Sugar-coated, bitter treat. Choose wisely (:

Dear journal, time flies and it’s has already been 10 weeks! This week’s readings cover the all-important crisis management and third sector, and mark a full stop to the 10-week long blog entries. In the real world, plans often get deterred due to different and sudden ambushes, thus there is a need to understand how to deal with a crisis and what to do.
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This brings us to my first point in crisis management, where terrorism remains the biggest threat in the 21st century today. After appalling acts of terrorism like September 11 and Bali Bombing scarred the lives of many, it is evident that we need to be on constant guard so as to protect ourselves. Being looked upon as professionals who are able to react quickly and efficiently during a crisis, PR practitioners themselves should be trained in this aspect so that they know how to handle situations. And as I’ve mentioned in the previous entry, planning is crucial in handling tacky situations and PR practitioners should aim to achieve a foolproof strategy to back up any failed plan.

When hit by a crisis, it requires much brain power from authorities to build community trust and faith. Other than terrorism threats, the power of Mother Nature is something that shouldn’t be taken lightly. We have felt the power of Hurricane Katrina and Asian Tsunami in this 21st century, and we have seen lives and families being torn apart. Undoubtedly, it was with excellent crisis management skills to tackle those grueling situations. I feel that as PR practitioners, we should equip ourselves with such proficiency so that we’ll have an edge over the rest. Pr practitioners are the mediators, the ones who convey important information and encourage 2-way communication skills.
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Another food for thought would be under the Third Sector where I am exposed to immoral strategies being practiced by unethical organisations. They are: Astroturfing and Greenwashing, where both utilise the manipulation of public minds and thus making them think like what the organisations what they to. Both are highly corrupted values and should be condemned down right to earth.

Astroturfing: Known as ‘fee for service’ where paid individuals manifest themselves as the general public, and influence others to think like the organisation.

Greenwashing: Using PR to manipulate public views that corporations are acting in environmentally friendly ways, when they are actually not.

Such unethical strategies seem to be the norm in the working society, and we as PR students should gain knowledge about them so that we wouldn’t make a mistake on accident. I find this really worthy of note, as I have never noticed such flaws in everything prior to this. It really gave me an interesting insight and has opened a whole new perception for me!
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In a nutshell, these 10 weeks of blog entries and readings have taught me things that I never thought I would achieve from books and notes. They showed me a whole new flipside to the profession of PR practitioners and allowed me to consider carefully if I want to further this profession. I must admit that I am still not sure if I’m up to the task, but I’m willing to try.
Short-lived as this blog is, it has certainly helped me a lot and I’m sure I’ll use it for future reference.

Ciao! (:


Love, Erika

The constant strive for perfection in the PR sector.

Dear journal, this week’s reading is an online article entitled, a typical PR program.
Generally, it covered all the aspects of the PR book that I have discussed so far. It works best as a summary and reminder on for current and future PR practitioners, in the format of a ‘guidebook’.
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On a personal note, I find the basic model of a PR program useful to my context. It puts together in 4 simple words and arrows about what I’ve discovered over the course of 9 weeks, in this complex study of PR.

Set objectives > Plan and Budget > Implement program > Evaluate > Set Objectives…

Everything is linked, and PR is just simply based on much planning. There is always a set of rules and plan to follow, what to do, how to do it, what is the outcome etc. However, this is purely theoretical and might not be so perfect in the real world. Impromptu decisions might be made at the eleventh hour, and as I’ve learned in the previous chapters, nothing is perfect for PR practitioners. They are constantly on the move for self-improvisation.
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In reading this online journal, I feel that another important point is planning. It remains the crucial role in any successful PR program. Without sufficient and adequate planning, R&E would not be done properly, budget might be overshot, objectives might be forgotten or mistaken, and so on. As such, I feel that planning is essential in every job scope, especially in the field of PR.
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All in all, this journal aided me in organising my thoughts and would serve as a constant reminder of what I should do so as to become a successful PR practitioner.


