Sunday, September 2, 2007
Week 8
Sallot and Johnston provide a thought provoking article entitled 'to contact ... or not? Investigating journalists' assessments of public relations sibsidies and contact preferences.' This article conveys attitudes of journalists towards practitioners based on US studies and how this effects media relations between them. The most common complaint of journalists toward practitioners is their lack of news-writing knowledge. In relation to media releases, journalists felt that there was a lack of writing professionalism in terms of organisation bias, knowing what was newsworthy and structure of an article.
Studies showed that most journalists preferred contact through email or phone and that other modes such as fax were less desirable. Journalists tended to appreciate the work of practitioners who were prepared to understand the writing style of their targeted publication. They thought that it showed a preparedness to conform and that ink or air time weren't saleable commodities. This article outlined the misapprehension felt by most journalists to be bribed for space.
Successful media relations can be summed up by the following: 'practitioners who tailor delivery of their subsidies to individual journalists' preferences vastly improve their media relationships and chances of success.'
This week's readings again highlight the importance of media relations. It illustrates the necessity of practitioners to be mindful of journalistic needs in order to successfully deliver their intended message. Contact should not be singular events that in the wider scheme of things, do not encourage relationships. Contact should be regular, as with all relationships, in order to be successful.
Studies showed that most journalists preferred contact through email or phone and that other modes such as fax were less desirable. Journalists tended to appreciate the work of practitioners who were prepared to understand the writing style of their targeted publication. They thought that it showed a preparedness to conform and that ink or air time weren't saleable commodities. This article outlined the misapprehension felt by most journalists to be bribed for space.
Successful media relations can be summed up by the following: 'practitioners who tailor delivery of their subsidies to individual journalists' preferences vastly improve their media relationships and chances of success.'
This week's readings again highlight the importance of media relations. It illustrates the necessity of practitioners to be mindful of journalistic needs in order to successfully deliver their intended message. Contact should not be singular events that in the wider scheme of things, do not encourage relationships. Contact should be regular, as with all relationships, in order to be successful.
Sunday, August 26, 2007
Week 7
This week's reading by Johnston and Zawawi had many key points to remember while considering the theme 'media relations'.
1. Their first key item points towards the relationship held between public relations (PR) practioners and the media and how interaction between each can help to convey a message. This may mean regular contact on a regular basis.
2. Media and big business - Australian media is characterised by controlling monopolies. One only has to think of the media magnates Packer (PBL holdings) and Murdock (Fairfax). There is debate about cross-media ownership by one company in the same location. Issues include diversity, representation, plurality, regulation and technological convergence. Media convergence enable message sending to a wide varied audience and can be used to provide live media.
3. Relationship between PR and media can be fostered in the following ways.
Knowing whats newsworthy which can be determined by proximity, prominence and currency, human interest, the unusual and money.
Deadlines. Media outlets run to strict deadlines. This varies for different media styles eg. radio and monthly mags.
Newsroom must understand the role of newroom personal and the hierachal structure. Eg. editior, chief of staff, section editors, sub editiors, reporters and photographers. Get to know the journalists on a personal level to gain a better understanding.
Media styles different media have different requirements which the practitioner should be aware of. The should always consider the medium's particular needs such as supply of information.
Target audience the practitioner should define the audience they wish to target their message to. They should consider aspects that might concern their audience, the type of medium they may use eg. tv, radio and content.
Media release these are brief news items that will convey key messages regarding events, issues and so forth. They usually contain elements of who, what, when, where, why and how as well as newsworthy aspects. Effective media releases will be to the point.
Media kits are used by journalists to make their job easier. They might contain fact sheets, reference guides that list key attributes of an organisation or event; backgrounders, that provide the background of an organisation or event; feature articles, these can be written features or a feature idea may be developed and passed onto a journalist; profiles, comprehensive background on an individual or organisation. Other items may include business cards and media passes.
Media conference allows for a wide dissemination of a story, to give all media access at once, to allow journalists to ask follow-up questions. Members of the conference can be invited through fax, email and the practitioner must also consider the location of the conference. It must be easily accessed and central. Such examples may include hotels and town halls where other requirements such as parking can be met.
The Public relations theory and practice readings presented aspects that make up the relationship structure between public relations and media. This weeks readings outlined strong journalistic techniques and how knowledge of these by PR practitioners help to foster a relationship with their media counterparts, ie. journalists. There is an underlying message of fostering this relationship with less professional techniques such as socialising with each profession's counterparts.
