I think the key points to remember from this week's readings were that research and evaluations are one of the most critical components of PR. It allows identification of goals and targets, gives the PR practitioner data to enable him/her to decide the correct strategy to adopt and the correct tactics to deploy.
In one of the case studies from PR News, a PR company, Metlife, did a survey with reporters to find out their needs and how to craft a more informative message. They focused the survey on what information was missing in the news articles. The case study identifies an important point in which before developing strategies, firstly, all factors and context of the industry must be surveyed, researched and evaluated, as a wrong strategy would prove to be ineffective.
All 3 stages of research are interlinked with each other and provides data that supports the next stage of research. It is possible to do each of the stages individually, but it would not be as effective.
Also, the text touches on the ethical considerations of research. The ethical considerations in itself can be a good PR tool as seen in the case of Bodyshop, a company that retails body care products. They are famous for their products due to a non animal testing policy. They demonstrated to the public that they did not harm any animals in their research and testing, and as a result, gained a reputation.
The readings made me think more about public relations theory and practice in that a balance of all factors is present in all faucets of PR. In terms of research, budgeting, scheduling, human resources, are some of the key factors that has to be handled well. A bad handling on any one of the factors would result in delays, ineffectiveness,and possibly insufficient or incorrect data collected.
There is no set rule on how research is to be carried out and that also applies to the other PR aspects we have covered in our studies so far. It all depends on the practitioner to be ethical, efficient, hard working, and critical in his/her work, to achieve a balance between the different working parts of PR. All factors are essential in PR as they are all interdependent.
Thursday, March 20, 2008
Friday, March 14, 2008
Week 9: Tactics
I think the key points to remember from this week's readings were that tactics must be chosen carefully to ensure that they are aligned with the corporate goals and PR strategy. Also, a single tactic would not work as well as a few tactics, working in tandem with each other to achieve synergy for PR Strategic goals.
Also, using tactics also involves budgeting as the tactics chosen must be within the budget and it would have an impact on the brand name of the company. The tactics chosen must be congruent with the image of the company.
The readings made me think more about public relations theory and practice in that how tactics is forms a huge part of a PR Campaign, which is part of a bigger PR Plan, which includes Goals, Strategy, Planning, Crisis management, Budgeting, and Media relations.
No one aspect of PR is ever solitary as they all have to work in conjunction with one another to achieve an intended target, be it to push a message, build up reputation and branding, or to create awareness for a new product.
A key concept was the usage of people to create and evoke emotion in the audience. It banks on the "human factor" to generate interests, and is generally more accepted as it is easier to convince the audience when there are public figures who approve. As in Energex example, they used "heroes" and "rescuees" to gather media attention, and also to promote what they are doing as a righteous cause.
In a sense, all tactics are to portray a positive image to the public, to convey a trust and reliability. It is rare to see any company use a negative example as they wish to avoid being associated with negativity.
Also, using tactics also involves budgeting as the tactics chosen must be within the budget and it would have an impact on the brand name of the company. The tactics chosen must be congruent with the image of the company.
The readings made me think more about public relations theory and practice in that how tactics is forms a huge part of a PR Campaign, which is part of a bigger PR Plan, which includes Goals, Strategy, Planning, Crisis management, Budgeting, and Media relations.
No one aspect of PR is ever solitary as they all have to work in conjunction with one another to achieve an intended target, be it to push a message, build up reputation and branding, or to create awareness for a new product.
A key concept was the usage of people to create and evoke emotion in the audience. It banks on the "human factor" to generate interests, and is generally more accepted as it is easier to convince the audience when there are public figures who approve. As in Energex example, they used "heroes" and "rescuees" to gather media attention, and also to promote what they are doing as a righteous cause.
In a sense, all tactics are to portray a positive image to the public, to convey a trust and reliability. It is rare to see any company use a negative example as they wish to avoid being associated with negativity.
Tuesday, March 4, 2008
Week 8: Sponsorships
I think the key points to remember from this week's readings are that when there is a corporate sponsorship, the company that is providing the sponsorship, more often than not, wishes to get something out from the deal.
