Chapter 6 Research and Evaluation

I think the main point for us to memorize for this chapter is quite clear. It is all about how to the conduct research and evaluation during the operation of a public relations practice. The diagram illustrated in the chapter is the relationship between a model of a PR process and research which is very useful for us to grasp the main idea of the crucial concepts in a PR process and research should consider.

The core of the diagram is the methodologies and techniques, research focus(input, outcome, output), public relations process. that is to say that when an issue is first identified, the first step for the public relations practitioner is to obtain a thorough understanding of the situation. information obtained from the outcome research of previous communication activities can be analysed and used to direct and complement input research into the organisation, situation and publics. This new information can then be used to clearly define the issue and to help establish or adjust the organisational and communication goals and objectives.

In addition, there is an example of a questionnaire used in surveys displayed in this chapter which is a quite direct illustration to us about how a survey should be designed, the normal format of a survey. Further more some other research techiniques are listed at the end of the chapter such as in-depth interviews, focus groups, ethinographic studies, case studies, analysis of existing data, organisational culture study, etc. these methods of research are valued as a compulsory suppliment for a pr research.

This chapter makes me think more about the importance of the research and how to select the proper pratical research method in the PR practice. Moreover, an important understanding for me is that the style of research adopted by an organisatin depends upon the system under which it operates, its environment and the requirements of the program being undertaken.

Chapter 8 Discussion

I think the main points to memorise for this chapter are as follow: the differences between strategy and tactics, controlled tactics and uncontrolled tactics, the methods of delivery and the selection of tactics, as well as the media relations, etc.

This chapter makes me think more about public relations tactics and how to use these tactics so as to achieve the expected outcomes. It is true that lots of tactics and methods about the operation of public relations have been introduced in this chapter. However, like the authors said these tactics are intertangible with each other, and which tactic should be used in a certain public relations situation is a crucial point that the pr practioners need to consider carefully.

In a word, there is no mighty key to the correct set of tactics that will ensure successful implementation of a public relations campaign. Instead, success lies in the analytical and creative skills of the public relations practioners to consider tactics in the light of a complex range of impacting factors. What's more important for this utilising of PR tactics is all these tactics should relate back to strategy. Most importantly, all those tactics should be selected with regard to target audiences, their appropriateness as a vehicel for the message, their advantages and disadbantages as well as the available budget.

Chapter 13 Sponsorship and Event Management

This chapter is about how the organizations use the specific tactics of sponsorship and special events to achieve their goals. I think what we should understand after reading this chapter are as follow.

First, we should grasp the meaning of the sponsorship and its types ( philanthropic sponsorship, corporate sponsorship, marketing sponsorship). Second is to know the basic rules and requirements of how to write a sponsroship proposal which in my concern should be a focus of this chapter. Thirdly, we need to comprehend the other listed concepts related to the whole arrangement of a sponsorship or event such as event management, feasibility, planning, evaluation as well as the budgeting.

At the end of the chapter, three cases were given as an illustration on how to sponsorship by creating events which provide us with a more concret knowlege of how the concepts listed previously were utilised in the real practice.

I think this chapter makes me think more of the importance of the sponsorship which was once overlooked by me or maybe many of the public relation student practioner, whereas this is a very practical knowlege and useful tactics for public relation. Sometimes, the organization will benefit more than they expected if a sponsorship or a public event was sucessfully planned and implemented.

Chapter 10 Media Relations

I think this chapter is very much important for our PR study as it is said in the chapter that the media relations is often used synonymously with publicity and it was valued as the best-known elements of public relations.

In my point of view, after finished reading this chapter we should grasp at least some basic concepts as follow. A general overview of the media and its ownership, the relationship between the media and public relations, the basic knowlege of how the media functions as well as the various styles in media operation and the tactics on how to target the audiences. Last but not least, how to organize the media conference, which in my perspect can be seen as the most practical part among them.

I guess we are all clear about the critical relationship between the media and the public relations as nowadays most of the public relation practices are dealing with the media in one way or another.

Media conference as one of the most important tools in the operation of PR practice, its significance should be paid enough attention. The reason why we should do so is media conference is always the most direct interaction with the publicity. PR practioners usually outlet their ultimate desicions, attitude or even solutions to the issues through the media conference. Whether the conference is successfully hold will impose a heavy influence on their overall realization of the PR plan.