I've briefly checked out the online readings but will discuss these later.
1. Their first key item points towards the relationship held between public relations (PR) practioners and the media and how interaction between each can help to convey a message. This may mean regular contact on a regular basis.
2. Media and big business - Australian media is characterised by controlling monopolies. One only has to think of the media magnates Packer (PBL holdings) and Murdock (Fairfax). There is debate about cross-media ownership by one company in the same location. Issues include diversity, representation, plurality, regulation and technological convergence. Media convergence enable message sending to a wide varied audience and can be used to provide live media.
3. Relationship between PR and media can be fostered in the following ways.
Knowing whats newsworthy which can be determined by proximity, prominence and currency, human interest, the unusual and money.
Deadlines. Media outlets run to strict deadlines. This varies for different media styles eg. radio and monthly mags.
Newsroom must understand the role of newroom personal and the hierachal structure. Eg. editior, chief of staff, section editors, sub editiors, reporters and photographers. Get to know the journalists on a personal level to gain a better understanding.
Media styles different media have different requirements which the practitioner should be aware of. The should always consider the medium's particular needs such as supply of information.
Target audience the practitioner should define the audience they wish to target their message to. They should consider aspects that might concern their audience, the type of medium they may use eg. tv, radio and content.
Media release these are brief news items that will convey key messages regarding events, issues and so forth. They usually contain elements of who, what, when, where, why and how as well as newsworthy aspects. Effective media releases will be to the point.
Media kits are used by journalists to make their job easier. They might contain fact sheets, reference guides that list key attributes of an organisation or event; backgrounders, that provide the background of an organisation or event; feature articles, these can be written features or a feature idea may be developed and passed onto a journalist; profiles, comprehensive background on an individual or organisation. Other items may include business cards and media passes.
Media conference allows for a wide dissemination of a story, to give all media access at once, to allow journalists to ask follow-up questions. Members of the conference can be invited through fax, email and the practitioner must also consider the location of the conference. It must be easily accessed and central. Such examples may include hotels and town halls where other requirements such as parking can be met.
The Public relations theory and practice readings presented aspects that make up the relationship structure between public relations and media. This weeks readings outlined strong journalistic techniques and how knowledge of these by PR practitioners help to foster a relationship with their media counterparts, ie. journalists. There is an underlying message of fostering this relationship with less professional techniques such as socialising with each profession's counterparts.
I've briefly checked out the online readings but will discuss these later.
Tuesday, August 14, 2007
Sunday, August 12, 2007
Week 5
I think the key points to remember from this week's readings were the planning aspects of public relations. Johnston and Zawawi's public relations theory and practice include the following:
1. Organisational Strategy - a series of planned activities that will determine goals and objectives, develop action plans and use various communication tools to implement strategy. Questions such as what business are we in? Why does the business exist? can help to develop the planning phase.
2. Public Relations Strategy - Practitioners should have direct access to the decision-making body, to educate management about the value of strategic PR to ensure their influence in the planning and development of an organisation's objectives such as crisis management and their publics interests.
3. Value of Public Relations - As previously mentioned, it is important for a practitioner to be linked directly to the head of an organisation to effectively promote their strategies within management, their various publics and throughout the organisational structure. Studies show that organisations willing to foster this relationship often enjoy the benefits of good sales economics, fewer crises as well as attracting loyalty from their publics.
4. Vision and Mission Statements - these will define what you are doing and the direction you are heading. The vision statement will usually determine future direction. The mission statement closes the gap between an unsatisfactory present and an ideal future. PR mission statements are developed from these.
5. Key Performance Indicators - (KPI's) indicators that are used to measure progress towards achieving their mission, such as percentages from a financial point of view. However, this is not always effective in measuring the intangible aspects of business.
6. Strategic Planning - Johnston and Zawawi's 10 point plan.
-executive summary
-vision and mission
-background and situation analysis
-define strategy
-define publics
-define main message
-select tactics and communication methods
-implementation and scheduling
-monitoring and evaluation
-budget.
This week's readings allowed me to understand the importance of the term 'strategy' within the realms of public relations. While an organisation may develop its direction according to its business needs, the readings indicate that the practitioner not only aligns their values to that of the business, but will also anticipate its future needs by formulating strategies and developing policies. These are most effective when backed by top management.
1. Organisational Strategy - a series of planned activities that will determine goals and objectives, develop action plans and use various communication tools to implement strategy. Questions such as what business are we in? Why does the business exist? can help to develop the planning phase.
