If I should found myself working in the public relations line in future, I always thought I could wing it and rely on personal charm and an ever-ready smile. Unfortunately, this week's readings have made me think more about PR practice and theory in that a sound strategy, coupled with meticulous planning and scheduling, is essential for any successful public relations campaign. A well-thought out public relations plan will lay the groundwork for judicious budgeting and systematic implementation of strategies and tactics.
As mentioned, the cornerstone of a good public relations campaign is a good strategic plan. As such, I think the key points to remember for this week’s reading are the ten points outlined in Zawawi and Johnston's strategic communication plan. The 1) executive summary is a concise abstract of the goals and objectives of the plan, as well as a brief outline of the tactics employed and time frame. The 2) vision and mission is the next important step, and enables the organisation to communicate to its publics the company's aspirations and values. At this juncture, I would like to add that I have come to realise how important the vission and mission statements are. They are like the sails of a company's ship, and can make or break the organisation in the eyes of its employees and the general public. A 3) background and situation analysis, on the other hand, enables the organisation to pinpoint particular strengths and weaknesses. Following that, we should also 4) define in detail the tactics needed to achieve our stated goals, 5) define our publics so as to tailor an effective message for each of them, and 6) define the overarching theme of our plan. In addition, a 7) careful selection of tactics and communication methods must be carried out, together with an illustration of how these particular strategies will be of use to the plan. We must also 8) give a breakdown of the time frame and schedule of the plan. There should be 9) careful monitoring and evaluating of these tactics, too, so that an exigency plan can be formulated, should these tactics prove untenable. Lastly, a (10) prudent budget must be given, with an estimation of the costs of the various activities pertaining to the plan.
Some other key points from this week's readings include the use of lists for systematic cataloguing, so that any neglected part of our public relations plan can be looked into and rectified. Flowcharts, calendars and Gantt charts are some of the tools of the trade to help us in this regard. In addition, there is also a need for effective communication in a public relations plan. This can be achieved by being open and engaging with your publics, as well as being receiver-oriented, such that emphasis is placed on how our publics respond to our message. These principles call to mind Grunig and Hunt's two-way symmetric model, and reminds us that an ethical, conscientious approach to strategic planning is an essential adjunct to any effective public relations campaign.
3 comments:
"In addition, there is also a need for effective communication in a public relations plan. This can be achieved by being open and engaging with your publics, as well as being receiver-oriented..."
I agree with the importance of this point of symmetrical two-way relationship between publics and source. It is important any form or communication to be reciprocal as this encourage openess and transparency. This is especially important as PR practitioners tend to 'spin' stories. So, the publics must be provided with an opportunity to air their views or concerns.
Dear Marilyn,
I'm pleased we are of the same mind about the importance of two-way communication. As discussed in my post on theoretical perspectives, the two-way symmetric form is the holy grail of communication. It might be idealistic and difficult to attain, but a responsible and ethical public relations practitioner should always strive to listen to the demands of his or her public with care and respect, and respond accordingly. However, I do find it interesting that you say "PR practitioners tend to 'spin' stories". This seems to belie a slight prejudice and stereotypical assumption of the profession. In this age of increasing openness, I'm confident that the public relations practitioners of the near future (such as you and I) will discard the tired cliche of spin, and work towards developing a more subtle and honest framework.
Correct attribution is required when referring to or quoting from scholars work, such as Zawawi & Johnston's or Hunt & Grunig.
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