Global and local trends change the operating environment for public relations.Thus, this is leading to an change about how to shape the profession and what is influencing public relations practice.
As described by Stark and Kruckeberg, public relations is taking a critical role and engaging with society and the community. However, public relations practitioners need to be guided by their professional values and beliefs and make it to be relevant and meaningful.
As such, public relations practitioners have to work hard to meet the requirements of project managing or to work with clients, and stakeholders so that the best possible outcomes are achieved for all parties. Furthermore, ethical practice is paramount to public relations practitioners and best practice because as corporate scandal become more common, there is a growing of distrust of business. Meanwhile, public relations practitioners should be open and honest in their communication to the public and make your clients believe what you are talking about.
One of the influences on public relations practice is the international context and increased tension between local-global perspectives. This means activity may take a local and global position as they pressure local governments and influence wider public opinion.
To sum up, as global and local trends changed the environment of public relations, it also changed the influences of public relations. Ethical has been a paramount to public relations practitioners and best practice in their communication to the public. However, international and local context is another influence on public relations practice.
Wednesday, March 17, 2010
Tuesday, March 16, 2010
Focus on Asian public relations management
The purpose of this chapter is to indicate that public relations is also very important in Asia, which take in Japan, Sourth Korea, China, Vietnam, Taiwan, the Philippines, Malaysia, Singapore, Laos, Cambodia, Thailand, and Indonesia. Furthermore, it also offer some theories for non-Western cultures such as relations ship theory, Excellence Theory, relationship development and stakeholder theory etc.
Public relations theory is a separate entity to different theories. and it provides the ground on which the fast-growing public relation sector in Asia is being built. However, relationship theory plays an important role in the development of public relations practice in Asia. For example in China "guanxi"is one of the most significant applied in business relationships. Excellemce Theory shifts a capitalist-style to Janpan, South Korea, and Taiwan.
Well, actually this is not mean all public relations theory development and practice in Asia is controlled by Western cultures.
Public relations theory is a separate entity to different theories. and it provides the ground on which the fast-growing public relation sector in Asia is being built. However, relationship theory plays an important role in the development of public relations practice in Asia. For example in China "guanxi"is one of the most significant applied in business relationships. Excellemce Theory shifts a capitalist-style to Janpan, South Korea, and Taiwan.
Well, actually this is not mean all public relations theory development and practice in Asia is controlled by Western cultures.
Understanding twenty-first century public relations
To get a clear understand of what publics and stakeholders about is an important term to make sense of what public relations is. This whole chapter keep explaining the definition of public relations by provides different perspecitve from the US, the United Kingdom and the Asian.
Well, according to the readings, public is any group of people who share common interests or values in a particular situation, and the stakeholders are people who have a relationship and involving with your own organization.Thus, public relations is envolving and dealing with the problems occur in organizations by appreciating and understanding the values, ethos, and the professional philosophy of public relations.
However, public relations is developing differently in coutries according to social, political and policies. For example,public relations in China will have a wide influce by the government.Public relations in the US is focusing on planning and research that inform and direct the profession, and also set up networks and connections with the community so that the relationship become more meaningful and have values for all parties.
As such, public relations practitioners engage in all levels of orgnazational and develop ways to work with the community or other publics to changing societal needs and demands.Moreover, sometimes they also allow to give their own opinions and expressions of attitudes to what is happening in society as public relations has always been part of society.
In conclusion, this chapter gives me an overall ideas of what public relations is about by providing different perspectives from Asia and the US. Furthermore, it also explained the role of public relations practitioners in organizations as well.
Well, according to the readings, public is any group of people who share common interests or values in a particular situation, and the stakeholders are people who have a relationship and involving with your own organization.Thus, public relations is envolving and dealing with the problems occur in organizations by appreciating and understanding the values, ethos, and the professional philosophy of public relations.
However, public relations is developing differently in coutries according to social, political and policies. For example,public relations in China will have a wide influce by the government.Public relations in the US is focusing on planning and research that inform and direct the profession, and also set up networks and connections with the community so that the relationship become more meaningful and have values for all parties.
