Ch. 6 Research and Evaluation
I think the key points to remember from this week’s readings were:
-That the information gathered during the initial research phase provides input into the planning of a communication program.
-Management requires facts and statistics to show that efforts contribute to the bottom line, and that budgets must be justified, monitored and accounted for.
-PR research focuses on understanding the environment within which the org operates which includes: Information about needs or attitudes of target publics or stakeholders, strengths and weaknesses of competitors, environmental or political issues that could affect success.
-Goals and objectives of the research, and measurable objectives for the outcome should be clearly defined as to provide a direction for the research.
-Input research requires clarifying the organisation’s objectives, getting as much info on the organisation as possible, gathering info on the situation and understanding the current opinions and attitudes being held by the target group.
-Output research can reflect the delivery of messages allowing to fine tune, alter or modify the plan, and checks the channels of communication.
-Outcome research not only indicates the level of success or failure but can demonstrate how effective planning and communication have been.
The readings made me think more about PR theory/practice in how PR is so heavily affected by research, not only in creating campaigns, but evaluating them and planning for future ones.
The daily work of a PR practitioner and PR campaigning is based on an understanding of the ‘current situation’. Knowing what needs to be done to address the situation. Knowing what needs to be done to address the situation and what the organisation can afford to do with its available resources puts the PR practitioner in a position to determine the aims, goals and objectives of a PR program.
The use of research positions PR as a purposive, goal-directed, and problem-solving management function.
Research is also so fundamental to PR that PRIA have a code of ethics relating to the honesty of results and their impacts on others.
Sunday, September 23, 2007
Monday, September 17, 2007
Sunday, September 16, 2007
Wk 10 Reading
Ch. 7 Strategy, Planning and Scheduling
Ch. 8 Tactics
I think the key points to remember from this week’s readings are:
-That the strategy is the overarching plan helping to ensure that organisational goals and objectives are achieved, while tactics relate back to the purpose of achieving the strategic outcome.
-Stages of the strategic process in PR are:
-the creation of organisational vision and mission statements
-creation of PR vision and mission statements
-establishment of performance indicators
-budgeting
-writing a strategic PR plan
-scheduling a PR plan activities
-Controlled tactics are those over which the PR practitioner maintains control of every aspect of the process, from message creation and crafting to final distribution ie advertising, brochures.
-Uncontrolled tactics are those that can be altered or even blocked ie media relations where the use of a message lies with the gatekeeper.
-Methods of delivery play a critical role in determining the impact and effectiveness of a message. eg Emails are good for an instantaneous way to communicate short sharp messages delivered to the addressee, but they also run the risk of being classified as spam and can be easily deleted.
-New Technologies largely evolving on the internet allow a platform for new tactics such as chat rooms, Q&A’s, video streaming and even podcasts to be available on an organisation’s website. These however must be dealt with in their online context, as a ‘brochure style’ rarely effectively crosses over to a webpage.
The readings made me think more about PR theory/practice in the many varied tactics that can be involved in a PR campaign, and what needs to be considered before employing them.
Eg. Media relations may be far reaching but outcomes are not always controlled or guaranteed.
Printed materials such as leaflets, brochures and flyers are useful when detail, persuasion or a lasting document is required, but they rely on skilful execution to compel an audience to pick them up and read them.
Direct mail is directed at specific target demographics and is effective when more personalised communication is needed, but a practitioner needs to be aware of legal restrictions when accessing personal information.
It can therefore be seen that the strategy and tactics in PR campaigns must be selected with regard to target audiences, their appropriateness, advantages and disadvantages and the available budget.
Ch. 8 Tactics
I think the key points to remember from this week’s readings are:
-That the strategy is the overarching plan helping to ensure that organisational goals and objectives are achieved, while tactics relate back to the purpose of achieving the strategic outcome.
-Stages of the strategic process in PR are:
-the creation of organisational vision and mission statements
-creation of PR vision and mission statements
-establishment of performance indicators
-budgeting
-writing a strategic PR plan
-scheduling a PR plan activities
-Controlled tactics are those over which the PR practitioner maintains control of every aspect of the process, from message creation and crafting to final distribution ie advertising, brochures.
-Uncontrolled tactics are those that can be altered or even blocked ie media relations where the use of a message lies with the gatekeeper.
-Methods of delivery play a critical role in determining the impact and effectiveness of a message. eg Emails are good for an instantaneous way to communicate short sharp messages delivered to the addressee, but they also run the risk of being classified as spam and can be easily deleted.
