Week Five, Chapter Seven

This weeks readings were great. I loved learning about P.R strategy and strategic planning. I liked the explanation of what a P.R strategy is "a P.R strategy is a process by which the leadership of an organisation deliberately manages it's communications proactively so that they are open, candid and primarily focused on the marketplace and the customer as the first cause" (Johnston & Zawawi (2004) p.171).

It was interesting to learn that social values, beliefs, ideologies and cultures influence strategic planning in different contexts and how important strategic management roll is. As it stated In public relations: practice and theory that P.R is helpful to an organisation with social issues but only if they are involved with strategic management.


i truly believe in the statement from this weeks readings that relationships should be treated like a resource. This statement reminded me of last weeks readings of internal communication. The P.R strategy seemed straight forward. First having to work out the organisation aims, values and images that they want to portray to their publics etc. Then vision and mission statements. After that then the focus is on (KPI).


The actual 10 point strategic planning though i believe to be would be hard work and quit in depth but very interesting to know more about.


Johnston, J. & Zawawi, C. (2004) 'Internal and Community Relations.' In Public Relations Theory and Practice. (pp. 287-314). Sydney: Allen & Unwin.