After going through this week chapter on the topic of crisis management, I realised that unlike what most people think, crisis management is not to merely react to the situation. By this I mean that the PR practitioners not only need to react to the crisis only when it had happened. A crisis had to be planned for.
There are a lot of different crisis that can happen, man-made disaster like terrorism or Mother Nature unleashing her wrath. Situation like having to recall defective products or changes to the leadership can also be a crisis.
As I had mentioned earlier, a crisis had to be planned for, having a plan in advance make it easier for the PR practitioner to deal with the crisis. You can respond to the crisis faster and not waste too much time thinking of what to do.
An important element in handling a crisis, in my opinion, is the need for an organisation to be transparent with the way that they are dealing with the crisis at hand. The organisation need to be open and honest with the stakeholders involved in the crisis. If not, it will lead to the stakeholders losing all their faith in the organisation.
In the chapter on PR and the Third sector, we learned that NGOs also need to make smart use of the power of PR to help them achieve their goals. These kinds of organisation are often different from others, in that they are not driven by profits, but instead fighting for a cause. A NGO does not want to sell you anything, they want you to listen to them and help them in their cause. They are trying to push a message across. In this age, PR can be used effectively to help improve the image of NGOs to the public.
Thursday, March 19, 2009
Typical PR progam
For this week, we looked at an article taken from “The new Australian and New Zealand public relations manual”.
This article showed us how a typical PR program looks like. Reading through it, I find that I can relate a number of elements to what we had talked about in this course so far.
-The need for strategy and planning.
-Setting objectives and target audiences.
-Doing research.
-The use of media in the PR campaign.
-Evaluation of results.
I find this article to be very helpful in planning for the final assignment. With that being said, I cannot find anything else to write about for this blog, the next post will be on crisis management.
This article showed us how a typical PR program looks like. Reading through it, I find that I can relate a number of elements to what we had talked about in this course so far.
-The need for strategy and planning.
-Setting objectives and target audiences.
-Doing research.
-The use of media in the PR campaign.
-Evaluation of results.
I find this article to be very helpful in planning for the final assignment. With that being said, I cannot find anything else to write about for this blog, the next post will be on crisis management.
Wednesday, March 18, 2009
Sponsorship & Even management + Research & Evaluation
Sponsorship of events is something that we see all the time but do not really understand. A sponsorship is not the same as a donation, the key difference being that a sponsorship except a ‘return’. The ‘return’ can mostly come in the form of improving and enhancing the image and brand visibility of the company. The sponsorship can also serve to generate goodwill with the public.
Some of the more commonly sponsored events are those of a sport or music nature. The nature of the company or organisation sponsoring the event may or may not be related to the event. Take for example, major telecommunication companies sponsoring sports teams and events, or beer and alcohol brand sponsoring motorsports event. Although I personally do question the wisdom behind the latter, think drink-driving.
This led us to the idea of matching the correct event to the sponsoring company.
For example,
-Sports brand like Nike or Addias sponsoring sports event like a marathon.
-A motorsports event being sponsored by a car company or tyre company.
A sponsorship of an event can also coincide with the launch of a product; an example would be Nokia and the Mosaic music festival. Although not the only sponsor of the event, Nokia has its own ‘Nokia Music Station’ at the outdoor theatre of the Esplanade. Visitor can listen to the performances put up by local and overseas bands for free. There is also a Nokia booth where visitor can have their photos taken by the new Nokia 5800 phone and get a free print. I think this is a case where it makes sense for the sponsorship; because Nokia can showcase the capability of the new phone (one of the main strength touted is music) to the visitors, because they are likely to be music fans.
Research; therefore also play an important part in the equation.
Research itself can take several different forms,
-Input research, where research is done beforehand on the situation, public and strategies.
-Output research is where research is done as the plan is being implemented, so as to enable the PR practitioner to fine tune the plan.
-Outcome research is use to find out the effectiveness of the plan, and results can be used as references for future campaigns.
The two main approaches, qualitative and quantitative, provide a framework and basis for the research. Research techniques like interviews, focus groups and surveys are also useful in the data collection. Therefore, I am glad that I learned about these in another course on audiences studies.
Using the research’s results can most certainly help the PR practitioner at the different stages of the campaign.
Some of the more commonly sponsored events are those of a sport or music nature. The nature of the company or organisation sponsoring the event may or may not be related to the event. Take for example, major telecommunication companies sponsoring sports teams and events, or beer and alcohol brand sponsoring motorsports event. Although I personally do question the wisdom behind the latter, think drink-driving.
