This week’s reading outlined the importance of tactics such as event management and sponsorship and provided an overview on how each tactic contributed to public relations strategic goals and marketing. In summary, the key points I learnt from this week's readings were that sponsorship is “the purchase of rights and benefits associated with an event, organisation or individual” (Boyd, 2004). Sponsorship expects a return and is a widely used PR tactic because it offers exclusivity, image association, hospitality for clients, product sampling, signage, networking, media coverage and more (Boyd, 2004).
However I found that it is important to note what type of sponsorship will benefit an organisation the most or even if a sponsorship will benefit the organisation at all. There a three types of sponsorship such as philanthropic (community based sponsorship with benefits in taxation), corporate (the sponsoring of events not normally linked with the organisation- e.g. the Olympics) or marketing sponsorships (primarily used to promote products and services to the target markets- a prime example of this is Tiger Woods who is sponsored by Nike for US$20 million a year). It is vital for an organisation to consider whether sponsorships have benefits, improve the image of an organisation, boosts sales, generate publicity and enhance product awareness. If none of these apply it may be a good idea to try another tactic that will better service the business.
My learning builds upon previous learning about public relations in that PR professionals do in fact use some unprincipled methods of marketing. This includes ambush marketing which is a clever yet unethical tactic used by PR professionals where a company misrepresents itself as being associated with an event (Boyd, 2004). It is essential for organisation to prevent this type of PR tactic by letting audiences know the real sponsors and making legal action pursuable.
I was interested to see that event management is public relations tactic widely used in the profession. Events can include conferences, sports activities, launches, openings, dinners and much more. If manages correctly events can achieve a number of PR goals and objectives. In order to succeed in events it is vital for organisations to plan effectively. Firstly organisation should consider whether the event is feasible (this involves assessing how much an event will cost, whether it offers opportunity to raise revenue, ability to reach target audiences etc). The execution, evaluation, budgeting and management of an event are also extremely important to the overall success of the event.
The case studies provided within the text were also extremely helpful as they provided an outlook on how different organisations utilised sponsorships and events whilst given a description of the problems and benefits involved.
Sunday, September 21, 2008
Sunday, September 14, 2008
Week 9
Because I have already commented of chapter 7 of the text book which outlined the importance of effective strategising, planning and scheduling, I will focus my blog on chapter 8 which essentially looks at the tactics used in public relations practice. Tactics refer to the methods PR practitioners use to achieve their strategic outcomes. My learning builds upon previous learning about public relations in that before I read the chapter I was unaware that there was such thing as controlled and uncontrolled tactics. Controlled tactics are “those over which the public relations practitioner maintains control over every aspect of the process” (Hudson, 2004). Uncontrolled tactics include advertising, reports, brochures, posters and direct mail. Conversely uncontrolled tactics are those in which practitioners do not remain in total control of the outcome or the message, for example a media release which can be altered or blocked completely.
The dissemination of tactics is also a critical part in the overall success and impact of public relations strategy. Methods of distributions of tactics include mail, faxes, news agencies, email, cd-roms, couriers, videos, personal delivery and websites (Hudson, 2004). However it must be taken into consideration that each method of distribution has both positive and negative aspects. It is important that each practitioner examine which methods will be most effective for their cause.
Some tactics utilised by public relations practitioners include-
· Media relations: this can be a cost- effective way of publicising a product event or service through a mass medium. However it is essential that PR practitioners consider newsworthiness, potential for negativity, and selection of media.
· Printed material: this includes brochures, leaflets and flyers. It is vital that the purpose, layout and design of the document is clearly defined and contributed to the organisations overall strategy.
· Annual reports: legal requirements highlighting the challenges and benefits experienced by organisations.
· Direct mail: personally addressed information targeting a specific location, demographic or income bracket. This method can be considered slow in an electronic age.
· Branding: this includes trademarks and slogans that defines how an organisation is recognised and perceived.
· Events: including functions and fundraisers promote, inform or advertise a certain product, service or renewal within an organisation
· Sponsorship: guaranteed exposure, measurable goals and synergy of sponsored events all need to be considered when undergoing sponsorship as a public relations tactic.
In summary, the key points I learnt from this week's readings were that tactics play an important role in the public relations process. Research and evaluation is vital to ensure practitioner can assess and implement tactics and methods of distributions effectively and efficiently.