2. Public Relations Strategy - Practitioners should have direct access to the decision-making body, to educate management about the value of strategic PR to ensure their influence in the planning and development of an organisation's objectives such as crisis management and their publics interests.
3. Value of Public Relations - As previously mentioned, it is important for a practitioner to be linked directly to the head of an organisation to effectively promote their strategies within management, their various publics and throughout the organisational structure. Studies show that organisations willing to foster this relationship often enjoy the benefits of good sales economics, fewer crises as well as attracting loyalty from their publics.
4. Vision and Mission Statements - these will define what you are doing and the direction you are heading. The vision statement will usually determine future direction. The mission statement closes the gap between an unsatisfactory present and an ideal future. PR mission statements are developed from these.
5. Key Performance Indicators - (KPI's) indicators that are used to measure progress towards achieving their mission, such as percentages from a financial point of view. However, this is not always effective in measuring the intangible aspects of business.
6. Strategic Planning - Johnston and Zawawi's 10 point plan.
-executive summary
-vision and mission
-background and situation analysis
-define strategy
-define publics
-define main message
-select tactics and communication methods
-implementation and scheduling
-monitoring and evaluation
-budget.
This week's readings allowed me to understand the importance of the term 'strategy' within the realms of public relations. While an organisation may develop its direction according to its business needs, the readings indicate that the practitioner not only aligns their values to that of the business, but will also anticipate its future needs by formulating strategies and developing policies. These are most effective when backed by top management.
Sunday, August 5, 2007
Commentary on Annika's blog
Hi Annika
I haven't yet read week 5 readings as you have done so firstly, good on you for being in front. I had imagined that the legal environment when considering public relations would have something to do with how PR works in legal confines. Just when you think you have this PR thing worked out, along comes the legal eagle with all their rules and restrictions. Does this impact upon the role of the practitioner? Probably not, I imagine that this would only act to inhibit the role of the practitioner. However, I am sure that legal requirements always lurk in the back of the dark recesses of one's mind and only come to the fore when an obvious dilemma is being faced.
Great Blog!
I haven't yet read week 5 readings as you have done so firstly, good on you for being in front. I had imagined that the legal environment when considering public relations would have something to do with how PR works in legal confines. Just when you think you have this PR thing worked out, along comes the legal eagle with all their rules and restrictions. Does this impact upon the role of the practitioner? Probably not, I imagine that this would only act to inhibit the role of the practitioner. However, I am sure that legal requirements always lurk in the back of the dark recesses of one's mind and only come to the fore when an obvious dilemma is being faced.
Great Blog!
Week 4
I think the key points to remember from the Gray's chapter entitled 'internal communications' in the new Australian and New Zealand public relations manual,
1. illustrates an in-depth view of the workings of internal communications within large organisations.
2. in large, communicators should prescribe to their organisation's values to effectively communicate these to employees within the organisation structure in order to change behaviour within the environment. There will be an objective for a change of behaviour that is usually to achieve economics of sales.
3. There are many tools that the communicator may use transfer information within the organisation to enable change. These include the traditional media formats of newsletters and magazines, digital media such an email, intranet, sms live television. Research shows that the most effective form of communication that impacts upon employee behaviour is the face to face contact with company executives.
4. Communicators must remember that communication is a tailored process and it must meet the needs of the organisation. However one communication process for a particular organisation may not be appropriate for another.
This weeks readings made me think of the necessary strategies a communicator must utilise in order to communicate effectively within an organisation. Change is better effected when communication lines are open between executive, management, supervisors and front line employees. Success can be measured by the rate of participation from employees that are aligned to an organisation's set values. On the other hand, if the communication process does not enable open communication between front line employees and management through various means, but especially face to face, morale is usually found to be low.
1. illustrates an in-depth view of the workings of internal communications within large organisations.
2. in large, communicators should prescribe to their organisation's values to effectively communicate these to employees within the organisation structure in order to change behaviour within the environment. There will be an objective for a change of behaviour that is usually to achieve economics of sales.
3. There are many tools that the communicator may use transfer information within the organisation to enable change. These include the traditional media formats of newsletters and magazines, digital media such an email, intranet, sms live television. Research shows that the most effective form of communication that impacts upon employee behaviour is the face to face contact with company executives.
4. Communicators must remember that communication is a tailored process and it must meet the needs of the organisation. However one communication process for a particular organisation may not be appropriate for another.