This can be advertisement, endorsement, boost in reputation, to be seen as charitable, or environmental friendly, civic minded, etc...
PR Practitioners should always keep in mind how to frame a sponsorship request, if the event requires sponsors. In the textbook, it is explained that benefits to the company providing the sponsorship is much more critical than the reasons for the event and how the event would be held.
Also, it brings up points about ambush marketing and how the risk can be minimized. This brings to mind to a New Year event at Downtown East resort Count Down concert, where the DJs who were the hosts for the evening kept repeating about how they wish to thank the sponsors, Meebo, Western Union, etc, etc, to bring about brand awareness of the companies that so "generously" contributed to the concert to bring joy to the community.
With the hosts repeating the legitimate sponsors and with their logos displayed prominently, it is hard for competitors to ambush anyone outside.
The readings made me think more about how as internal PR of a corporate entity, it is crucial for the company to participate in sponsorship programs as promote corporate citizenry. This is quite important as in the global community, as companies that appear only to be profit driven and yet does not contribute back to society, is very much frowned upon.
However, on a negative note, it is also possible for a capitalist company that wishes to disguise its greed for profit, to improve its image by employing sponsorship deals, and treat it like an investment to further market and publicise its name. Although this might seem like deceiving the public, actually, it would also benefit the public as the main point of getting sponsors is still achieved, no matter what the intent of the company.
This can be advertisement, endorsement, boost in reputation, to be seen as charitable, or environmental friendly, civic minded, etc...
PR Practitioners should always keep in mind how to frame a sponsorship request, if the event requires sponsors. In the textbook, it is explained that benefits to the company providing the sponsorship is much more critical than the reasons for the event and how the event would be held.
Also, it brings up points about ambush marketing and how the risk can be minimized. This brings to mind to a New Year event at Downtown East resort Count Down concert, where the DJs who were the hosts for the evening kept repeating about how they wish to thank the sponsors, Meebo, Western Union, etc, etc, to bring about brand awareness of the companies that so "generously" contributed to the concert to bring joy to the community.
With the hosts repeating the legitimate sponsors and with their logos displayed prominently, it is hard for competitors to ambush anyone outside.
The readings made me think more about how as internal PR of a corporate entity, it is crucial for the company to participate in sponsorship programs as promote corporate citizenry. This is quite important as in the global community, as companies that appear only to be profit driven and yet does not contribute back to society, is very much frowned upon.
However, on a negative note, it is also possible for a capitalist company that wishes to disguise its greed for profit, to improve its image by employing sponsorship deals, and treat it like an investment to further market and publicise its name. Although this might seem like deceiving the public, actually, it would also benefit the public as the main point of getting sponsors is still achieved, no matter what the intent of the company.
Friday, February 29, 2008
Week 7: Contact between Journalists and PR Practitioners
I think the key points to remember from this week's readings is that PR Practitioners should know how to write effectively, professionally, and especially in the inverted pyramid style.
In addition, they should know the preferences of the journalists they contact, if they would prefer Email, Phone, or Hard-copy information (Press kits, DVDs, CDs, etc).
Also, PR Practitioners should not be too overtly self serving in the information they provide, else they would seem like they are trying to "hard-sell" their product or company.
Last but not least, they should have a news sense, a journalistic perception of news, be it a local news angle or international news angle, and the correct frame to place the news in.
The readings made me think more about how much of the communication skills PR and Journalism have in common. The journalists complained about "spin-doctoring", non-ethical promotion by PR practitioners just to get airtime or publicity, and even bad writing. However, there are some that commented that former journalists makes a good PR Practitioner. This shows the correlation of the skills needed both both fields.
Both of the fields require good writing skills, a news sense, good relations with the contact person of the other party, good current affairs knowledge, and good framing of news/agendas.
In my opinion, if all PR practitioners had been journalists before, communications between the 2 fields would be definitely smoother and more effective.
However, there is a point where journalists tend to publish news that make them "feel good" or "look good" such as a positive article regarding NGO (Non Governmental Organisations) or Not-For-Profit Organisations. It makes them feel like they have done a good deed, and would be good for their reputation as a civic-minded journalist.