In conclusion, like the author said, dealing with the media relations is a critical part of the public relations practioner's profession. It requires integrate skills ranging from writing, organisation, planning, as well as the keen interpersonal skills, up-to-the-minute knowlege of news and current events and the an understanding of the specific nature of media enviornment. However, there is a tendency that these two industries are becoming more independent from each other thus calls for a mutural understanding and respect for each other's roles and responsibilities only by which an effective and strong communication can be achieved.

Chapter 4 and 5

I think these two chapters are talking about the enviornment under which the public reltions should be performed. Here are some of the major points we should bear in mind after reading these two chapters.

For chapter four, the most basic concepts that we should understand should be the concept of legal enviornment, defamation as well as the role of contracts in public relations.

Chapter five mainly discussed about the ethical practice in public relations and the foundmental princles on how to use ethics as public relations strategy. What's more we should pay attention to are the professional association codes and the codes of conduct.

These two chapters makes me think more about the significance of the legal enviornment when comes to a public relations practice, which was so easily negalected by student public relations practioner. Meanwhile, reading these two chapters ulters my previous view on ethics and how it matters in the PR practice. I once read a artcle about how the ethical conflicts imposed influences on the operation of public relations. In the end, the author listed several strategies about how to avoid this ethical conflict making the organization operate in the more profitable way.

In my opinion, for one side we do need to avoid the ethical conflicts in our PR practice, cause most of the time it will affact the efficiency of our PR plan's implimentation. However for another side, there are always examples about how the ethical issues were utilised by some politicans for some veiled purposes. See the infamous Nazi party. Of course, this is just my saying.

Strategy,Planning and Scheduling

Like the author said, this chapter aims to make students aware of the necessity for public relations practioners to think and practise strategically in order to be relevant in today's organisation.

I think the most important part of this chapter is how to plan a public relations strategy. There are three major formats worth attention. one is the Alinta Gas - public affairs mission, the other two are the Zawawi - Johnston strategic public relation plan and Lester Potter's' ten - step strategic communication plan'.

This chapter makes me think more about the significance of making an effective strategic plan when comes to a real public relations practice. PR is a quite practical job, so sometimes we may neglect the necessity of the preparation part. Writing a strategic plan is definitely the most vital part of preparation. It includes at least ten steps from situation analysis, backgroud to budget and monitroting and evaluation. It is like an overall preview of the whole practice. and in my opinion, it to some extent decides whether the whole practice will successed or not.

Among all the ten steps, I figure that budgeting part should be valued more than we thought before as the author mentioned, 'no plan, no matter how strategic , can succeed without successful and efficient budgeting,.' In another word that budgeting is related to the direction, monitoring and control of organisational resources.

In conclusion, an effective public relations management depends on a successful combination of all of these elements.

Internal and Community Relations

Chapter 11 - Internal and Community Relations. I think the main purpose of this chapter is quite obvious. It is all about how and why the internal public relations and community relations are important in public relations practice.

This chapter provides us with a thorough overview of these two increasingly highly valued theories especially for the business leaders. From what i see, the most important element for its increasing value should be the revealence of the relationship between employee communication and job satisfaction and productivity.

Again, the premise of the job satisfaction and productivity is communication. No good communication means no good relationship and if there is no good relationship, the so called productivity is going to be severly damaged.

About how to build an effective communication between the employers and employees, the author lists us several major tools and channels, like newsletters and company newspapers, noticeboards, memos, awards, events, intranets and interpersonal communication. All these tools and channels are useful in conducting a good communication as we can see from the two case studies.

This chapter makes me think again the importance of communication both internal and external in a public relations practice. However, I believe that the process of communicating is not that easy and isolated. We also need some other tactics to embrace a successful communication. For example, when we are tackling with certain crises, in my opinion, the first and for most thing we should do is to correctly identify the problem, to understand the current situation and based on which we can then set a goal and develop correspondent communicative strategies since a false identification of the crises may lead to a totally wrong direction.

I am not sure whether I have made myself clearly understood. What I mean is I agree that internal and community relations are important in a public relations practice, but actually I think all these theories about PR practice are not isolated, they are intertwined and interactive like I said before. They should be integrately applied according to the various situation.