COMM11110: Implementation

(Russo 2011)

In a public relation context, implementation explains the communication process towards the public. The knowledge and understanding of communication defines what it is to be in public relations. The use of this tool is essential when identifying strategies and tactics for campaigns.Professions consider the following questions when reaching out to their target audiences:Where are your target audiences? Which communication channels are best for us to reach them? Do they read traditional printed media such as a daily newspapers or trade magazines? Do they keep themselves up to date with the latest developments using online news feeds? Do they regularly listen to a radio program while on their way to work where issues related to your product are discussed? Do you want to reach a younger audience that spends much of their time on social networking sites communicating via chat? (Berger & Iyengar 2013)

    How do you find out information? What communication channels do you use?

With technology rapidly increasing it is forming more people to become more active on the internet through multiple devices and services. In saying this, my form of finding out information is through websites and social media. It is very handy to access information through variety of devices in your own leisure especially when there is a lot of resources available on the website compared to other channels such as newspapers and books. 

Additional Information:
Youtube: https://www.youtube.com/watch?v=ygcav6X1d_4 Concepts in Marketing, Advertising and Public Relations is an attempt to explain in very clear cut way using real life example the difference between direct marketing, Advertising and PR

References:

1.Berger, J & Iyengar, R 2013,'Communication Channels and Word of Mouth: How the Medium Shapes the Message', Journal Of Consumer Research, 40, 3, pp. 567-579, Business Source Complete, EBSCOhost, viewed 17th January 2015.

2. Russo 2011, Achieve Multi Channel Marketing Successing 2012-14 Bets Practice Tips, viewed 10th
December 2015,
<http://info.alertsolutions.com/bid/74521/Achieve-Multi-Channel-Marketing-Success-in-2012-4-Best-Practice-Tips>

COMM11110: Conflict

According to Wilcox et.al 2014 'Successful public relations professional serve is more than communication technicians carrying out tactics of organising events, news etc'. They also control the conflict and weathering the problems are predictable by all companies at the same time. Therefore, by recognising what stages the conflict is positioned at,  it will assist the public relation practitioner to develop appropriate strategies. Below, is the four conflict management life cycle that was established on how businesses can manage in an event of a conflict: ( Wilcox et.al 2014)

1. The Proactive Phase: this involves doing things and taking steps to prevent a conflict from happening in the first place. The first step to this is environmental scanning, or constant reading, listening, and watching for issues that could potentially threaten the organization. Issues tracking happens when an issue is focused on, and the media and social media is monitored more heavily. Issues management happens when the organization makes plans to handle the possible threatening issue. This phase is all about preparing for the worst and being ready should a crisis occur.
2. The Strategic Phase: This involves recognising that an issue has emerged and requires immediate attention by the public relations professional. Three strategies take place here. One is risk communication, where the danger or risk is relayed to the audience and people involved to prevent further damage. The next is conflict positioning, which allows the organization to position itself favorably on an issue, so that the damage to the organization can be reduced. When the worst happens, and the issue elevates into a crisis, a crisis management plan is needed to help deal with the situation and help preserve the organization's image and operations.
3. The Reactive Phase: This phase is reached when an issue or crisis happens, and begins impacting the organization. This is when crisis management is needed, and crisis communication takes place to where the issue and the public are in main focus.
4. Recovery Phase: This section occurs during the aftermath of the crisis, and calls for such things as reputation management and image restoration, both of which help get the organization back on track and in good standing with the public. Although, these efforts may not always work, and some organisations may have to continuously work around their negative public image if it does not cause permanent, irreversable damage.

Overall, Public relations is used to reduce conflict, so long term relationships with the public are protected.

References:
1. Wilcox, Cameron, Reber and Shin (2013). Think Public Relations (2nd). Upper Saddle River, New Jersey, United States of America: Pearson Education Inc. 

COMM11110: Monitoring & Evaluation

(Ch4llenge n.d)

Measuring the effectiveness of a public relations campaign provides new direction and emphasis for an ongoing program. Even when the project being evaluated does not continue, the lessons learned concerning its effectiveness will be useful in numerous future activities. Knowledge gained through meticulous evaluation is an important payoff to prevent future mistakes.  Evaluation is simply a critique of the plan and identifies any strengths or weakness that has been developed from the campaign. Thus, systematic measurement of successful efforts will help reproduce positive fundamentals in future program (Coffman 2012).The following information provides an outlook of how evaluation is used in a review:

Questions to consider when evaluating the campaign:

1) Did the campaign reflect the goal?

2) Was the campaign educative, informative or persuasive? 

3) Did the goals include enough information and motivation?

What to measure when evaluating:

1) The exposure

2) Knowledge and understanding

3) Message retention to the public

In addition, evaluating the effectiveness of public relations involves the measurement of changes in attitudes, beliefs and behavior which can frequently be subjective and up to analysis. This stage of monitoring occurs during the campaign were the public relation profession can adapt and change any problems as some things don't always go to plan (Wilcox 2014).Therefore, practitioners must be open on the criteria that will be used to evaluate success in achieving objectives.

