Ch. 7 Johnston and Zawawi Strategy, Planning and Scheduling.
Ch. 4 Tymson, Lazar and Lazar A Typical Public Relations Program
I think the key points to remember from this week’s readings were about the need for the implementation specific strategies for any communication process to be successful.
Johnston and Zawawi spoke about the need for specific objectives to be set, with action plans being developed and coordinated with these objectives in mind. It is only through the setting of objectives that communications campaigns can work towards tangible goals, and thus allow for the level of success of the campaign to be measured.
When creating PR strategies, steps that need to be taken include:
-Defining the organisation’s desired goals and outcomes
-Analysing the strengths, weaknesses, opportunities and threats (SWOT) of the situation
-Defining publics
-Defining the main message
-Selecting the tactics and communications methods to be used
- Planning the implementation and scheduling
- Defining the budget
- Monitoring and evaluating the plan
The readings made me think more about PR theory/practice in that a large part of it is anchored in strategy and logistics.
The second reading revealed how vast PR strategies can be and how the publics, intended messages and outcomes need to be clearly defined in order to determine the best forms of methodology/ media to use.
For example: A target public of a small rural community could be successfully dealt with through face to face contact and the distribution of printed material. If the target public was nation wide however, national press coverage and paid publicity would be more effective.
The importance of sticking to a budget was also clearly highlighted several times in both readings and surprised me when it was suggested that if the expenditure was to outweigh the impact, sometimes it more practical to do nothing at all.
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2 comments:
I thought your points about the importance of objectives and action plans were very significant. I did not focus on them as much in my blog, however I appreciated the insight i was able to gain from your understanding. Moreover, the main points you recognised in relation to PR strategies was very helpful. The format in which you have presented the points is easily read and easily understood. I was similarly surpised by the importance of budgets in public relations practice.You clearly have a firm handling on the subject matter of this weeks readings. Well done.
I agree with jessica. This is an excellent blog format. It is easy to read and understand. You clearly understand the reading and present your opinion in a specific way.
The example is good and I totally agree with you that it is interesting to see how many elements work togehter to build up a successful PR-strategy.
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