As such, public relations practitioners engage in all levels of orgnazational and develop ways to work with the community or other publics to changing societal needs and demands.Moreover, sometimes they also allow to give their own opinions and expressions of attitudes to what is happening in society as public relations has always been part of society.
In conclusion, this chapter gives me an overall ideas of what public relations is about by providing different perspectives from Asia and the US. Furthermore, it also explained the role of public relations practitioners in organizations as well.
Monday, March 15, 2010
An issues-crisis prespective
Organizations nowadays are responsible to give quick response to different management issues which affect every aspect of our lives. Apparently, these issues not only affect people as individuals, but also the government we elect and the different groups we are belonging to.Therefore, public relations practitioners should focus on the identification of issues that may affect the organizations, and then help organizations to develop a response to best manage the issue.
In order to give a quick respond,which means that people who feel strongly on an issue, public relations practitioners should firstly recognize the risks that unmanaged issues could present to their relationships and reputation before identifying and understanding issues. Furthermore, stakeholders are stress needed in discussing and debating which are easier for opinion-forming to individuals and groups.Meanwhile, public relations practitioners also need to seek what are audience expectations of the organization's behavior by developing harmonious relationships with their key publics.
Well, understand and identify the difference between an issue and a crisis is another task for public relations practitioners to do the best for organizations.However, an issue arises when there is a gap between what a company does and the key public or audience expectations of the company's behavior. According to the readings, a simply example is environment lobby. Today,lots of products have key messages like" dolphin safe tuna", "not tested on animals", and furthermore, issues can also be generated and public awareness spiked by organizations to start thinking about and responding to a particular situation.
However, a crisis are said to be highly uncertain events in which the causes and effects are unknown. An example like a mine disaster occurred in Beconsfield, Tasmania in 2006; natural disaster Hurricane Karina cased widespread damage on business and loss of life. Therefore, a crises can interrupt normal business operations and can threaten the existence of the organization.
In short, public relations practitioners are indelible in helping organizations to give quick and correct responses to different manage issues like environment lobby and so on. Meanwhile, effective management requires an organization to act in a proactive manner to best mange potentially damaging situations and issues which may have a great influence on people's daily life.
In order to give a quick respond,which means that people who feel strongly on an issue, public relations practitioners should firstly recognize the risks that unmanaged issues could present to their relationships and reputation before identifying and understanding issues. Furthermore, stakeholders are stress needed in discussing and debating which are easier for opinion-forming to individuals and groups.Meanwhile, public relations practitioners also need to seek what are audience expectations of the organization's behavior by developing harmonious relationships with their key publics.
Well, understand and identify the difference between an issue and a crisis is another task for public relations practitioners to do the best for organizations.However, an issue arises when there is a gap between what a company does and the key public or audience expectations of the company's behavior. According to the readings, a simply example is environment lobby. Today,lots of products have key messages like" dolphin safe tuna", "not tested on animals", and furthermore, issues can also be generated and public awareness spiked by organizations to start thinking about and responding to a particular situation.
However, a crisis are said to be highly uncertain events in which the causes and effects are unknown. An example like a mine disaster occurred in Beconsfield, Tasmania in 2006; natural disaster Hurricane Karina cased widespread damage on business and loss of life. Therefore, a crises can interrupt normal business operations and can threaten the existence of the organization.
In short, public relations practitioners are indelible in helping organizations to give quick and correct responses to different manage issues like environment lobby and so on. Meanwhile, effective management requires an organization to act in a proactive manner to best mange potentially damaging situations and issues which may have a great influence on people's daily life.
Saturday, March 13, 2010
Reputation management: A driving force for action
Nowadays, along with the highly increasing importance of corporagte public relations, "reputation management" has been mentioned in the definition of public relations, especially by practitioners. It has been one of a key concepts not only for us to get a better understanding of corporate public relations, but also make sure that the corporate public relations sits right in the space where business and society meet in today's rapidly changing world.
According to the readings, corporate public relations are often given a different name in the real world such as "corporate communications", "corporate relations" etc. Actually, corporate public relations is complex and take responsbility for an organisations's most important asset and its reputation.
