Right. So I'm way behind time on my readings and hence blogging since the bookshop has decided 'not to carry our textbook' and then decided 'to bring in it but late'. Seriously inane but okay, rant will stop here.

In my first post, I have already expressed my interest in the theoretical, so chapter 3 was fairly easy to get by. There were a lot of familiar topics in communication theories like the Shannon-Weaver model, framing and cultural theories. I could also identify tactics mentioned in the readings in tutorial case studies. For example, source credibility was a tactic used in the SARS case study, when they used a doctor as a spokesperson.

Moving on to PR theories, the one that caught my attention the most would be Grunig and Hunt's four models. (also probably because that is my debate topic haha) It explains the ways and intent of each model. That was more than 2 decades ago and since then, there have been variations to the four models. The models were meant to categorise PR practice then, which was more than 2 decades ago. Now that the modern world is moving towards new media, one can only question if the models are still applicable. Refer to an article below raising this very concern.

http://www.prstudies.com/weblog/2009/05/twoway-yes-symmetrical-no.html

So this week was spent learning about the basic general framework and elements of a campaign. That being research, analysis, goals, objectives, target audience, strategies, tactics, monitoring and evaluation. I've held a CCA when I was in Temasek Polytechnic, organising large-scale events so these terms and structure are not new to me. In fact, I am surprised and in addition, motivated by this familiarity.

I think one of the reasons why practicing PR is so difficult is because a PR person must always have fresh ideas in strategies and (more specifically) tactics, especially when doing advertising. Once an innovative idea has been used, it will keep being repeated by other companies and advertisements. So much so that audience/consumers might become 'immune' to it. That is why PR strategies and tactics evolve. There are now things like flash mobs and viral videos. The fact that new ways are being explored using new media is actually advantageous. That would be the most challenging factor personally, and I hope to keep surpassing my own expectations.

click here Droga5 > CASE STUDIES > ecko unItd

then compare it with these:
Straits Times
Channel News Asia

same concept. but why didnt it work over here in Singapore? (note: use of the word 'graffiti' vs use of the word 'vandalism')

different target crowd/audience? different culture? (we are apparently still very conservative, from the comments given in the articles)

or maybe the stunt was pulled off a little too shoddily. Singapore youths are very much influenced by American culture, hence graffiti as an art form is not new. if this is publicity for the upcoming Youth Olympic Games, why arent youths involved? if vandalism is a punishable offence in Singapore, why werent the police properly notified? (there is a thin line between art and vandalism you know)

Singpost has had a lot to explain. but perhaps it is because of improper planning on the company's part that the publicity stunt was not well-received.

tsk. consequence of a poorly managed publicity stunt can be heavy.

I've always understood the technical jobscope of a public relations person. My Godmother used to work for Burson-Marsteller, which was then the most recognised and established PR agency, and she used to tell me stories of her work life. I knew being a PR person means being the link between companies offering products and services, and customers/consumers. It involves consultation from many different departments of the company and carrying out of publicity that can sometimes become overwhelming.

After today's lesson however, I am dissatisfied with my shallow understanding of Public Relations. Many new terms and concepts have made me a little more curious about the underlying works of PR. For example, models and strategies, and the topic of ethics in PR etc.

I think that it is important to develop skills that enable one to handle the pressure and competition of being a PR person. But to know techniques and theories that can be put into practice might just give one an edge over many who simply concentrate on technicalities.

testing