This weeks readings made me think of the necessary strategies a communicator must utilise in order to communicate effectively within an organisation. Change is better effected when communication lines are open between executive, management, supervisors and front line employees. Success can be measured by the rate of participation from employees that are aligned to an organisation's set values. On the other hand, if the communication process does not enable open communication between front line employees and management through various means, but especially face to face, morale is usually found to be low.
Sunday, July 29, 2007
Week 3
I think the key points to remember from this weeks readings were how theoretical perspectives help to explain how public relations works.
Agenda Setting - The way news is selected. This is a highly competitive method of gaining media coverage, with the motive of gaining a lot of attention in order for the audience to think that certain topics are important. It is a theory about the social construction of news which provide important understandings about the role and power of the media in society (Johnston & Zawawi, p.45.)
General Systems theory - Organisations can operate within open or closed systems. Open systems will consider external influences such as public opinion where closed systems will not consider external influences, but will consider internal influences(p.46.)
Semiotics - The study of signs and symbols. It explains how our thoughts can be manipulated through the use of particular symbols (p.48.)
Habermas, Critical Theory and the notion of public sphere - This criticised the way that people are influenced to think by their surrounding capitalist culture. Habermas suggests that society works better when people are allowed to make up their own minds and that there is an equal footing in terms of power relations (pp 50-52.)
Grunig's Models
1. Press Agentry - Attention grabbers in order to promote an event, product or organisation.
2. Public Information - Public relation as a one way flow of information on behalf of a organisation.
3. Two way Asymmetric - Public relation biased to an organisations view.
4. Two way Symmetric - Public views taken into consideration (p.53.)
The debate relating to the two way symmetric model is that it does not acknowledge the power relations between an organisation and its publics (p.56.)
Rhetorical Theory - A two way process through statement and counter-statement as a test to other peoples views' and values' and that the playing field is level (p.58.)
Situational Theory - suggests that the situation in which people find themselves influences whether or not they will protest or try to get their opinions heard. Publics are active or passive (p.62.)
Magic Bullet Theory - One way flow of information finding its target (p.65.)
Uses and Gratification Theory - Using different media for different purposes (p.65.)
Social Learning Theory - suggests that people modify their attitudes and behaviours to fit in with those exhibited by others (p.66.)
Social Exchange Theory - Social life is a series of exchanges. For example, the giving and receiving of affection, respect, goods and services (p.66.)
Gower's journal article entitled public relations research at the crossroads gives a deeper insight into Grunig's paradigm of two way symmetrical communications. She provides a critique regarding this paradigm in regards to the unequal power relations between organisations and their publics. This was also covered in Johnston and Zawawi's reading.
This week's readings made me think how theoretical frameworks help to explain public relations. Johnston and Zawawi allow us to consider that the theoretical perspectives of public relations can be explained outside of the discipline of communications. Sociological theories such as social learning and social exchange theory also help to explain the ideology of public relations. This week's readings also illustrate that public relations can not be constrained by one theory. Johnston and Zawawi list over 13 theories that can be considered when explaining it. The two way symmetric model seems to share it's ideologies of responding to public opinion with the open systems paradigm of the general systems theory.
Agenda Setting - The way news is selected. This is a highly competitive method of gaining media coverage, with the motive of gaining a lot of attention in order for the audience to think that certain topics are important. It is a theory about the social construction of news which provide important understandings about the role and power of the media in society (Johnston & Zawawi, p.45.)
General Systems theory - Organisations can operate within open or closed systems. Open systems will consider external influences such as public opinion where closed systems will not consider external influences, but will consider internal influences(p.46.)
Semiotics - The study of signs and symbols. It explains how our thoughts can be manipulated through the use of particular symbols (p.48.)
Habermas, Critical Theory and the notion of public sphere - This criticised the way that people are influenced to think by their surrounding capitalist culture. Habermas suggests that society works better when people are allowed to make up their own minds and that there is an equal footing in terms of power relations (pp 50-52.)
Grunig's Models
1. Press Agentry - Attention grabbers in order to promote an event, product or organisation.
2. Public Information - Public relation as a one way flow of information on behalf of a organisation.
3. Two way Asymmetric - Public relation biased to an organisations view.
4. Two way Symmetric - Public views taken into consideration (p.53.)
The debate relating to the two way symmetric model is that it does not acknowledge the power relations between an organisation and its publics (p.56.)
Rhetorical Theory - A two way process through statement and counter-statement as a test to other peoples views' and values' and that the playing field is level (p.58.)