The dissemination of tactics is also a critical part in the overall success and impact of public relations strategy. Methods of distributions of tactics include mail, faxes, news agencies, email, cd-roms, couriers, videos, personal delivery and websites (Hudson, 2004). However it must be taken into consideration that each method of distribution has both positive and negative aspects. It is important that each practitioner examine which methods will be most effective for their cause.
Some tactics utilised by public relations practitioners include-
· Media relations: this can be a cost- effective way of publicising a product event or service through a mass medium. However it is essential that PR practitioners consider newsworthiness, potential for negativity, and selection of media.
· Printed material: this includes brochures, leaflets and flyers. It is vital that the purpose, layout and design of the document is clearly defined and contributed to the organisations overall strategy.
· Annual reports: legal requirements highlighting the challenges and benefits experienced by organisations.
· Direct mail: personally addressed information targeting a specific location, demographic or income bracket. This method can be considered slow in an electronic age.
· Branding: this includes trademarks and slogans that defines how an organisation is recognised and perceived.
· Events: including functions and fundraisers promote, inform or advertise a certain product, service or renewal within an organisation
· Sponsorship: guaranteed exposure, measurable goals and synergy of sponsored events all need to be considered when undergoing sponsorship as a public relations tactic.
In summary, the key points I learnt from this week's readings were that tactics play an important role in the public relations process. Research and evaluation is vital to ensure practitioner can assess and implement tactics and methods of distributions effectively and efficiently.
Sunday, September 7, 2008
Week 8
The readings this week suggest that there is a lot to consider when conducting relations with the media. This is emphasised in the reading “writing a media release” (Tymson, Lazar and Lazar, 2006). In summary, the key points I learnt from this week's readings was that media release are the most used method of media relations. It was highlighted that in order for a media release to be successful it had to be newsworthy in regards to angle, interest, emotion and achievement. Before reading the set text I was unaware that there was such thing as hard news and soft news. Hard news refers to stories that a deemed serious and usually occupy the front pages of newspapers and soft news refers to human interest stories that can be amusing or entertaining (Tymson, Lazar & Lazar, 2006).
When writing news release it is vital that you target the correct media for your message, structure your release following the rules of the inverted pyramid, choose your method of distribution wisely and conform to media deadlines. My learning builds upon previous learning about public relations in that although these are all desired when writing news releases it isn’t always the case. This is exemplified in Sallot and Johnson’s reading where out of the 156 coded journalist reports analysed for the article, 115 of the journalists “complained of practitioners lack of news sense and values, accuracy, timeliness and style of presentation- such as the inverted pyramid” (Sallot & Johnson, 2005).
I found it particularly interesting to note that in Sallot and Johnson’s reading 93% of journalists preferred or liked being contacted by email. This is why it is imperative to understand the internet as a medium when creating media relations. I learnt that when emailing it is important to never bulk address, leave out any fancy formatting, keep it simple, subject your headline and preface and personalise the email (Tymson, Lazar & Lazar, 2006). I found the email checklist and pros and cons table extremely helpful when considering what is appropriate for emailing.
When writing news release it is vital that you target the correct media for your message, structure your release following the rules of the inverted pyramid, choose your method of distribution wisely and conform to media deadlines. My learning builds upon previous learning about public relations in that although these are all desired when writing news releases it isn’t always the case. This is exemplified in Sallot and Johnson’s reading where out of the 156 coded journalist reports analysed for the article, 115 of the journalists “complained of practitioners lack of news sense and values, accuracy, timeliness and style of presentation- such as the inverted pyramid” (Sallot & Johnson, 2005).
I found it particularly interesting to note that in Sallot and Johnson’s reading 93% of journalists preferred or liked being contacted by email. This is why it is imperative to understand the internet as a medium when creating media relations. I learnt that when emailing it is important to never bulk address, leave out any fancy formatting, keep it simple, subject your headline and preface and personalise the email (Tymson, Lazar & Lazar, 2006). I found the email checklist and pros and cons table extremely helpful when considering what is appropriate for emailing.
Monday, September 1, 2008
Week Seven
After reading the set texts it was clear that media relations plays an enormous role in public relations practice. Chapter 10 focuses on the power and impact that media relations has on public relations activities in an organisation and emphasises its importance in regards to publicity, crisis management, campaigns and sponsorships. I found it particularly interesting that media relations is in fact a two-way relationship. It doesn’t merely involve journalists seeking information from PR professionals but also includes PR professionals monitoring the media to be aware of current issues, events and changes that may occur. Being aware of the media will give PR practitioners a competitive advantage when it comes to identifying trends and acknowledging times of heightened public interest that can ultimately lead to greater profitability. For example if the media was currently fixated on obesity it would be a great time for McDonalds to launch a healthy food campaign, this illustrates the importance for public relations practitioners to be continually aware of current media.
