Strengths of Maitland Repertory SocietyIn class exercise -
Week 10Sarah Snedden, Simone Beer, Thomas Russell & Lauren Hall
Monday 10-12pm tutorial – Melanie James
· MRS are an established organisation
· Have community support and is community minded
· Capabilities – acting talent
· Only established theatre organisation in area
· Healthy competition with G&S group – however MRS membership is low cost
· Permanent venue
· Great arts resource for area – committed to educating in acting, sound/light production, design etc.
· Knowledgeable teachers
· John Bell supports them – has assisted in training workshops
· Attract a good audience – life members
· Diverse membership – cater to different ages
· Good for community cultural awareness
· Affiliation with IGA, About Time Computer Solutions, Leisure Time Laundry, Farrow Wyatt Accounting & Maitland Arts Council
· Location – geographical centre, good public transport, not much traffic, easy to get a park, near train station
· Wide reach – only half an hour from most places
· Confidence building
· Aim to produce talent and shows to a professional standard
· PR – always aiming to improve
· IT – Website resource, easy to use, provides good information and provides sponsored links
· Communications – Mail-outs to members, posters, flyers
· Media coverage – Maitland Mercury spread
· Members – taught to be liaising with media
· Not for profit – as a strength, more likely to gain sponsorship because it’s a worthy cause
· Youth group shows are designed to travel
· Close to Hunter Valley wine country – tourism aspect
· Accreditations/Awards - Reamus – Tamworth Dramatic Society’s Drama Fest – won awards Best Actor etc.
· Scholarships to attend NIDA workshops
Sunday, September 23, 2007
Week 11 Reading
'Research and Evaluation' chapter from Public Relations: Theory and Practice, Edited by Jane Johnston and Clara Zawawi
I think the key points to remember from this week's readings were...
Research is a very important part particularly during the development and implementation stages of a public relations plan. Effective planning ensures more successful outputs, and research conducted at the conclusion of the public relations plan can identify the overall effectiveness of the plan. Research needs to be an ongoing part of a public relations plan, this is because management wants to be able to see and evaluate measured results. This is outlined by Seitel (2001: 106 cited in Johnston and Zawawi) who states "...management requires more facts and statistics from public relation professionals to show that their efforts contribute not only to overall organisational effectiveness but also to the bottom line.' Meaning that public relations practitioner's have to be accountable for their plans and research can help prove their effectiveness to their employer, and there success is often reliant on an understanding of your organisation's environment, knowing the strengths and weaknesses of your organisation and your competition, knowing the needs of your organisation's target publics and any other issues that could impact on your organisation. And these things can be discovered through effective research. 'Effective strategic management demands informed and sound judgement based on researched findings.' (Johnston & Zawawi, 2004, p. 139) Research can be a costly part of a public relations plan, however if implemented successfully it can be a very valuable part of any public relations plan. Research can be viewed as inputs, outputs and outcomes. Inputs are outline what goes into the plan, outputs are the elements of the plan such as a newsletter or event and outcomes are the effect the outputs have on the target publics. Research can also be informal or formal, qualitative or quantitative, primary or secondary, and some typical research techniques include interviews, focus groups, ethnographic studies, analysis of data, pre-testing, surveys, media monitoring, statistics, analysis of phone calls, environmental monitoring and more.
The readings made me think more about public relations theory/practice in that
This chapter emphasised the importance of public relations research and evaluation on the success of a public relations plan, and it made me think about all the different research methods that can be employed depending on the appropriateness for your organisation. It also made me think about how research should be the first step you take in your public relations plan, and the way you use it can impact on how valuable your plan is to your organisation.
I think the key points to remember from this week's readings were...
