Reasearch is how things get done in an orderly fashion. Without research practitioners would be implementing all sorts of dodgy plans that have no evidence as to whether they are going to benneficial to the organisation. Most profeesional plans consist of three stages of research these being input, output and outcomes. Each of these stages consists of thorough research to ensure there are no problems or glitches. Research tells us what customers want, how the organisation is going, what tactics should be used. It is imperitive in achieving sucess. Leedy states that research is "the systematic process of collecting and analyzing information in order to increase our understanding of the phenomenon with which we are concerned or interested".
The input stage determines what needs to go into the project or program. Outputs are the actual elements of the program or campaign. Outcomes are the actual results of the action. There is also formal and informal research. Formal is more expensive and time consuming but it is more reliable and credable where as informal is the opposite to this. Often it is effective to use a mix of both. There is a wide rage of ways you can research various things including surveys, indepth interviews, focus groups, case studies, among many others.
PRIA's code of ethics ensures that practitioners use information in ethical ways and provides guidelines about the type of conduct that should be used as sometimes people can be damaged by information and research is to be gained in legal ways. They have guidelines that practitioners can look at to ensure what they are doig is right.
Case study 6.1 in Johnston and Zawawi's Public Relations Theory and Practice, talks about the 2001 Bureau of Statistics - Census Communication Campaign. It shows how the three stages of Input, otput and outcome is successfully implemented. Without this research it would not have had such great sucess as too wouldn't many other campaigns. As much research as possible should always be done. Success usually depends on good research.
References:
Public Relations, Theory and Practice
by J. Jhonston and C. Zawawi
Friday, September 28, 2007
Wednesday, September 26, 2007
sponsorship
I think this weeks readings would have been interesting to most as majority of us when first developing interesting this field see organising events as what it is about and find this appealing. We now see that it is only a small part of it, however this chapter discusses why events are held and how to create successful ones. The chapter also speaks of sponsorship, a very common term today. Before this chapter I had some idea about sponsorship but now see that there is a lot of research and work behind sponsorship, and it is not just money and signs.
Tongue (1999) discusses the four points to a successful event: Feasibility, planning, execution and evaluation. Whether the event is large or small you must first discuss whether the event is worthwhile. What are the aims of the event? Will the costs and effort of putting on the event outweigh the benefits of the event? What costs is involved and do we have sufficient funding for it? Once you know the event is affordable and will benefit your company a plan can be formed and sponsorship sought.
When organising and event Johnston and Zawawi discuss how extensive planning needs to be done for the event to run smoothly. Every frame of time needs to be pre thought out which is called a critical path “it details exactly what should be happening at any time”. Plans, media coverage and budgets all need to be looked at and extensively thought out.
According to Johnston and Zawawi, sponsorship is “the purpose of specific rights and benefits associated with an event, organisation or individual” and it is an ever-increasing part of the business world. Organisations give funds to other organisations, ultimately aiming to achieve beneficial results for both parties. The sponsored organisation receives funding as well as maybe gaining positive recognition for their association with the sponsoring organisation. The sponsors are hoping to maybe increase publicity, media coverage, and revenue or create positive image association.
On the Power sponsorship website, a page designed to offer expert advice and tips on sponsorship, an article by Kim Skildum-Reid (a corporate sponsorship consultant) discusses some of the ways in which organisations go wrong when dealing with sponsors. Two of these included thinking that sponsorship is free money and not understanding the audience.
Sponsorship is not free money, it is not a donation. The sponsor expects something in return. When choosing a sponsor the audience needs to be understood and factored into decisions as well as being appropriate. A children’s event should not be sponsored by an alcohol company.
Sponsorship is a fantastic way to gain funding and usually leaves both sides happy and benefited. Sometimes it can go wrong, but with careful planning and research this can be avoidable. Overall it is a very positive thing that can do a lot of good.
References:
Public Relations, Theory and Practice
by J. Johnston and C. Zawawi
Tongue (1999) discusses the four points to a successful event: Feasibility, planning, execution and evaluation. Whether the event is large or small you must first discuss whether the event is worthwhile. What are the aims of the event? Will the costs and effort of putting on the event outweigh the benefits of the event? What costs is involved and do we have sufficient funding for it? Once you know the event is affordable and will benefit your company a plan can be formed and sponsorship sought.
When organising and event Johnston and Zawawi discuss how extensive planning needs to be done for the event to run smoothly. Every frame of time needs to be pre thought out which is called a critical path “it details exactly what should be happening at any time”. Plans, media coverage and budgets all need to be looked at and extensively thought out.