This led us to the idea of matching the correct event to the sponsoring company.
For example,
-Sports brand like Nike or Addias sponsoring sports event like a marathon.
-A motorsports event being sponsored by a car company or tyre company.
A sponsorship of an event can also coincide with the launch of a product; an example would be Nokia and the Mosaic music festival. Although not the only sponsor of the event, Nokia has its own ‘Nokia Music Station’ at the outdoor theatre of the Esplanade. Visitor can listen to the performances put up by local and overseas bands for free. There is also a Nokia booth where visitor can have their photos taken by the new Nokia 5800 phone and get a free print. I think this is a case where it makes sense for the sponsorship; because Nokia can showcase the capability of the new phone (one of the main strength touted is music) to the visitors, because they are likely to be music fans.
Research; therefore also play an important part in the equation.
Research itself can take several different forms,
-Input research, where research is done beforehand on the situation, public and strategies.
-Output research is where research is done as the plan is being implemented, so as to enable the PR practitioner to fine tune the plan.
-Outcome research is use to find out the effectiveness of the plan, and results can be used as references for future campaigns.
The two main approaches, qualitative and quantitative, provide a framework and basis for the research. Research techniques like interviews, focus groups and surveys are also useful in the data collection. Therefore, I am glad that I learned about these in another course on audiences studies.
Using the research’s results can most certainly help the PR practitioner at the different stages of the campaign.
Friday, March 13, 2009
PR in Business
PR & Business
The Public Relations practitioners can be an important source of information on how people regard the organization. This brings us back to the first post where I said that PR is a gateway between the organization and the public. The public here can be used to refer to both the internal and external public. We had already gone through the reasons for forming and maintaining good relationships with the public in the previous post on community relations.
Now, a business is an organization that strives to generate profits, through the providing of products or services. And with any business, consumers are the one providing the business with the profits. Therefore we can see the need for them to receive accurate and timely information of the company, information which would affect how they think of the company. Although of course, the role of PR are not limited to only information providing, as we already know from some of the previous posts on this blog.
Talking about businesses, there are also companies that are listed on the stock market, and this means that shares of the companies can be bought or sold by the public. This means that investors and stock traders would have an impact on the business. Hence, listed companies have another reason to use PR to manage information that could influence the investors in how they make their investing decisions.
Information can be in the form of the Annual Report or financial information, although the PR practitioners are most definitely not restricted to only these methods.
The Public Relations practitioners can be an important source of information on how people regard the organization. This brings us back to the first post where I said that PR is a gateway between the organization and the public. The public here can be used to refer to both the internal and external public. We had already gone through the reasons for forming and maintaining good relationships with the public in the previous post on community relations.
Now, a business is an organization that strives to generate profits, through the providing of products or services. And with any business, consumers are the one providing the business with the profits. Therefore we can see the need for them to receive accurate and timely information of the company, information which would affect how they think of the company. Although of course, the role of PR are not limited to only information providing, as we already know from some of the previous posts on this blog.
Talking about businesses, there are also companies that are listed on the stock market, and this means that shares of the companies can be bought or sold by the public. This means that investors and stock traders would have an impact on the business. Hence, listed companies have another reason to use PR to manage information that could influence the investors in how they make their investing decisions.
Information can be in the form of the Annual Report or financial information, although the PR practitioners are most definitely not restricted to only these methods.
Friday, February 27, 2009
Community
An organization is always made up of people, so therefore it stands to reason that the morale of those people, the employees, plays an important role in ensuring the well-being of the organization. By using PR on the company’s internal, we can achieve the effect of presenting goodwill to the employees. And armed with the positive experiences that you have given them, the employees will in turn spread the message to their families and friends.
This is useful in helping your company to present a good image. Public Relations is all about forming relationships with the stakeholders, and in this context, means the employees. Some of the ways that can be used to communicate with the internal stakeholders are by newsletters, memos, events, intranets or awards.
All these are tools that when used effectively, can help to maintain the good relationships between the company and the employees. For examples, the newsletters and memos can help in disseminate information and messages to the employees. This
can help to allay any fears or rumors that can be so common in the workplace.
And let also look at using PR in community relations. The importance of community relations lies in the fact that organizations are also part of the society and the community. Decisions that the organization makes might also affected the community. When such decisions that concerned the communities are made, there will be a need to reassure those who are affected and communicate with them about your decisions. This is where having a good relation with the community will be useful.
