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.
Sunday, July 29, 2007
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.
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