I think the two key points to remember from this week's reading were the importance of setting realistic objectives and selecting media suitable to achieve those objectives.
The reading basically enlightens us on the process of planning a campaign. Experience is an excellent bonus because that would mean less time spent on researching what is good for the company. In other words, experience teaches a PR practitioner to be more efficient and the relationship that he has forged with the suppliers will give him a competitive advantage over his peers.
The reading made me think more about public relations theory/practice in that it all boils down to knowing the right people for the job. A PR practitioner should not be afraid of knowing many suppliers at once instead of feeling obliged to stick to a particular one out of loyalty. Different projects require different types of material and only certain suppliers are specialised enough to meet the demand. Therefore, a PR practitioner should always keep updated on the public's taste and reception. Feedback may not be an option many would like to take but it is undeniably relevant to help improve the product/services/events held by the company. The audience now are no longer passive so the transmission model of communication has become redundant these days. Audiences have become more active hence, they prefer playing a part in searching for fulfillment of their own needs and gratifications. After all, they know themselves well and this enables PR practitioners to avoid wastage.
2 comments:
I think that feedback from the public is an upmost importance to keep pace with the trends,improve on existing old ideas and it is a good way to remain close with the consumers.
And it is true that now there is not even one-to-one or one-to-two communication but rather many-to-many forms of communication.
I think encouraging open discussions between the corporation and the target audience is more important than those amongst the people themselves because ultimately, corporations need to stand their ground when it comes to retaining their image. Yes, a little give and take will do but not until the corporation is subjected to the whims and fancies of the people.
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