Recently, corporate companies are not all the big business or many government-owned business, but hospitals, charities,and educational institutions are all run on corporate line. Therefore, how to communicate with employees or stakeholders, how to achieve their intergrated goals, and how to make a proper organisation politics to manage these problems are some of the main tasks that a corporate public relations practitioner should to think about.
Well, reputation is inevitable in managing an orgnasation to achieve long-team objectives such as Rio Tinto,one of the largest mining companies which used a two-way communication and supported more than 2900 programs on community assistance. However, what really determines reputation is a crucial question. A lot of example cited that the stakeholder management is the heart and soul of corporate public relations and a positive stakeholer experieces can have an extremely good influence on reputation which contributed by him or her or their employees.Potentially, almost everyone in an organisation can contribute to overall reputation, whether positively or not.
It is clear that reputation plays an crucial role in corporate public relations, and how to determined reputation is also an important question for public relations to think about and helps organizational leaders to communcate effectively by coaching it and articulating key messages to all the employees in the company.
According to the readings, corporate public relations are often given a different name in the real world such as "corporate communications", "corporate relations" etc. Actually, corporate public relations is complex and take responsbility for an organisations's most important asset and its reputation.
Recently, corporate companies are not all the big business or many government-owned business, but hospitals, charities,and educational institutions are all run on corporate line. Therefore, how to communicate with employees or stakeholders, how to achieve their intergrated goals, and how to make a proper organisation politics to manage these problems are some of the main tasks that a corporate public relations practitioner should to think about.
Well, reputation is inevitable in managing an orgnasation to achieve long-team objectives such as Rio Tinto,one of the largest mining companies which used a two-way communication and supported more than 2900 programs on community assistance. However, what really determines reputation is a crucial question. A lot of example cited that the stakeholder management is the heart and soul of corporate public relations and a positive stakeholer experieces can have an extremely good influence on reputation which contributed by him or her or their employees.Potentially, almost everyone in an organisation can contribute to overall reputation, whether positively or not.
It is clear that reputation plays an crucial role in corporate public relations, and how to determined reputation is also an important question for public relations to think about and helps organizational leaders to communcate effectively by coaching it and articulating key messages to all the employees in the company.
Thursday, March 11, 2010
Engaging with the media
This chapter write into a long paragraph of the importance of media relations and how is it influence the general public. Furthermore, it also clearly explained the importance of news values or framing and how is it considered by media gatekeepers. Meanwhile, it also mentions about the tasks of public relations practitioners is to build a good relationship with all the media outlets to looking for opportunities to publish newsworthy stories about your organisation.
Media nowadays has been an opportunity or a stage for organisers to quickly reach their goals or touch their target audiences by making advertments on televisions or newspapers, and writing media release to newspapers or magazines with great photographs to illustrate stories in an imaginative way to portray subjects. However, a good writing skill is very curcial in being a good public relations practitioner. Try to keep the release clear with no grammar mistakes and using the pyrimid writing style to attract people's attention.
Meanwhile, media is also looked by people directly on what is important and what they should pay attention to. This means they actively make their own choices to suit their own needs, thus this leads great challenge for the media to choose the source of information from public relations practitioners. Gatekeepers are the editor, or the chiefs of staff who select the news values and framing from all stories that provided by journalists. The gatekeepers will make a decision on whether to accept or reject the stories by some criteria such as how interesting it is to the readers, is it fit s in the editorial policy, is it really true or is the news is up to date etc.
Therefore, mass media is very important because of their reach, their believability and their timeliness.It is important for public relations practitioners to promote their products to quickly reach their target audiences, and the public audiences can also choose which they believe and pay attention to as well throughout the media.
Media nowadays has been an opportunity or a stage for organisers to quickly reach their goals or touch their target audiences by making advertments on televisions or newspapers, and writing media release to newspapers or magazines with great photographs to illustrate stories in an imaginative way to portray subjects. However, a good writing skill is very curcial in being a good public relations practitioner. Try to keep the release clear with no grammar mistakes and using the pyrimid writing style to attract people's attention.