Love, Erika

Evaluation: The Beginning of a New Effort

Dear journal, this week’s readings cover the comprehensive study of Research and Evaluation (R&E) and sponsorship and even management.
Frankly speaking, I found these two chapters extremely useful to my understanding of the job scope of a PR practitioner. They covered the two important contexts of the job, the beginning and ending of an event or proposal.
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First of all, the qualitative VS quantitative research appealed to me as we are currently exploring these two examinations in another module, Audience Studies. One important difference between these two researches that I’ve learnt from this chapter is that quantitative research can be replicated. Having done a qualitative research (focus group) myself for an Audience Study assignment, I understood how hard and tedious it gets to compile the required information and sieve out the important ones. Much analysis is needed as compared to the usual quantitative ones that I’ve did in past projects.

From this chapter, I’m exposed to the magnitude of research and evaluation. Adequate research must be done, such as knowing the clients’ tastes and preferences, in order to have a successful and easy time in evaluating the results. Also, the examples depicted in this chapter aided me in future questionnaire designs.
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Another main point is from Chapter 10 of Sponsorship and Event Management, where I’ve gathered the knowledge of Ambush marketing. It is definitely an interesting read where the chapter actually teaches you on how to prevent an ambush. I gained much insight about the profession of PR practitioners, especially where the earlier chapter of ethics came into mind.

I find that ambush marketing is an ingenious yet sneaky way of marketing, and it is indisputably an unethical act. It should not be practiced in the real world, and it totally defeats the purpose of paid sponsorships. We, as future PR practitioners, should educate ourselves sufficiently on how to prevent such ambush from occurring.
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In wrapping up, R&E is a basic need for every occupation and should never be taken lightly. An innovative idea would fail with inadequate R&E; like how an event would fall short with insufficient R&E and careful execution. Be careful, reality bites.

Love, Erika

TURN ON THE "Switch off" MODE.

Dear journal, hello once again!
This week’s readings covered the vital tool of all PR officers, tactics and PR in the business realm. The diversity of the PR profession is discussed in the readings, and it has certainly given me a clearer insight on how to handle this taxing yet rewarding job.
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The controlled tactics VS uncontrolled is an interesting concept and has introduced me the various tools to convince the receiver, and even general public. From this section, I understood that the audiences have moved from inactive masses who think alike, to dynamic individuals of today who want to make their own decisions. Hence, uncontrolled tactics such as media releases might be more efficient than controlled ones, as the latter might be viewed as propagandas. This understanding would certainly aid me in the future when planning PR strategies and what approach to undertake.

This comprehension further enhanced the other tools mentioned, such as photography where real-life pictures hold more conviction than digitally enhanced ones. Many aspects of design, planning and research also falls into place as different approaches are constantly needed for the 21st century people. They want surprises, novelty… And they want it now.
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This thus brings us to the idea of business, in chapter 14. How then, can we make use of PR tactics in the competitive business realm?

In fact, the correct usage of careful marketing is important to flow along with PR campaigns and tactics. These two tools are often in conflict with each other, where marketing tends to side the benefits of the company while PR tactics attempt to remain neutral, such that the audiences would not “switch off”. By using product placement and branded entertainment in movies, music videos and even local TV shows, this clever tool work in tandem with PR ideologies of subtle advertising and usage of PR tools in the business realm to gain an edge over the rest.
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From these two chapters, I have realised the very importance of PR tools and tactics in different areas of work, especially in business. Once again, strong bonds and relationships are being emphasised (:


Love, Erika

Two-way communication... Once again?

Dear journal, this week's readings focused on the importance of PR and its community. This has inevitably made me realised how important it is for PR practitioners to build good relationships within their internal and external communities. Easier said than done, this actually means striking equilibrium between the corporate world (where PR practitioners work for) and the society.
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The two main ideas that I've adapted from this week's readings would be the significant role of PR in maintaining good relationships:

1) Within the company’s premises
2) And with the external community
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It is evident that for the 2-way communication is constantly being practiced in these two aspects so as to maintain good relations. Corporate blogs might be set up by PR personnel, where free flow of ideas and information is being shared internally within staffs, and externally with the publics.

