Unlike previous chapter, this reading focus on the PR practises in Asian cultures. The start of the chapter attempted to explain what may be the contributing factors - Trade, Language, Government intent, stakeholder and personal interaction- that differs the job if done within a western culture.
It then went on to look at the cultural practise in various Asian countries. This provides an insight to what is like to practice PR beyond the boarder of Singapore. Afterall, Singapore has been a melting pot for various cultures and practise, both east and west. Therefore, the practices may differ accordingly to regions under the strong influence of Eastern culture.
Be it whatever region the PR practices are carried out, it is important to be sensitive towards the local culture. This will determine the failure or success of campaigns. Therefore, any foreign PR practitioners should integrate into local culture as soon as possible. The best way to this is to work out a dynamic and diplomatic working relationship with the local colleages. They will be the primary guides into the Dos and Don't.
After all said and done, it depends on the effort and luck of the individual PR practitioners. =)
Thursday, March 18, 2010
Chapter 12: New Media and Public Relations
The emergence of the Internet had created a new platform which PR practitioners can reach out to their targeted audiences. This is especially so when the targeted audiences are the younger generation, who are IT-savoy. Online platform such as blog and tumblr had become the new online publication, instead of News letter. It allows the message to be spread in the shortest time possible, but also, perhaps, in the most cost effective manner as compared to its offline counterparts.
However, due to the opinion-based nature of Blogs and Tumblr, PR pactitioners using these platform need to be extra careful in terms of choice of words and style of writing to avoid "hard selling". Also, this platform needs to be maintained on a regular basis so in order to stay relevant to the campaign.
Since the Internet allows the campaign to reach out to the mass, the amount of critics drawn will increase. As such, PR practitioners will need to multi-task to ensure each enquiries/ feedback are attend to in the shortest time possible. If not properly mend, it back fire.
However, due to the opinion-based nature of Blogs and Tumblr, PR pactitioners using these platform need to be extra careful in terms of choice of words and style of writing to avoid "hard selling". Also, this platform needs to be maintained on a regular basis so in order to stay relevant to the campaign.
Since the Internet allows the campaign to reach out to the mass, the amount of critics drawn will increase. As such, PR practitioners will need to multi-task to ensure each enquiries/ feedback are attend to in the shortest time possible. If not properly mend, it back fire.
Chapter 8 - Reputation Management: A Driving Force for Action | Chapter 10: An issue-crisis Perspective
One of the more interesting concept mentioned within this chapter is "Greenwashing", a PR act which companies proclaim environmental credential while behaving differently. Esp when environmental concern had become priority of media. Companies will inevitably to market themselves to be socially responsible.
However, in order to do so, they may have to compromise on the profit yield and account to their stakeholders. One may question how much resource should be allocated for this part of the company's effort, and how accurate are the assessment on the effort. Therefore, this resulted in the case study of BP, as per mentioned within the text. The inconsistancy between the what the company preach and its action has resulted in the lost in faith of potential investors and the public. As such, it will be advisable for company to not overpromise and under-deliver. On the contrary, it's better to over-deliver. This will gradually boost the confidence of those that the organisation is dealing with.
The second chapter spoke of crisis management. This is an important job of PR practitioners within the organisation. If the potential crisis or issue is not being adequately address, it might, eventually, evolved into something beyond control. Therefore, it is crucial to take up precaustionary measures.
However, in order to do so, they may have to compromise on the profit yield and account to their stakeholders. One may question how much resource should be allocated for this part of the company's effort, and how accurate are the assessment on the effort. Therefore, this resulted in the case study of BP, as per mentioned within the text. The inconsistancy between the what the company preach and its action has resulted in the lost in faith of potential investors and the public. As such, it will be advisable for company to not overpromise and under-deliver. On the contrary, it's better to over-deliver. This will gradually boost the confidence of those that the organisation is dealing with.
The second chapter spoke of crisis management. This is an important job of PR practitioners within the organisation. If the potential crisis or issue is not being adequately address, it might, eventually, evolved into something beyond control. Therefore, it is crucial to take up precaustionary measures.
Tuesday, March 16, 2010
Chapter 7: PR Management in Organisation
SYSTEM THEORY provides the framework between organisation and its environment. It explains how PR assist the orgnaisation maintain its relationship with public and shareholders.In the author's opinion, the operation of System Theory is similar to how Eco-system functions. Organism need to adapt to their environment in order to ensure survivability. This applies for the operation of organisation (Cutlip, Center and Broom, 2006).
