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Week 5- Chapter 10 [Irene Lee @ Khine Yin Win (3119122)]

Chapter 10- “Timeliness and Budgets” of Media Relations 

As the chapter states, Richard Stanton takes the readers into the importance of timeliness and budget in the designing and planning of a campaign. After reading this chapter, I take on the perspective that these two factors must be taken into careful consideration, as each will determine the successfulness of a campaign.


Timeliness as the chapter explains is heavily related to media practitioners such as journalists. Thus, it is just as important to public relations practitioners as these professionals are many of the times working and affiliating themselves with the media, in order to build good relationships with them. PR practitioners should also remember to keep the communication process between their clients alive as clients also have tight schedules. You don’t want an event or media conference held on the same day that your client is having an important meeting.


As Richard D Smith explains in his book ‘Strategic planning for public relations’, public relations practitioners need to ‘respect and adopt’ the way journalism works. This includes understanding that news information should involve action, adventure, change, conflict, fame and so forth but, more importantly proximity and timeliness. However, the only argument that I have for this is that not all PR work requires the traditional news coverage of television or newspaper. In fact, PR is known to use magazines as a source of media coverage and as I have learnt, not all features need to have the timeliness factor. Nevertheless, being organized and managing time efficiently is important when it comes to public relations and this is especially vital for campaigns.


On another note, I think budget is somewhat more imperative than timeliness. My simple explanation is that without a reasonable budget there will be no PR because even for a simple event to a very extensive campaign, budget is vital and yes the saying- ‘money makes the world go round’ can be very much applied here. From the very research that is done, to the mailing, transport, and equipment and venue hiring, a budget is required.


The financial planning between the client and PR agent will determine the elements of the campaign. It will help identify the strategic planning the PR firm will have for the client and will allocate whether sponsorship and funds will be necessary, the type of events that can be held and the usage of media- for instance, flyers, brochures and reports.


After the PR assignment, which we were given, I’ve realized that budgeting events appropriately is a much harder task than one would think. In budgeting, there are times where the client will state they have  ‘0 budget’ when it comes to PR consultancy and thus, events have to be planned accordingly so that it results in profits to help subsidize the PR company’s professional fee cost, as well as the overall cost for the event, campaign etc. Needless to say, careful thought and planning has to be done in order for success.



Smith, D. R., 2005. Strategic planning for public relations. Lawrence Erlbaum Associates Inc: New Jersey.

Stanton, R., 2007. Media Relations, Oxford University Press Melbourne.


Week 3- Chapter 1 [Irene Lee @ Khine Yin Win (3119122)]

Chapter 1- Introduction: Building Relationships, Framing Issues and Events

Perhaps the most interesting aspect in this chapter is that media relations have the ability to, as said in the text, “spin doctoring” and “influence peddling”. In short, media relation’s practitioners have the capability of framing and encoding messages in ways, which are intended for the viewer to decode. This questions the agenda of some news channels and medium which claim to be objective and that the material is sourced from the government. Thus, to what extent is this so because as a media practitioner you are after all representing a client- and in reality all clients are trying to make their image good, whether they are truly good or not.

So my question to those reading this is-

  1. To what extent should media practitioners be allowed to contribute to the news?
  2. What measures could be suggested to prevent those unethical clients who want their image to be good when in reality they are not?

In my opinion both these questions are heavily related to an individual’s ethic. For instance, media practitioners need to be ethical although the fact is, not all are. Media practitioners need to understand the power and influence they have when using the media as a communication tool. For instance, I have come across PR practitioners who chose to provide their services for associations, which have a ‘shady’ image.

Take for example, DCI group, a public affairs enterprise that took up the role to work alongside Burma and to improve the infamous country’s relationship with America and to assist in fighting against the opium trade and the country’s AIDS epidemic. It only took 8 months before the company terminated the contract after heavy criticism.

As Washington Post’s, Al Kamen stated, “DCI lobbyists, featuring Charles Francis, a longtime family friend of the Bushes, ran a sophisticated campaign to improve the regime’s image–and steer the conversation away from its rampant human rights abuses and such”.

Clearly, a line should be drawn to whom PR companies choose to provide their services. It is even more so when PR companies such as DCI have links to higher authorities and officials with influential power. For instance, DCI was able to set up two meetings between the White House National Security Council Southeast Asia director Karen Brooks and the Burmese authorities.

Thus, my point is, there should be serious ethical consideration before accepting to represent controversial clients.


Ambinder, M., 2008. Focus: ‘The DCI Group Responds on Burma, The Atlantic, [Online] Available at: <; [Accessed 18 September 2011].

Johnson, D., 2006. Focus: ‘The Swift Boaters Are Back In The Water, Huffington Post, [Online] Available at:<; [Accessed 18 September 2011].

Miller, L., 2004. Powers Behind The Throne, PR Watch: Public Interest Reporting on the PR/ Public Affairs Industry, [e-journal] 11(4) Available at: <> [Accessed 18 September 2011].

Stanton, R., 2007. Media Relations, Oxford University Press Melbourne.

Week 12 Strategies for Optimising Traditional Media Relations

Some weeks ago, I participated in a debate whose topic was “should media relations be the focus of most PR campaigns”… I had earlier argued that while media relations has come to characterise contemporary PR efforts, this proposition is only sound if we think of PR strictly in terms of PR practitioners, i.e. people whose jobs revolved solely around the effort of PR. Continue reading ‘Week 12 Strategies for Optimising Traditional Media Relations’

Week 8: More FEIYUE(飞跃) Branding, Ethics of Astroturfing, Google Bombing

This week I deal with two seemingly distinct topics, yet there is strong evidence of the occurrence of both in the playing field of Feiyue. Perchance your expect the content of this post to deal with the target audience and the general strategy? Well that will have to wait till next week’s post. The act of Information Gathering takes precedence over strategy planning, so here is my preliminary finding on the brand image of Feiyue.

Continue reading ‘Week 8: More FEIYUE(飞跃) Branding, Ethics of Astroturfing, Google Bombing’


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