I believe they key messages from this weeks reading were about:
This week’s reading seemed to reiterate a lot of the information which was put forward in previous weeks. The reading provided a detailed overview of what is involved in a standard public relations program. It systematically examined key objectives, target audiences, research, communication and media tools, budget, implementation and finally, undertook a case study of AMPs Olympic Torch Relay PR program plan. In doing this, the reading was able to demonstrate how each of these areas can be used to ensure a successful PR program. For example, using certain media forms to target certain groups of people – when communicating with a local community group, the reading states that it would be more suitable to have face-to-face meetings.
The reading could be applied to my groups work:
This reading is definitely something which my group could benefit from using. It breaks up the PR program planning process into information which is easily understandable and incredibly useful. The reading will allow my group to go beyond our established starting point and will enable us to give our program some real substance. It will further allow us to make sure that we have covered everything our program requires in an effective, successful way.
The reading made me think more about PR theory and practice in that it:
It enabled me to recognise just how much needs to be taken into account when undertaking a PR plan. For example, I hadn’t really thought that much about defining target audiences before (I just saw them in terms of general public, stakeholders etc). However after doing the reading I realised that different companies will have a large degree of audience variation – programs should only look at targeting audiences which will be affected. The AMP case study also showed just how much a well planned, successful PR program can benefit an organisation.
The readings related to the other readings I’ve done in previous weeks:
As previously stated, this week’s readings covered much of the same ground as the readings done in earlier weeks. Though, I think that the textbook reading gives a more detailed, practical approach to the theories/ideas brought up in previous weeks (strategic planning, researching publics, media relations etc) – it allows us to see how these ideas can be directly applied to our own work.
