Week 10

Research is crucial to the success of any PR campaign. The key point to remember is that research is conducted during three stages of the PR campaign. These stages include before, during and after the campaign, which affect the inputs, outputs, and outcomes of the campaigns respectively.
Research, albeit time-consuming, can greatly improve the effectiveness of a PR campaign. From the readings, I learnt that an organization can seek to obtain information through formal or informal research, using qualitative or quantitative methodologies. Examples of qualitative methodologies include in-depth interviews and focus groups while that of quantitative methodologies include surveys and content analysis. Each methodology has its own benefits. However, the choice of the research method will be determined by the availability of time, manpower and money.
I feel that for any research to be thorough and effective, both qualitative and quantitative research should be conducted. Quantitative research provides a more scientific and quantifiable evidence. However, qualitative research adds colour and depth to the research results. Additionally, qualitative research may provide the PR practitioner with ideas or suggestions that he or she has never thought of. However, the style of research adopted by the organization will eventually depend upon the system under which it operates, its environment and the requirements of the program being undertaken.

Week 9

I think a key point to take note of is the difference between strategy and tactics. Strategy is the overarching plan that allows the PR practitioner to help ensure that organizational goals and objectives are achieved. Strategy will then determine the range of tactics used.
I realized from the readings that budgeting is very important. No matter how grand or well-thought of the tactics are, the company’s budget may affect and limit the choice of tactics being used. Thus as mentioned throughout the text, it is important to take into consideration the budgetary constraints of the organization.
I have always thought that media relations are the most effective way of bringing across a message and of achieving public relations objectives. However, after reading chapters 7 and 8, I realized that it may not be so. Although media relations offer the possibility of free advertising, thus achieving cost effectiveness, it may not necessarily always work. Outcomes cannot be controlled or guaranteed, and the media statement may have the potential to turn negative. Thus this tactic has to be carefully planned and considered before carrying out.
Most organisations and schools publish their own newsletters. I surveyed several working adults and realized that these newsletters are often perceived to be boring and are usually tossed aside. I learnt that for newsletters to be attractive, they have to be written conversationally and have to meet the primary needs of the recipient. Otherwise they will probably end up in the trash bin.
In conclusion, no matter which tactics the PR practitioner employs, it is vital that these tactics relate back to strategy.

Week 8

Properly-handled sponsorships and special events can generate a great deal of publicity for an organization, its brand or a product. However, they cannot be hastily executed but has to be thoroughly planned and thought through.

For a sponsorship to work, many factors have be taken into consideration. One of which is to ensure that the sponsor is clearly identified and distinguished. This is especially so with the presence of ambush marketers who use dirty tactics to promote their own brands or products without having the official, legal or moral rights to do so. Thus it is necessary to ensure that the risk of an ‘ambush’ is kept to a minimum.

It is important to note that events are opportunities to make news. However, with so many competing and ongoing events, only a creative event has the ability to attract the media. Thus it is crucial for a PR practitioner to highlight the news point for an event in a media release such that it will interest the journalists. In this way, a PR practitioner is like a journalist in drafting the press release. Newsy elements include the use of prominent figures, an unusual or human interest angle, as well as the possible impact of a new product or event that is being launched.

I realized from the reading that sponsorship is a two-way street. I have always thought that sponsorships are like donations in that there are no expected returns. However, this is a misconception. Strategy and purpose will guide the planning of both sponsorships and events.

Week 7

As we can see from the reading, journalists and public relations practitioners share an adversarial relationship. It seems that journalists tend to have a condescending attitude towards PR practitioners although up to 60 per cent of their news are obtained from press releases or information provided by PR personnel. Thus it is no wonder that PR practitioners have to work doubly hard to gain the trust of journalists. To do so, effort has to be taken to understand the nature of the beat, the style of the journalists and how the journalists write and what interests them.

Additionally, for a media release to be effective, the PR practitioner has to craft the story in such a way that it resembles a news story with the important news values such as timeliness, prominence, impact and proximity highlighted. This will not only the make the job of a journalist easier, it will attract their attention and therefore increase the chances of the event or topic covered getting published. Additionally, the story cannot be overtly biased, otherwise journalists will not bite the bait. The PR practitioner has to achieve not only balance within the story, but he or she has to serve the interest of the company at the same time. It is indeed not easy being a PR practitioner!

I noticed from the article that a common lament of journalists is the lack of good language skills amongst PR practitioners. I used to think that having good language skills is secondary for a PR practitioner as compared to a journalist, however I am wrong! Poor use of language puts a journalist off and this is the least that the PR practitioner hopes for.

From this reading, I realized that the job of a PR practitioner is demanding and multi-faceted. Not only do PR practitioners have to serve the interests of the company, they have to ‘please’ journalists as well. Additionally, other areas of their work include strategizing, events management, sponsorships etc. A PR practitioner has to be good at almost everything!

Week 6

Journalists and public relations practitioners have always been known to have an antagonistic relationship with one another. Thus it is important for public relations practitioners not to aggravate the already adversarial relationship. Instead it is crucial for them to win over journalists, most definitely not by bribing them, but by gaining their trust and making their jobs easier.