-New Technologies largely evolving on the internet allow a platform for new tactics such as chat rooms, Q&A’s, video streaming and even podcasts to be available on an organisation’s website. These however must be dealt with in their online context, as a ‘brochure style’ rarely effectively crosses over to a webpage.
The readings made me think more about PR theory/practice in the many varied tactics that can be involved in a PR campaign, and what needs to be considered before employing them.
Eg. Media relations may be far reaching but outcomes are not always controlled or guaranteed.
Printed materials such as leaflets, brochures and flyers are useful when detail, persuasion or a lasting document is required, but they rely on skilful execution to compel an audience to pick them up and read them.
Direct mail is directed at specific target demographics and is effective when more personalised communication is needed, but a practitioner needs to be aware of legal restrictions when accessing personal information.
It can therefore be seen that the strategy and tactics in PR campaigns must be selected with regard to target audiences, their appropriateness, advantages and disadvantages and the available budget.
Monday, September 10, 2007
Last week I commented on Kristen Lee: http://cmns1290kristenlee.blogspot.com
This week I commented on Matthew Murray: http://cmns1290matthewmurray.blogspot.com
This week I commented on Matthew Murray: http://cmns1290matthewmurray.blogspot.com
Wk 9 Ch.13 Sponsorship and Event Management
The key points to remember from this week’s reading are:
-Sponsorship is the purchase of specific rights and benefits associated with an event, organisation or individual.
-Sponsorship can generate goodwill and provides opportunities to enhance the image and reputation of the organisation by association.
-Sponsorship provides a focal point for sales and marketing, offers high visibility to potential customers and can generate media coverage.
-Philanthropic sponsorship is usually community based and is close to a donation.
-Corporate sponsorship is the sponsorship of an event/ activity not normally linked to the sponsoring company’s general business eg Ford Australian Open Tennis, Mc Donald’s Junior Tennis.
-Marketing sponsorship is the most popular and is a common inclusion in a cost-effective sales and marketing strategy. Cash and goods are offered in return for tangible revenue-orientated results. It is primarily used to promote products and services to targeted market segments and/ or used primarily to reinforce a product, brand or promote sales activities. eg Nike has marketing sponsorship agreements with high-profile athletes.
This week’s reading made me think about PR theory/ practice more in that I know have a greater understanding of the amount of planning that needs to go into events.
First research needs to be undertaken to determine the feasibility of an event looking at areas such as cost, opportunities to raise revenue, effect on key publics, what the organisation can gain, when it would be best to hold it.
When creating a plan some considerations include:
-generating sponsorship (creating plan, proposals, securing sponsors)
-servicing sponsors
- formulating event budget
-preparation and implementation of promotional/ marketing plan
- preparation and implementation of PR strategy
- developing schedule of events
- formulating event rules and procedures
- appointment of key officials, judges and personnel
- determining the amount of equipment needed
-organising services such as electricity, audio visual, water, toilets
- organising security
- securing permits
-arranging catering services
- food and beverages for VIP, sponsors
-incorporating social schedule
- organising key functions
-liaising with accommodation and travel for participants
-processing entries
- coordinating rego
- securing merchandise
-organising insurance and implementing a risk management strategy
-Sponsorship is the purchase of specific rights and benefits associated with an event, organisation or individual.
-Sponsorship can generate goodwill and provides opportunities to enhance the image and reputation of the organisation by association.
-Sponsorship provides a focal point for sales and marketing, offers high visibility to potential customers and can generate media coverage.
-Philanthropic sponsorship is usually community based and is close to a donation.
-Corporate sponsorship is the sponsorship of an event/ activity not normally linked to the sponsoring company’s general business eg Ford Australian Open Tennis, Mc Donald’s Junior Tennis.
-Marketing sponsorship is the most popular and is a common inclusion in a cost-effective sales and marketing strategy. Cash and goods are offered in return for tangible revenue-orientated results. It is primarily used to promote products and services to targeted market segments and/ or used primarily to reinforce a product, brand or promote sales activities. eg Nike has marketing sponsorship agreements with high-profile athletes.
This week’s reading made me think about PR theory/ practice more in that I know have a greater understanding of the amount of planning that needs to go into events.
First research needs to be undertaken to determine the feasibility of an event looking at areas such as cost, opportunities to raise revenue, effect on key publics, what the organisation can gain, when it would be best to hold it.