This is useful in helping your company to present a good image. Public Relations is all about forming relationships with the stakeholders, and in this context, means the employees. Some of the ways that can be used to communicate with the internal stakeholders are by newsletters, memos, events, intranets or awards.
All these are tools that when used effectively, can help to maintain the good relationships between the company and the employees. For examples, the newsletters and memos can help in disseminate information and messages to the employees. This
can help to allay any fears or rumors that can be so common in the workplace.
And let also look at using PR in community relations. The importance of community relations lies in the fact that organizations are also part of the society and the community. Decisions that the organization makes might also affected the community. When such decisions that concerned the communities are made, there will be a need to reassure those who are affected and communicate with them about your decisions. This is where having a good relation with the community will be useful.
Ethics. Do you have it?
Ethics is useless. You do not need to be ethical to do a good job. Or do you?
Wrong. Ethics is an important part of everything that you do, be it as a PR practitioner or in your day to day life. Take a look at philosophy, in particular what the German philosopher Immanuel Kant said. He put forward a three-step ethical
process which I personally fund to be rather interesting. Kant three-step process:
1. When in doubt about the morality of an act, ask the question:”What if everyone did this deed?”
2. Always treat all people as ends in themselves and never exploit humans.
3. Always respect the dignity of humans.
Compare this to philosopher Jeremy Bentham, who talked about utilitarianism in ethics. Bentham believes that judgment should be made on the basis of the greatest good for the greatest number.
Looking at these two views, we can see that they are very different. Where Kant focus is on the individual, Bentham view is that people should choose actions that produce the greatest good for the greatest numbers. Not that I got anything against Bentham, but does it means that it is alright for the minority to suffer as long as
the majority benefits? Now, that is something to think about.
As this is a blog about Public Relations, let take a look at ethics in PR.
Sein and Fitzpatrick identifies the five duties of PR professionals as being-
1. To oneself
2. To the client
3. To the employer
4. To the profession
5. To the society
What this list means that, when faced with an ethical dilemma, the first thing you should do is look inside yourself, at your own values. Next is to think of the client and how it will affect them. You should also think about how the decision will affect your company and the profession. And lastly, you must also be aware that you have a duty to the society.
In our course text, we are introduced to the different roles of the PR professional. They can be a counselor, advocate and act as a corporate conscience.
Corporate conscience is where the PR professional serve as the moral keeper for both the company communications and actions. He needs to look at the decisions and policies of the company and see whether they are ethical. With this, the PR professional are in a unique position, as he can look at things from an external perspective.
So now, we can see the importance of ethics in PR, especially in the current climate where public trust of corporations is getting lower. Being transparent and honest can help to build the trust which is very much needed.
Wrong. Ethics is an important part of everything that you do, be it as a PR practitioner or in your day to day life. Take a look at philosophy, in particular what the German philosopher Immanuel Kant said. He put forward a three-step ethical
process which I personally fund to be rather interesting. Kant three-step process:
1. When in doubt about the morality of an act, ask the question:”What if everyone did this deed?”
2. Always treat all people as ends in themselves and never exploit humans.
3. Always respect the dignity of humans.
Compare this to philosopher Jeremy Bentham, who talked about utilitarianism in ethics. Bentham believes that judgment should be made on the basis of the greatest good for the greatest number.
Looking at these two views, we can see that they are very different. Where Kant focus is on the individual, Bentham view is that people should choose actions that produce the greatest good for the greatest numbers. Not that I got anything against Bentham, but does it means that it is alright for the minority to suffer as long as
the majority benefits? Now, that is something to think about.
As this is a blog about Public Relations, let take a look at ethics in PR.
Sein and Fitzpatrick identifies the five duties of PR professionals as being-
1. To oneself
2. To the client
3. To the employer
4. To the profession
5. To the society
What this list means that, when faced with an ethical dilemma, the first thing you should do is look inside yourself, at your own values. Next is to think of the client and how it will affect them. You should also think about how the decision will affect your company and the profession. And lastly, you must also be aware that you have a duty to the society.
In our course text, we are introduced to the different roles of the PR professional. They can be a counselor, advocate and act as a corporate conscience.
Corporate conscience is where the PR professional serve as the moral keeper for both the company communications and actions. He needs to look at the decisions and policies of the company and see whether they are ethical. With this, the PR professional are in a unique position, as he can look at things from an external perspective.