In this fact, it can also be seen that journalists can also be self serving, but is demonstrated differently from a PR Practitioner who strives for company gain. There are always two sides to a coin, and it is up to the PR Practitioner to know how to frame his/her agendas in a way that is pleasing to the Journalists. This would ensure a higher chance of success in getting the information conveyed to the publics.
In addition, they should know the preferences of the journalists they contact, if they would prefer Email, Phone, or Hard-copy information (Press kits, DVDs, CDs, etc).
Also, PR Practitioners should not be too overtly self serving in the information they provide, else they would seem like they are trying to "hard-sell" their product or company.
Last but not least, they should have a news sense, a journalistic perception of news, be it a local news angle or international news angle, and the correct frame to place the news in.
The readings made me think more about how much of the communication skills PR and Journalism have in common. The journalists complained about "spin-doctoring", non-ethical promotion by PR practitioners just to get airtime or publicity, and even bad writing. However, there are some that commented that former journalists makes a good PR Practitioner. This shows the correlation of the skills needed both both fields.
Both of the fields require good writing skills, a news sense, good relations with the contact person of the other party, good current affairs knowledge, and good framing of news/agendas.
In my opinion, if all PR practitioners had been journalists before, communications between the 2 fields would be definitely smoother and more effective.
However, there is a point where journalists tend to publish news that make them "feel good" or "look good" such as a positive article regarding NGO (Non Governmental Organisations) or Not-For-Profit Organisations. It makes them feel like they have done a good deed, and would be good for their reputation as a civic-minded journalist.
In this fact, it can also be seen that journalists can also be self serving, but is demonstrated differently from a PR Practitioner who strives for company gain. There are always two sides to a coin, and it is up to the PR Practitioner to know how to frame his/her agendas in a way that is pleasing to the Journalists. This would ensure a higher chance of success in getting the information conveyed to the publics.
Mr Yap's Discussion
Whats the difference between bloggers and journalists?
Abby: "Journalists reports the truth, and Bloggers voice their opinions."
Truth that is based on Facts. However, journalists have deadlines also, and might be pressured by the company or advertisers not to write true facts in a story, or not to write a story at all.
Mr Yap says Journalists have proper governance, like training, code of conduct, ethical considerations. Bloggers don't.
Journalists focuses on subject expertise and bloggers usually base stories on their experiences and are mostly unorganised.
I brought up the idea that journalists are ruled by big events and sets agendas where else bloggers usually respond to the agendas.
However, nowadays, journalists has to respond to the reactions of the bloggers, creating a multiplier effect.
A credible blogger with a wide readership can act as a counter to the newspapers. Also, with a technology culture, younger generation would be swayed towards the internet.
Abby: "Journalists reports the truth, and Bloggers voice their opinions."
Truth that is based on Facts. However, journalists have deadlines also, and might be pressured by the company or advertisers not to write true facts in a story, or not to write a story at all.
Mr Yap says Journalists have proper governance, like training, code of conduct, ethical considerations. Bloggers don't.
Journalists focuses on subject expertise and bloggers usually base stories on their experiences and are mostly unorganised.
I brought up the idea that journalists are ruled by big events and sets agendas where else bloggers usually respond to the agendas.
However, nowadays, journalists has to respond to the reactions of the bloggers, creating a multiplier effect.
A credible blogger with a wide readership can act as a counter to the newspapers. Also, with a technology culture, younger generation would be swayed towards the internet.
Friday, February 22, 2008
Week 6: Media Relations
I think the key points to remember from this week's readings are that the skills needed in Public Relations is rather similar to journalists when it comes to media liaison and for writing media releases.
They both need to know the different levels of media, how they operate individually, what are their needs and wants, and who the contact person would be for each media level. Who is the target audience and how to effectively reach them also also very critical.
In writing media releases, there are 8 points that makes a news, 'newsworthy'. This was discussed in journalism classes on which makes the most impact, and usually news can have more than one factor that makes it newsworthy.
