The Research

This reading tells me the importance of researching. It is tedious yet fulfilling to do. Doing research can help the public relations practitioner to understand more about the attitudes of the public, able to set up benchmark and so on (Synnott, 2009). In any case, I think that having a good and thorough research is one of the crucial steps to success in a campaign or event.

According to IPRA (1994), research is necessary at all levels of public relations formulating of plans and executing them out. I have to agree with this. You need to research in the beginning to find out what is the most appropriate thing to do next. Later on, you need to make sure that you are meeting the budget or the target that is set out by the organisation. Then, you need to ensure that everybody is doing what they are assigned to do. Finally, you need to know whether your campaign or event has attained its purpose.

Thus, this reading made me learn to appreciate the hard work from various events or companies such as the IT show in Singapore, Society for the Prevention of Cruelty to Animals (SPCA) and World Vision. They went through so much to get this far. For SPCA, it has started in 1800s, however, it becomes more known to the public in 1970s (Singapore Society for the Prevention of Cruelty to Animals, 2009). Animal welfare work was more understood by the public with the use of media coverage in newspapers and the television only in the 1980s and 1990s. It takes nearly a hundred years to make the organisation more known to the public! This was what the public relations practitioners had done, together with the help of other departments as well and it is not an easy task to do.

In a nutshell, this reading gives me a better understanding of the processes of research by the public relations practitioners and it is important for the practitioners to be updated on the latest news and events going on around the world and the implications of them.

Two is better than one

As indicated by the title, I will be combining two readings into one post. =)

Chapter 3: Theoretical context

The chapter’s title tells that the entire chapter will be covering on theories of Public Relations. According to it, there are four steps in understanding the whole concept of public relations theory.

System theory (Step 1):

This is the basic theory of public relations. It looks upon the members within the cluster and how they interact with each other and adapt to the various circumstances they faced. This theory is foundation of the theory of public relations and it is important in ensuring that organisations dealing with public relations, in any part of the world, will be developed from this theory.

This theory, in my own opinion, is one of the more important theories in the chapter which helps in giving people a general idea of how public relations work. This theory summarises that public relations deals with not just the external factors such as the economy of the organisations but the internal factors such as the way the members interact with each other.

Rhetorical and interpretive perspectives (Step 4):

This step, is another important theory, which helps to assess how successful the campaign or program is. It helps public relations practitioners to find out how people feedback to certain approaches implemented, what appeals to people and how to enable people to understand the intended rationale behind the activities. If all mentioned are successfully accomplished, this will help in bring up the profile of the company and better relationships are established. Unlike steps 2 and 3, step 4 is more important because steps 2 and 3 are the processes of how to plan the campaign or program which is dependent on the creativity and flexibility of the individual that varies. Ultimately, public relations practitioners will hope that steps 2 and 3 will lead to a positive outcome in which for some cases are hard to measure or identify specifically. There can thousands of ways to do something but only a few of them can work. In my opinion, step 4 is the crucial step in identifying the ways which can work.

In conclusion, this chapter is interesting as it helps me to see public relations in a small scale. It specifies in how public relations is being developed and how do public relations practitioners work through the use of theories.

Chapter 4: Public Relations ethics

I think that public relations ethics are to consistently remind the practitioners of their moral values and their beliefs. They need to think twice before carrying out any activities. Referring to the virtue ethics as mentioned in the book, the personal values and the character of the practitioners impacts greatly on how they will do their activities. The ethics codes exists but being inflexible, there are certain circumstances where the practitioners may choose to ignore these codes and do it in the way which they presume is the most suitable.

Thus, it is very difficult to maintain an ethical behavior. Sometimes, it is not the public relations practitioner who can decide to be ethical or not, it can be the company who insists on being not ethical.

Ethics may be important in upholding the reputation of the company; however, it is not always that an unethical act of the practitioner is being exposed. And the reputation of this company is still being upheld as long as the unethical acts are not uncovered.

For consequentialism, I feel that it is not quite applicable to today’s society. The consequences are all predicted, there is little or no substantiation in them. This is because the consequences are difficult to predict due to the rapid changes occurring in the society. An activity takes weeks or months to be implemented, by then, what sort of changes have take place? Reflecting on them may help the practitioners to avoid making the same mistakes again but how similar the activities which are previously carried out to the activities which are not being carried out yet? Not every situation is the same and hence, all the ethics used in one situation, cannot be used in another. Therefore, in my opinion, ethics are needed to be customized according to the scenario.

The 3rd - Lecture 3

Before this lecture, on media relations, I have never heard before the term, ‘media relations’.

At first, I thought it will be complicated but it is easy to grasp after all.

I have learnt from this lesson that writing a feature is really not an easy feat to do. Unlike writing advertisement, brochures and essays, writing a feature sort of comprises of all of these. It is to show how good the product is but not overdoing it. It provides facts and information about the product in an interesting way to capture the attention of the readers. Thus, it requires the PR person to be professional and creative.

From newspapers to magazines, there are many features written by PR people. In the past, I treat them like any other advertisement or a promotion on a certain product. Now, I understand how much time and effort is spent, to come out with features.

Angles are important in deciding on how the feature is being framed. From different angles, the same product can have its feature being written out in many ways. For example, on Brad Pitt and Angelina Jolie breaking up, the media tried to make a big deal out of it to gain readership and viewership. The media did so by first reporting on a quarrel that they have and at the same time, including the part whereby they could break up. The angle which the media is focusing on is the possibility that the couple may split which drives the human interest in reading on the story. A feature’s angle is similar to this. A feature’s angle is to find out a point which drives human interest and make it work out for the product. Therefore, I feel that writing a feature can be like writing out a news story, but it requires more creativity.

In conclusion, I find this lecture is quite useful in giving us general guidelines on how to write a feature.