Meanwhile, media is also looked by people directly on what is important and what they should pay attention to. This means they actively make their own choices to suit their own needs, thus this leads great challenge for the media to choose the source of information from public relations practitioners. Gatekeepers are the editor, or the chiefs of staff who select the news values and framing from all stories that provided by journalists. The gatekeepers will make a decision on whether to accept or reject the stories by some criteria such as how interesting it is to the readers, is it fit s in the editorial policy, is it really true or is the news is up to date etc.
Therefore, mass media is very important because of their reach, their believability and their timeliness.It is important for public relations practitioners to promote their products to quickly reach their target audiences, and the public audiences can also choose which they believe and pay attention to as well throughout the media.
New Media and PUblic Relations
The emerge of new media has alreadly change the way we communicate with each other. With the rise of new media, more and more people nowadays commucicate by sending emails, chatting on msn, commenting on facebook, and writing blogs. In short, new media is considered to have the potential to develop relationships and build communities.
An every good example of using new media is the increased percentage of using interent in Australia. According to the readings, there are only one-third of people in Australia had internet access in 2001, while double with almost two-third of people use internet in Australia in 2006. Therefore, technology develops greater access to broadband and faster services than the last decade.
Well, there is no surprise that new media is cited by public relations practitioners as one of the biggest challenges facing the public relations profession. This means that the advent of new media makes the communication environment more complicated and more direct. The reason is clear, because it is a bit difficlut for public relations practitioners to identify who is ptentially a producer of information and such information can or cannot be managed as the development of new media, everyone who has access to the internet can become their own author, expressing their own sense of identity to other internet users scattered throughout the world.
On the other hand, the potential of new media also helps public relations practitioners to promote discussions in ways that can impact organisation in the most effective and fast way.For example, they can use the interactive functions of new media to post the information on one website and ensure that every employee are well informed about the decisions about a company compare to the face to face interactiion.
In summary, the development of new media has already changed our lives in terms of communcation, thinking and promoting. However, although it might be a big challenge for public relations practitioners identify valid information, it does bring benefitical to them as well. Thus, we can not resist the changing of the world and the way we live.
An every good example of using new media is the increased percentage of using interent in Australia. According to the readings, there are only one-third of people in Australia had internet access in 2001, while double with almost two-third of people use internet in Australia in 2006. Therefore, technology develops greater access to broadband and faster services than the last decade.
Well, there is no surprise that new media is cited by public relations practitioners as one of the biggest challenges facing the public relations profession. This means that the advent of new media makes the communication environment more complicated and more direct. The reason is clear, because it is a bit difficlut for public relations practitioners to identify who is ptentially a producer of information and such information can or cannot be managed as the development of new media, everyone who has access to the internet can become their own author, expressing their own sense of identity to other internet users scattered throughout the world.
On the other hand, the potential of new media also helps public relations practitioners to promote discussions in ways that can impact organisation in the most effective and fast way.For example, they can use the interactive functions of new media to post the information on one website and ensure that every employee are well informed about the decisions about a company compare to the face to face interactiion.
In summary, the development of new media has already changed our lives in terms of communcation, thinking and promoting. However, although it might be a big challenge for public relations practitioners identify valid information, it does bring benefitical to them as well. Thus, we can not resist the changing of the world and the way we live.
Public Relations management in organisations
Chapter seven gives me an overall idea of how public relations work as a link between an organisation and its environment. Furthermore, it also provides a "systems theory" to guide our understanding and practical applications of public relations.
It is true that every organisation have to consider about their operations impact the environment and manage the business to achieve its organisational goals. However, public relations is placed to offer their framework, provide information or maybe holding news conferences and events to understand the needs and expectations of the organisation's environment and make sure to achieve their goals.
Well, in order to be effective in managing the relationship between organisation and its environment, public relations practitioners need a guiding theory to guide decisions and choices. " Systems theory" provides a model or a framework for public relations managers to view organisations and their relationship with the environment. Moreover, " Systems theory " also takes a holistic view and encourages us to look outside of the organisations to see the bigger environment.