It is also interesting to note that while media releases are written in the inverted pyramid style, many of the media releases that i have read focuses on the wrong news factor.
What the PR practitioner thinks is news might not be the news focus that the journalists are looking for. For example, PSB Idol semi finals is coming up next week, and if the PR dept of student council decides to write a media release for the event, they might focus the news on the event itself that it is upcoming next week, that its current, and sensational since people are interested in singing events.
However, a journalist might view that the news factor is that among the top 5 favourite singers, only 1 of them is a Singaporean, with the rest being from all other countries. Or that through out the competition, there was a distinct lack of English songs, as most the songs are sung in the singer's native language.
So the focus of the news would be like “English is not the main language for the singing competition of PSB Academy.” This is what distinctively separates the media release that is written by the PR, and the news article written by the journalist.
The readings made me think more about the correlation of skills between the PR practitioner and the journalist, that to be adept in either field, sufficient knowledge and understanding of both fields must be present. This would result in better communication and increase the effectiveness of information exchange, promoting a better perception of each other's occupation.
As i was commenting in Pei Pei's blog, I think that the current reality is that there is a tendency for both journalists and PR practitioners to be independent of each other. I believe it is due to the misconception and inherent biasness that both sides would have.
The PR practitioner would be viewed negatively by the journalist as potential spin doctors whose main aim is to garner publicity in every way possible and hence that misconception would drive a wedge between communications from both sides.
On the other hand, journalists are commonly misunderstood as reporters who only care about sensational news and only wants to get a scoop of the latest happening. The idea of a journalist being civic minded and writing for the good of the public can be marred by the negative behaviors of the paparazzi.
Hence it is important to resolve this misconceptions and bad reputations, by having both sides clean up their act, adopt a code of ethics, actively demonstrate professionalism and maintain cordial relations with each other.
They both need to know the different levels of media, how they operate individually, what are their needs and wants, and who the contact person would be for each media level. Who is the target audience and how to effectively reach them also also very critical.
In writing media releases, there are 8 points that makes a news, 'newsworthy'. This was discussed in journalism classes on which makes the most impact, and usually news can have more than one factor that makes it newsworthy.
It is also interesting to note that while media releases are written in the inverted pyramid style, many of the media releases that i have read focuses on the wrong news factor.
What the PR practitioner thinks is news might not be the news focus that the journalists are looking for. For example, PSB Idol semi finals is coming up next week, and if the PR dept of student council decides to write a media release for the event, they might focus the news on the event itself that it is upcoming next week, that its current, and sensational since people are interested in singing events.
However, a journalist might view that the news factor is that among the top 5 favourite singers, only 1 of them is a Singaporean, with the rest being from all other countries. Or that through out the competition, there was a distinct lack of English songs, as most the songs are sung in the singer's native language.
So the focus of the news would be like “English is not the main language for the singing competition of PSB Academy.” This is what distinctively separates the media release that is written by the PR, and the news article written by the journalist.
The readings made me think more about the correlation of skills between the PR practitioner and the journalist, that to be adept in either field, sufficient knowledge and understanding of both fields must be present. This would result in better communication and increase the effectiveness of information exchange, promoting a better perception of each other's occupation.
As i was commenting in Pei Pei's blog, I think that the current reality is that there is a tendency for both journalists and PR practitioners to be independent of each other. I believe it is due to the misconception and inherent biasness that both sides would have.
The PR practitioner would be viewed negatively by the journalist as potential spin doctors whose main aim is to garner publicity in every way possible and hence that misconception would drive a wedge between communications from both sides.
On the other hand, journalists are commonly misunderstood as reporters who only care about sensational news and only wants to get a scoop of the latest happening. The idea of a journalist being civic minded and writing for the good of the public can be marred by the negative behaviors of the paparazzi.
Hence it is important to resolve this misconceptions and bad reputations, by having both sides clean up their act, adopt a code of ethics, actively demonstrate professionalism and maintain cordial relations with each other.