References:

1. Ch4llenge n.d, Monitoring and Evaluation, viewed 29th December 2014, <http://www.sump-challenges.eu/content/monitoring-and-evaluation>.

2. Coffman, J. (2002). Public communication campaign evaluation: An environmental scan of challenges, criticisms, practice, and opportunities.Cambridge, MA: Harvard Family Research Project.

3. Wilcox, Cameron, Reber and Shin (2014) Think Public Relations, Pearson Education Inc., Upper Saddle River, New Jersey, United States of America. Chapter 6 pp.127-135.

COMMS11110: Ethics & Law

  (Manzian, B 2011)

It is imperative for the industry that Practitioners develop a good reputation and act with social responsibility.  This is because Public Relations organisation has a code of ethics which the employees are expected to abide the guiding principle and to learn how they will conduct in their professional lives (Sadowski, J 2014).

If the Code of Ethics cannot be legally enforced, what is the point of having one?

 F

First of all, the code of ethics is a written set of guidelines issued by a company to its workers and management to help them perform their actions in accordance with its key values and ethical standards.  This guide of principles is designed to help professionals conduct business honestly and with integrity. A code of ethics document may outline the mission and values of the business or organisation, how professionals are supposed to approach problems, the ethical principles based on the organization's core values and the standards to which the professional will be held (Swadowski 2014).

Since the Code of Ethics cannot be legally enforced to the organisations it is still important to implement this code of practices because it clearly lays our the "rules" for behaviour and provides a preemptive warning (Hill & Rapp 2014). Without this guidelines there will be no strong work placement the operations at work will not succeed or last in the future. Therefore, by breaking the code of ethics it can lead to termination or dismissal from the organisation. 

Additional Information of Ethics for campaign:

Youtube: https://www.youtube.com/watch?v=isAJ_x4X4jI  

This video examines some of the ethical challenges facing the PR as a profession, and explores corporate social responsibility.

References:

1. Hill, R, & Rapp, J 2014, 'Codes of Ethical Conduct: A Bottom-Up Approach', Journal Of Business Ethics, 123, 4, pp. 621-630, Business Source Complete, EBSCOhost, viewed 29 January 2015.

2.Sadowski, J 2014, 'Leaning on the Ethical Crutch: A Critique of Codes of Ethics', IEEE Technology & Society Magazine, 33, 4, pp. 44-72, Business Source Complete, EBSCOhost, viewed 29 January 2015.

3.  Manzian, B 2011, New: Codes of Ethics Adopted, viewed 29th December 2014,   <http://www.abidjanlivenews.com/Press-New-Code-of-Ethics-adopted_a407.html>

COMM11110: Planning

(JNB Publishing n.d)

Implementing campaigns are an important part of the public relations practitioners and must be carried out with thorough planning and comprehensive management. Detailed step-by-step procedures must be taken when planning a PR campaign in order to meets the objectives set and achieves what needs to be accomplished. However, when developing objectives, research should be conducted to set measurable targets and ensure the objectives are realistic and achievable. While this may include formal research, insights may also be gained from informal and desk research, including undertaking a situation analysis and reviewing past or similar campaigns.

 The following structures are prepared for PR Plans: (Wilcox et.al 2013)

·        Overview

An executive summary of the marketing challenge you’re facing that the PR campaign is designed to help you meet.

·        Goals

What you want the PR campaign to achieve for your firm.

·        Strategies

The methods by which you will achieve your goals.

·        Target audiences

The types of people you want to reach.

·        Key target media

The specific publications and programs toward which you will direct your PR efforts.

·        Recommendations

Which PR tactics you will use; other ideas you have; and the theme, hook, or angle for each tactic.

·        Next steps

                An action plan for who does what and when.

Practitioners need to focus on the importance of good planning to focus on the objectives when working on a campaign. By drawing up a detailed plan with clear outlined targets it will keep the team on track as well forming long term plans for the future.  Furthermore, this format builds an effective teamwork, so that everyone involved in a campaign feels a sense of ownership (Clark 2012). This also circumvents individuals pursuing their own initiatives that do not fit in with the strategy.  Likewise, by putting high-quality research and analysis at the centre of the operations, all the work will be backed up and open to investigation.  .

Additional Information of Planing:

Youtube:
Campaign Planning is a Key: https://www.youtube.com/watch?v=gLYFyd3k2x4 

References:

1. Clark D 2012, ‘A Campaign Strategy for Your Career’, Harvard Business Review, Vol.90, No.11, pp.131-134

2. JNB Publishing n.d ,Campaign Planning, viewed 08th December 2014, <http://www.jnbpublishing.co.uk/campaign-planning.php >.

3.Wilcox, Cameron, Reber and Shin (2013). Think Public Relations (2nd). Upper Saddle River, New Jersey, United States of America: Pearson Education Inc.