Posts Tagged 'Strategy'

Week 8 Blog Journal: Evaluation Techniques

Chapter 12 of Richard Stanton’s Media Relations book focusses exclusively on the use of evaluation methods in media relations and public relations. As the scope of PR campaigns are only limited by one’s creativity, there can be all manners of activities and passivities which can be construed as public relations. As such, no one evaluation method can be applied universally across all strategies or campaigns. Adaptation, combination, and derivation and hence the keys to formulating useful and sound evaluations.
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Week 13 New Media, -the Culmination of a Poststructuralist Reality?

Chia and Synnott’s entire chapter on new media and PR was very interesting to me, mostly because they mentioned Astroturfing and addressed it as unethical. This is in line with my earlier findings on astroturfing and google bombing. Chia and Synnott describe what must be seen as rather obvious to my generation of digital natives: the proliferation of digital media, empowerment of the individual, PR practitioners taking up these new platforms despite any reservations, and decentralisation of the construction of meaning. I do not dispute their claims, but I would like to highlight an increasingly worrying trend both in new and old media: that of information warfare and manipulation. Yes, the RANT category is back!

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Week 11:Critique of Issue/Crisis Management, application in managing Feiyue’s Branding

Chia and Synnott devote a whole chapter in their book to PR with respect to Issues and Crises. In summary, the chapter how certain trends, events, concerns, both plausible and actual, have an impact on an organisation and its relationship with publics. Chia and Synnott note that PR practitioners cannot afford to ignore such facts, both online and offline, as they have the potential to devastate an organisation. They prescribe that an organisation and its PR practitioners must be constantly proactively looking out for such potential issues, and risks thereof contained. Only then can messages about the organisation in a public arena is controlled.
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