Again, the two important points for this week's readings are obvious since we have to read two chapters:
i) The definition of controlled and uncontrolled tactics.
and
ii) The importance of using PR to run a business plan.
The type of medium used and the method of delivery used, will determine whether a tactic is "controlled" or "uncontrolled". Uncontrolled tactics usually involve some form of two-way communication, such as a when a PR practitioner writes a media release and sends it to a newspaper for publishing. Uncontrolled tactics in my opinion, are quite unpredictable and unreliable as there is no guarantee that the material will be used by the media editor or journalist. Most professionals will choose to modify the media release instead of using its original form, which may alter the original intended message of the media release.
Reading Chapter 14: Public Relations in Business , makes me realise again, how broadly defined the field of public relations is. This chapter talks about how PR practitioners have to be involved in many aspects of business, such as annual reports, nurturing investor relations, financial analysis, and marketing. This relates back to my first post in Week 2, whereby a good PR practitioner needs to be versatile and take on a variety of different roles and skills.
Subscribe to:
Post Comments (Atom)
:) hello! yes, i think the more i read about the job scope of a public relations practitioner, the more fearful i get of what it will be when i enter the corporate world. hahaha. i think it's quite a tiring job.
ReplyDeleteanyway, a good summary of the readings this week. (: