Based on Chapter 7 of Public relations: theory and practice / edited by Jane Johnston and Clara Zawawi. Crows Nest, N.S.W. Allen & Unwin, 2004. 2nd ed and Chapter 4 - A Typical Public Relations Program. In C. Tymson, P. Lazar, P and R. Lazar, (Eds.)The new Australian and New Zealand public relations manual (5th ed.) (pp. 74-117) Manly: Tymson Communications . 2006.
I think the key points to remember from this week's readings were the few varying process/plan's discussed in the text that demonstrated the importance of organisation to achieve a companies/public relation practitioner’s success and their formats.
* The stages of a strategic process
1. creation of organisational vision and mission statements
2. creation of public relations vision and mission statements
3. establishment of performance indicators
4. budgeting
5. writing of a strategic public relations plan
6. scheduling of public relations plan
7. scheduling of public relations plan activities
* Lester Potter's 10-step strategic communication plan - it can cover situations ranging from an annual plan through to a specific or single issue over a shorter time frame
1. executive summary
2. the communication process
3. background
4. situation analysis
5. main message statement
6. stakeholders
7. messages for key stakeholders
8. implementation
9. budget
10. monitoring and evaluation
*In order for an effective strategic communication plan the writer must always be open and honest, be 2way and responsive, be receiver-oriented, be timely, be clear and consistent and be comprehensive
and
* Zawawi-Johnson strategic public relations plan
1. executive summary
2. vision and mission
3. background and situation analysis
4. define strategy
5. define publics
6. define main message
7. select tactics and communication methods
8. implementation and scheduling
9. monitoring and evaluation
10. budget
The readings made me think more about public relations theory/practice in that it made me realise how business minded a pr practitioner must be and how vital it is that they are organised and prepared. I found the two case studies very interesting and useful to gain an insight into a real life example, putting theory into practice. I believe the organisation you are in will determine which plan (put forward in the text) you would utilise but in general I think that I would use the Zawawi-Johnson strategic public relations plan however I wouldn't leave budgeting until the last point.
3 comments:
Hi Monique, I like your point about being "business minded." It seems that as a public relations practitioner we must wear many hats!! Business knowledge is important as in most organisations we will reporting directly to the CEO. To effectively communicate with them we must be able to see things from their perspective and make decisions based on their business goals and directions. Nice point! :)
Hi Monique
I think it was a good idea to outline the three different plans found in this week's readings. This will allow you to go back and compare and constrast these similar yet different strategies. I also agree with the comment you made about the organisation dictating what would be the most appropriate plan in a particular situation.
Sarah
I liked the way in that you set out your blog, making it easy to read and understand.
You showed a clear understanding of what the reading was attempting to convey by outlining the three plans mentioned in the reading.
Also, drawing on the point that it is crucial for a public relations practitioner to be busniess minded was important. Its so vital as that is the key to effectively achieve the goals we set ourselves and uphold the standard expected of us by our clients.
You make many good points. Well done.
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