With an emphasis on maintaining internal relationships within a company, PR practitioners have to ensure that employees are happy working such that company benefits could be reaped to the maximum.
Happy employees = Good profits = Happy employers = Happy publics
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The connection with the public is yet another vital job of the PR practitioners. In this case, they have to gather feedback and information from the community, such that the company can learn and improve their facilities or services. No matter what, it is a win-win situation.

A key point to remember would be the ability of PR practitioners to alter companies’ policies to suit to the community’s needs and vice versa. However the idea on the power of PR practitioners come into mind again, and I truly wonder is it possible for them to hold such power.
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All in all, I understood that building good relationships is essential for the survival of PR officers.

They (or the future us) are actually peace-makers, important decision makers and strategists working hard behind the brutal scene.


Love, Erika

'No one can make another person virtuous'

Dear journal, in reading this week's chapter of ethical practice, I have developed much thoughts and feelings. The idea of ethics is actually omni-present and does not only occur in the lines of PR. It is virtue that one must possess in order to make things right.
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For one, the introduction of Potter Box was an interesting point worthy of mention. In this analytical tool for resolving conflict in the business world, 4 values were actually being emphasized: Situation, Person's values, Principles and Loyalties. The Potter Box is an unique tool where choices are entirely dependant on the user itself.

With this in mind, I feel that ethics is actually a very subjective matter, where different cultures and values will alter the decisions made in different countries. Furthermore, a PR practitioner has to undertake this important role in being ethical and reasonable in the choices he/she make. Being a public face or backing up a public correspondent, it is imperative that a PR practitioner knows clearly what he/she is going to show the public and whether has the issue of ethics been carefully revised. As I read from the book, PR practitioners often face a dilemma regarding this issue of ethics which dangles between choosing the correct path. In this way, they run the risk of provoking the public or even facing the sack from their own organisations. It is with great agony to understand that PR practitioners do not have an easy life working.
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Another factor would be the usage of ethics as a PR strategy. From the book, it could be seen that there will always be a divergence between the interests of the public and that of business. This is because of the revenue maximising goal of a corporate company, which thereby coincides with the benefit maximising motives for the general public.

The book suggests the '2-way communication' technique being utilised by PR practitioners: Give the public what they ask for. From this, I understood the important role PR officers play in organisations, especially those in the corporate world. They are the mediators between the company and the public, the higher authorities and workers. However, with the ever increasing demand for environmental friendly working conditions and manufacturing, I fear that the use of ethics would be a tough one. It will then really have to depend on the personal core values of PR practitioners to set things right.
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In conclusion, this chapter made me reconsider the issue of ethics in everything I do. It is the first time that I realised how grave situations can be if a PR practitioner do not respond appropriately to situations. After all, it is up to individuals to make the right choice as nobody can force their wills upon others.


Love, Erika

Threading along the lines of journalism and public relations.

Dear journal, I have learnt much from this week's readings: Media Relations. This is with no doubt the easiest readings so far, where the text displays straightforward linkages between media and PR. As mentioned in Chapter 1, publicity is an integral part of PR and by using media as a medium in transmitting information, 'free advertising' is actually being gained.
With that in mind, I seek understanding in this chapter as I have done faithfully for the past 2 weeks.
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One crucial point that I ought to mention, is the thin line between the roles of a journalist and PR officer. I was surprised with how much these two jobs overlap and how they have to complement each other. It was an amusing fact to realise that a PR officer often has to get into the good books of journalists, such that they will write 'free publicity' when help is needed. This could be just in the form of knowing the names of journalists working in a newsroom, as suggested in the chapter.

Another way would have to be the need for PR officers to supply journalists with the adequate and useful information needed for a news story. One of the best-known tool is the media release. This aroused my attention as we had learnt how to type media releases from the previous trimester, in a journalism class. From all this, it can further the view on how overlapping the job scopes of a journalist and PR officer are. With a clear idea of 8 news values, six basic news questions and the inverted pyramid writing style, it is no wonder journalists can make good PR practitioners.