My learning builds upon previous learning about public relations in that there is a lot to acknowledge when communicating with the media. It is essential for PR professionals to understand what makes their product, organisation, event or profile newsworthy. Newsworthiness is often defined by impact, conflict, timeliness, proximity, prominence, currency, human interest, the unusual or money (Johnston, 2004: p. 264). It is also important for PR practitioners to understand their target audience and identifying what needs to be done to reach that target audience. For example if your target audience is children it would be unlikely for an organisation to advertise in business newspapers.
I also found both of the articles on presentations and speaking in public very useful to the preparation of our public relations debates. However I found that both of the texts were fairly similar but both offered helpful and applicable tips for creating a successful oral presentation. In summary, the key points I learnt from this week's readings were that when speaking in public it is essential to control your nerves. This can be done by having extensive knowledge on what you are going to say and being prepared to answer tricky questions. When speaking in front of an audience it’s important to have an aim and purpose to what you are trying to get across and its essential that your material coincides with your topic.
I believe that all of the readings this week gave a great outlook on what skills are needed within the PR industry, whether it is good oral and group skills or effective media relations.
My learning builds upon previous learning about public relations in that there is a lot to acknowledge when communicating with the media. It is essential for PR professionals to understand what makes their product, organisation, event or profile newsworthy. Newsworthiness is often defined by impact, conflict, timeliness, proximity, prominence, currency, human interest, the unusual or money (Johnston, 2004: p. 264). It is also important for PR practitioners to understand their target audience and identifying what needs to be done to reach that target audience. For example if your target audience is children it would be unlikely for an organisation to advertise in business newspapers.
I also found both of the articles on presentations and speaking in public very useful to the preparation of our public relations debates. However I found that both of the texts were fairly similar but both offered helpful and applicable tips for creating a successful oral presentation. In summary, the key points I learnt from this week's readings were that when speaking in public it is essential to control your nerves. This can be done by having extensive knowledge on what you are going to say and being prepared to answer tricky questions. When speaking in front of an audience it’s important to have an aim and purpose to what you are trying to get across and its essential that your material coincides with your topic.
I believe that all of the readings this week gave a great outlook on what skills are needed within the PR industry, whether it is good oral and group skills or effective media relations.
Sunday, August 24, 2008
Week 6
When reading the set readings I was overwhelmed by the amount of legal and ethical issues that needed to be considered when working within the public relations industry. I found that legality was a major consideration when practicing public relations in a modern context. In summary, the key points I learnt from this week's readings were that the reputation of an organisation is a key interest for PR practitioners and to ensure this reputation is upheld laws are put into place. Defamation laws limit what public relations practitioners can publish but also protects them against opposing defamation threats. Defamation is only accountable when the defaming material is published, where the organisation or person being defamed is identifiable to a person of average intelligence and the publication is defamatory (Breit 2006). However to counteract defamation it must be shown that the facts published were true or absolutely privileged. Copyright is another major factor that PR practitioners need to be concerned about. The Copyright Act 1968 gives copyright owners exclusive economic rights to copy, publish, adapt and communicate their material (Breit, 2006). However it is essential that practitioners are aware of copyright requirements such as registering business names and logos. Contracts also need to be considered when working in public relations. Contracts act as proof of an agreement and need to be signed by both parties. Contracts are a widespread device used by PR professionals and legal action can be taken if either party does not abide by the contract requirements.
The Legal Environment (Breit 2006) chapter was extremely helpful in describing and identifying legal aspects that effect the day to day operations of public relations. The examples of legal cases used within the text such as the McDonalds case and the Slater and Gordon case were very beneficial to my understanding of what the legal aspects of PR entailed and what needs to be considered when practicing public relations.
My learning builds upon previous learning about public relations in that not only does legality play a major role in public relations but the role of ethical practice is also extremely important. I found it interesting to read that Public relations practitioners have constantly been labelled by media and stakeholder groups as spin-doctors. To oppose this view it is imperative for PR professionals to act socially responsible and respect and value others. Sieb and Fitzpatrick (1995) explain the five duties of PR professionals: oneself, the client, the employer, the profession and the society. Being aware of these duties should guide PR practitioners to make ethically sound decisions within and organisations. However I found it interesting that in order to act ethically PR professional also have to face challenges. These include interpersonal challenges occurring between PR practitioners and peers or superiors, organisational challenges between practitioners and an organisation’s internal policies and stakeholder challenges arising between an organisation and publics. I found that in order to avoid unethical practice it was vital for the CEO to present an ethical example working within an ethical framework.