Situational Theory - suggests that the situation in which people find themselves influences whether or not they will protest or try to get their opinions heard. Publics are active or passive (p.62.)
Magic Bullet Theory - One way flow of information finding its target (p.65.)
Uses and Gratification Theory - Using different media for different purposes (p.65.)
Social Learning Theory - suggests that people modify their attitudes and behaviours to fit in with those exhibited by others (p.66.)
Social Exchange Theory - Social life is a series of exchanges. For example, the giving and receiving of affection, respect, goods and services (p.66.)
Gower's journal article entitled public relations research at the crossroads gives a deeper insight into Grunig's paradigm of two way symmetrical communications. She provides a critique regarding this paradigm in regards to the unequal power relations between organisations and their publics. This was also covered in Johnston and Zawawi's reading.
This week's readings made me think how theoretical frameworks help to explain public relations. Johnston and Zawawi allow us to consider that the theoretical perspectives of public relations can be explained outside of the discipline of communications. Sociological theories such as social learning and social exchange theory also help to explain the ideology of public relations. This week's readings also illustrate that public relations can not be constrained by one theory. Johnston and Zawawi list over 13 theories that can be considered when explaining it. The two way symmetric model seems to share it's ideologies of responding to public opinion with the open systems paradigm of the general systems theory.
Week 2
This is a re-do of my first blog.
I think the key points to remember from this weeks readings is
1. That public relations is not a term that can be easily defined. However, Harold Burson (as cited in Johnston & Zawawi, p5) list its four functions in society as a) a sensor of social change, b) corporate conscience, c) communicator, d) corporate monitor.
I would also include interpreter into this list. I have come to realise that it is essential for a practitioner to be able to interpret matters in order to properly advise organisations and maintain a relationship with their organisation's publics'.
2. The definition has been further challenged by the advent of technology, especially that of the internet. It has enabled groups and organisations to communicate globally (p.6.)
3. There are two primary roles of the public relations practitioner. The technician and the problem solver. Problem solvers ask clients to re-think or clarify problems and to look for solutions. They are usually part of the dominant coalition of management, or the decision making body. Technicians provide services such as producing publications (p.7.)
These roles are multi-faceted in which they may overlap with other disciplines such as marketing.
The second chapter of Johnston and Zawawi gives a history of public relations in Australia. There are three significant developments.
1. Implementation of the Education Act 1872. Literacy levels, especially among males, made the reading audience wider.
2. The creation of technology allowed the production of daily newspapers.
3. Depoliticisation of newspapers. A move from politically reliant groups of the media allowed the press to be objective and move into the realm of the fourth estate (p.24.)
Entertainers used the press for publicity, especially by American film companies in the 1920's. Australia adopted their publicity methods during this time. World War I in the 1930's had a big impact on publicity in terms of extravagance because of the depression, and audiences being primarily female while men fought. Feminine topics such as fashion were being covered. Propaganda began to creep in whereby news content would be controlled. This type of control of media in Australia can be attributed to General MacArthur in 1943 while he was stationed here. There was a focus on news-management and from here techniques of public relations began to emerge. Not long after, the Public Relations Institute of Australia (PRIA) was established (pp 27-29.)
In the 1950's, public relations moved to television and by the 1960's large amounts of money was being pumped into the industry. The 1970's fostered a climate of creativity in television with video clips. Women were finding their way into the industry and by 1990 two thirds of the industry was worked by women.
This week's readings gave insight into what is public relations? My ideas of this industry were naiive (and still are) in that I limited public relations to fit only into the realm of spin doctoring. To an extent this may be true, the readings indicate that the field encompasses client servicing, market assessment, production development, events management to name a few. It was interesting to read that female numbers in this industry has increased to a dominant position by over two thirds. In my opinion, it seems in today's society that there is a need for organisations to be aware of their publics needs in order for them to provide their best services. It is also my opinion that women would be more attuned to social issues rather than men, and therefore able to gauge public sentiments more readily making us suited to this industry.
I think the key points to remember from this weeks readings is
1. That public relations is not a term that can be easily defined. However, Harold Burson (as cited in Johnston & Zawawi, p5) list its four functions in society as a) a sensor of social change, b) corporate conscience, c) communicator, d) corporate monitor.
I would also include interpreter into this list. I have come to realise that it is essential for a practitioner to be able to interpret matters in order to properly advise organisations and maintain a relationship with their organisation's publics'.