Research is a very important part particularly during the development and implementation stages of a public relations plan. Effective planning ensures more successful outputs, and research conducted at the conclusion of the public relations plan can identify the overall effectiveness of the plan. Research needs to be an ongoing part of a public relations plan, this is because management wants to be able to see and evaluate measured results. This is outlined by Seitel (2001: 106 cited in Johnston and Zawawi) who states "...management requires more facts and statistics from public relation professionals to show that their efforts contribute not only to overall organisational effectiveness but also to the bottom line.' Meaning that public relations practitioner's have to be accountable for their plans and research can help prove their effectiveness to their employer, and there success is often reliant on an understanding of your organisation's environment, knowing the strengths and weaknesses of your organisation and your competition, knowing the needs of your organisation's target publics and any other issues that could impact on your organisation. And these things can be discovered through effective research. 'Effective strategic management demands informed and sound judgement based on researched findings.' (Johnston & Zawawi, 2004, p. 139) Research can be a costly part of a public relations plan, however if implemented successfully it can be a very valuable part of any public relations plan. Research can be viewed as inputs, outputs and outcomes. Inputs are outline what goes into the plan, outputs are the elements of the plan such as a newsletter or event and outcomes are the effect the outputs have on the target publics. Research can also be informal or formal, qualitative or quantitative, primary or secondary, and some typical research techniques include interviews, focus groups, ethnographic studies, analysis of data, pre-testing, surveys, media monitoring, statistics, analysis of phone calls, environmental monitoring and more.
The readings made me think more about public relations theory/practice in that
This chapter emphasised the importance of public relations research and evaluation on the success of a public relations plan, and it made me think about all the different research methods that can be employed depending on the appropriateness for your organisation. It also made me think about how research should be the first step you take in your public relations plan, and the way you use it can impact on how valuable your plan is to your organisation.
Sunday, September 16, 2007
Week 10 Readings
'Strategy, planning and scheduling' from Public Relations: Theory and Practice, Edited by Jane Johnston and Clara Zawawi
'Tactics' from Public Relations: Theory and Practice, Edited by Jane Johnston and Clara Zawawi
I think the key points to remember from this week's readings were...
The key points from the 'strategy, planning and scheduling' reading was that strategic planning by the public relations officers can be one of the most important aspects, and that strategic planning to handle crisis situations and manage the organisation's image, can be one of the most beneficial applications of strategic planning. And also strategic two way communication needs to be aimed at all the necessary target publics, to be effective.
The 'Tactics' chapter showed that tactics are a very important part of any strategic public relations plan. The types of tactics include publicity, newsletters, advertising, functions, the Internet, information kits, media releases, brochures and much more. Many plans use a range of tactics, however some of the most successful tactics are the less obvious ones. Tactics are described as either controlled or uncontrolled. Controlled tactics are tactics that are controlled at every stage by a public relations officer. Uncontrolled tactics are tactics that can be changed or stopped completely, and the most common example of this is media relations tactics.
The readings made me think more about public relations theory/practice in that
This week's reading made me think more about public relations practice as strategic planning and tactics are very important aspects of a good public relations plan, and these are two in particular if employed well can make all the difference between a successful plan or not.
Both of these readings also made me think more about my assignment, not only how to develop my strategic plan, but also some of the tactics that could be employed.
'Tactics' from Public Relations: Theory and Practice, Edited by Jane Johnston and Clara Zawawi
I think the key points to remember from this week's readings were...
The key points from the 'strategy, planning and scheduling' reading was that strategic planning by the public relations officers can be one of the most important aspects, and that strategic planning to handle crisis situations and manage the organisation's image, can be one of the most beneficial applications of strategic planning. And also strategic two way communication needs to be aimed at all the necessary target publics, to be effective.
The 'Tactics' chapter showed that tactics are a very important part of any strategic public relations plan. The types of tactics include publicity, newsletters, advertising, functions, the Internet, information kits, media releases, brochures and much more. Many plans use a range of tactics, however some of the most successful tactics are the less obvious ones. Tactics are described as either controlled or uncontrolled. Controlled tactics are tactics that are controlled at every stage by a public relations officer. Uncontrolled tactics are tactics that can be changed or stopped completely, and the most common example of this is media relations tactics.