Public relations practitioners plays essential roles and responsibilities within an organisation. Some public relations practitioners is resposible for the inmplementation of public relations activities such as news conferences or events, news releases etc. And some of them along with marketing, human resources, operations, and decision making. Therefore, public relation practitioners are stress needed in almost every organisations by master some guiding theories as " Systems theory " to support, growth and survival.
All in all, it is very curcial for public relations practitioners to build up an effective relationship between organisation and its environment. A good relationship may easily helps organisations to reach their desired goals and also offers a great opportunity for their employees to create remarkable outcomes and increase the productivity as well.
It is true that every organisation have to consider about their operations impact the environment and manage the business to achieve its organisational goals. However, public relations is placed to offer their framework, provide information or maybe holding news conferences and events to understand the needs and expectations of the organisation's environment and make sure to achieve their goals.
Well, in order to be effective in managing the relationship between organisation and its environment, public relations practitioners need a guiding theory to guide decisions and choices. " Systems theory" provides a model or a framework for public relations managers to view organisations and their relationship with the environment. Moreover, " Systems theory " also takes a holistic view and encourages us to look outside of the organisations to see the bigger environment.
Public relations practitioners plays essential roles and responsibilities within an organisation. Some public relations practitioners is resposible for the inmplementation of public relations activities such as news conferences or events, news releases etc. And some of them along with marketing, human resources, operations, and decision making. Therefore, public relation practitioners are stress needed in almost every organisations by master some guiding theories as " Systems theory " to support, growth and survival.
All in all, it is very curcial for public relations practitioners to build up an effective relationship between organisation and its environment. A good relationship may easily helps organisations to reach their desired goals and also offers a great opportunity for their employees to create remarkable outcomes and increase the productivity as well.
Public Relations Practice
From the readings, I have got a in-depth understanding of what skills do public relations practitioners have and the importance of values for being a practitioner.
Recently, public relation practitioner should be a multiskilled person with value based approach and requires strategic and technical competences in their jobs. The ability to see an issue from a range of perspectives, to uncover the real issues to be resolved and to have good communicate skills which allow them to build and strengthen the relationships with their clients or employees.
As we all know, public relations is a sort of method which used by an organization to achieve its desired goals, and the public relations practitioner is this kind of person who is able to solve these problems, build relationships with audiences etc. I totally agree that the acting of planning is one of the methods which is useful for practitioners to lead results. Different plans can help practitioners in different ways such as promoting a product,open a new facility, report on corporate sustainability performance and so on.
Well, as public relations practitioner, our actions are guided by our values. In another word, values are bing constructed as a mental map of how things work and how to understand life events and make sense of our experiences. However, these personal values are established through community and largely established before pratitioners come into a workplaces. Therefore, values exist everywhere in our daily lives.
To sum up, public relations exist to provide organization a good plan to reach the desired goals or objectives with values which is inevitable to understand life events and make sense of our experiences.
Recently, public relation practitioner should be a multiskilled person with value based approach and requires strategic and technical competences in their jobs. The ability to see an issue from a range of perspectives, to uncover the real issues to be resolved and to have good communicate skills which allow them to build and strengthen the relationships with their clients or employees.
As we all know, public relations is a sort of method which used by an organization to achieve its desired goals, and the public relations practitioner is this kind of person who is able to solve these problems, build relationships with audiences etc. I totally agree that the acting of planning is one of the methods which is useful for practitioners to lead results. Different plans can help practitioners in different ways such as promoting a product,open a new facility, report on corporate sustainability performance and so on.
Well, as public relations practitioner, our actions are guided by our values. In another word, values are bing constructed as a mental map of how things work and how to understand life events and make sense of our experiences. However, these personal values are established through community and largely established before pratitioners come into a workplaces. Therefore, values exist everywhere in our daily lives.
To sum up, public relations exist to provide organization a good plan to reach the desired goals or objectives with values which is inevitable to understand life events and make sense of our experiences.
