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.