The readings made me think more about public relations theory/practice in that
This week's reading made me think more about public relations practice as strategic planning and tactics are very important aspects of a good public relations plan, and these are two in particular if employed well can make all the difference between a successful plan or not.
Both of these readings also made me think more about my assignment, not only how to develop my strategic plan, but also some of the tactics that could be employed.
Monday, September 10, 2007
Saturday, September 8, 2007
Week 9 Reading
'Sponsorship and Event Management' Chapter from Public Relations Theory and Practice, Edited by Jane Johnston and Clara Zawawi
I think the key points to remember from this week's readings were...
The key points from this reading were how sponsorship can be a very effective tactic for achieveing set goals. These tactics can include building trust banks, developing relationships with their audience and differentating themselves from other similar campaigns. Sponsorship can be expensive, but it can be highly effective if used to its full advantage to create goodwill. It is important to remember that sponsorship is not a donation, and that sponsorship requires something in return, however sponsorship does not have to be about money, it can involve a relationship of sharing manpower and expertise. Sponsorship can also enhance the
the organisation or event's image and reputation. There are several types of sponsorship, these include philanthropic sponsorship, corporate sponsorship and marketing sponsorship. Philanthropic sponsorship is community based sponsorship, Corporate sponsorship is partnering of one organisation with another organisation that is in no way linked. Marketing sponsorship is the most common form of sponsorship and is a cost effective method of sponsorship as the money is exchanged for tangible results.
The readings made me think more about public relations theory/practice in that
The readings made me think more about public relations practice in that obtaining sponsorship is a real challenge that public relations' planning, and depending on the event, different types of sponsorship are appropriate, and it will also depend on the kind of media coverage you hope to achieve.
I think the key points to remember from this week's readings were...
The key points from this reading were how sponsorship can be a very effective tactic for achieveing set goals. These tactics can include building trust banks, developing relationships with their audience and differentating themselves from other similar campaigns. Sponsorship can be expensive, but it can be highly effective if used to its full advantage to create goodwill. It is important to remember that sponsorship is not a donation, and that sponsorship requires something in return, however sponsorship does not have to be about money, it can involve a relationship of sharing manpower and expertise. Sponsorship can also enhance the
the organisation or event's image and reputation. There are several types of sponsorship, these include philanthropic sponsorship, corporate sponsorship and marketing sponsorship. Philanthropic sponsorship is community based sponsorship, Corporate sponsorship is partnering of one organisation with another organisation that is in no way linked. Marketing sponsorship is the most common form of sponsorship and is a cost effective method of sponsorship as the money is exchanged for tangible results.
The readings made me think more about public relations theory/practice in that
The readings made me think more about public relations practice in that obtaining sponsorship is a real challenge that public relations' planning, and depending on the event, different types of sponsorship are appropriate, and it will also depend on the kind of media coverage you hope to achieve.
Sunday, September 2, 2007
Week 8 Readings
'To Contact...or Not?: Investigating journalists' assessments of public relations subsidies and contact preferences' By Sallot, M. & Johnston, A.
'Writing a Media Release' chapter in The new Australian and New Zealand public relations manual, edited By Tymson, C., Lazar, P. & Lazar,R.
I think the key points to remember from this week's readings were...
The key points from the 'To Contact...or Not?' reading was that public relations practitioners need to adjust their strategic plan to utilize the growing capabilities of the internet. These capabilities not only allow for more direct communication with your audiences, but particularly the media. It is now common practise for there to be specific sections of a company website, solely devoted to communicating with the media. This is particularly important when 70% of journalists saying that the first place they search for information is the company's website. However many say that these tools are still not being used to their full potential and that public relations officers need to be learning and using these new skills.
The key points for the 'Writing a Media Release' chapter were how to best frame your media release to communicate with the media. Using journalist tools of timeliness, relevance, public interest, novelty, achievement, human interest or celebrity will make it more likely that a journalist will use your media release, as you have followed the journalist style and this makes it more appealing for journalists, as it means less work for them if your piece already suits the media outlet's criteria.
