research and evaluation

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

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

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

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

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.

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!

August 24, 2007 12:21 AM

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.

August 24, 2007 12:02 AM

I have commented on Brook Johnstens Blog. This is what i wrote...

Hi Brooke,

I like how you mentioned how honesty is so important in Public Relations. As we read in our first reading Public Relations practitioners often get a bad name and are seen as 'spinsters' because they will say anything to benefit their organisation. Without honesty ofcourse ideas of the idustry like this will surface. Honesty improves relationships and reputation. By letting people know what is going on they feel more trusting toward you.

August 23, 2007 11:46 PM

Oral Presentations and Media Relations

As we are about to start our Debating in class, obviously the two texts on oral presentation were very helpful. I am not only glad to have read these because we have debates coming up, but because they provided so much important information that I know will be useful in many situations throughout my life. The text made us aware of skills and tactics we should use in oral presentations and gave us checklists so we could better organise ourselves. An important point at the beginning of the chapter was “employers want to recruit graduates or higher diplomates with good verbal skills”, being in the Public Relations industry this is essential. In preparing an oral presentation you should first look at the aim of your presentation, purpose, audience, topic and context. Both texts suggested looking at the room you will be presenting in and most importantly being organised and well practiced so to reduce nerves and ensure a smooth running presentation. Another point I thought was important was to look at you presentation when it is done to see what you could improve in the future, and what was good or bad about it and why. Also thinking about the audience is essential to pitch a presentation correctly. One needs to identify the characteristics of an audience and what you need to do to accommodate for this eg language, dress, formality.

The other reading this week was on Media Relations. This topic outlined some roles of Public Relations practitioners, different media mixes, and some media related tools. It told us that even though there is often conflict between the media and Public Relations practitioners there “is a growing interdependence in the two industries” and this can be “developed and enhanced through mutual understanding of, and respect for, each other’s roles and responsibilities”. The text outlined some of the roles of the media, for example; the newsroom, deadlines, what makes the news and news style which gave us better understanding of their profession. The media is such a powerful tool and this was reinforced in this weeks reading.

References:

Chapter 10 of Public relations: theory and practice / edited by Jane Johnston and Clara Zawawi. Crows Nest, N.S.W. Allen & Unwin, 2004. 2nd ed

Drew, S. (2001) Oral Presentations (pp 98-114) in The Student Skills Guide. (2^nd ed.) London:Gower.

Van Emden, J. and Becker, L. (2004). Speaking as Part of a Group (pp 77-93) in Presentation Skills for Students. New York: Palgrave Macmillan.

Legal Enviroment and Ethics

This weeks readings were about the legal environment and ethical practice, two topics of particular interest to me.

I have always had an interest in legal studies and this chapter made me aware of some legislation I didn't know about and jelled the law and Public Relations practices together for me. It showed me what legal issues a Public Relations Practitioner needs to consider in their work and how it is essential that you have a good knowledge of the laws relevant to you. Without this many problems can arise that can cause a lot of trouble and affect reputations and relationships (even if the issue resulted in the law being on their side). "Public Relations relies on good reputations, positive images and strong relationships. These matters must be factored into the cost of any legal action"1. It is wise to pick your fights and be aware of the law before hand to prevent problems later on.

Ethical practice like said above is another subject of particular interest to me. Today’s society has become so morally casual. Many morals, polite traditions and ethics have been filled down or become non-existent to many. My favourite point in the chapter was "Practitioners have a social responsibility to maintain certain ethical standards since their work is capable of influencing others"2. Anything that we say or do has potential to influence others, I think it is important to be aware of this in everyday life but especially on a corporate scale. The ideas we put out there influence people which therefore sets the values we live by, the way society thinks. Sieb and Fitzpatrick list the "five duties of Public Relations professionals as being to oneself, the client, the employer, the profession and society". I also really liked philosopher Immanual Kant's three-step ethical process which gets you to ask "what if everyone did this deed?", asks you to never exploit others and to "always respect the dignity of human beings".

Ethics are so very important, it makes the world a better place amongst all the unethical things that go on. The law and Public Relations is also becoming much more complex and will continue to do so especially with technology always on the move and affecting legislation. This weeks topics were really good to read and I got a lot out of them.

References:

Chapters 4 and 5 of Public Relations Theory and Practice / Edited by Jane Johnston and Clara Zawawi, 2^nd edition

Week 5 I commented on Alex Normans blog

strategy, planning and sheduling

This weeks reading taught me the importance of strategic planning, and if you don’t put strategies, tactics and plans into your work you are unlikely to succeed. This was great news to me because as nerdy as it may sound I like to plan things out in this way and thought all of the strategies shown were very good. I do the same thing with my studies, I make check lists of what I need to do, I break it down into different sections and schedule when I need to do what (although not quite as detailed as the examples). It also opened my eyes to a new technique – questioning, for example; “What business are we in? Why does the business exist? What are our aims? What values and beliefs do we stand for?”1. I think this is so important because it not only gives you a great overall view of where you should be heading and the purpose for your actions but it gives greater understanding about the organisation you are with or what you are doing. I also found the Zawai-Johnston strategic public relations plan very helpful. It put things into perspective, teaching me that if you use these organisational skills things are so much clearer and easily dealt with to effectively achieve your goals. The plan asks you to state each of the following:

1. Executive summary
2. Vision and mission
3. Background and situation analysis
4. Define strategy
5. Define publics
6. Define main message
7. Select tactics and communication methods
8. Implementation and scheduling
9. Monitoring and evaluation
10. Budget

One point I found of particular interest was “You are only likely to be as good a practitioner as your CEO will allow you to be. Therefore, the first strategic move often needs to be made internally” 2. This showed me that Public relations practitioners have more sway and power in the organisation than I initially thought. The reading also gave a mention to budgets and how important it is to plan out your expenditures so you don’t run into funding troubles. It told us to include the main expenditures such as advertising for example, but also things as small as paper and photocopying and around 10% of the budget for unexpected expenses. This is very smart; when I usually work out my personal budget I don’t include unexpected expenses. My money situation would be far more relaxed if I took this into account.

This week I took away from the reading not only a far better understanding of the planning involved with Public relations practitioners but also skills that I can use in everyday life... always a bonus! I also finally learned what a mission statement is! I’ve heard the term a lot and never new what it was. I was most happy with the text this week.

References:

1. Chapter 7 of Public relations: theory and practice / edited by Jane Johnston and Clara Zawawi. Crows Nest, N.S.W. Allen & Unwin, 2004. 2nd ed. Page 174

2. Chapter 7 of Public relations: theory and practice / edited by Jane Johnston and Clara Zawawi. Crows Nest, N.S.W. Allen & Unwin, 2004. 2nd ed. Page 171

Chapter 4 - A Typical Public Relations Program. In C. Tymson, P. Lazar, P and R. Lazar, (Eds.)The new Australian and New Zealand public relations manual (5^th ed.) (pp. 74-117) Manly: Tymson Communications. 2006

Week 4 I commented on Emma Murphys Blog

Internal communication and insider information

This weeks reading was about internal communication and being subjected to interviews of people working in the industry, what they do and ‘insider info’ about their jobs.

From chapter 11- Internal Communication, in The new Australian and New Zealand public relations manual, I learnt effective ways of how to communicate internally (meaning employees) in a company. This chapter showed us what is usually not so effective, such as interpersonal messages like email and newsletters apposed to face-to-face meetings with the people of high position in the company such as CEO’s with people in small groups of about 40-50 people. This chapter showed us researched evidence of how employees would most like news brought to them and who by. This was very helpful information, in the future I’m sure most of us will have to deal with creating some internal communication and this gave us helpful hints of what has been successful tactics for others. The chapter also stressed though that different things work for different situations so you must do what you feel is best for each individual situation. It also taught the importance of good structure and organisation when dealing with internal communication, you need this to be successful in creating meaning and influence on behaviour.

The Insider Info chapter in Public Relations by James, M., was really interesting to read. It told us daily duties of the people in these positions, what they like about their jobs, what they don’t like, how they got to be where they are and where they can go from there. I particularly enjoyed reading these interviews because it gave me a greater and far more realistic view of what the future hopefully holds for me. It was good to hear honest views about the industry.

What is Public relations?

From this weeks reading we received an introduction of what it means to work in the Public Relations industry. We were subjected to various definitions of the term 'Public Relations', shown the type of desirable skills and attributes a successful Public Relations person possesses and the different tasks they perform. We were also shown that the term 'Public Relations' is not always looked at in a favourable light and sometimes seen as 'spin doctoring' and an unreliable source of what an organisation or individual is truly like.

What we gained from this reading is an improved and more realistic understanding of what it means to have a career in this field, shattering some myths that public relations is all about parties and champagne... there is hard work involved! This myth was quickly shot down by the information on the various tasks a person in this field undertakes and the great awareness they should have of what’s going on all around them. People in public relations need to be the sensors of change, great communicators and organisers as well as problem solvers while keeping ethics in mind. We also learnt that the public relations industry is continuing to strengthen, which is great news for the people in this course.

What is Public relations?

From this weeks reading we received an introduction of what it means to work in the Public Relations industry. We were subjected to various definitions of the term 'Public Relations', shown the type of desirable skills and attributes a successful Public Relations person possesses and the different tasks they perform. We were also shown that the term 'Public Relations' is not always looked at in a favourable light and sometimes seen as 'spin doctoring' and an unreliable source of what an organisation or individual is truly like.

What we gained from this reading is an improved and more realistic understanding of what it means to have a career in this field, shattering some myths that public relations is all about parties and champagne... there is hard work involved! This myth was quickly shot down by the information on the various tasks a person in this field undertakes and the great awareness they should have of what’s going on all around them. People in public relations need to be the sensors of change, great communicators and organisers as well as problem solvers while keeping ethics in mind. We also learnt that the public relations industry is continuing to strengthen, which is great news for the people in this course.