff.
Internal PR is an important element any organisations workings. It is vital to maintain employee goodwill for a number of reasons. In a company with twenty employees, if one individual is not satisfied with their treatment within an organisation or does not feel that their work is being recognised or appreciated, they could in turn create a ripple effect amongst the other 19 employees, resulting in all employees feeling undervalued. This in turn goes on to resonate throughout these employees' families and therefore the community. This, therefore could potentially go onto cause the related company much unnecessary media attention and a negative image and therefore tainted reputation throughout the community if not internationally if the company has international relations as well.
These negative instances can occur very simply. That is they can occur from lack of communication with employees, regarding managerial changes, policy changes, changes to working conditions and more. To avoid this lack of communication, simple processes can be utilised.
Company Newsletters and/or Newpapers
These can inform employees and/or other parties involved with the company about upcoming events and changes within the company.
Noticeboards
These can be taken for granted as they easily blend and become part of the furniture. However they can be useful if placed in a high traffic area or where staff congregate e.g tea/staff room. Constantly changing information and structure of the board also insights interest from employees because change attracts attention.
Memos
Brief letters exchanged particularly on staff issues. Can be presented in bullet form to encourage easy reading.
Awards
These can create goodwill between company and staff, letting staff know that their hard work is not going unnoticed. These awards could be in the form of a certificate, cash bonus, gift or sometimes a travel package. Sometimes awards are given to those who have remained with the company for an extended period of time. (i.e. ten, twenty years and so on).
Events
Company functions are also an excellent way to invigorate employees. This also lets them know that the company recognises that they are human beings and not just 'employees'. Family friendly events are also a way of saying thank you to not just their employees but also their families for the services provided to the company.
Intranets
These provide employees with regular information about what is happening within the organisation.
The readings made me think more about public relations theory/practice in that PR has to encompass every form of relationship a company has with publics, not only external but also internal, for the organisation to function smoothly as a friendly and approachable entity.
Chapter 11 - Internal and Community Relations
I think the key points to remember from this week's readings were that PR not only encompasses the relationships between companies and publics but also involves the relations between companies/organisations and their staff.
Internal PR is an important element any organisations workings. It is vital to maintain employee goodwill for a number of reasons. In a company with twenty employees, if one individual is not satisfied with their treatment within an organisation or does not feel that their work is being recognised or appreciated, they could in turn create a ripple effect amongst the other 19 employees, resulting in all employees feeling undervalued. This in turn goes on to resonate throughout these employees' families and therefore the community. This, therefore could potentially go onto cause the related company much unnecessary media attention and a negative image and therefore tainted reputation throughout the community if not internationally if the company has international relations as well.
These negative instances can occur very simply. That is they can occur from lack of communication with employees, regarding managerial changes, policy changes, changes to working conditions and more. To avoid this lack of communication, simple processes can be utilised.
Company Newsletters and/or Newpapers
These can inform employees and/or other parties involved with the company about upcoming events and changes within the company.
Noticeboards
These can be taken for granted as they easily blend and become part of the furniture. However they can be useful if placed in a high traffic area or where staff congregate e.g tea/staff room. Constantly changing information and structure of the board also insights interest from employees because change attracts attention.
Memos
Brief letters exchanged particularly on staff issues. Can be presented in bullet form to encourage easy reading.
Awards
These can create goodwill between company and staff, letting staff know that their hard work is not going unnoticed. These awards could be in the form of a certificate, cash bonus, gift or sometimes a travel package. Sometimes awards are given to those who have remained with the company for an extended period of time. (i.e. ten, twenty years and so on).
Events
Company functions are also an excellent way to invigorate employees. This also lets them know that the company recognises that they are human beings and not just 'employees'. Family friendly events are also a way of saying thank you to not just their employees but also their families for the services provided to the company.
Intranets
These provide employees with regular information about what is happening within the organisation.
The readings made me think more about public relations theory/practice in that PR has to encompass every form of relationship a company has with publics, not only external but also internal, for the organisation to function smoothly as a friendly and approachable entity.
Ok so in my attempt....
to trudge ahead in my readings, I read the wrong readings and am now behind...AGAIN!!! Oh the mountain that keeps growing in front of me....so much reading yet so little time...