The readings made me think more about public relations theory/practice in that
The 'Writing a Media Release' Chapter made me think more about the practical side of public relations, because the style of your media release and the way the information is framed can make the difference between your story being run or not. This chapter also linked back to the 'To contact...or not?' reading because it looks at the positives and negatives of emailing the media.
'Writing a Media Release' chapter in The new Australian and New Zealand public relations manual, edited By Tymson, C., Lazar, P. & Lazar,R.
I think the key points to remember from this week's readings were...
The key points from the 'To Contact...or Not?' reading was that public relations practitioners need to adjust their strategic plan to utilize the growing capabilities of the internet. These capabilities not only allow for more direct communication with your audiences, but particularly the media. It is now common practise for there to be specific sections of a company website, solely devoted to communicating with the media. This is particularly important when 70% of journalists saying that the first place they search for information is the company's website. However many say that these tools are still not being used to their full potential and that public relations officers need to be learning and using these new skills.
The key points for the 'Writing a Media Release' chapter were how to best frame your media release to communicate with the media. Using journalist tools of timeliness, relevance, public interest, novelty, achievement, human interest or celebrity will make it more likely that a journalist will use your media release, as you have followed the journalist style and this makes it more appealing for journalists, as it means less work for them if your piece already suits the media outlet's criteria.
The readings made me think more about public relations theory/practice in that
The 'Writing a Media Release' Chapter made me think more about the practical side of public relations, because the style of your media release and the way the information is framed can make the difference between your story being run or not. This chapter also linked back to the 'To contact...or not?' reading because it looks at the positives and negatives of emailing the media.
Monday, August 27, 2007
Sunday, August 26, 2007
Week 7 Reading
'Media Relations ' from Public Relations Theory and Practice, Edited by Jane Johnston and Clare Zawawi
'Oral Presentations' by S. Drew
'Speaking as Part of a Group' from Presentation Skills for Students
I think the key points to remember from this week's readings were...
The key points from the 'Media Relations' in the Public Relations Theory and Practice is that public relations practitioners not only need to develop professional relationships with key people in the media industry, but it is also important to understand how the media industry functions. Particularly knowing when the deadlines are and appropriate styles for the various print, radio and television media industries, so that you give your story the best chance to be run. The media is one of the most effective ways of reaching your target audience, being that there are many very specific media outlets, which allows for effective targeting of a specific audience.
The readings made me think more about public relations theory/practice in that
The 'media relations' reading made me think more about public relations practice because it addresses how important it is for public relations officers to cultivate professional relationships with the media, as these relationships can get help to generate very useful messages that effectively reach the target publics.
Also having had my presentation this week, the readings on presentations made me realise that these presentations and debates are preparing me for the workforce. As group work, presenting and strong verbal skills are things that employers look for, and improving these skills now will only be of benefit later.
'Oral Presentations' by S. Drew
'Speaking as Part of a Group' from Presentation Skills for Students
I think the key points to remember from this week's readings were...
The key points from the 'Media Relations' in the Public Relations Theory and Practice is that public relations practitioners not only need to develop professional relationships with key people in the media industry, but it is also important to understand how the media industry functions. Particularly knowing when the deadlines are and appropriate styles for the various print, radio and television media industries, so that you give your story the best chance to be run. The media is one of the most effective ways of reaching your target audience, being that there are many very specific media outlets, which allows for effective targeting of a specific audience.
The key message of the 'Oral presentations' reading is that employers desire potential public relations officers with good verbal skills. They may need to use these skills to pitch a campaign or simply to communicate with their peers, whatever the case excellent verbal communication is essential. The reading also gave tips how how to avoid being overcome by nerves, as well as how to utilize your skills to make for a persuasive and effective presentation.
The 'Speaking as part of a group' reading key message was that although it can be difficult to work as part of a group, group work has many benefits. These benefits included sharing the stress and workload, can utilise the different individual strengths, variety and improve your teamwork skills. The reading also addressed how to manage group presentations, balancing individual needs and skills with the task to be completed.