Tuesday, March 9, 2010
Public relations research
This chapter tells me an important tool for public relations practitioners--research. As we all know, research is a kind of method of gathering information that will provide the basis to establish an understanding of situations or issues, and will also offer us with a better appreciation on context.
Research is often widely used by us to get an understanding of different academic topics, to find a good and comprehensive answer for the questions for almost every subjects. I have to agree this because at the begining of a programme, doing research ensure that the desired outcomes and results are achieved, at the conclusion of the programme, doing research enables us to test whether the desired results were achieved or not.
In fact, research is inevitable for public relations pratitioners who is given a job to do and who needs to know how to do research to help tackling the job, and the application of theory to the practice of public relations. In order to do well in public relations, there are three steps you should get familiar with. The first step is to understand the problem and issues by asking what is the overall context. The second step is to frame the research questions. This means you need to find out what is your research objective and how to get useful material and data. The third step is to design the research activity and understand hwo to deal with these information once you have in your job. Therefore, research is very useful for public relations practitioners.
In conclusion, research method is widely used in our daily lives such as benchmarking, finding out context for a topic etc. For public relations practitioners, research method is especially useful because it helps them tackle problems that happen in their job. Furthermore, qualitative and quantitative methods are some of the widely used in research. However, although research is not as simply as we expected, we cannot study or work without it.
Research is often widely used by us to get an understanding of different academic topics, to find a good and comprehensive answer for the questions for almost every subjects. I have to agree this because at the begining of a programme, doing research ensure that the desired outcomes and results are achieved, at the conclusion of the programme, doing research enables us to test whether the desired results were achieved or not.
In fact, research is inevitable for public relations pratitioners who is given a job to do and who needs to know how to do research to help tackling the job, and the application of theory to the practice of public relations. In order to do well in public relations, there are three steps you should get familiar with. The first step is to understand the problem and issues by asking what is the overall context. The second step is to frame the research questions. This means you need to find out what is your research objective and how to get useful material and data. The third step is to design the research activity and understand hwo to deal with these information once you have in your job. Therefore, research is very useful for public relations practitioners.
In conclusion, research method is widely used in our daily lives such as benchmarking, finding out context for a topic etc. For public relations practitioners, research method is especially useful because it helps them tackle problems that happen in their job. Furthermore, qualitative and quantitative methods are some of the widely used in research. However, although research is not as simply as we expected, we cannot study or work without it.
Monday, March 8, 2010
Theories for Public Relations
From the title which called" Theoretical Context", I have realized this whole chapter provides all different theories about Public Relations.
Well, to some extent, these theories are really useful and benefit in our studying of Public Relations, although we are not familiar with the majority of them or maybe even have not heard it before. Once we understand these theories, we may have an ability to contextualize and sometimes predict outcomes of things. Furthermore, if we get familiar with these theories, we are supposed to think more deeply about where and what our assumptions comes from. Meanwhile, we can also decide when and why certain strategies and tactics are needed in the situations and how can they be developed and implemented. Therefore, understanding theory is very important when we start to something we are familiar with or not, and it is just a tour guide or maybe a shortcut for us to get the meaning of everything in our lives.
Public Relations theories developed with influence from psychology, sociology, social science and management disciplines.
From my point of view, each of them is inevitable for Public Relations practitioners to cope with problems which will happen in their jobs. Psychology is used to help practitioners to know how individuals and audiences think, feel and behave so that the communication can be more effective. Sociology and social science focus on how people behave in a fixed group or in between other groups. Management disciplines can helps practitioners to have a better communicate or work with other people who are CEOs, employees or maybe your teammates to make sure that your advices can be through fast and smoothly, and you also are available to receive the feedback of your clients as soon as possible.
In conclusion, theoretical context is inevitable and essential for Public Relations practitioners to deal with their jobs. Although there are maybe difficult or too abstract to understand by people, there are acting as tour guides who judges right or wrong in Public Relations Studies.
Public Relations theories developed with influence from psychology, sociology, social science and management disciplines.