Throughout both readings it is emphasised that in order to act as a socially responsible PR practitioner it is vital to work within a legal and ethical framework built on decent moral and legal values.
The Legal Environment (Breit 2006) chapter was extremely helpful in describing and identifying legal aspects that effect the day to day operations of public relations. The examples of legal cases used within the text such as the McDonalds case and the Slater and Gordon case were very beneficial to my understanding of what the legal aspects of PR entailed and what needs to be considered when practicing public relations.
My learning builds upon previous learning about public relations in that not only does legality play a major role in public relations but the role of ethical practice is also extremely important. I found it interesting to read that Public relations practitioners have constantly been labelled by media and stakeholder groups as spin-doctors. To oppose this view it is imperative for PR professionals to act socially responsible and respect and value others. Sieb and Fitzpatrick (1995) explain the five duties of PR professionals: oneself, the client, the employer, the profession and the society. Being aware of these duties should guide PR practitioners to make ethically sound decisions within and organisations. However I found it interesting that in order to act ethically PR professional also have to face challenges. These include interpersonal challenges occurring between PR practitioners and peers or superiors, organisational challenges between practitioners and an organisation’s internal policies and stakeholder challenges arising between an organisation and publics. I found that in order to avoid unethical practice it was vital for the CEO to present an ethical example working within an ethical framework.
Throughout both readings it is emphasised that in order to act as a socially responsible PR practitioner it is vital to work within a legal and ethical framework built on decent moral and legal values.
Monday, August 18, 2008
Week 5
In summary, the key points I learnt from this week's readings was the importance of strategic thinking in Public Relations. Strategy is a series of planned activities designed and integrated to achieve a stated organisational goal in a contested environment (Johnson and Zawawi, 2004). I was particularly intrigued by the quote “you are only likely to be as good a public relations practitioner as your CEO will allow you to be” (Johnson and Zawawi, 2004: 172). This made me realise the grave importance of continual two-way communication between PR practitioners and higher management in the development of strategic plans.
In order to understand, respond to or shift attitudes I believe that planning is fundamental. My learning builds upon previous learning about public relations in that I learnt that before implemented a strategy it is extremely important to research opinions, define a target audience and establish organisational objectives. These objectives are integral for a business and must strive to be SMART (specific, measurable, achievable, results-oriented and within a specific a time frame). Budgeting is also a major part of strategic planning. I learnt that no plan can succeed without successful monitoring and controlling of an organisations resource. This is where healthy communication with higher management is vital. Competition for these resources is fierce and as PR practitioners we need to negotiate with management for our slice (Johnson and Zawawi, 2004). Evaluation and scheduling is another vital part of the planning process. Chapter 7 ‘strategy, planning and scheduling’ assisted me to visualise the evaluation and scheduling processes with the illustration of sample checklists, flowcharts and Gantt charts. It also assisted me with the concept of planning as a whole with the helpful case studies provided.
In order to understand, respond to or shift attitudes I believe that planning is fundamental. My learning builds upon previous learning about public relations in that I learnt that before implemented a strategy it is extremely important to research opinions, define a target audience and establish organisational objectives. These objectives are integral for a business and must strive to be SMART (specific, measurable, achievable, results-oriented and within a specific a time frame). Budgeting is also a major part of strategic planning. I learnt that no plan can succeed without successful monitoring and controlling of an organisations resource. This is where healthy communication with higher management is vital. Competition for these resources is fierce and as PR practitioners we need to negotiate with management for our slice (Johnson and Zawawi, 2004). Evaluation and scheduling is another vital part of the planning process. Chapter 7 ‘strategy, planning and scheduling’ assisted me to visualise the evaluation and scheduling processes with the illustration of sample checklists, flowcharts and Gantt charts. It also assisted me with the concept of planning as a whole with the helpful case studies provided.