Mr Yap's Assignment: Singapore Hosting Youth Olympics
I think one reason that Olympics is outstanding is sports, a universal language that binds the people of a nation together with pride.
With Singapore hosting the Youth Olympics, we are once again catapulted onto the world stage, together with our world class airport, transportation, low crime rate, and the ever growing GDP.
The Public Relations aspect would be a huge task to handle. IF there are any accidents such as terrorism acts, Singapore's reputation would take a great hit. However, if it goes smoothly, it will portray Singapore as a capable country, on par with the world's greatest countries in terms of social and economic infrastructure.
With Singapore hosting the Youth Olympics, we are once again catapulted onto the world stage, together with our world class airport, transportation, low crime rate, and the ever growing GDP.
The Public Relations aspect would be a huge task to handle. IF there are any accidents such as terrorism acts, Singapore's reputation would take a great hit. However, if it goes smoothly, it will portray Singapore as a capable country, on par with the world's greatest countries in terms of social and economic infrastructure.
Wednesday, February 13, 2008
Week 5 - Legal issues and Ethics
I think the key points to remember from this week's readings is that in PR, we are part of the media industry and there are many legal implications. Publishing false information or slandering another party in our PR campaigns will no doubt have a huge impact. We can see that from MacDonald's case that winning the legal case does not necessarily mean the winning of the PR war.
Also, in the case of legal and ethical considerations, in my research for my assignment, i came across a case where a law firm, Holland & Hart, has successfully marketed itself via PR strategy, while adhering to a multitude of ethical restrictions and considerations. A few of the considerations were that a Public Relations campaign cannot use superlative words, or models, actors or actresses posing to be lawyers in any of their advertisements, and “no testimonials”.
I think this is crucial to a company whether they are honest with their public, if they are giving accurate information instead of misleading people. Honesty would contribute to a company’s image as an trustworthy company. The result would be a public that is receptive to the PR campaigns and tactics of the company.
Building bridges and alliances with different publics are part of public relations and advocating and adhering to ethics, is one of the roles that PR practitioners should follow at all times possible (Johnston & Zawawi, 2004). From the article, it is possible to deduce that the more ethical a PR campaign, the more popular it is with the public and the company’s clients.
The reading made me think more about how as a PR practitioner, i must appear to be honest, sincere, and trustworthy. Any actions on my apart that casts a shadow over this values, will inevitably lead to a loss of reputation, and clients. In a broader context, it can also be said that if a client associates with me, my reputation will definitely have an influence on his image. If I (my PR company) is known to be honest, reliable, and trustworthy, this image will be perceived of my client company.
That means I should have my own ethical stands, and not associate with companies of bad repute, unless they are proven that they have changed and need my help to change and improve their corporate image.
Also, in the case of legal and ethical considerations, in my research for my assignment, i came across a case where a law firm, Holland & Hart, has successfully marketed itself via PR strategy, while adhering to a multitude of ethical restrictions and considerations. A few of the considerations were that a Public Relations campaign cannot use superlative words, or models, actors or actresses posing to be lawyers in any of their advertisements, and “no testimonials”.
I think this is crucial to a company whether they are honest with their public, if they are giving accurate information instead of misleading people. Honesty would contribute to a company’s image as an trustworthy company. The result would be a public that is receptive to the PR campaigns and tactics of the company.
Building bridges and alliances with different publics are part of public relations and advocating and adhering to ethics, is one of the roles that PR practitioners should follow at all times possible (Johnston & Zawawi, 2004). From the article, it is possible to deduce that the more ethical a PR campaign, the more popular it is with the public and the company’s clients.
The reading made me think more about how as a PR practitioner, i must appear to be honest, sincere, and trustworthy. Any actions on my apart that casts a shadow over this values, will inevitably lead to a loss of reputation, and clients. In a broader context, it can also be said that if a client associates with me, my reputation will definitely have an influence on his image. If I (my PR company) is known to be honest, reliable, and trustworthy, this image will be perceived of my client company.
That means I should have my own ethical stands, and not associate with companies of bad repute, unless they are proven that they have changed and need my help to change and improve their corporate image.
