Sunday, August 19, 2007
Week 6
This weeks readings were about the legal world and the ethical world of PR. I found the section on Defamation most helpful because I am a journalism major and this concept has always puzzled me. Therefore I have decided to concentrate on defamation and somehow flesh out an easy to use summary.
Defamation- a law aiming to protect ones reputation ( something an organisation has with strangers ). This must be however, balanced against freedom of speech. Defamation can be in the form of words, pictures, cartoons, graphics, effigies, signs and gestures. To prove you have been defamed you must show that material was 'published' in which you were identified and which caused you to be exposed to hatred, contempt, ridicule, lowering of others opinions and shunned or avoided without moral blame. Morals are of course different from ethics talked about in the next chapter because ethics are personal values which underpin the moral choices. Almost everyone in the production process can be charged for the defamation whether it was direct or indirect. Finally, there are only three defences to defamation; truth, fair comment and privilege. In summary I would like to say defamation is a mine field and journalists and PR consultants alike should be vary wary of everything they publish.
Defamation- a law aiming to protect ones reputation ( something an organisation has with strangers ). This must be however, balanced against freedom of speech. Defamation can be in the form of words, pictures, cartoons, graphics, effigies, signs and gestures. To prove you have been defamed you must show that material was 'published' in which you were identified and which caused you to be exposed to hatred, contempt, ridicule, lowering of others opinions and shunned or avoided without moral blame. Morals are of course different from ethics talked about in the next chapter because ethics are personal values which underpin the moral choices. Almost everyone in the production process can be charged for the defamation whether it was direct or indirect. Finally, there are only three defences to defamation; truth, fair comment and privilege. In summary I would like to say defamation is a mine field and journalists and PR consultants alike should be vary wary of everything they publish.
Sunday, August 12, 2007
Tuesday, August 7, 2007
Week 5
This weeks readings were about strategy, that is a pattern or plan that integrates an organisation's major goals, policies and action. Part of a good strategy is the development of a vision and mission statement. A vision statement looks at the future state of the organisation at a selected time and a mission statement looks at steps to reaching this vision. In last weeks tut i learnt that a these statements are very important because it is difficult for exterior public to be able to identify with the aims of a company without them. For example, it was clear and easiy to discover the Australian Red Cross' mission was to be a leading humanitarian organisation interested in improving the lives of the vulnerable. After looking for over ten minutes however, it was impossible to discover the ABCs mission based on the information on their website. This shows better planning needed to be implemented when developing this site.
Secondly Key Performance Indicators should be identified to measure the progress of the company towards its mission. A strategic plan includes things such as budgeting, executive summaries and situation analysis. It is implemented through scheduling, creating checklists, flowcharts, calendars and gantti charts. After discovering all of these facets of PR strategies i have come to the understanding that a very important and useful skill to have in this industry is ORGANISATION.
Secondly Key Performance Indicators should be identified to measure the progress of the company towards its mission. A strategic plan includes things such as budgeting, executive summaries and situation analysis. It is implemented through scheduling, creating checklists, flowcharts, calendars and gantti charts. After discovering all of these facets of PR strategies i have come to the understanding that a very important and useful skill to have in this industry is ORGANISATION.
Sunday, August 5, 2007
Week 4
I believe the most important aspect of this weeks readings to take away and remember is that of caring. Especially when working with large companies goodwill and a company that 'cares' will have a better standing in its local community. So a company must:
1. Consultate: with the community this could include information nights and town meetings
2. Scan the environment: that is the social environment so that issues can be managed. This could include surveys, focus groups and monitoring the media agenda.
3. Filling in the gaps: squashing rumours by providing as much information as possible through fliers, brochures, hotlines and a booth at the local shopping centre
4. Collaborations with community groups: key leaders involved in a task force with their own budget and own projects
5. Negotiation: the key to symmetrical PR
This leads to mutual gain and a good community relationship.
1. Consultate: with the community this could include information nights and town meetings
2. Scan the environment: that is the social environment so that issues can be managed. This could include surveys, focus groups and monitoring the media agenda.
3. Filling in the gaps: squashing rumours by providing as much information as possible through fliers, brochures, hotlines and a booth at the local shopping centre
4. Collaborations with community groups: key leaders involved in a task force with their own budget and own projects
5. Negotiation: the key to symmetrical PR
This leads to mutual gain and a good community relationship.
Friday, July 27, 2007
Week 3
This weeks readings were all about PR theory and the ideal means of communication, where the result equally beefits all parties invoved. I would like to focus on two particular theories, the two-way symmetric model and the relationship management approach. Grunig's symmetrical model suggests communication across an equal playing field where PR works to give evryone involved equal benefits and equal advocacy. In reality however, this model is merely a utopian dream because not all parties concerned would have equal power in the situation. For example, a PR consultant working under this model for a mine looking to expand would want equal debate and understanding between the mine owners and the local environmental protection lobby group. The mine owners however, due to their income, employees, company and institutional ties already have more power and sway over the situation compared to the lobby group. Therefore the dialogue between these groups can not be symmetrical.
The Relationship Mnagement Approach focuses on the relationship dimensions of a situation. For this above example the PR consultant would look at the balance of power, the credibility of both groups, the cooperation shown etc. and devise a strategy based on this information. I believe a mixture of these two models would be an ideal way to approach PR communications because it would take circumstances into account whilst still trying to achieve symmetrical benefits for the sponsor and the public.
The Relationship Mnagement Approach focuses on the relationship dimensions of a situation. For this above example the PR consultant would look at the balance of power, the credibility of both groups, the cooperation shown etc. and devise a strategy based on this information. I believe a mixture of these two models would be an ideal way to approach PR communications because it would take circumstances into account whilst still trying to achieve symmetrical benefits for the sponsor and the public.
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