Sunday, September 23, 2007
Reference for this week
Allert, J and Zawawi, C. (2004). Strategy, planning and scheduling. In Johnston, J., & Zawawi, C. (Eds.), Public relations: Theory and practice.(2nd ed.)(pp.169-197). Crows Nest: Allen & Unwin.
Week Ten Strategies and Tactics
The opening to this weeks readings were very true how it is easy to confuse strategies and tactics. i learnt from the readings that they are both inextricably linked. It was interesting to learn more about overt and non overt tactics and to know that a news letter is an overt tactic. I had never considered direct mail or a news letter to be a tactic.
I believe that the term 'cultural jamming' which is responding "negatively to marketing advertisements through defacing public site" (Klein, 2000), is such a great term for all the brochures and flyer's that poeple receive through campaigns. it really annoys me to get all of that stuff in the mail box and be constantly confronted with it. As a practitioner i will try to come up creative tactics, so people wont just throw all of that stuff out or not take notice of it.
I was unaware of the two major tactic groups, controlled and uncontrolled. The readings read really well and i understood how this controlled and uncontrolled tactics worked. It would be a little never racking as a practitioner with the uncontrolled tactic. I think this because a media release, conference or debates for example, once reaching the public it can go either way, negative or possitive.
Once again i was suprised to find out that research and media relations are tactics! media relations, for me was really good to learn more about as i was a little unsure of what this term really meant at the begining of the semester and now through the readings i know how it is now a tactic and the pro's and con's.
I know now that tactics are media release, flyer's and debates etc and the strategies are the planning that gose into prodcing these tacics and targeting their audeince.
In conclusion this weeks reading have really allowed me to have a great understanding of tactic and strategies and the importance of their roll in P.R.
I believe that the term 'cultural jamming' which is responding "negatively to marketing advertisements through defacing public site" (Klein, 2000), is such a great term for all the brochures and flyer's that poeple receive through campaigns. it really annoys me to get all of that stuff in the mail box and be constantly confronted with it. As a practitioner i will try to come up creative tactics, so people wont just throw all of that stuff out or not take notice of it.
I was unaware of the two major tactic groups, controlled and uncontrolled. The readings read really well and i understood how this controlled and uncontrolled tactics worked. It would be a little never racking as a practitioner with the uncontrolled tactic. I think this because a media release, conference or debates for example, once reaching the public it can go either way, negative or possitive.
Once again i was suprised to find out that research and media relations are tactics! media relations, for me was really good to learn more about as i was a little unsure of what this term really meant at the begining of the semester and now through the readings i know how it is now a tactic and the pro's and con's.
I know now that tactics are media release, flyer's and debates etc and the strategies are the planning that gose into prodcing these tacics and targeting their audeince.
In conclusion this weeks reading have really allowed me to have a great understanding of tactic and strategies and the importance of their roll in P.R.
Monday, September 3, 2007
Week nine
This weeks readings opened my eyes to the different types of sponsorship and the benefits of sponsorship. Sponsorship can be seen as the " Purchase of specific rights and benefits associated with an event, organisation or individual".
I didn't know that there were different types of sponsorship. I understood the marketing and corporate sponsorship the most because that would be the most common. It was also interesting to learn the technical term for donation sponsorship "Philanthropic". If i was a practitioner this would be the last kind of sponsorship I would want to participate in as i would want revenue over good will.
I also didn't know that there was a sponsorship proposal. It was good to learn about this as i never knew it existed. Johnson and Zawawi stated the main factors to look at when doing a sponsorship proposal are...
* rights and factors
* will it improve image and boost sales?
* what are the objectives?
* what considerations may give rise to unsuitable sponsors?
* what resources are available to sell and services the sponsorship?
Johnson, J & Zawawi, C. (2004), Media Relations. In Johnson, J & Zawawi, C, (Eds.) Public relations Theory and Practices. Crows Nest: Allen and Unwin.
I didn't know that there were different types of sponsorship. I understood the marketing and corporate sponsorship the most because that would be the most common. It was also interesting to learn the technical term for donation sponsorship "Philanthropic". If i was a practitioner this would be the last kind of sponsorship I would want to participate in as i would want revenue over good will.
I also didn't know that there was a sponsorship proposal. It was good to learn about this as i never knew it existed. Johnson and Zawawi stated the main factors to look at when doing a sponsorship proposal are...
* rights and factors
* will it improve image and boost sales?
* what are the objectives?
* what considerations may give rise to unsuitable sponsors?
* what resources are available to sell and services the sponsorship?
Johnson, J & Zawawi, C. (2004), Media Relations. In Johnson, J & Zawawi, C, (Eds.) Public relations Theory and Practices. Crows Nest: Allen and Unwin.
Week Eight
This weeks readings gave me further knowledge on how to produce a press release. i knew the basics but the 10 steps from this weeks reading by P.R. News really reinforced the the value and worth of a correct press release. the ten steps that helped me understand how to tighten my writing skills were...