The readings made me think more about public relations theory/practice in that
The 'media relations' reading made me think more about public relations practice because it addresses how important it is for public relations officers to cultivate professional relationships with the media, as these relationships can get help to generate very useful messages that effectively reach the target publics.
Also having had my presentation this week, the readings on presentations made me realise that these presentations and debates are preparing me for the workforce. As group work, presenting and strong verbal skills are things that employers look for, and improving these skills now will only be of benefit later.
Sunday, August 19, 2007
Week 6 Reading
'The Legal Environment' chapter from Public Relations: Theory and Practice, Edited by Johnston and Zawawi
'Ethical Practice' chapter from Public Relations: Theory and Practice, Edited by Johnston and Zawawi
I think the key points to remember from this week's readings were...
'The Legal Environment' chapter highlights the fact that public relations practitioners need to be aware of the legalities that may affect them. This is particularly important in preventing or knowing your rights in any legal situation. And the skills and understanding of a public relations officers' legal obligations need to practiced on a daily basis. Some of the things that public relations practitioners need to consider from a legal standpoint are protecting their company or organisation's reputation and ideas, they also have a duty of care and must also think about how contracts and new technologies could effect them in the future.
The key message from the 'Ethical Practice' chapter is that, organisations are heavily scrutinized for their behaviour, and they are morally obligated to not only do no harm, but to make a positive contribution. Ethics concern personal values and moral choices and these decisions should be made with public interest in mind. Although public relations can be seen in a negative light; as 'spinning' the truth, they in fact have several vital roles and the must conduct these within their organisation whilst upholding its social responsibilities. These roles include that of a counsellor,advocate, corporate monitor and corporate conscience. Because the work environment of public relations can at times be ethically uncertain, the Public Relations Institute of Australia (ARIA) was developed that outlines the guidelines for ethical dealings in public relations.
The readings made me think more about public relations theory/practice in that
This weeks' readings have drawn to my attention the seriousness of both legal and ethical considerations in the public relations industry. It is important to have an understanding of what legally you can and can't do, and then how this is link to ethical decisions. Not only do you need to ensure you don't do anything illegal, you may also face tough personal and organisational ethical issues.
'Ethical Practice' chapter from Public Relations: Theory and Practice, Edited by Johnston and Zawawi
I think the key points to remember from this week's readings were...
'The Legal Environment' chapter highlights the fact that public relations practitioners need to be aware of the legalities that may affect them. This is particularly important in preventing or knowing your rights in any legal situation. And the skills and understanding of a public relations officers' legal obligations need to practiced on a daily basis. Some of the things that public relations practitioners need to consider from a legal standpoint are protecting their company or organisation's reputation and ideas, they also have a duty of care and must also think about how contracts and new technologies could effect them in the future.
The key message from the 'Ethical Practice' chapter is that, organisations are heavily scrutinized for their behaviour, and they are morally obligated to not only do no harm, but to make a positive contribution. Ethics concern personal values and moral choices and these decisions should be made with public interest in mind. Although public relations can be seen in a negative light; as 'spinning' the truth, they in fact have several vital roles and the must conduct these within their organisation whilst upholding its social responsibilities. These roles include that of a counsellor,advocate, corporate monitor and corporate conscience. Because the work environment of public relations can at times be ethically uncertain, the Public Relations Institute of Australia (ARIA) was developed that outlines the guidelines for ethical dealings in public relations.
The readings made me think more about public relations theory/practice in that
This weeks' readings have drawn to my attention the seriousness of both legal and ethical considerations in the public relations industry. It is important to have an understanding of what legally you can and can't do, and then how this is link to ethical decisions. Not only do you need to ensure you don't do anything illegal, you may also face tough personal and organisational ethical issues.
Sunday, August 12, 2007
Week 5 Reading
'Strategy, Planning & Scheduling' from Public Relations: Theory and Practice, edited by Jane Johnston and Clara Zawawi
'A Typical Public Relations Program' from The new Australian and New Zealand Public Relations Manual, Edited by C, Tymson and P, Lazar
I think the key points to remember from this week's readings were...