From my point of view, each of them is inevitable for Public Relations practitioners to cope with problems which will happen in their jobs. Psychology is used to help practitioners to know how individuals and audiences think, feel and behave so that the communication can be more effective. Sociology and social science focus on how people behave in a fixed group or in between other groups. Management disciplines can helps practitioners to have a better communicate or work with other people who are CEOs, employees or maybe your teammates to make sure that your advices can be through fast and smoothly, and you also are available to receive the feedback of your clients as soon as possible.
In conclusion, theoretical context is inevitable and essential for Public Relations practitioners to deal with their jobs. Although there are maybe difficult or too abstract to understand by people, there are acting as tour guides who judges right or wrong in Public Relations Studies.
Tuesday, February 9, 2010
Public Relations Ethics
According to the PR readings, the most frequently appeared word in this chapter is all about ethic in Public Relations. To be frankly, ethic is a word which gives me a feeling of abstract, something very formal when I first heard this word. However, ethic always being an central or significant role in whatever situations such as management and public relations as well because it is about our standards of our good behavior affects the whole society and involves morals and values.
Apparently, it is easily for us to find great numbers of unethical behaviors in our modern world. Copyright is one of the most commonest actions which considers as unethical for every people, especially for filmmakers or musicians. For students who are using direct quotes or sentences from any printed article without doing in-text reference or reference lists are also considered as unethical and will be penalized by school. Above are some sample of unethical out of huge amount, and I totally agree that understanding what is considered as unethical can help us to work towards understanding what is ethical.
Well, the three steps for PR practitioners to become ethical are willingness, knowledge and skill. Willingness is the most fundamental element that people need to start a journey. Only if almost every people including PR practitioners are willing to do something, but are not forced by any power, they are likely to achieve success. For example, if PR practitioners are willing to be ethical, means to compare everything they did to their morals or a sense of consciences, they will be ethical at the end.
Knowledge can be fostered by reading or thinking. Obviously, the more you read the articles or journals about ethic, the more ethical person you will be. Furthermore, knowledge will provide an orientation point for starting the journey to become ethical.
The final step to become ethical for PR practitioners is to master skills, which means discussing, practicing, combining or selecting. However, to be skillful is not only to read lots of books or to think more, but also to become actively engaged with.
Therefore, these are all the steps we ought to know and learn before being ethical in whatever places, especially for PR study as well.
Apparently, it is easily for us to find great numbers of unethical behaviors in our modern world. Copyright is one of the most commonest actions which considers as unethical for every people, especially for filmmakers or musicians. For students who are using direct quotes or sentences from any printed article without doing in-text reference or reference lists are also considered as unethical and will be penalized by school. Above are some sample of unethical out of huge amount, and I totally agree that understanding what is considered as unethical can help us to work towards understanding what is ethical.
Well, the three steps for PR practitioners to become ethical are willingness, knowledge and skill. Willingness is the most fundamental element that people need to start a journey. Only if almost every people including PR practitioners are willing to do something, but are not forced by any power, they are likely to achieve success. For example, if PR practitioners are willing to be ethical, means to compare everything they did to their morals or a sense of consciences, they will be ethical at the end.
Knowledge can be fostered by reading or thinking. Obviously, the more you read the articles or journals about ethic, the more ethical person you will be. Furthermore, knowledge will provide an orientation point for starting the journey to become ethical.
The final step to become ethical for PR practitioners is to master skills, which means discussing, practicing, combining or selecting. However, to be skillful is not only to read lots of books or to think more, but also to become actively engaged with.
Therefore, these are all the steps we ought to know and learn before being ethical in whatever places, especially for PR study as well.
Tuesday, January 26, 2010
Strategies to Proactively Manage Activity
To be honest, I had no idea or I did not get a proper understanding of what media relations is until I have taken this lesson which clearly observed and turned academy and specific definitions into a great deal of details and examples.Well, in a nutshell, media relations is a type of relationship with and between media practictioners and clients. In this way, client can be a company, a governement, a university or an individual which requires or depends on how media promots their products to reaches their goals.
