In dealing with the media, the skill of writing a press release was learnt in journalism module. For example, how to write articles using the inverted pyramid model, how not to write it in a promotional style as journalists often re-write it anyway, and to pitch a press release using a certain angle that is interesting to the reader etc. The picture on the left actually reveals how the public/journalists views pr practitioners through press releases. Due to its promotional nature, press releases are often exaggerated and unbelievable, hence, pr practitioners must often keep in mind ethics while at work.

Something else that interest me was media kits and case histories. I think it is a smart all-in-one package that is useful for a journalist. However, care must be taken to ensure it is not packaged too much like a 'bribery kit' instead.

Public Relations research is probably one of the more boring topic or activity pr practitioners carry out. However, it is very much needed in every stage of a pr campaign. Before anything, research is done for situational analysis. During an event, research is still being carried to monitor progress. At the end, research is done to determine if target is achieved.

An area of interest would be the links between attitudes, opinions and behaviour. Attitude is described as having 3 components: cognitive (thinking), affective (feeling) and behavioural (doing). A pr campaign is aimed to change either one, two or all three components. To result in attitude change, occurrences in chronological order ususally starts with audience understanding of case facts, then feeling or believing before they start doing. However, behaviour may also be influenced by other factors (situational, motivational etc) and constraints. The cognitive element will then come in later to justify the action.

a youtube video to promote NCAA and CapitalOne

Ethical issues usually consist of decisions that may be acceptable in one culture but not in another. Good intent of one pr practitioner may not be enough to ensure ethical behaviours, and may affect reputation of the organization or company. If pr practitioners do not take a proactive role in upholding ethics, the organization may be seen as incompetent.

As already mentioned, ethical behaviour means different things for each individual. Hence, a grading system of some sort is needed for everyone to follow. Examples are deontology, consequentialism, inclusion and proactive ethics. These are ideas or school of thoughts that help pr pratitioners carry out their duties ethically.

I personally relate most to is consequentialism. This enables one to see the big picture and to do what is best in the interest of the masses. This is similar to utilitarianism. However, a major disadvantage is that the ethics of the means of achieving goals is not considered. This can result in disastrous outcomes. Take for example, Ford Motor Company, which ignored a design flaw of the Ford Pinto due to economical reasons. Analysts calculated that the amount to correct this design flaw would cost more than the insurance pay-out derived from the probability of accidents and deaths occurring. Although it is economically beneficial, Ford's decision to ignore flaws was undoubtedly unethical.

Another infamous case study> Enron

A major trend observed in most cultures is that pr practitioners are predominantly women. It is reported that 80% of communication students in Australia, Singapore, Malaysia and Hong Kong are female.

However, Wilcox et al. (2007) reported that although the number of female practitioners are rising, the difference in the salaries of male and female practitioners are not decreasing. They note that women are usually assigned technical positions that attract lower salaries and men are assigned managerial positions that attract higher salaries. Women are probably put at the front line (in a technical position) as they relate and communicate better with clients.

The gap can be narrowed by understanding feminization through research. If women are open to opportunities to progress, to learn how to lead and develop skills necessary to manage people, there is more possibility for equality between genders that is relative to the ratio of practitioners.

The introduction chapter to the textbook acquaints students well with historical origins, values and different perceptions of public relations.

Learning about PR pioneers like Ivy Lee and Edward Bernays opens up my mind to psychological elements of consciousness and social sciences used as persuasive techniques in PR. In early stages of PR history, mainly press agentry, propaganda and news were considered important in the workings of PR. It moved into:

- communicating and initiating

- reacting and responding

- planning and prevention

- status of professionalism development

compare it with Grunig and Hunt's 4 model:

- press agentry

- public information

- two-way asymmetrical

- two-way symmetrical

Grunig and Hunt's 4 model gives a better historical viewpoint taking into account historical events like WW2. (reference)

Chapter 1 also outlines the roles of modern Public Relations very clearly. These include internal and external communication management, crisis management, research, public affairs, financial relations and developing public relations position for the organisation. These 6 functions are meant to generalise the wide job scope of a PR person and not to limit their extend that they can reach out to. As the occupation is a highly volatile one, always changing and adapting to its environment and what is needed, PR persons must learn not to limit themselves but to effectively identify missing links in communication between any party and to fill those gaps in.

Just a look into one of the many PR campaigns that caught my eye. I remembered this from long ago and googled it. Pretty difficult to find actually.

This is a little experiment done to promote ST701, which is an e-marketplace by SPH's CATS Classified. A beauty queen was invited to live in a glass house for a week. She slept, ate, 'shat' and did not leave her glass house for that whole duration. The aim was to show the public (through 'transparency' of the glass house) that one did not need to leave the house as long as you have access to ST701. I thought it was a good concept. Cool idea, with good publicity, especially since it was in the heart of Central Business District (CBD). But the competition (The Ultimate Date) was a tad cheesy.

http://www.st701.com/colleenexposed/intro.html

http://www.sph.com.sg/article.display.php?id=643