1) To make sue the information is of genuine worth.
2) Don't mistake a press release for an advertisement.
3) Create alternative versions of news releases as not all media sources have the same formate.
4) Keep it short and succinct.
5) Make the heading relevant.
6) Use clever quotes.
7) Do the reporters job for them.
8) Keep the boilerplate at a minimum.
9) Give a tag team on contacts.
10) Check and double check.
These ten tips are most helpful i believe and will help me produce a effective and valuable press release.
i commented on Levi Newell
1) To make sue the information is of genuine worth.
2) Don't mistake a press release for an advertisement.
3) Create alternative versions of news releases as not all media sources have the same formate.
4) Keep it short and succinct.
5) Make the heading relevant.
6) Use clever quotes.
7) Do the reporters job for them.
8) Keep the boilerplate at a minimum.
9) Give a tag team on contacts.
10) Check and double check.
These ten tips are most helpful i believe and will help me produce a effective and valuable press release.
i commented on Levi Newell
Sunday, September 2, 2007
Week Seven, Chapter Ten
Media Relation was interesting to learn about as i didn't quite know what the term meant in P.R. Through reading this chapter, particularly "The relationship between the media and the public relation" showed me how important the relationship between journalists and practitioners are. They seem to feed of each other as practitioners can give journalist leads to a story or events while journalist allow for practitioners to media monitor and be up to date with current events giving them knowledge.
This chapter spoke about certain topics that i have already had knowledge about like, "What makes the news"; was something that i knew and the same with "Deadlines" and "Target audience" but it is still good for these topics to be reinforces.
There are quiet a few things to consider when conducting a media conference I now know and why they are to be held; "To allow for a wide dissemination of a story; to give all media access to the media at once; and to allow journalist to ask follow up questions"( Johnson & Zawawi, 2004). I can see how having connections with certain journalist and medias can help a practitioner arrange a conference, in the chance of getting the best possible result and publicity.
This chapter spoke about certain topics that i have already had knowledge about like, "What makes the news"; was something that i knew and the same with "Deadlines" and "Target audience" but it is still good for these topics to be reinforces.
There are quiet a few things to consider when conducting a media conference I now know and why they are to be held; "To allow for a wide dissemination of a story; to give all media access to the media at once; and to allow journalist to ask follow up questions"( Johnson & Zawawi, 2004). I can see how having connections with certain journalist and medias can help a practitioner arrange a conference, in the chance of getting the best possible result and publicity.
Johnson, J. & Zawawi, C. (2004). Media Relations. In Johnson, J. & Zawawi, C, (Eds.) Public Relations Theory and Practice. Crows Nest: Allen & Unwin.
I commented on Michaela blog
Week Six, Chapter Four and Five
Chapter four in Johnston and Zawawi explains in detail the legal elements of public relations. This gave me insight in to the legal field of P.R. I had no idea how in-depth and legally based P.R. is. The legal environment demonstrated the roles that practitioners must undertake legally with a job or client. it is a bit of a spin out to look at everything a practitioner must assess before a job. the example of the McDonald's court case thoroughly showed how a reputation in an priceless tool that must be put ahead of everything.
the legal environment also looked at the importance of the emergence of an efficant global communication system and the birth of the transnational corportaions, as they have tansformed public relations.Defamation was interseting to learn more about as i some what new of the term but this weeks reading helped me to understand more. Reputation is a big factor in defamation.
i was unaware of contracts that take place between a practitioner and a clinet. they are quiet in-depth and know that i understand what are the risks that should be measured and identified before anything should go ahead, it make sense to have contracts.
chapter five allowed me to understand the ethical element that is played in the field of P.R. As P.R. "practitioners should be at the fore front of the move-ment for ethical organisational conduct" (Johnston and Zawawi, 2004, p. 111). This chapter deepened my understanding of ethics and gave me insight in to the roll of a practitioner.
Johnson, J. & Zawawi, C. (2004). Media Relations. In Johnson, J. & Zawawi, C, (Eds.) Public Relations Theory and Practice. Crows Nest: Allen & Unwin
the legal environment also looked at the importance of the emergence of an efficant global communication system and the birth of the transnational corportaions, as they have tansformed public relations.Defamation was interseting to learn more about as i some what new of the term but this weeks reading helped me to understand more. Reputation is a big factor in defamation.
i was unaware of contracts that take place between a practitioner and a clinet. they are quiet in-depth and know that i understand what are the risks that should be measured and identified before anything should go ahead, it make sense to have contracts.
chapter five allowed me to understand the ethical element that is played in the field of P.R. As P.R. "practitioners should be at the fore front of the move-ment for ethical organisational conduct" (Johnston and Zawawi, 2004, p. 111). This chapter deepened my understanding of ethics and gave me insight in to the roll of a practitioner.
Johnson, J. & Zawawi, C. (2004). Media Relations. In Johnson, J. & Zawawi, C, (Eds.) Public Relations Theory and Practice. Crows Nest: Allen & Unwin
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