They can do so by writing press releases in such a way that the news point is at the top. It is important for PR practitioners to remember that they should avoid being too promotional. To do so, a PR personnel will have to think the way a journalist thinks. What is the news value in this? Who are the people involved? When did it happen or when will it take place? Why is this important? How is it going to take place? etc. By thinking and planning along the line of how journalists function, the success rate of getting a media event coverage is much higher. Nitty-gritty details such as the place to hold the convention etc have to be taken into consideration.


Overall this chapter has caused me to realise that at the heart of public relations, it is the ability to cultivate good relationships with people-journalists, the internal and external publics, that is important. Fundamentally, public relations is about achieving an organization's goals while meeting the needs of others involved. PR practitioners are the middle-men involved in balancing and meeting these needs.

Week 4

Public relations do play a vital role in an organisation such that it has to be involved in the top decision making process! Isn't it great to have an influence in the decision-making process of any organisation?


I didn't realise how important the role of public relations practitioners is until after I have read this chapter. However, with this key role comes along greater responsibility. An effective PR personnel must not only be equipped good communication skills, he or she must also be familiar with the way a business operates; its aims, objectives and its reason for existence. Thus PR practitioners must not be narrow-minded in insisting that they just have to be good at their specific area of expertise.


The key points to bring home are the stages involved in the public relations process. They are firstly, the creation of organisational vision and mission statements, followed by the creation of public relations vision and mission statements, the establishment of performance indicators, budgeting, writing of a public relations plan and finally scheduling of public relations plan activities. It seems to be a long and tedious process, but each step is necessary.


After reading this chapter, I realise that public relations isn't just for business entities. The way churches are run are also increasingly similar to that of a business organisation, especially mega-churches where publicity and image management seem increasingly important. Church vision and mission statements have also to be discussed and laid down, although the difference is that church leaders have to pray through and about it. The lessons taught through this chapter about vision and mission planning have also helped me understand better how to go about doing so and the difference between the two.

Week 3

It seems that public relations practitioners tend to focus on managing relations with external publics. However, the key point to take note of is that it is equally vital to establish and maintain cordial relationships with employees as well as with the community.


An organisation composes of employees. They are thus vital to the success of an organisation, especially companies in the business sector. Good morale amongst employees will indirectly increase customer satisfaction and productivity. And in the long haul, the organisation is the one that benefits. With advances in technology, establishing and maintaining relationships within the organisation is much easier. Keeping employees updated about movements or changes within the company is easy with the introduction of the intranet, memos, emails etc. However, nothing can replace face-to-face communication. Interpersonal communication shows the sincerity of management in relating with employees and their subordinates. There is the human factor that cannot be replaced by technology.


Additionally, an organisation has to upkeep its relationship with its communities, especially those in which their companies have an impact on. To do so, I realise that public relations practitioners have to be constantly on the lookout for rumors, or issues of worth to the community. They have to be very grounded and hands-on with members in the community.


This reading has made me realise that public relations has a very relational aspect to it. The ability to interact with people, within and outside the organisation is key to the success of any public relations activity.

Week 2

Various disciplines have contributed to the development of different theoretical approaches to public relations. The key point to remember is that there is no one superior theory but the theories co-exist and work in different circumstances. Each theory has its own limitations as well.


However, I feel the agenda setting theory is very applicable and relevant. The media does play a big part in influencing people's views or opinions about the importance of an issue or about the issue in general. Public relations practitioners do have to cross editorial policy hurdles in order to get a story top media coverage or even a coverage at all. Although communities and deep-seated beliefs influence the decision processes of the public, but the power that the media yields over them is undeniable. At the very least, the media sets the agenda of the issues that the public should ponder about.


Ideally, Heath's rhetorical theory should be practised by all PR practitioners. I think that public relations should be a two way process between the originator of the communication and its publics. Public relations shouldn't be a monologue. Instead it should be a dialogue between the parties involved and it should be an exchange of ideas, and ultimately the idea that the organisation wants to bring across should be brought forth. A way of thinking can be completely unconventional but a good public relations personnel should be able to present the idea rationally such that its intended audience buy into it. The rhetorical theory allows for that. This theory also allows for ethics to be practised as both parties involved are thought to be symmetrical.

All in all, this chapter provides the ground work for the theories associated with public relations. I need to be aware of them in order to apply different principles and theories in different situations.

Week 1

The chapters have laid a foundation of what public relations is about, its definition and roles. The easiest and most straight forward definition which is still applicable today would be the one offered by Hunt and Grunig (1984). Public relations is the management of communication between an organisation and its publics. However, as mentioned by the authors, with the advent of digital technology, this definition has to be broadened as technology has empowered many including individuals to be able to act as public relations practitioners.


The key points to take note of would be the difference between marketing and public relations. Many, including myself have been confused by these two industries which are seemingly similar. However, there are fundamental differences between them, and one of the biggest difference is that marketing has a profit focus which does not necessarily apply to public relations. Likewise, there is also a difference between advertising and the mass media space earned by the public relations practitioner. The difference also lies in the dollar. Mass media space achieved by a PR personnel is free although uncontrolled. On the other hand, advertising space has to be paid for by organisations and that alone can amount to thousands of dollars.


The readings made me realise that public relations work is no easy feat. There are many facets of it that has to be looked into and often times, the work of the public relations personnel overlaps with that of marketing. Fundamentally, besides being able to offer interesting story angles that the press would be keen to use, the PR personnel must also be able to manage the adversarial relationship between the press and him or herself. Ethics must also be practised.