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.