The key points from this weeks' reading from the Johnston & Zawawi was that a successful PR strategy includes managing the communication and ensuring that the customer is first priority. "There is a cause and effect relationship between communication activities and the achievement of an organisation's mission. It means that communication programs support successful completion o fthe organisation's strategic activity in a measurable way." (Potter cited in Johnston & Zawawi, 2004, p.171) The reason that it is important to have a PR strategy is to direct the efforts of the organisation to a specific goal, so that all the resources are utilised towards achieving the organisation's strategy.
The main message from the Tymson and Lazar reading was to outline the steps and procedures of a typical public relations plan, show how to best execute these to achieve the overall goal for the plan. This chapter explains how to best create measurable objectives, define the target audiences, complete worthwhile research, prepare a budget as well as tactics.
The readings made me think more about public relations theory/practice in that
The Johnston & Zawawi reading made me think more about public relations practice because the ultisation of a strategy can make a significant difference to the effectiveness of a public relations campaign.
The Tymson and Lazar reading highlighted the importance of a public relations plan. The explaination showed how to best use each part of the plan so that when you evaluate your plan so that it was not only successfully carried out but those results can be measured.
'A Typical Public Relations Program' from The new Australian and New Zealand Public Relations Manual, Edited by C, Tymson and P, Lazar
I think the key points to remember from this week's readings were...
The key points from this weeks' reading from the Johnston & Zawawi was that a successful PR strategy includes managing the communication and ensuring that the customer is first priority. "There is a cause and effect relationship between communication activities and the achievement of an organisation's mission. It means that communication programs support successful completion o fthe organisation's strategic activity in a measurable way." (Potter cited in Johnston & Zawawi, 2004, p.171) The reason that it is important to have a PR strategy is to direct the efforts of the organisation to a specific goal, so that all the resources are utilised towards achieving the organisation's strategy.
The main message from the Tymson and Lazar reading was to outline the steps and procedures of a typical public relations plan, show how to best execute these to achieve the overall goal for the plan. This chapter explains how to best create measurable objectives, define the target audiences, complete worthwhile research, prepare a budget as well as tactics.
The readings made me think more about public relations theory/practice in that
The Johnston & Zawawi reading made me think more about public relations practice because the ultisation of a strategy can make a significant difference to the effectiveness of a public relations campaign.
The Tymson and Lazar reading highlighted the importance of a public relations plan. The explaination showed how to best use each part of the plan so that when you evaluate your plan so that it was not only successfully carried out but those results can be measured.
Sunday, August 5, 2007
Week 4 Reading
'Insider Info' in Public Relations by James, M. (2006). Sydney
Chapter 11 Internal Communications In C. Tymson, P. Lazar, P and R. Lazar, (Eds.)The new Australian and New Zealand public relations manual
I think the key points to remember from this week's readings were...
The key points from the 'Insider Info' chapter are that the public relations industry has many varying positions and tasks that are required of a public relations officer. There are many industries that require the services of a public relations practitioner and this means they need to be skilled in many areas. This chapter gave readers an insight into the practical aspects of the industry and how to give yourself the best opportunity for securing a job in the industry.
The 'Internal Relations' chapter from Tymson and Lazar explained how communication with employees is a two way process, which is best utilised to encourage staff to behave in a certain way and to increase their understanding of the organisation. This works best when a strategy is developed to best suit the business.
The readings made me think more about public relations theory/practice in that
The 'Insider Info' reading made me think about how that although a university degree is an important stepping stone, on the job training and experience is just as important, and this is something that seems to be vital for any student's CV.
Chapter 11 Internal Communications In C. Tymson, P. Lazar, P and R. Lazar, (Eds.)The new Australian and New Zealand public relations manual
I think the key points to remember from this week's readings were...
The key points from the 'Insider Info' chapter are that the public relations industry has many varying positions and tasks that are required of a public relations officer. There are many industries that require the services of a public relations practitioner and this means they need to be skilled in many areas. This chapter gave readers an insight into the practical aspects of the industry and how to give yourself the best opportunity for securing a job in the industry.
