In this week's readings we revisted the chaptor on stategy, planning and scheduling while also elaborating on that with the chapter on tactics.
I think the key points to remember from the week's readings are:
1)the first step you should take in a strategy should be made internally. To make a strategy operate effectively, the public relations function should operate within the decsion making body of the organisation.
2)The vision statement(where the company would like to be in the future) and mission statement(how it plans to get there) should be paramount to the begining of planning.
3)One must be open to two-way and responsive communication, be receiver orientated, timely, clear, consistent and comprehensive in the writing of an effective startegic communication plan.
4)Budgeting is crucial to any plan, strategy or tactic one wishes to undertake.It is not going to work if you pay for it.
5)Lists and charts provide good visuals and checkpoints when completing your strategy.
6)Tactics can be broken up into controlled and uncontrolled tactics. A mix of both is preferable to effectively carry out your strategy.
7)There is a wide variety of choice when deciding how to deliver your message, including, mail, email, CD-ROMS, videos and wedsites-all with different effects on the recipiants of the message.
8)Many things must be considered when producing printed materials including paper size, colours, embossing, paper stock and binding.
I learnt more about public relations theory and practice in that each step in the implementation of a certain tactic must be considered in order to communicate your specific message. Target audience is crucial to the decisions relating to these steps. Many factors can impact on these tactics and it is the analytical and creative skills of the practition that ultimately overcome these factors in order to be successful in achieve the aims and objectives of your overall strategy.
This week I commented Phoebe Spencer's blog.
References
1)Chapters 7 and 8 – Strategy, Planning and Scheduling/Tactics in Public relations: theory and practice / edited by Jane Johnston and Clara Zawawi. Crows Nest, N.S.W. Allen & Unwin, 2004. 2nd ed.
3 comments:
Hey Alex,
Your blog was helpful this week, it realy highlighted some of the key points regarding strategy. In particular i like that you highighted the difference between a vision statement and the mission statement.
In addition to this i really like the way you set your blog out in the numbered list it made it realy simple to understand!
Cheers Flick
Hi Alex!
You illustrated some key points from the Chapter 7 & 8 readings. I thought it was interesting that you pointed out the target audience is crucial to tactical decisions - this is so true, because what works for one public might not necessarily work for another. This is also important to consider if your PR campaign is aiming to reach several different publics - your tactics might need to contain a hybrid of different techniques and mediums to be truly effective.
Well done!
Laurie
Hey Alex, like Flick I also found your blog this week really easy to get a grasp on, the numbered structure was clear and made it easier to read through.
You highlighted a lot of points mentioned in the readings, so you obviously comprehended the content really well. I'm not really sure if all of those points were really 'key' points in the readings, but points 1, 2, 4 and 6 were particularly important to keep in mind and you summarised them clearly and concisely.
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