Week 10

I think the key points to remember from this week's readings were that research and constant evaluation is an integral part of a PR campaign, be it formal or informal. Initial research is important as it provides input into the planning of a campaign, ensuring that the correct objectives are set. Research carried out during the development or implementation of an event ensures that the output meets the organisation’s objectives. Evaluation of the outcome means that the organisation will be able to learn from mistakes and hence ensure that the next campaign will be executed better.

In addition, there are a lot of choices for a PR practitioner to choose from when conducting research. The style of research undertaken by a PR practitioner depends on the requirements and objectives of the campaign, the organisation’s environment, and the system under which it operates.

Furthermore, formal or informal research can carried out depending how important the reliability of the data is during the decision-making process.

The readings made me think more about public relations theory and practice in that there is no hard and fast rule to conducting research and that PR practitioners can be as creative as their imagination permits when carrying out research. This is especially so when there are objectives, budgets, limited resources, and deadlines to consider.

Therefore, in addition to working hard, a PR practitioner must be able to work smart. I say so because a lot of time and effort will be wasted if a PR practitioner conducts a primary research without first ascertaining if there has been prior research conducted in the same area.

Case study 6.1 is an excellent example of how to apply research in the input, output and outcome stages. It shows how research was actually a tool for the organisation to communicate with the target publics, so as to work towards changing the negative or non-chalant mindset that people had towards the Census.

What struck me the most about this case study was how the Census focused on attitudes and not just awareness. With government campaigns, there is always talk about awareness but little talk about attitudes. I feel that this bit of the Census communication plan is insightful as it is something that I overlooked completely.

(375 words)

Week 9

Now that I’ve made it through the monsters that were Chapters 7 and 8…

I think the key points to remember from this week's readings were that there is no one infallible tactic that is superior to others in a PR campaign. The success of a PR campaign would require the use of a few tactics that work synergistically to promote the key messages of the campaign.

Also, the message should match the medium. Having a target public to focus PR efforts on would be helpful as it would be easier to determine which medium they would be more receptive to. Acquiring this information is important, as a lot of effort would be wasted if people do not care to read or have a look at the message.

In conjunction with Chapter 7, it is once again evident that planning is key. Furthermore, having a clear strategy would enable a PR team to determine the tactics that can be used in a campaign while staying within budget.

The readings made me think more about public relations theory and practice in that people will respond better when messages are presented to them through a medium that is accessible to them. Also, people are likely to warm up to messages that are presented in the lingo that appeals to them.

In case study 8.1, I thought it was brilliant how ENERGEX made things very convenient and easy for people to donate and respond. For instance, placing donation coupons in their newsletters and brochures meant that people only needed to spend a few minutes to sign up and donate, as the opportunity to do so was made easy and available to them.

In addition, they utilized ‘human interest’ stories to great effect. It made the rescue service seem like an indispensable one as it saves lives. Who wouldn’t want to contribute to the possibility of saving lives, right?

(315 words)

Week 8

I think the key points to remember from this week's readings were that sponsorship is an effective but expensive tool for a company’s campaign. However, in order for it to be effective, careful planning for different scenarios is essential.

Also, the event that an organisation chooses to sponsor is important as it has to be one that will actually garners media attention and coverage.

The readings made me think more about public relations theory and practice in that there are many ways in which a campaign can go wrong. From the studies featured, it appears that the most important factors that need to be considered are environmental factors and competitors.

Once again, we see that planning, planning and more planning is vital to the success of the execution of a plan. On page 361 of the Zawawi text, the World Cup Triathalon critical path is used to highlight this point.

I can imagine that being the PR practitioner who oversees this event would require a lot of dedication. Not only does he/she have to make sure everything goes according to plan, he/she also has to evaluate the team’s performance and highlight areas to improve on. Also, he/she will have to contend with ambush marketers to make sure that the sponsors are kept happy.

All in all, the business of event management seems a tiring, frustrating, but rewarding one.

(230 words)