Albert and Zawawi (2007) define organisational strategy as being “a series of planned activities designed and integrated to achieve a stated organisational goal” (p. 170) but warn that this does not mean that PR strategies are a series of campaign steps or tactics. Rather “it is the underlying rationale that guides the selection of these processes” (p. 171). Strategic PR campaigns are proactive (i.e. not driven by the demands of others) and require careful planning to maintain direction and focus.
However in order for PR practitioners to be effective requires that they be part of senior management so that they have direct input into the communication strategy of the organization (or at the least have ready access to the CEO). This means that when devising organisational strategies, the PR role of communicating effectively to all publics (employees, government, pressure groups and local communities) will not be overlooked.
Similarly to Johnstone and Zawawi Tymson & Lazar (2006) suggest that one of the definitions of public relations is creating an environment in which an organisation can operate effectively; meaning that the PR role requires practitioners to be both insightful and proactive as, by actively seeking information, researching and keeping abreast of social trends and community issues, they are able to give essential feedback to the CEO and the senior management team. The organisation can then use this information to respond effectively to its various publics and accordingly devise appropriate strategies. All decisions and actions taken by any organisation have ‘causes and effects’; once a strategy or direction is determined, the PR person should not only provide indications of predicted outcomes but, as part of the PR cycle, analyse attitudes to the organisation, anticipate potential problems and needs, plan to improve attitudes, carry out planned activities, gain feedback, and evaluate and adjust programs. This role may also include the PR practitioner being active in policy direction given that, as professional communicators, they should in a position to understand and advise how best to achieve effective 2-way communication between the organisation and its publics.
All projects big or small require the same basic steps:
Set objectives
Plan and budget
Implement programme
Evaluate
I think the key points to remember from the week’s readings are that PR practitioners need to develop management skills in order to be active in and understand the management processes of an organisation. The readings made me think more about public relations theory/practice in that by learning how organisations function at a managerial level, PR personnel can gain a better indication of the organisations overall strategies and play a vital role in shaping such strategies. Once a strategy is developed, the PR practitioner can research and provide date in regard to budgeting and tactics, and then monitor and evaluate these against the relevant PR goals and objectives.
This weeks blog taken from: Johnstone & Zawawi (2004), Chapter 7, ‘strategy, planning and scheduling’ and Tymson & Lazar, 2006, Chapter 4 in The new Australian and New Zealand public relations manual", 5th ed., pp. 74-116
1 comment:
Excellent blog Deb, I like the way you present your understanding of the readings through a clear and detailed discussion. I feel that this is the most effective method of portraying the points that you found to be relevant to your public relations experience.
Unlike you, I didn't note the relevance of public relations role in "...creating an environment in which an organisation can operate effectively...". I feel that your statement here is very appropriate to the readings and contains a precise summary of the role of public relation practitioners in relation to communication and the creation of a strong organisational grounding.
I found your recognition of managerial relevance in the proactive role of PR practitioners to be an effective view of the strategic workings of campaigning. I think you expressed the important points of the readings excellently. The fact that you did so (as said above) in a clead, detailed and concise argument makes your blog ever more effective for the reader to interpret your position and understanding of the readings. Good work!
Alyssa
Post a Comment