According to Johnston and Zawawi, sponsorship is “the purpose of specific rights and benefits associated with an event, organisation or individual” and it is an ever-increasing part of the business world. Organisations give funds to other organisations, ultimately aiming to achieve beneficial results for both parties. The sponsored organisation receives funding as well as maybe gaining positive recognition for their association with the sponsoring organisation. The sponsors are hoping to maybe increase publicity, media coverage, and revenue or create positive image association.
On the Power sponsorship website, a page designed to offer expert advice and tips on sponsorship, an article by Kim Skildum-Reid (a corporate sponsorship consultant) discusses some of the ways in which organisations go wrong when dealing with sponsors. Two of these included thinking that sponsorship is free money and not understanding the audience.
Sponsorship is not free money, it is not a donation. The sponsor expects something in return. When choosing a sponsor the audience needs to be understood and factored into decisions as well as being appropriate. A children’s event should not be sponsored by an alcohol company.
Sponsorship is a fantastic way to gain funding and usually leaves both sides happy and benefited. Sometimes it can go wrong, but with careful planning and research this can be avoidable. Overall it is a very positive thing that can do a lot of good.
References:
Public Relations, Theory and Practice
by J. Johnston and C. Zawawi
Saturday, September 22, 2007
tactics
Johnston and Zawawi state, "There is no guaranteed correct set of tactics that will ensure successful implementation of a PR campaign". There is an extensive range of tactics available for Public Relations practitioners to use, and it is relevant choice and implementation of these that allows success. Tactics are not always as 'dirty' as they sound. The word tactics seems to have devious connotations attached to it, but tactics are merely the way in which a practitioner proceeds with their campaign. When we hear of things such as events or see advertisements they are tactics being used by practitioners to expose us to information.
Case study 8.1in Public Relations, Theory and Practice shows a campaign plan for the ENERGEX community rescue helicopter service. It lists the wide range of tactics they used such as media exposure, branding of stationary, utilisation of human-interest stories, brochures. At the beginning of the campaign plan it shows what the campaign objectives are and its strategy. It is important to base tactics around these aspects. The plan also discusses budget, which is very important. The evaluation states that it was a successful campaign and exceeded objectives.
Tactics can be controlled or uncontrolled. Controlled means that the Public Relations Practitioner has control over all aspects of the tactic and uncontrolled means there is a chance the message could be tampered with or blocked completely. For example direct mail, advertisements and brochures are all controlled tactics while a public meeting is uncontrolled. While controlled tactics seem like the safe option uncontrolled tactics can have more of an effect and be cost effective (assuming they go according to plan). To have more of a chance in succeeding with uncontrolled tactics research of what is happening at the time is essential. A combination of the two is often used.
Tactics are important to help implement plans for camoaigns. A good tactic can really make a difference
References:
Public Relations, Theory and Practice
by J. Johnston and C. Zawawi
Case study 8.1in Public Relations, Theory and Practice shows a campaign plan for the ENERGEX community rescue helicopter service. It lists the wide range of tactics they used such as media exposure, branding of stationary, utilisation of human-interest stories, brochures. At the beginning of the campaign plan it shows what the campaign objectives are and its strategy. It is important to base tactics around these aspects. The plan also discusses budget, which is very important. The evaluation states that it was a successful campaign and exceeded objectives.
Tactics can be controlled or uncontrolled. Controlled means that the Public Relations Practitioner has control over all aspects of the tactic and uncontrolled means there is a chance the message could be tampered with or blocked completely. For example direct mail, advertisements and brochures are all controlled tactics while a public meeting is uncontrolled. While controlled tactics seem like the safe option uncontrolled tactics can have more of an effect and be cost effective (assuming they go according to plan). To have more of a chance in succeeding with uncontrolled tactics research of what is happening at the time is essential. A combination of the two is often used.
Tactics are important to help implement plans for camoaigns. A good tactic can really make a difference
References:
Public Relations, Theory and Practice
by J. Johnston and C. Zawawi
Sunday, September 2, 2007
Media Relations
PR Practitioners and Journalists are known to have had disagreements in the past, but also known to walk hand in hand down the media isle. They wished for divorce a few times, but knew they relied on each other so continue to stick it out even though they fight. The article ‘To contact… or not’ by Sallot and Johnson, talks about the relationship between the two. It speaks to a group of Journalists on what they think of PR practitioners and there was mixed results. One side stated they were untrustworthy and spinsters “To be completely honest, (practitioners) put a spin on everything they do. They are dishonest and trustworthy” (page 1). The other side had a more positive view “I could not do my job without PR people (who) bring important stories to our attention. Without PR many important news stories would not reach the public” (page 1). I think the first quote is too harsh and over dramatic, but this view, however stereotypical, is one that many journalists hold. I’m sure there are dodgy practitioners out there who are ruining it for the rest, but not all are like that, and even though one should be on their guard about information, they shouldn’t typecast all PR practitioners that way, it’s wrong.
