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.

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.

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

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.