The 'Internal Relations' chapter from Tymson and Lazar explained how communication with employees is a two way process, which is best utilised to encourage staff to behave in a certain way and to increase their understanding of the organisation. This works best when a strategy is developed to best suit the business.
The readings made me think more about public relations theory/practice in that
The 'Insider Info' reading made me think about how that although a university degree is an important stepping stone, on the job training and experience is just as important, and this is something that seems to be vital for any student's CV.
Sunday, July 29, 2007
Class Activity
Lauren and I had to find 4 Golden Target Award plans to fit into Grunig's 4 models of public relations.
These 4 models are press agentry, public information, two-way asymmetric & two-way symmetric.
Press Agentry - Melanie explained that it should be hard to find a plan that fits this model because it deals with one-way propaganda, therefore we didn't find a plan for this category.
Public Information - Live in Canberra Campaign - this was suitable as it is a Government initiative to persuade skilled workers to move to the country's capital as there is a shortage of workers there. Their research was mainly finding out current opinions and how best to promote the city's image to appeal to their target audience.
Two-way Assymetric - Honeysuckle Community Relations and Communications Strategy 2005/2006 - this plan was two-way as it involved business stakeholders, it was unbalanced however as the main aim was to promote their image to the community not to develop a mutually beneficial relationship.
Two-way Symmetric - Cramer St Neighbourhood - Living in Harmony - this campaign was interesting as it dealt with racial indifference and community opinions in the neighbourhood of Darebin. Mutual understanding was a key focus of the plan, hence its relevance to this model.
These 4 models are press agentry, public information, two-way asymmetric & two-way symmetric.
Press Agentry - Melanie explained that it should be hard to find a plan that fits this model because it deals with one-way propaganda, therefore we didn't find a plan for this category.
Public Information - Live in Canberra Campaign - this was suitable as it is a Government initiative to persuade skilled workers to move to the country's capital as there is a shortage of workers there. Their research was mainly finding out current opinions and how best to promote the city's image to appeal to their target audience.
Two-way Assymetric - Honeysuckle Community Relations and Communications Strategy 2005/2006 - this plan was two-way as it involved business stakeholders, it was unbalanced however as the main aim was to promote their image to the community not to develop a mutually beneficial relationship.
Two-way Symmetric - Cramer St Neighbourhood - Living in Harmony - this campaign was interesting as it dealt with racial indifference and community opinions in the neighbourhood of Darebin. Mutual understanding was a key focus of the plan, hence its relevance to this model.
Week 3 Reading
'Theoretical Perspecitives' in Public Relations: Theory and Practice, Edited by Jane Johnston and Clara Zawawi
'Public Relations Research at the Crossroads' in Journal of Public Relations by K, Gower
I think the key points to remember from this week's readings were...
The key points from the Johnston and Zawawi reading was that there are a variety of different theories and these can be utlised to positive effect in the public relations industry. The first theory is Agenda Setting, where public relations officers attempt to attact positive attention in an attempt to get their audience to think positively about their organisation or product etc. General systems theory relates to either open or closed systems, taking into account external or only internal experiences. These systems can be used by PR practitioners to understand how it communicates within the organisation and its publics. Semiotics help PR practitioners to understand how the use of signs and symbols can communicate certain messages and these can be positive or negative, intentional or not. Critical theory concerns how certain powerful players influence and affect the public, and whether this impinges on democracy. The next theory is Grunig and Hunt's four models these are the Press Agentry, Public Information, Two-Way Asymmetric and Two-Way Symmetric. There was also the rhetorical theory, relationship management, social learning theory and situational theory.
The key points from the Gower reading challenges the previous theories regarding public relations as well as exploring how these theories can be improved and applied to the present.
The readings made me think more about public relations theory/practice in that
The 'Theoretical Perspectives' chapter and the Gower reading made me think more about public relations theory as this was the focus of the readings. The Johnston and Zawawi reading explained the theories surrounding public relations and how these can be used to your advantage. And the Gower reading examined these theories and how the public relations industry can use these theories to improve and move forward.