And so the life of a uni student continues....
And so the life of a uni student continues....
Wednesday, August 1, 2007
Wk 4
Chapter 4 - Legal Environment
I think the key points to remember from this week's readings were that:
Public Relations practitioners not only need to be aware of the various aspects of their clients’ needs but also need a firm understanding of the legal environment they are a part of when entering the PR world.
These readings really gave me a new understanding of the areas PR practitioners need to be versed in. Previously, I hadn’t taken into consideration the need to have a background in the legal system and its workings. In fact it was probably the furthest thing from my mind. But having taken in this week’s readings in thoroughly, I have become aware that in today’s society it is now crucial for PR practitioners to have a foundation in law and ethics.
Johnston and Zawawi suggest that before taking to a legal solution, the PR practitioner should consider 3 questions.
1.What are a PR practitioner’s legal rights and responsibilities?
2.How do these rights and responsibilities translate into everyday work practices?
3.What are the PR implications of any legal dispute?
To make informed decisions it is easier to focus on some key areas such as protecting reputations, protecting creative ideas, the practitioner’s duty of care among others.
This chapter also clearly described the areas of importance in the legal environment of PR. It did this through using examples of actual cases and disputes. Areas that were made easily understandable for a non-legal minded person such as myself were the instances of defamation, property(real, personal and intellectual) law and the role of contracts and the many components that must be covered to ensure an amicable and continuous working relationship between companies, contractors, staff etc.
Having no prior knowledge I found the description excellent. Explanations of the Trade Practices Act 1974 and the many aspects of Intellectual property protection were very useful.
I now feel that I have a satisfactory grasp of the legal workings of the PR industry and I hope this knowledge continues to grow.
The readings made me think more about public relations theory/practice as encompassing more elements than I previously had established in my mind and made me rethink my understanding of PR and its function.
I think the key points to remember from this week's readings were that:
Public Relations practitioners not only need to be aware of the various aspects of their clients’ needs but also need a firm understanding of the legal environment they are a part of when entering the PR world.
These readings really gave me a new understanding of the areas PR practitioners need to be versed in. Previously, I hadn’t taken into consideration the need to have a background in the legal system and its workings. In fact it was probably the furthest thing from my mind. But having taken in this week’s readings in thoroughly, I have become aware that in today’s society it is now crucial for PR practitioners to have a foundation in law and ethics.
Johnston and Zawawi suggest that before taking to a legal solution, the PR practitioner should consider 3 questions.
1.What are a PR practitioner’s legal rights and responsibilities?
2.How do these rights and responsibilities translate into everyday work practices?
3.What are the PR implications of any legal dispute?
To make informed decisions it is easier to focus on some key areas such as protecting reputations, protecting creative ideas, the practitioner’s duty of care among others.
This chapter also clearly described the areas of importance in the legal environment of PR. It did this through using examples of actual cases and disputes. Areas that were made easily understandable for a non-legal minded person such as myself were the instances of defamation, property(real, personal and intellectual) law and the role of contracts and the many components that must be covered to ensure an amicable and continuous working relationship between companies, contractors, staff etc.
Having no prior knowledge I found the description excellent. Explanations of the Trade Practices Act 1974 and the many aspects of Intellectual property protection were very useful.
I now feel that I have a satisfactory grasp of the legal workings of the PR industry and I hope this knowledge continues to grow.
The readings made me think more about public relations theory/practice as encompassing more elements than I previously had established in my mind and made me rethink my understanding of PR and its function.
Tuesday, July 31, 2007
Week 3
Chapter 3 - Theoretical Perspectives
I think the key points to remember from this week's readings were that :
Public Relations is a difficult, contested and controversial area of study.
It is used by powerful organisations to influence the way we think and thus the way the world works.
PR ‘borrows’ approaches from other areas of study such as Semiotics or Semiology form Communication
Grunig’s Models and the ‘Symmetrical debate’
Model 1 – Press Agentry
More like the Publicity model of communication. Its main purpose is to get as much attention as possible for organisation, event or product.