Friday, February 8, 2008
Week 4: Strategy
I think the key points to remember from this week's readings is how strategy is the way of thinking and planning, rather than the plans and tactics required.
Strategy in PR identifies goals, aims, and the ways in which tactics and methods are used towards attaining the final aim of the corporate vision.
Key Performance Indicators are crucial in identifying the progress of a campaign or the image of a company.
The readings made me think more regarding the planning that is in regards to PR, where budget, law, impacts, milestones are used to formulate a winning strategy that is congruent with the corporate vision and targets.
Most companies that failed in their PR effort is a result of a failure to identify key goals and targets of the PR campaign, and usually due to a mix up or conflict between the PR and the Corporate targets.
Budgeting and scheduling are very important aspects of strategy as there is a Chinese saying: "With a long road ahead, you must know your horse's strength.
After having a plan, it must fit into the PR budget as it cannot afford to run out of funds, and must be cost effective to the company. Also, to implement the plan, must be done via scheduling as tactics must be employed in the right order, at the appropriate time to achieve maximum impact of a PR campaign.
Strategy in PR identifies goals, aims, and the ways in which tactics and methods are used towards attaining the final aim of the corporate vision.
Key Performance Indicators are crucial in identifying the progress of a campaign or the image of a company.
The readings made me think more regarding the planning that is in regards to PR, where budget, law, impacts, milestones are used to formulate a winning strategy that is congruent with the corporate vision and targets.
Most companies that failed in their PR effort is a result of a failure to identify key goals and targets of the PR campaign, and usually due to a mix up or conflict between the PR and the Corporate targets.
Budgeting and scheduling are very important aspects of strategy as there is a Chinese saying: "With a long road ahead, you must know your horse's strength.
After having a plan, it must fit into the PR budget as it cannot afford to run out of funds, and must be cost effective to the company. Also, to implement the plan, must be done via scheduling as tactics must be employed in the right order, at the appropriate time to achieve maximum impact of a PR campaign.
Saturday, February 2, 2008
Week 3
I think the key points to remember from this week's readings were how essential are the internal communications and community PR as they both affect the company inside and out. Internal communication is the key for employees to share the same vision, goals, ideals, and values of the company they are working for, and to resolve any dispute or disgruntlements peacefully, without creating a public scandal.
For community PR, it is imperative for a company to reach out to the community, trying to achieve a symmetrical 2 way communication with the public, to listen to what they want, understand their position in which they are approaching and what they are concerned with. If possible, to address those concern and to cooperate in joint fact finding and perhaps remedy impacts.
The readings made me think more about how the PR of the PAP is done via their MPs (Members of Parliament). Once a week, they would hold a meet the MP session and have grass roots visits, as to appear to be listening to the public, and if possible, offer any help they can give. It is not uncommon to see a letter from a MP appealing to the Army regarding some issues that a enlisted National Serviceman have brought up. When people have a chance to interact with their leaders, apparently they would have a more positive image as they have received help from them before.
Likewise, ever since Kindergarten, which are mostly set up by the PAP (People's Action Party), children has been receiving the benefit of education that is most generously provided by the leading political party in Singapore, and that would sway the hearts of many Singaporeans, as it is hard to fault a party that you have been educated by, and when your children are still being educated by the system that is set up by them.
For community PR, it is imperative for a company to reach out to the community, trying to achieve a symmetrical 2 way communication with the public, to listen to what they want, understand their position in which they are approaching and what they are concerned with. If possible, to address those concern and to cooperate in joint fact finding and perhaps remedy impacts.
The readings made me think more about how the PR of the PAP is done via their MPs (Members of Parliament). Once a week, they would hold a meet the MP session and have grass roots visits, as to appear to be listening to the public, and if possible, offer any help they can give. It is not uncommon to see a letter from a MP appealing to the Army regarding some issues that a enlisted National Serviceman have brought up. When people have a chance to interact with their leaders, apparently they would have a more positive image as they have received help from them before.
