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.