Archive for the ‘Reading Notes’ Category

Chapter 14

In this new age the most common outlet for pr is still the classic news release.  The Media kit also serves as a useful outlet.  A good media kit includes pictures, info and web services.  These can make a big deference in a campaign.

chapter 8 and 9

Chapters eight and nine discuss the concepts of evaluation and public opinion.  These ideas coincide with one another pretty closely.   The book “Public Relations, Strategies and Tactics” describes evaluation as “the measurement of results against established objectives set during the planning process”  The supplemental activities used are communication audits, pilot tests and split messages, meeting and event attendance, and newsletter readership.  These are alternative choices for evaluation.  Public opinion is paramount to public relations.  Mass media plays a large part in how the public views a particular idea.  The key publics in this are radio, television, newspapers, and magazines.  Celebrities are often used as endorsers but this can lead to confusion if that individual has several endorsements.

Chapter 7

The most effective tool P.R. practitioners have at their disposal is communication.   Patrick Jackson has 5 major points on what a message should be: appropriate, meaningful, memorable, understandable, and believable.  There are also 2 main forms of audience, the passive and the active.  The passive will merely receive information that is entertaining and memorable, while the active seeks information that must be provided.  The 2 types must be considered when taking on a message.  As always there is a way to create a message inappropriately.  Avoiding certain things can help.  Don’t use jargon, cliches, euphemisms or discriminatory language.  Understanding these will help create a memorable and moving message.

Chapter 6

In chapter 6 the concept program planning is discussed.   The book states “A good public relations program should be an effective strategy to support an organization’s business.  The chapter includes a strategic planning model that 4 main points.  It starts with facts, this includes category facts, product/service issues, competitive facts, and customer facts.  Next is goals, these are business objectives, roles of public relations, and sources of new business.  3rd is the audience which involve target audiences, current mind-sets, and desired mind-sets. Finally there is the key message which is the main point of the process.  PRSAalso recommends an 8 element plan made up of situation, objectives, audience, strategy, tactics, calender/timetable, budget and evaluation.  Of these one of the most importantyet underrated elements is the timetable.  This can make or break your program plan.

Chapter 5

Research is usedfor many different reasons, among them are 10 specifics out lined by the text.  They are to achieve credibility with management, to define audiences and segment publics, to formulate strategy, to test messages, to help management keep in touch, to prevent crisis, to monitor the competition, to sway public opinion, to generate publicity, and to measure success.  Of those the one that I found most intriguing was the crisis prevention.  Interestingly enough 90% of crises are operational problems instead of unexpected disasters.  Research can roughly be considered in two different methods: quantitative and qualitative.   In qualitative researchthe tactics used are content analysis, interviews, focus groups and copy testing.  Quantitative research includes random sampling and questionnaire.  All these concepts are used to achieve the level of understanding required for a successful p.r. campaign.

Chapter 4

The two major forms of public relations are located in departments and firms. Departments are often called other names including corporate communications, external affairs orcommunity relations.  They offer communications marketing and blog work for a specific company.  In these there are sources of friction.  Legal, human resources, advertising and marketing.  There are also public relation firms that work independently.  These companies provide the services of marketing communications, executive speech training, research and evaluation, crisis communication, media analysis, community relations, events management, public affairs, branding and corporate reputation, and financial relations.  There is an added focus on ethics for p.r. firms

Chapter 3

In the discussion of P.R. ethics there are roughly three main distinctions: Absolute, Existential and Situational.  Absolutists think that there is a set view of right and wrong.  Existentialists make choices based on the immediate practical choice.  Situationalists make choices based on what will hurt the least.  Every P.R. practitioner must decide what is ethical with the use of these ideas.  Have no fear though because there are P.R. boards in place to keep people in line.  There is the PRSA (Public Relations Society of America), IABC (The International Association of Business Communicators) and IPRA (The International Public Relations Association).   In Public relations there carries a certain responsibility. Talking to the public can lead them in a direction.  We have to make sure its the right one.