The last official chapter with a quiz! This chapter is based on something very popular in the public relations field. It is based on the infamous news release, or the press release. It is a basic piece of writing that serves mass media, giving them the crucial details about an event. This style of writing is something that I will soon have to be very well accustomed to in the career I seek. I think that the jot list of points of to do’s when writing a press release were very helpful. For example: use short headlines, use creative words to grab an editor’s attention, and tell the news.
I thought it was creative when reading about the publicity photos. It’s something so common, and most of the time can be the main attention grabber to the public. When using photos in a press release, the best are uncluttered. Then I came across media kits, which is something I have discussed in my journalism and public relations class. These are used for a specific event, something that is usually short-lived. The contents are usually in a custom folder. They can be used in companies when launching a brand new product.
I think that this chapter is beneficial when learning the basics of public relations writing. In the PR field, writing is something that every practitioner will get a lot of practice, especially when dealing with the media. When working for your client, you have to make sure that you do your job and maintain their image in a positive light.
To continue the reading about the importance of the audience, chapter eleven is based on reaching a multicultural and diverse audience. It begins with age groups, starting with mine, Generation Y. Tho book stresses the importance of their use of internet. It really surprised me how the statistics stated, “we will spend more time online than in interaction with parents by tenfold”. This is important for up and coming PR practitioners because in a few years this age group will be the ones spending the most money in the economy. Following GY is the Baby boomers, the age group that is heading for retirement. This, “rather active, and socially conscious bunch,” are now becoming more concerned with healthcare, insurance, retirement planning, investing, and other issues. They are quickly growing into the Seniors age group. Don’t let their old age fool you, this group is often less easily convinced, and demand value in their products.
All these are important details for PR practitioners to take note of because it is most likely that they will deal with a project catering to each demographic. The book continues to explain the importance of understanding cultural values. It is crucial to reach the racial and ethnic groups, and to know how to work to each ones different qualities.
As I continued reading, I didn’t even thinking about considering religious communities, gay/lesbians, and the disability community. I think that as far as women as a community is considered, I believe that in this day and age women have made some serious strides. Don’t get me wrong there is definitely still set backs, but there is a significant difference. Lastly, the global audiences is made known a fact because it is good for trade. Needless to say, I think that when working on a campaign, any PR practitioner needs to take into consideration any and all characteristics of any demographic.
In our fact-filled text book for PRCA 2330, chapter eight is based on the final step in the PR acronym: R.A.C.E. Evaluation is a crucial part to the equation when it comes to PR. Any practitioner should take a look back on their particular project in order to learn what positives and negatives were made along the way. Some basic things to measure in the evaluation are: audience awareness, attitudes, attendance, action, and of supplemental activities. All of these should be taken into account to make sure that the next project is done in a better fashion.
I think this chapter made some pretty valid points, and really helps people understand the importance of looking back on their work. Making the same mistake over and over will only hurt the business. One thing I found interesting was Advertising Equivalency. This method is don by converting stories in the news or on broadcast into equal advertising costs. Using these means give ways of calculating productivity a new perspective. Overall progress can be done by tallying up hits on the internet as well. Even systematic tracking is a more high-tech procedure to count message exposures on the internet.
This chapter, as well as the lectures in class really get me a clearer view on why evaluation of a campaign or product is important to look in to. As a future PR practitioner, it is best for me to understand the needs of the field, and to help better my skills.
Chapter seven is about communications. It clearly stresses the important of communication even in the most basic for: two-way communication. For PR it’s about getting the attention of the audience, and being able to keep it. Clarity is a very important quality. I think it is an important the text makes to avoids cliches and discriminatory language. I think it is most important in campaigns for focus on the communication, that way the directed audience can understand the message.
Chapter six is about program planning. In public relations, it is eminent that planning is done. We spent an entire class discussion stressing the importance of planning. PR planning should be done so that the results are a direct image of what the client is looking for. We talked about the program plans 8 eight steps, and the differences between strategy and tactics. I was confused by the differences between the motivational and informational objectives.
Chapter five is all about that research, and the importance of doing so. This one also reminds journalism class in the way that a good journalist will do their research to make their story legit. There is always a huge liability issue. I figured that a pr practitioner would need to research the background on a client, but I didn’t think about the fact that they need to help management in touch or monitor the competition. I had also learned about qualitative and quantitative in my sociology class, which I think has good ties with PR.
Chapter four is about public relations departments and funds. For this, we broke up into groups in class to discuss the different areas. I was in the group for payment plans, and I found those most interesting. I didn’t know that there were multiple plans, or that pr practitioners weren’t paid in one lump sum. It was really interesting to me how much variety is in the public relations departments. In my opinion, it makes it comfortable to know I can do many different things with a public relations degree.