This is also the first time that I am exposed to the idea of a 'media monitoring company'. Prior to this, I never knew about the existence of such companies nor their importance to an organisation. Without the hard work of such individuals, the job of a PR officer would have been tougher as one has to monitor current affairs 24/7. In my opinion, a daily 'clippings file' is essential in maintaining an organisation, such that it will be ever-ready to face challenges and tacky issues raised by the general public.
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The next point to discuss would have to be the SARS article that was elaborated in tutorial last week. From the SARS article, I understood the importance of PR practitioners in times of crisis and the urgent need for action. They have to be on red alert, and be clear-headed to constantly remember what is their goal, objectives and strategy in overcoming everything. When SARS struck Singapore in 2003, I was merely a 14 year old who knew practically nothing about what was going on. I always thought that it was the government that settled everybody down, and had no inkling that there was actually a PR department slogging their guts out. PR officers are just like the men behind the scenes; putting in the most effort but often unrecognised and insignificant.

After reading the article, I was in awe of these amazing people and how noble they were. Unlike the healthcare workers who received attention and spotlight after the entire saga, their role as the important strategists were forgotten. The article also revealed the strength of Singapore's PR officers and their strong bond with the government where things were be able to proceed smoothly without any hinder. It made me feel proud, being a Singaporean and studying this prestigious subject.
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Upon hindsight, it is evident that PR practitioners can never work alone. Being communication people, it is their job to maintain good relations between the newsroom, general public, media and higher authorities. If they are able to do their job in maintaining relationships well, their careers will be a smooth breeze where utmost support and backups are being supplied. From this week's readings, it has highlighted the importance of relations between a PR officer and media. I guess it's time to start building up more relationships with my fellow classmates, who will be journalists or PR officers in the future!


Love, Erika

SWOT - Strengths, Weaknesses, Opportunities & Threats.

Dear journal, after reading Chapter 7: Strategy, Planning and Scheduling, I realised the importance of PR strategies within an organisation. Upon reading and understanding, I've identified certain valid points that has affected my mindset of being a PR practitioner.

For one, it will have to be importance of PR students being equipped with basic business knowledge as it will definitely boost one's status in an organisation. Another will have to be the usage of Key Performance Indicators (KPI) in which employees understand whether was a proposal successful.
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From the readings, I was pleased to find out that a typical PR department in an organisation can actually provide an average of 185% return on investment to its organisation! This figure can even increase to 300%, should the CEO of the organisation support the department.

PR practitioners are often deemed as mere 'technicians' in the company, where they have to deal with all the technical tools such as printing and typing. It is definitely rare to find one sitting down at the board's meetings and offering decisive advices to the CEO, due to the very fact that they lack the strategic understanding of business.

As such, I find it exceptionally important that as a PR student, I ought to understand the mechanisms of how the business world work and also the important strategies I have to employ in helping an organisation. By understanding, I will then be able to bring this knowledge into an organisation and work my way up into important decision-making roles. With such a basic knowledge, there will then be a notch over others and PR practitioners will be even more highly valued by a company. Not only will we be mere 'office boys and girls' in photocopying, typing and printing, but reliable and vital communicators working hand-in-hand with the board in strategic planning for the company.
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This chapter is crucial in shaping my understanding between the usage of qualitative and quantitative measures in research for success.
Prior to this, I have never realised the reliance of executive directors, CEOs on quantitative research such as statistical reports. It was quite an alarming fact to me that qualitative research, which is crucial to PR, was usually neglected or overlooked. In dealing with a communicative and cross-cultural study like PR, it is imperative to rope in the 'more humane' qualitative research that is based on consumers' preferences and reactions.