Likewise, ever since Kindergarten, which are mostly set up by the PAP (People's Action Party), children has been receiving the benefit of education that is most generously provided by the leading political party in Singapore, and that would sway the hearts of many Singaporeans, as it is hard to fault a party that you have been educated by, and when your children are still being educated by the system that is set up by them.
Saturday, January 26, 2008
Theories of Public Relations
I think the key points to remember from this week's readings were the different theories of public relations, how they differ from each other, and that they are all applicable to PR in different circumstances and situations.
The most accepted and general mainstream PR theory would be the Excellence theory by Grunig and Hunt. It would be worthwhile to note that although Agentry model was the earliest model, it is still in use now, especially for huge launch parties that involves massive coverage by the press. A good term would be to call them publicity stunts. Dissemination of information is quite clear cut, as it is used commonly by the governments and NGOs to create public awareness about an issue, not necessary for profit or gain in anyway, but for the benefit of the public.
The asymmetrical and symmetrical models are the key points in the Excellence theory as it believed to be the best way PR would function, and that most PR would strive to achieve the balance needed. To listen to the public, understand them, find out what they need and require, and if possible, to provide them with what they want.
However, it is not perfect as it has received various criticism and also, there are various other theories thats worth a deeper look such as the situation theory, or the Social Exchange theory, where people in different situations would view an issue different, or be involved in it on different levels, hence their responses would be differing. Social Exchange theory was interesting as it pulls into the human factor, of the individual likes and dislikes, the idea of trust between people, and hence the higher level of trust or advantage towards a person or company, would result in more positive reaction.
Also, i believe that in fashion trends, we can see Social learning theory in work, as women magazines constantly sets the vogue of the season, what is in and trendy, and what belongs to yesterday's fashion. As people read and are influenced, they wish to learn and emulate, especially when it seemed good to them, letting them have an advantage or to blend in together with the present society.
The readings made me think more about public relations theory/practice in that as students or future practitioners, its worthwhile for us to assimilate the information of the various theories, identify them of which areas they are most active in, and where they overlap and influence each other. If we can cross relate various theories, we can theoretically use the strong points of each to create a PR plan that blends the key features with synergy, into a practical and well executed event/project.
I have also realised that since semiotics exists, they carry hidden or associated meanings in all our words or visual images and that can be combined with the other concepts and theory to affect and influence our target audience in whatever we want to do.
For example, SIA has always been associated with the Singapore Girl, the iconic Air Stewardess, which is been practically instilled into the public by means of advertisements, public relations exercise, portraying SIA to be synonymous with their Air Stewardess, giving the meaning the SIA is all about service, and about Singapore.
Likewise an electric guitar is always associated with Rock music, even though it is heavy used in Jazz and country music, due to the amount of images that associate the electric guitar to rock figures/artists/music articles.
I think it has a strong connection to news articles that sets the precedence for people to think about issues that are highlighted in the press, in which journalists themselves would use semiotics (whether knowingly or unknowingly) to convey connections in their articles, attempting to tap onto a common cultural knowledge of the people. An article in the Straits Times today illustrates this fact that in the 1970s and 1980s, people associated buses with long waits, chaotic bus routes, constant breakdowns and delays in the service, which is a rarity nowadays and is to be even rarer in future with the reforms and policy changes that the Ministry of Transport would supposedly make.
The most accepted and general mainstream PR theory would be the Excellence theory by Grunig and Hunt. It would be worthwhile to note that although Agentry model was the earliest model, it is still in use now, especially for huge launch parties that involves massive coverage by the press. A good term would be to call them publicity stunts. Dissemination of information is quite clear cut, as it is used commonly by the governments and NGOs to create public awareness about an issue, not necessary for profit or gain in anyway, but for the benefit of the public.
The asymmetrical and symmetrical models are the key points in the Excellence theory as it believed to be the best way PR would function, and that most PR would strive to achieve the balance needed. To listen to the public, understand them, find out what they need and require, and if possible, to provide them with what they want.