2. The definition has been further challenged by the advent of technology, especially that of the internet. It has enabled groups and organisations to communicate globally (p.6.)
3. There are two primary roles of the public relations practitioner. The technician and the problem solver. Problem solvers ask clients to re-think or clarify problems and to look for solutions. They are usually part of the dominant coalition of management, or the decision making body. Technicians provide services such as producing publications (p.7.)
These roles are multi-faceted in which they may overlap with other disciplines such as marketing.
The second chapter of Johnston and Zawawi gives a history of public relations in Australia. There are three significant developments.
1. Implementation of the Education Act 1872. Literacy levels, especially among males, made the reading audience wider.
2. The creation of technology allowed the production of daily newspapers.
3. Depoliticisation of newspapers. A move from politically reliant groups of the media allowed the press to be objective and move into the realm of the fourth estate (p.24.)
Entertainers used the press for publicity, especially by American film companies in the 1920's. Australia adopted their publicity methods during this time. World War I in the 1930's had a big impact on publicity in terms of extravagance because of the depression, and audiences being primarily female while men fought. Feminine topics such as fashion were being covered. Propaganda began to creep in whereby news content would be controlled. This type of control of media in Australia can be attributed to General MacArthur in 1943 while he was stationed here. There was a focus on news-management and from here techniques of public relations began to emerge. Not long after, the Public Relations Institute of Australia (PRIA) was established (pp 27-29.)
In the 1950's, public relations moved to television and by the 1960's large amounts of money was being pumped into the industry. The 1970's fostered a climate of creativity in television with video clips. Women were finding their way into the industry and by 1990 two thirds of the industry was worked by women.
This week's readings gave insight into what is public relations? My ideas of this industry were naiive (and still are) in that I limited public relations to fit only into the realm of spin doctoring. To an extent this may be true, the readings indicate that the field encompasses client servicing, market assessment, production development, events management to name a few. It was interesting to read that female numbers in this industry has increased to a dominant position by over two thirds. In my opinion, it seems in today's society that there is a need for organisations to be aware of their publics needs in order for them to provide their best services. It is also my opinion that women would be more attuned to social issues rather than men, and therefore able to gauge public sentiments more readily making us suited to this industry.
Sunday, July 22, 2007
Week 2
WEEK 2
I think the key points to remember from this week's readings were according to Johnston and Zawawi is firstly that the term public relations (PR) can not be easily defined. It crosses over into areas of advertising and marketing. These ideas were covered in the first chapter of the readings.
The governing organisations for PR is the Public Relations Institute of Australia (PRIA). Don Barnes describes it as "officers and consultants maintaining an organisations relations with its various publics" (Johnston & Zawawi, p5.) However, with the advent of new technology, especially that of the internet, there has been a need for public relations to evolve to incorporate these as part of their PR tools (p.6.)
PR itself can be divided into two primary roles. The technician and the problem solver. The problem solvers ask clients to re-think or clarify problems and to look for solutions. They usually belong to management , with accompanying responsibility for decision making and policy formation. They are part of what is know as coalition management (p.7.) Technicians provide services such as media releases.
As previously mentioned PR includes aspects of marketing which includes media strategies, relations marketing and so forth. The difference is the marketing is economics driven.
The readings made me think more about public relations theory/practice in that it is more than just that general idea of spin doctoring, but incorporates events management, social investments for example.
I think the key points to remember from this week's readings were according to Johnston and Zawawi is firstly that the term public relations (PR) can not be easily defined. It crosses over into areas of advertising and marketing. These ideas were covered in the first chapter of the readings.
The governing organisations for PR is the Public Relations Institute of Australia (PRIA). Don Barnes describes it as "officers and consultants maintaining an organisations relations with its various publics" (Johnston & Zawawi, p5.) However, with the advent of new technology, especially that of the internet, there has been a need for public relations to evolve to incorporate these as part of their PR tools (p.6.)
PR itself can be divided into two primary roles. The technician and the problem solver. The problem solvers ask clients to re-think or clarify problems and to look for solutions. They usually belong to management , with accompanying responsibility for decision making and policy formation. They are part of what is know as coalition management (p.7.) Technicians provide services such as media releases.
As previously mentioned PR includes aspects of marketing which includes media strategies, relations marketing and so forth. The difference is the marketing is economics driven.
The readings made me think more about public relations theory/practice in that it is more than just that general idea of spin doctoring, but incorporates events management, social investments for example.
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