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.