Undoubtedly, the scientific approach of statistics and figures will appeal more to the higher authorise as they are trained to see things this way. It will also be much easier to quantify and collate. However I feel that it is essential to include both approaches, where statistics can show how many press releases were sent out and how much coverage was received, and interviews and surveys could show how effectively press releases had affected the target audience. In corroborating these two main aspects together, it will reveal how efficient a particular strategy was and what could be done to improvise. This is vital to a company's survival as it is a key area where improvements can be made to expand the company and help carry out ongoing and future plans.
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I have learnt a lot from this chapter, and uncovered knowledge that I have never knew or even understood. It can be seen that being a PR practitioner is not a simple job.
One must do his/her best in being the 'middleman' and spokesperson in which communication has to undertake a dual approach. Planning and strategies are vital in this job scope and it is apparent that a PR practitioner spend most of his/her working time planning and devising strategies to aid an organisation. It is with careful planning and accurate implementation of a plan that things will succeed and go with the flow.

As mentioned in the book, there is no such thing as satisfactory present, and the PR department is specially trained to devise methods to strive for the more perfect future.
So now I truly wonder, am I ready to take up this tough challenge?

Love, Erika

Advertising is visibility, public relations is credibility.

Dear journal, this is my first entry: Erika here!

From the influx of information in the first three chapters, I must admit that my understanding and knowledge has indeed improved and taken to a new level. There were much vital points that are worthy of mention, but I would list out the two most important and thought-provoking points.

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Firstly, it was from Chapter 1: What is Public Relations?, that enabled my understanding about the specific and often over-lapping relationship among public relations (PR), marketing and advertising. Almost too directly, the various definitions of these three job scopes were mentioned in the book;

How profit is important to marketing, but not exactly to PR.

How advertising messages are controlled in the mass media, whereas publicity by PR is uncontrolled.

And how advertising spaces need to be 'bought', while a PR officer's publicity is free.

It is imperative for PR students, like us to establish these mindsets in our process of doing our job well. We have to fully understand what exactly is PR so that we will not confuse ourselves along the way. This is especially true in the society today, where the public is more aware of the mass media's influential motives and they will be more wary towards everything is presented to them. As such, PR officers will have to take on a new approach and shake off the mistaken identity of being a mere marketer or advertiser.

By establishing such a mindset, it will then be easier for PR officers to convince the public for future benefits and to assure them that they are just conveying the messages of their companies to the media and masses.

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Secondly, Chapter 3: Theoretical Perspectives highlight all the different theories in viewing that of PR. It was definitely an interesting chapter as one would uncover and understand various models of thought in the relationship between PR practitioners and the public. On a personal note, I feel that there is no such thing as the best theory to define this relationship. In fact, it would have to be the combination of the theories to fully comprehend the link. In reading the theories however, I have encountered an interesting theory that I think will reflect most of what we're trying to uncover.

To me, 'rhetorical theory' has the most appeal as Heath plays on the idea that rhetorical dialogue is the most important factor in the process of audiences making up their minds and being influenced. Not only does it reveals the key point in determining the power of PR, it also dicusses the thought-process of audiences which is often missed out, such as in the agenda setting theory. By using reasoning and convincing, this theory highlights how the simple, yet important roles of PR practitioners can influence the decisions of audiences.

This is considered the most relevant as PR practitioners are often the middlesperson, the consultant of a company. They are essential in providing top-notch and wise advices to the board when crisis strikes, and they have to represent their company and face the general public and mass media as well. Either or, PR officers must be equipped with the voice of reasoning and convinction so that people would listen and follow.

However, this idea of rhetorical reasoning is only possible in an idealistic world where PR officers have equal resources and power so that the 'competition is fair'. This is unlikely as different companies vary and there is the reasoning and thinking aspect of audiences, where they might see things a different way, as in semiotics. Then again, in this modern age of communications today, it is with a determined and confident aura that audiences can be influenced once again, just like in the era of Adolf Hilter.

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Thinking back, these two key points have stirred many questions and inquiries in one's mind. It is always important to note that, above all, ideologies and theories about PR have to work together to fully determine the real meaning of this practice.

And there is definitely more to PR than it meets the eye.

Love,

Erika