Sunday, August 10, 2008
Week 4
In summary, the key points I learnt from this week's readings was that effective “internal communication” or communication with employees (ideally two-way meaningful interaction) is a critical contributor to employee satisfaction and in turn is a major factor in the overall success of an organisation. I understood that communication with employees is aimed at creating meaning and influencing how members of an organisation behave in regards to a business’s target objectives. In other words successful internal communication can lead to the achievement of a company’s goals or vision (Tymson, Lazar & Lazar, 2006 pp. 314).
As an employee of a large organisation I entirely agreed with the author’s research that states “employees want communication on a variety of topics” (Tymson et al. 2006 pp. 320). I enjoy when my manager communicates and listens to me about job roles, training, feedback, recognition and involvement, all of which add to my overall job satisfaction.
My learning builds upon previous learning about public relations in that I found it extremely interesting that the “best practice” communication approach towards an organisation is non-existent. I learnt that communication approaches that may work for one business may not work for another. However there are still general guidelines that seem to apply to all organisations. The medium of communication within a business is crucial to the work you are in e.g. sending emails to employees may be very effective for IT workers but may not be as effective for those in the fast food industry (Tymson et al. 2006 pp. 326).
The main points I took away from the James (2006) reading was that there are so many diverse jobs available within the PR sector. It was really helpful to read the interviews with PR professionals filled with helpful hints on how to achieve a job within the PR profession. It was reiterated on many occasions just how important a mistake-free resume is and how crucial it is to have researched a business before diving straight into an interview.
It really gives hope to people like me, who are currently studying communications, to see that marketing communications manager Heidi Alexander Pollard and marketing manager Angela Scrymgmour both graduated from Newcastle University with a Bachelor of Communications and are now both very successful professionals.
As an employee of a large organisation I entirely agreed with the author’s research that states “employees want communication on a variety of topics” (Tymson et al. 2006 pp. 320). I enjoy when my manager communicates and listens to me about job roles, training, feedback, recognition and involvement, all of which add to my overall job satisfaction.
My learning builds upon previous learning about public relations in that I found it extremely interesting that the “best practice” communication approach towards an organisation is non-existent. I learnt that communication approaches that may work for one business may not work for another. However there are still general guidelines that seem to apply to all organisations. The medium of communication within a business is crucial to the work you are in e.g. sending emails to employees may be very effective for IT workers but may not be as effective for those in the fast food industry (Tymson et al. 2006 pp. 326).
The main points I took away from the James (2006) reading was that there are so many diverse jobs available within the PR sector. It was really helpful to read the interviews with PR professionals filled with helpful hints on how to achieve a job within the PR profession. It was reiterated on many occasions just how important a mistake-free resume is and how crucial it is to have researched a business before diving straight into an interview.
It really gives hope to people like me, who are currently studying communications, to see that marketing communications manager Heidi Alexander Pollard and marketing manager Angela Scrymgmour both graduated from Newcastle University with a Bachelor of Communications and are now both very successful professionals.
Monday, August 4, 2008
Week 3
When reading the prescribed texts I was initially shocked about the number of differing theories that were applied to the practice of PR. I found that theory could basically be classified as a set of tested assumptions and hypotheses about how the world works which can be used to explain and predict public relations practices. (Johnson and Zawawi, 2004).
My learning builds upon previous learning about public relations in that I was extremely surprised to find that until recently most public relations theories were borrowed from alternate areas of study. However is it apparent that borrowed theories such as agenda setting, (the way news is selected and the effects of selection and omission of news on the public) systems theory, (the idea that organisation work within either closed or open systems referring to the amount communication flow inside or outside an organisation) semiotic approaches (the study of signs on the form of words, symbols and sound which represent something) and Habermas’s critical theory (the way people discuss freely in public in regards to their culture) are all of grave importance in PR practice (Johnson and Zawawi, 2004).
I found that apart from these borrowed theories there has since been the development of theories from within the public relations sector. The most common of these newly developed PR theories is the “four model” approach taken by Grunig and Hunt (1984). These include press agentry, public information, two-way asymmetrical and two-way symmetrical. The most prominent of these is the two-way symmetrical model also named the “excellence model” for its attempt to balance the interests of the organisation and its publics. Since its development this theory has come under a lot of scrutiny but after reading the text I believe it is still the most effective way of PR communication in many circumstances (Gower, 2006).