Model 2 – Public Information
Takes its main structure from communication’s Transmission model. It’s simple function is to communicate a message easily and truthfully to its publics.
Model 3 – Two-way Asymmetric
Two-way communication in which the bias is in the relevant organisations favour or view rather than taking on board public opinion.
Model 4 – Two-way Symmetric
‘Ideal Model’. This is the model PR aims to adhere to, to produce ‘perfect PR’. Here “publics’ views are respected and are given the same importance as the views of the organisation sponsoring the PR work.
The readings made me think more about public relations theory/practice in the context of adhering to certain theories and models to aid the success and effectiveness of PR plans/campaigns.
I think the key points to remember from this week's readings were that :
Public Relations is a difficult, contested and controversial area of study.
It is used by powerful organisations to influence the way we think and thus the way the world works.
PR ‘borrows’ approaches from other areas of study such as Semiotics or Semiology form Communication
Grunig’s Models and the ‘Symmetrical debate’
Model 1 – Press Agentry
More like the Publicity model of communication. Its main purpose is to get as much attention as possible for organisation, event or product.
Model 2 – Public Information
Takes its main structure from communication’s Transmission model. It’s simple function is to communicate a message easily and truthfully to its publics.
Model 3 – Two-way Asymmetric
Two-way communication in which the bias is in the relevant organisations favour or view rather than taking on board public opinion.
Model 4 – Two-way Symmetric
‘Ideal Model’. This is the model PR aims to adhere to, to produce ‘perfect PR’. Here “publics’ views are respected and are given the same importance as the views of the organisation sponsoring the PR work.
The readings made me think more about public relations theory/practice in the context of adhering to certain theories and models to aid the success and effectiveness of PR plans/campaigns.
Revision of Wk 2
I think the key points to remember from this week's readings were that PR is a minefield. No one person can accurately provide a definition for what it is that PR practitioners do.
Possibly the easiest and most straightforward way of pin-pointing what PR encompasses is to look at “the roles and key activities” provided by Johnston & Zawawi in this chapter.
A few of these described were:
• Communication
• Publicity
• Promotions
• Press Agentry
• Issues management
• Crisis management
• Industry Relations
• Event Management
• Sponsorship
• Cause/Relationship Marketing
• Fundraising
I also found the relationship between the publics and the various entities of high interest.
The definitions of active and passive publics I found useful in understanding these relationships.
Trends in PR and PR in the context of University education also provided me with an wider understanding of the background and basis of the PR industry.
The readings made me think more about public relations theory/practice through detailed description of the various functions and uses of PR.
Possibly the easiest and most straightforward way of pin-pointing what PR encompasses is to look at “the roles and key activities” provided by Johnston & Zawawi in this chapter.
A few of these described were:
• Communication
• Publicity
• Promotions
• Press Agentry
• Issues management
• Crisis management
• Industry Relations
• Event Management
• Sponsorship
• Cause/Relationship Marketing
• Fundraising
I also found the relationship between the publics and the various entities of high interest.
The definitions of active and passive publics I found useful in understanding these relationships.
Trends in PR and PR in the context of University education also provided me with an wider understanding of the background and basis of the PR industry.
The readings made me think more about public relations theory/practice through detailed description of the various functions and uses of PR.
Monday, July 23, 2007
Week 2 - Chapters 1 & 2
Readings - Week 2 (taken from "Public Relations- Theory & Practice")
Chapter 1 - What is Public Relations?
Chapter 2 - A History of Public Relations in Australia
I think the key points to remember from this week's readings were...
Harold Burson's 4 most important functions of public relations in society.
- Sensor of social change
considers the positive and negative repercussions on society, and helps prepare for onslaught and impact of those issues.
-Corporate conscience
Henry David Thoreau- corporation has no conscience, but corporation of conscientious men has conscience. Qualities are basic to job descrip. of PR officers.
- Communicator
communications mainly thought to be predominate role of PR. Communication only one of 4 most important roles
- Corporate Monitor
seeks to make corporate policies and programs match public expectations
This explanation lends itself to a clearer understanding of the field of PR in general terms. Here we can now start to develop our idea of PR using these outlines.
Over time the definition of PR has changed
"management of communication between an organisation and its publics" (Grunig & Hunt : 1984)
"a management function that uses communications to facilitate relationships and understanding between an organisation and its publics" (McElreath : 1996)
These days the definition has needed to encompass more than just the corporate context in which earlier definitions were based. Today we "define public relations as the ethical and strategic management of communication and relationships in order to build and develop coalitions and policy, identify and manage issues and create and direct messages to achieve sounds outcomes within a socially responsible framework"
Roles of PR Practitioners
Technicians
provide services such as producing publications i.e news releases & newsletters
Problem-solvers
ask clients or senior management to rethink or clarify problems and to look out for solutions
Chapter 1 - What is Public Relations?
Chapter 2 - A History of Public Relations in Australia
I think the key points to remember from this week's readings were...
Harold Burson's 4 most important functions of public relations in society.
- Sensor of social change
considers the positive and negative repercussions on society, and helps prepare for onslaught and impact of those issues.
-Corporate conscience
Henry David Thoreau- corporation has no conscience, but corporation of conscientious men has conscience. Qualities are basic to job descrip. of PR officers.
- Communicator
communications mainly thought to be predominate role of PR. Communication only one of 4 most important roles
- Corporate Monitor
seeks to make corporate policies and programs match public expectations
This explanation lends itself to a clearer understanding of the field of PR in general terms. Here we can now start to develop our idea of PR using these outlines.
Over time the definition of PR has changed
"management of communication between an organisation and its publics" (Grunig & Hunt : 1984)
"a management function that uses communications to facilitate relationships and understanding between an organisation and its publics" (McElreath : 1996)
These days the definition has needed to encompass more than just the corporate context in which earlier definitions were based. Today we "define public relations as the ethical and strategic management of communication and relationships in order to build and develop coalitions and policy, identify and manage issues and create and direct messages to achieve sounds outcomes within a socially responsible framework"
Roles of PR Practitioners
Technicians
provide services such as producing publications i.e news releases & newsletters
Problem-solvers
ask clients or senior management to rethink or clarify problems and to look out for solutions
Introductions.... Wk 2
Welcome to the first posting on the PR Spot.
Here's hoping you find my ramblings of some interest...
So here it goes....
I've only just started my journey in the PR field being a first year uni student and having never really thought that PR was anything extra special.
I haven't as yet read the material which I was required to read so this first post is just my personal thoughts on what PR is meant to be about.
I've never actually sat down and consciously thought about the workings of PR, but I suppose there's always a first time...
My very primative understanding of PR is that it encompasses marketing and publicity amongst other things. PR practitioners help with events and media releases to name a stunted few. From what I gather (and let me warn you at this point it isn't much) PR practitioners work in a field that is so large that it would be very difficult to cover all aspects in one semester or even a complete university course.
Most of the learning happens on-the-job. Much like alot of other fields, PR requires a hands on approach to truely grasp its wider workings.
Hopefully this understanding will broaden over the coming weeks, what with more reading and subconcious consumption of Melanie's teachings I hope to fully understand, myself, this area of marketing or the like so as I can master the minefield that is PR.
Hope you look forward to learning with me.
Here's hoping you find my ramblings of some interest...
So here it goes....
I've only just started my journey in the PR field being a first year uni student and having never really thought that PR was anything extra special.
I haven't as yet read the material which I was required to read so this first post is just my personal thoughts on what PR is meant to be about.
I've never actually sat down and consciously thought about the workings of PR, but I suppose there's always a first time...
My very primative understanding of PR is that it encompasses marketing and publicity amongst other things. PR practitioners help with events and media releases to name a stunted few. From what I gather (and let me warn you at this point it isn't much) PR practitioners work in a field that is so large that it would be very difficult to cover all aspects in one semester or even a complete university course.
Most of the learning happens on-the-job. Much like alot of other fields, PR requires a hands on approach to truely grasp its wider workings.
Hopefully this understanding will broaden over the coming weeks, what with more reading and subconcious consumption of Melanie's teachings I hope to fully understand, myself, this area of marketing or the like so as I can master the minefield that is PR.
Hope you look forward to learning with me.
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