The position of an organisation is volatile. It is influences by the interaction between the organisation and the external environment.
In view of this, the example of Quatas Airline was cited.
PR practitioners of the organisation not only have the to manage the publicity campaigns on the newly launched A380 aircrafts, but also handle the media's publication/ interest in flight delays and safety incidents.
As such, it is important for PR practitioners to be able to handle multiple tasks and think on their feet at the same time. Publicity campaigns and media enquiries require different style of handling. Therefore, the personnel needs to be constantly in a clear state of mind so handle them appropriately.
On top of this, as interpreted from the system theory, PR practitioners need to stay in touch with the happening of the environment, not just locally, but the global aspect. This will help them to react according so to "gain support, growth, ultimately, survival" in such volatile climate. Isolation should be avoided.
Chapter 6: Public Relation Practice
PR practitioners no longer serve as a mouth piece for the organisation. It has evolved to such dynamic roles that it is capable of assisting the organisation in problem solving by drawing on communication skills across a broad spectrum, assisting the organisation in adpating change incur due to global climate, building robust rapport with stake-holders and public, improving organisation image and creating awareness.
As mentioned in the text, Not-for-Profit (NFP) sectores are often good starting ground for fresh PR graduate due to the 'safe environment', along with the liberty for creativity expression. It also helps develop develop interpersonal skills due to the high level of interaction with volunteers, sponsorship, etc.
Due to the NFP nature of the organisation, this means that there will be little budget to work on each project/ assignment. Since the main source of manpower comes from volunteers, PR practitioners need the patience and effort to understand their (volunteers) passion/ motivation to work. As such, the nature of PR jobs require the practitioners to possess a variety of skills set and qualities to comprehend and fulfill the task assigned.
Sunday, March 14, 2010
PR reading Week 6
In this week's reading, Engaging with the Media Chapter 11, the text discuss on the different aspects involved in PR when dealing with Media. There are several vital personnel involved in filtering and framing news of the organisation, which thus shape the perception of the readers. This may result in either positive or negative publicity. These personnels are journalists and editors. Therefore, it is important that interaction should be kept in the most "politically correct" manner.
Also, the text brought up an interecting question - are news that place the organisation in a negative light more newsworthy thant that of positive? Phillipps (2002) carried out a studied on several news publication, both local and foreign, and found that "journalists tended to seek out negative news" (Phillipps, 2002).
As much as negative news may increase the chance of an entry in the highly competitive publication space, one should avoid putting itself in the negative light for the sake of publication. Take for example, the recent Jack Neo's scandal. Though it does provide wide coverage on for the local director on various media platform, some question the action as a publicity for his newly launch movie - Being Human. This received numerous bombardment and criticism from sceptical audience.
Hence, media interaction should be handle with care in order to yield the most out of it.
Also, the text brought up an interecting question - are news that place the organisation in a negative light more newsworthy thant that of positive? Phillipps (2002) carried out a studied on several news publication, both local and foreign, and found that "journalists tended to seek out negative news" (Phillipps, 2002).
As much as negative news may increase the chance of an entry in the highly competitive publication space, one should avoid putting itself in the negative light for the sake of publication. Take for example, the recent Jack Neo's scandal. Though it does provide wide coverage on for the local director on various media platform, some question the action as a publicity for his newly launch movie - Being Human. This received numerous bombardment and criticism from sceptical audience.
Hence, media interaction should be handle with care in order to yield the most out of it.
Week 5 - Public Relation Research
This chapter deals with the reserach process undergone by PR practitioners. Research is a vital part of PR campaign so as to successfully reach out to the target audiences in an effective and efficient manner. However, out of the mass of information available, one must carefully select the most appropriate one and not dwell into an information diarrhoea.
The text provide a check list on questions to ask when carrying out a research. When going through the research, these questions will help the "reserachers" to set his direction and gradually arrive at the information.
This chapter deals with the reserach process undergone by PR practitioners. Research is a vital part of PR campaign so as to successfully reach out to the target audiences in an effective and efficient manner. However, out of the mass of information available, one must carefully select the most appropriate one and not dwell into an information diarrhoea.
The text provide a check list on questions to ask when carrying out a research. When going through the research, these questions will help the "reserachers" to set his direction and gradually arrive at the information.
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