When creating a plan some considerations include:
-generating sponsorship (creating plan, proposals, securing sponsors)
-servicing sponsors
- formulating event budget
-preparation and implementation of promotional/ marketing plan
- preparation and implementation of PR strategy
- developing schedule of events
- formulating event rules and procedures
- appointment of key officials, judges and personnel
- determining the amount of equipment needed
-organising services such as electricity, audio visual, water, toilets
- organising security
- securing permits
-arranging catering services
- food and beverages for VIP, sponsors
-incorporating social schedule
- organising key functions
-liaising with accommodation and travel for participants
-processing entries
- coordinating rego
- securing merchandise
-organising insurance and implementing a risk management strategy
Thursday, August 30, 2007
Week 7 (Week 8 is below)
Chapter 10 Johnston and Zawawi, Drew, S. (2001) Oral Presentations, Van Emden, J. and Becker, L. (2004) Speaking as part of a group.
I think the important points to remember from this week’s readings are that:
The Australian media is owned by only a few large corporations (i.e. News Corp, Fairfax, PBL) so make sure you stay onside with these guys!
One study showed that 30% of 2500 newspaper articles tracked were wholly or partially based on press releases. Of these 20% were used verbatim or only had minor changes made, showing how effective good writing skills and an understanding of writing for the media can be. (Macnamara, in Choice 1998:29)
Media relations are two way. Practitioners not only give information to the media, but they also take it, using the media to stay up-to-date with current events, opinions and trends.
Elements that make a story newsworthy are: Impact, conflict, timeliness, proximity, prominence, currency, human interest, the unusual. (Conley 2002:42)
Other elements include: sex, disaster, money, drugs, animals (Granato 1991:34), the
‘underdog’ and ideals of a ‘fair go’.
The readings made me think differently about PR practice/theory in the way that practitioners need to have an understanding of the media to make it work in their favour.
Being able to write media releases which incorporate news values and are written in the inverted-pyramid style have a much greater chance of being used by the media than releases that a journalist has to completely re-work.
It is also important to understand the hierarchy of the newsroom and only contact those relevant to your story. I.e. The finance section editor if it concerns a story to appear in the financial section of the paper.
When supplying material to each medium, each medium’s needs need to be considered i.e. television news needs VISION!
When writing for media also remember the intended audience. The media are only interested in stories that readers would be interested in.
The two readings concerning oral and group presentations gave good insight into how to approach presentations and how to engage with audiences which will hopefully be useful in two weeks!
I think the important points to remember from this week’s readings are that:
The Australian media is owned by only a few large corporations (i.e. News Corp, Fairfax, PBL) so make sure you stay onside with these guys!
One study showed that 30% of 2500 newspaper articles tracked were wholly or partially based on press releases. Of these 20% were used verbatim or only had minor changes made, showing how effective good writing skills and an understanding of writing for the media can be. (Macnamara, in Choice 1998:29)
Media relations are two way. Practitioners not only give information to the media, but they also take it, using the media to stay up-to-date with current events, opinions and trends.
Elements that make a story newsworthy are: Impact, conflict, timeliness, proximity, prominence, currency, human interest, the unusual. (Conley 2002:42)
Other elements include: sex, disaster, money, drugs, animals (Granato 1991:34), the
‘underdog’ and ideals of a ‘fair go’.
The readings made me think differently about PR practice/theory in the way that practitioners need to have an understanding of the media to make it work in their favour.
Being able to write media releases which incorporate news values and are written in the inverted-pyramid style have a much greater chance of being used by the media than releases that a journalist has to completely re-work.
It is also important to understand the hierarchy of the newsroom and only contact those relevant to your story. I.e. The finance section editor if it concerns a story to appear in the financial section of the paper.
When supplying material to each medium, each medium’s needs need to be considered i.e. television news needs VISION!
When writing for media also remember the intended audience. The media are only interested in stories that readers would be interested in.
The two readings concerning oral and group presentations gave good insight into how to approach presentations and how to engage with audiences which will hopefully be useful in two weeks!
This week I will be commenting on
Deborah Wise: http://deborahwisecmns1290.blogspot.com
and Ngaio Stobbs: http://cmns1290ngaiostobbs.blogspot.com
Deborah Wise: http://deborahwisecmns1290.blogspot.com
and Ngaio Stobbs: http://cmns1290ngaiostobbs.blogspot.com
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