Before reaching the desired goals or objectives, tactic plays an inevitable role in the long--time planning which combines of wroten, sporken, acted and imaged. Several examples can be find everywhere in our lives. Assume if you are going to promote skin massage or going to hold an important forum in the suntec city, you are supposed to write media release by discribing who is your target audience, how your products relate to your target audience and what is the strengthness of your products before sending to different journalists or agency get publish. One of the most cleverast imaged tactis I have ever seen in Singapore, is the long screen TV for advertising for top brand shoes or bags in MRT tunnel from Novena to Orchard, although it is the tactics for advertisement, at least it can inspire us on some purpose. Obviously, in this way, the tactic highlight that orchard is different from other stations which is the downtown of Singapore, furturemore, it also cleary emphasize on the feature of shopping paradise with lots of top brands.
Therefore, from my point of view, the most essential and difficult thing that PR people need to do is to think in which way or by using what kind of tactics can they in supporting of their clients products and publishing to the target audience.
Before reaching the desired goals or objectives, tactic plays an inevitable role in the long--time planning which combines of wroten, sporken, acted and imaged. Several examples can be find everywhere in our lives. Assume if you are going to promote skin massage or going to hold an important forum in the suntec city, you are supposed to write media release by discribing who is your target audience, how your products relate to your target audience and what is the strengthness of your products before sending to different journalists or agency get publish. One of the most cleverast imaged tactis I have ever seen in Singapore, is the long screen TV for advertising for top brand shoes or bags in MRT tunnel from Novena to Orchard, although it is the tactics for advertisement, at least it can inspire us on some purpose. Obviously, in this way, the tactic highlight that orchard is different from other stations which is the downtown of Singapore, furturemore, it also cleary emphasize on the feature of shopping paradise with lots of top brands.
Therefore, from my point of view, the most essential and difficult thing that PR people need to do is to think in which way or by using what kind of tactics can they in supporting of their clients products and publishing to the target audience.
Tuesday, January 19, 2010
20th, Jan, 2010
Lecture today talks about strategies and tactics in public relation studies.
Actually, the definition of strategy and is not that difficult and redundant to understand. To be brief, strategy sometimes is your plan or method to achieve or to procure the desired goals. Literally, there are diversity of strategies for different goals or objectives. For instance, as students, our goals to do better than our best in studies and learn as much as possible. As adults, their goals are to devote themselves into their careers and pay more attention on the education and health of children. As top managers, their goals are to manage the overall organisation to achieve its success. Therefore, according to a great numbers of examples in our daily life, we can easily understand that different strategies are impletmented for different goals.
However, tactic is slightly different which focuses more on the action from strategy which involves more about thinking. Sample example of tactic will be something like media release, press conference, colors of new staff's uniforms which can be included as variety of means or ways to reach the goals.
To sum up, PR is not such a boring lesson which includes endless of academic definitions and understandings, but a lesson that is easy to be understood by providing many simple examples in our daily life. And I am interested in such a wonderful lesson.
Zhengjie (lisa)
However, tactic is slightly different which focuses more on the action from strategy which involves more about thinking. Sample example of tactic will be something like media release, press conference, colors of new staff's uniforms which can be included as variety of means or ways to reach the goals.
To sum up, PR is not such a boring lesson which includes endless of academic definitions and understandings, but a lesson that is easy to be understood by providing many simple examples in our daily life. And I am interested in such a wonderful lesson.
Zhengjie (lisa)
Tuesday, January 12, 2010
The first lecture of PR
I feel so excited to have a chance to study the lecture of Public Relations which I have waited for a whole week. To be honest, I am not quite familiar with what is Public Relations and something related. In contrast, what I am interested in is just photography and broadcasting , but after the first lecture, I have got some brief ideas about what public relations is and the difference from advertising which are fully new and attract me lots.
Therefore, I guess Public Relations is a majestic course which stress need us to express our own views about different types of things instead of just remember the redundant definitions and theories and we are allowed to concern about variety of magazines, advertisements and perhaps the TV shows to get some inspirations and ideas. Moreover, I reckon that I will put lots of efforts in dealing with the problems in the PR study, although my English is not very good.
Zhengjie ( Lisa )
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