However, it is not perfect as it has received various criticism and also, there are various other theories thats worth a deeper look such as the situation theory, or the Social Exchange theory, where people in different situations would view an issue different, or be involved in it on different levels, hence their responses would be differing. Social Exchange theory was interesting as it pulls into the human factor, of the individual likes and dislikes, the idea of trust between people, and hence the higher level of trust or advantage towards a person or company, would result in more positive reaction.
Also, i believe that in fashion trends, we can see Social learning theory in work, as women magazines constantly sets the vogue of the season, what is in and trendy, and what belongs to yesterday's fashion. As people read and are influenced, they wish to learn and emulate, especially when it seemed good to them, letting them have an advantage or to blend in together with the present society.
The readings made me think more about public relations theory/practice in that as students or future practitioners, its worthwhile for us to assimilate the information of the various theories, identify them of which areas they are most active in, and where they overlap and influence each other. If we can cross relate various theories, we can theoretically use the strong points of each to create a PR plan that blends the key features with synergy, into a practical and well executed event/project.
I have also realised that since semiotics exists, they carry hidden or associated meanings in all our words or visual images and that can be combined with the other concepts and theory to affect and influence our target audience in whatever we want to do.
For example, SIA has always been associated with the Singapore Girl, the iconic Air Stewardess, which is been practically instilled into the public by means of advertisements, public relations exercise, portraying SIA to be synonymous with their Air Stewardess, giving the meaning the SIA is all about service, and about Singapore.
Likewise an electric guitar is always associated with Rock music, even though it is heavy used in Jazz and country music, due to the amount of images that associate the electric guitar to rock figures/artists/music articles.
I think it has a strong connection to news articles that sets the precedence for people to think about issues that are highlighted in the press, in which journalists themselves would use semiotics (whether knowingly or unknowingly) to convey connections in their articles, attempting to tap onto a common cultural knowledge of the people. An article in the Straits Times today illustrates this fact that in the 1970s and 1980s, people associated buses with long waits, chaotic bus routes, constant breakdowns and delays in the service, which is a rarity nowadays and is to be even rarer in future with the reforms and policy changes that the Ministry of Transport would supposedly make.
Friday, January 18, 2008
My First Entry
There seems to be a wide variety of jobs involved in PR. Apparently there are specialists within the general fields of PR, both in the public and private sector.
PR is widely required for most corporate entities and almost all government organisations.
I think the key points of this week's reading is that PR has its own set of theories, and unsaid rules for people wishing to enter into the PR field. PR people are not spin doctors and is not magic. It is a lot of writing, hard work, and pretty much long hours.
One point that made an impression was that a good public relations person, would not be afraid to do hands-on mundane work, as to build good rapport with other people and not be absorbed in a world of his or her own. One has to be observant, creative, and most of all, helping others whenever it is needed. This is especially crucial as most private public relations companies have a small number of staff and everyone has to do his/her share in the company.
Blogs allow opportunities for people to view and access it from anywhere in the world, making small publications such as this, be to available for others for reading and perhaps to give new insights and generate interests. However, it could be exploited for corporate misuse, which would then be a big lie, that reflects badly on the corporate company, getting the public to be infuriated. Public Relations if not handled well, would tarnish a company's reputation worse than it was initially.
PR is widely required for most corporate entities and almost all government organisations.
I think the key points of this week's reading is that PR has its own set of theories, and unsaid rules for people wishing to enter into the PR field. PR people are not spin doctors and is not magic. It is a lot of writing, hard work, and pretty much long hours.
One point that made an impression was that a good public relations person, would not be afraid to do hands-on mundane work, as to build good rapport with other people and not be absorbed in a world of his or her own. One has to be observant, creative, and most of all, helping others whenever it is needed. This is especially crucial as most private public relations companies have a small number of staff and everyone has to do his/her share in the company.
Blogs allow opportunities for people to view and access it from anywhere in the world, making small publications such as this, be to available for others for reading and perhaps to give new insights and generate interests. However, it could be exploited for corporate misuse, which would then be a big lie, that reflects badly on the corporate company, getting the public to be infuriated. Public Relations if not handled well, would tarnish a company's reputation worse than it was initially.
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