So now, we can see the importance of ethics in PR, especially in the current climate where public trust of corporations is getting lower. Being transparent and honest can help to build the trust which is very much needed.
Tuesday, February 24, 2009
Media Relations
Media Relations, I think, formed a rather significant part in any PR plan. One of the most direct ways of measuring the effectiveness of a PR campaign is by looking at the number of times that you are mentioned and featured in the media. Simple as it sound, using media relations to your advantage is not a straight forward affair.
Media relations, used as a PR tactic, is uncontrolled. This means that, more often than not, you will have no control over what the journalist writes in the media. There is then a risk that the journalist will misinterpret your intended message. Yet, the result of a favorable article is most definitely worth the risk.
As mentioned above, I said that the job of dealing with the media is not an easy one. The PR practitioner must possess both good organisational skills and a flair for writing. That is part of the technical aspect of the media relations. Understanding how the media industry work is also another important knowledge that the PR practitioner need in his line of work. Other than that, having good interpersonal skills also one of the attribute that the PR practitioner need to have. After all, he will be forming and maintaining cordial relationships with the journalist and people who made up the media.
Machines and computer has not taken over their role. At least for now.
Thursday, January 29, 2009
Strategy
An important part of any PR campaign is the planning. Before anything can be done, we need to plan the strategy. What is strategy; it can be defined as “a plan designed to achieve a long-term aim”.
And why do we have a need for strategy, this long-term plan.
I guess it is because a PR campaign, like any other type of campaign, would have goals to achieve.
In order for them to achieve these goals, a plan or set of plans will be needed. You cannot just plunge into the water without knowing how deep it is, or what else is in the water. How about trying to swim to Australia from Singapore, and not knowing how far it is or even which direction to swim.
In the former, you might just give your head more than just a nasty bump if you jump into waters that are not deep enough. In the latter, you will end up sleeping with the fishes or be in Malaysia if you are lucky.
It can be the same for a PR campaign without a good strategy, it will struggle and drown.
One point that this chapter had revealed to me is the business element it PR. A PR practitioner might not have to deal with the daily in and outs of a company, but it is important for them to understand it. Another thing that I learned is that the entire process must be top-down, where the public relation role must operate within the decision making dominant coalition of the organization.
This ensures that the PR manager has a say in the planning and development of the strategy. Therefore, it is important for the decision makers in the organization to understand the values of PR.
This means that one part of the PR practitioner’s job is to educate the decision makers.
And why do we have a need for strategy, this long-term plan.
I guess it is because a PR campaign, like any other type of campaign, would have goals to achieve.
In order for them to achieve these goals, a plan or set of plans will be needed. You cannot just plunge into the water without knowing how deep it is, or what else is in the water. How about trying to swim to Australia from Singapore, and not knowing how far it is or even which direction to swim.
In the former, you might just give your head more than just a nasty bump if you jump into waters that are not deep enough. In the latter, you will end up sleeping with the fishes or be in Malaysia if you are lucky.
It can be the same for a PR campaign without a good strategy, it will struggle and drown.
One point that this chapter had revealed to me is the business element it PR. A PR practitioner might not have to deal with the daily in and outs of a company, but it is important for them to understand it. Another thing that I learned is that the entire process must be top-down, where the public relation role must operate within the decision making dominant coalition of the organization.
This ensures that the PR manager has a say in the planning and development of the strategy. Therefore, it is important for the decision makers in the organization to understand the values of PR.
This means that one part of the PR practitioner’s job is to educate the decision makers.
Monday, January 19, 2009
1st Post
I had once wondered about the difference between Advertising and Public Relations. Therefore, I must say that I am delighted to see such an explanation being offered in the book. The simple but clear explanation state that the main difference between the two is in the way that the message is structured and perceived. How that advertising use controlled message as they are buying space and time in the media.
PR seeks to use the media in a different way from Advertising. I can see how it gives up the control over the message in order to gain credibility, by letting the journalist have the control over the way the story is written.
Another difference I think that the two have is that PR battle is more often than not fought over a longer period of time, as compared to that of an advertising effort.
From the few chapters that I had read so far, I find that contrary to popular and public beliefs, PR is more than just publicity. This is a point that is reinforced during the tutorial, when I am further exposed to the roles of the PR practitioner. What I think is that the role that PR plays in an organization is something similar to that of a ‘gate’ or ‘doorway’. It is though this ‘gate’ that an organization interact with the public.
It is true that the organization can do without PR, but it can do even better with a good PR effort behind it.
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