The second article, ‘The importance of writing skills’ by Kurt wise In Public Relations Quarterly, summer 2005, talks about the poor writing skills of today’s youth. This isn’t a surprise. As time has past our language has become more slang ridden which I’m sure has added to this result, as well as writing in abbreviations, especially since Internet programs such as MSN messenger have come about. Also children are not taught in schools enough writing skills I think.
The third article, ‘How to… ten step press release perfection’ in PR News, was an interesting read. It was great getting pointers off people who have had a lot of experience. I’m sure this will be very helpful in the future and save us making a lot of mistakes, we have now already been warned.
References:
Sallot, M. & Johnson, A. (2006). To contact … or not?: Investigating journalists’ assessments of public relations subsidies and contact preferences. Public Relations Review. 32(1) 83-86.
Media Release readings:
Article 1 The Importance of Writing Skills by Kurt Wise in Public Relations Quarterly; Summer 2005; 50, 2; ABI/INFORM Global. pg. 37
Article 2 - <>How To...Ten Steps to Press Release PerfectionPR News. Potomac: Mar 20, 2006. Vol. 62, Iss. 12; pg. 1
The second article, ‘The importance of writing skills’ by Kurt wise In Public Relations Quarterly, summer 2005, talks about the poor writing skills of today’s youth. This isn’t a surprise. As time has past our language has become more slang ridden which I’m sure has added to this result, as well as writing in abbreviations, especially since Internet programs such as MSN messenger have come about. Also children are not taught in schools enough writing skills I think.
The third article, ‘How to… ten step press release perfection’ in PR News, was an interesting read. It was great getting pointers off people who have had a lot of experience. I’m sure this will be very helpful in the future and save us making a lot of mistakes, we have now already been warned.
References:
Sallot, M. & Johnson, A. (2006). To contact … or not?: Investigating journalists’ assessments of public relations subsidies and contact preferences. Public Relations Review. 32(1) 83-86.
Media Release readings:
Article 1 The Importance of Writing Skills by Kurt Wise in Public Relations Quarterly; Summer 2005; 50, 2; ABI/INFORM Global. pg. 37
Article 2 - <>How To...Ten Steps to Press Release PerfectionPR News. Potomac: Mar 20, 2006. Vol. 62, Iss. 12; pg. 1
Sunday, August 26, 2007
This week I also commented Laurie Alexander. This is what I wrote...
Great blog. You gave a good summary of the important points of the reading. The media Kits are what intrigued me. I agree they sound like a great way to create interest. You are right that with some creative thought it could really boost your campaign and strengthen relationships which are so important in making it easier to promote your campaign.
Great blog. You gave a good summary of the important points of the reading. The media Kits are what intrigued me. I agree they sound like a great way to create interest. You are right that with some creative thought it could really boost your campaign and strengthen relationships which are so important in making it easier to promote your campaign.
Friday, August 24, 2007
For week seven's reading I commented on Emma Murphy's blog. This is what I wrote...
Hi Emma,
Although I only mention in my Blog that I found the oral presentation readings interesting, I too also knew most of the tactics and advice they gave. There were some things however I didn't know about such as creating a good hand out. One point I found interesting was about mannerisms (this came to mind when reading your comment on nerves). When in High School we were told that if you couldn't keep your hands still in a presentation wriggle your toes (no-one will be looking at them) and hold cue cards. I can vouch for the cue cards... not sure if the toe wriggling works. I think the most important thing with nerves, however (other than being organised), is to remember the people you are talking to are just people like everyone else and this speech isn't the end of the world, think that it doesn't matter some of your nerves may disappear... works for me anyway.
Good blogging!
I have commented on Abbey Hallet's Blog. This is what I wrote...
Hi Abbey,
I also strongly agree with the statement that relationships should be treated like a resource. Good relationships make all the difference and not just on a large corporate scale, in everyday life. The power of 'chatting' is an important thing. Taking the time to be nice to people and remain contacts can later prove to be very useful. You never know where you may meet someone again and what they may be useful for so it pays to be friendly.
Good blogging you had some really good points, I also found this to be an interesting topic.
Subscribe to:
Posts (Atom)