In summary, the key points I learnt from this week's readings were that there are many applied theories to PR and each of these have both positive and negative points. However to grasp a greater understanding of PR I find that it is important to consider all of theories for different situations. I also feel it is integral to utilise these theories to help predict a future for PR as a whole. In conjunction with this I believe that we must develop new theories to account for our newly globalised public. The existing localised theories can become rather inadequate when being compared on a global scale. It is now out challenge as potential future practitioners of PR to consider the effects of globalisation and advancement in technology as a suggested direction for future study (Gower, 2006).
My learning builds upon previous learning about public relations in that I was extremely surprised to find that until recently most public relations theories were borrowed from alternate areas of study. However is it apparent that borrowed theories such as agenda setting, (the way news is selected and the effects of selection and omission of news on the public) systems theory, (the idea that organisation work within either closed or open systems referring to the amount communication flow inside or outside an organisation) semiotic approaches (the study of signs on the form of words, symbols and sound which represent something) and Habermas’s critical theory (the way people discuss freely in public in regards to their culture) are all of grave importance in PR practice (Johnson and Zawawi, 2004).
I found that apart from these borrowed theories there has since been the development of theories from within the public relations sector. The most common of these newly developed PR theories is the “four model” approach taken by Grunig and Hunt (1984). These include press agentry, public information, two-way asymmetrical and two-way symmetrical. The most prominent of these is the two-way symmetrical model also named the “excellence model” for its attempt to balance the interests of the organisation and its publics. Since its development this theory has come under a lot of scrutiny but after reading the text I believe it is still the most effective way of PR communication in many circumstances (Gower, 2006).
In summary, the key points I learnt from this week's readings were that there are many applied theories to PR and each of these have both positive and negative points. However to grasp a greater understanding of PR I find that it is important to consider all of theories for different situations. I also feel it is integral to utilise these theories to help predict a future for PR as a whole. In conjunction with this I believe that we must develop new theories to account for our newly globalised public. The existing localised theories can become rather inadequate when being compared on a global scale. It is now out challenge as potential future practitioners of PR to consider the effects of globalisation and advancement in technology as a suggested direction for future study (Gower, 2006).
Monday, July 28, 2008
When first starting this course I was sure I had a grasp of what was meant by public relations and what working in the public relations industry entailed. However after reading the provided texts I found my definitions to be quite insufficient. My learning builds upon previous learning about public relations in that I no longer believe that PR can simply be ruled off as an easy job or a job that is solely based around making relationships with publics. I now understand that working within the PR industry requires a lot more that “people skills” but also the ability to liaise, negotiate, write and speak efficiently, problem solve, meet deadlines, have a sense of what’s happening in the world, be organised and to be diplomatic just to name a few (James, 2006). Also I was also extremely surprised to see the amount of jobs on offer in the PR industry and how often that the job title rarely even mentioned the words public relations. These readings also gave me a greater understanding on how to diferentiate between advertising which I now understand is predominately about the buying of publicity and PR which is the attempt to get publicty for free.
I found that like most industries PR has dramatically changed throughout history. In summary the key points I learnt from this week's readings were that there has been major developments in PR since its emergence in the 1840s to the present day. I was interested to see how the education, technology and the counteracting of politicisation in the media had such a great effect on the industry of PR. The implementation of stunts in the media as a way of gaining attention and press coverage was also very interesting. In summation I have also learned that the PR sector which was once predominately obtained by rich men has now made a shift to being a dominantly female industry and the primarily subjective press of the early 1900s has now become a somewhat objective press. I believe it is also fundamental to mention the role of the Public Relations Institute of Australia (PRIA) and its job in ensuring a socially responsible press (Johnson and Zawawi, 2004).
These readings have helped me understand the background of PR (the heavy influence of film and American PR) and they have also given me greater knowledge of what is meant by PR and what the PR industry involves.
I found that like most industries PR has dramatically changed throughout history. In summary the key points I learnt from this week's readings were that there has been major developments in PR since its emergence in the 1840s to the present day. I was interested to see how the education, technology and the counteracting of politicisation in the media had such a great effect on the industry of PR. The implementation of stunts in the media as a way of gaining attention and press coverage was also very interesting. In summation I have also learned that the PR sector which was once predominately obtained by rich men has now made a shift to being a dominantly female industry and the primarily subjective press of the early 1900s has now become a somewhat objective press. I believe it is also fundamental to mention the role of the Public Relations Institute of Australia (PRIA) and its job in ensuring a socially responsible press (Johnson and Zawawi, 2004).
These readings have helped me understand the background of PR (the heavy influence of film and American PR) and they have also given me greater knowledge of what is meant by PR and what the PR industry involves.
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