'Public Relations Research at the Crossroads' in Journal of Public Relations by K, Gower
I think the key points to remember from this week's readings were...
The key points from the Johnston and Zawawi reading was that there are a variety of different theories and these can be utlised to positive effect in the public relations industry. The first theory is Agenda Setting, where public relations officers attempt to attact positive attention in an attempt to get their audience to think positively about their organisation or product etc. General systems theory relates to either open or closed systems, taking into account external or only internal experiences. These systems can be used by PR practitioners to understand how it communicates within the organisation and its publics. Semiotics help PR practitioners to understand how the use of signs and symbols can communicate certain messages and these can be positive or negative, intentional or not. Critical theory concerns how certain powerful players influence and affect the public, and whether this impinges on democracy. The next theory is Grunig and Hunt's four models these are the Press Agentry, Public Information, Two-Way Asymmetric and Two-Way Symmetric. There was also the rhetorical theory, relationship management, social learning theory and situational theory.
The key points from the Gower reading challenges the previous theories regarding public relations as well as exploring how these theories can be improved and applied to the present.
The readings made me think more about public relations theory/practice in that
The 'Theoretical Perspectives' chapter and the Gower reading made me think more about public relations theory as this was the focus of the readings. The Johnston and Zawawi reading explained the theories surrounding public relations and how these can be used to your advantage. And the Gower reading examined these theories and how the public relations industry can use these theories to improve and move forward.
Sunday, July 22, 2007
Week 2 Reading
'What is public relations?' and 'A history of public relations in Australia' : From Public Relations Theory and Practice, Edited by Jane Johnston and Clara Zawawi
'The big picture': From Public Relations, By Melanie James
I think the key points to remember from this week's readings were...
The key points from the Johnston & Zawawi readings were to explain the role of a public relations officier and how the concept and indeed the practice of public relations has developed over time, and will no doubtily continue to do so. As the history of public relations has shaped the development of public relations so have the organisations and businesses that utilise public relations' practitioners.
Public relations is an industry that involves a variety of different tasks including all forms of communication, publicity, promotions, marketing, issues and crisis management, event management, media relations as well as finiancial, community, internal and industry relations.
'The Big Picture' key message was to give an overview of the current public relations industry in Australia. It explains the kinds of job opportunies avaliable including media advising, crisis and issues management, public affairs, celebrity management and many others, as well as earning capacity and the public relations agencies that exist within Australia.
The readings made me think more about public relations theory/practice in that …
'The Big Picture' made me think more about public relations practice, because this chapter explained not only the basics of the public relations industry but also the reality of the earnings, career opportunies and ethics of the industry. This chapter gives an insight into what the industry is really like and gives hints of what is important to know if you are planning to enter the industry.
'The big picture': From Public Relations, By Melanie James
I think the key points to remember from this week's readings were...
The key points from the Johnston & Zawawi readings were to explain the role of a public relations officier and how the concept and indeed the practice of public relations has developed over time, and will no doubtily continue to do so. As the history of public relations has shaped the development of public relations so have the organisations and businesses that utilise public relations' practitioners.
Public relations is an industry that involves a variety of different tasks including all forms of communication, publicity, promotions, marketing, issues and crisis management, event management, media relations as well as finiancial, community, internal and industry relations.
'The Big Picture' key message was to give an overview of the current public relations industry in Australia. It explains the kinds of job opportunies avaliable including media advising, crisis and issues management, public affairs, celebrity management and many others, as well as earning capacity and the public relations agencies that exist within Australia.
The readings made me think more about public relations theory/practice in that …
'The Big Picture' made me think more about public relations practice, because this chapter explained not only the basics of the public relations industry but also the reality of the earnings, career opportunies and ethics of the industry. This chapter gives an insight into what the industry is really like and gives hints of what is important to know if you are planning to enter the industry.
Subscribe to:
Posts (Atom)
