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.
5 comments:
jo, I thought the point about "you are only likely to be as good a PR practitioner as your CEO will allow you to be" was very interesting, amd I also thought the point you made fierce competition for resourses was very important and something I probably didn't think about enough myself.
Hi Jo,
I really like your summary of this week's readings. It was clear, concise and easy to read. I too agree on the point you made about strategy being vital to public relations and that two-way communication is vital in achievIng this. I also think strategic planning is important to the building and strengthening of relationships among an organisation.
Jo, I really agreed with many of your comments this week. The point you made about the importance of communication between PR and higher management is something I also touched on in my blog. It seems so vital to have consistent communication between them for an organisation to develop to its potential and it is something that seems to continuously come up in the readings. I also agree with your emphasis on the importance of planning and research. I found that they were two key points emphasised very heavily in the reading.
In response you your comment last week I also agree that pr seems to include a very huge workload and I think that this week's readings about strategy and planning also enforce this idea. I have to say that I also was intrigued by that quote and the relationship it presents between pr practitioners and their management. I had never before realized the importance of "healthy communication" with higher management.
In response you your comment last week I also agree that pr seems to include a very huge workload and I think that this week's readings about strategy and planning also enforce this idea. I have to say that I also was intrigued by that quote and the relationship it presents between pr practitioners and their management. I had never before realized the importance of "healthy communication" with higher management.
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