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.
Friday, February 29, 2008
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.
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