This reading (Chapter 6 - Theory and practice on the job) helps me to distinguish the various roles and responsibilities for different levels of the public relations practitioner. As the level goes up, the salary will increase and so is the number of roles and the weight of the responsibilities.
According to Stephen Davies (2010), there are 12 steps to a successful campaign. The following are the list of the 12 steps.
1) Research
2) Situation Analysis
3) Objectives
4) Strategy
5) Identifying publics
6) Identifying stakeholders
7) Key messages
8) Tactics
9) Timescale
10) Budget
11) Crisis issues and management place
12) Evaluation
Link: http://stedavies.com/2006/06/12-steps-to-a-successful-pr-campaign/
Most of the points are as mentioned in the text book. As the list shows, a public relations campaign requires much effort to be carried out and this effort is spread out among the team of public relations practitioners. It is not just a one-man show sort of project. It can be, however, depending on the scale of the campaign. Thus, I think that one more step to a successful campaign besides the above would be team work. Only with cohesiveness and cooperation, it will ensure everything is going accordingly. Thus, it can help to avoid sabotages or conflicts which may disrupt the development of the campaign.
Subscribe to:
Post Comments (Atom)
I think one of our first lectures also talked about these 12 steps :D
ReplyDeleteOh really? I cannot remember... Anyway, I added the link in the post, so you can accessed to it using this link. It seems that the steps which were mentioned in the text book are broken down to these 12 steps. So they are just elaborating on the text book points. =)
ReplyDelete