Week 10- Research- Unearthing gems of information.

Week 10

Research- Unearthing gems of information.

Halo...Greetings to all public relations enthusiasts.....

The readings made me think about public relations practice in that despite the intricate task of research, it serves as a valuable tool in providing public relations practitioner with digested and critical information for intelligent decision making purposes.

The readings made clear of the need for research in different stages of a public relations programme. I garnered from the readings that a research process involves the extraction, examination and scrutiny of relevant information.

More importantly, I believe the real value of such undertaking stems from the conversion of these data into conclusive findings to support the formulation and implementation of different public relations activities. In addition, a research outcome may also offer insights into the degree of success or failure of a public relations pursuit. This might then be employed to justify further investment in a particular project. Even during the implementation stages of a public relations campaign, research findings assist in fine- tuning and steering public relations actions.

The readings have put forth a prospective view of the research process in terms of inputs, outputs and outcomes model. The attachment of this model with the cyclical public relation process projects a simple yet comprehensive digestion of the communication relationship between the two.

Having read the chapter, I decided to view a completed research report to further my understanding on the concepts discussed.

I noted that a research report contains a well defined research objectives and an overview of the research methods used. As highlighted in the text, these are necessary components in the research process.

Prior to the commencement of research study, public relations practitioners needs to identify the goals and objective of the research task in facilitating the decision making process. I would consider this leaning towards a decision orientated research objectives.

Research objectives address information gaps and set direction for the research process. It assists in the selection of research methodology to effectively extract relevant sources.

Input research may involve the practitioner to clarify the organisations’ past information, resource constraints, environment isolation, and the analysis of variables. The readings have suggested the use of exploratory research and the use of secondary data.

As an initial approach, I would consider the employment of exploratory research useful in formulation of hypothesis, which are statements describing speculated relationship among two or more variables prior to commencement of research study. Economically, secondary data provides a quick source of information, background information, and a broad avenue of answer.

The identification of key issues through exploratory research paves way for development research where priorities of public relations campaign could be initiated. The readings highlighted a host of possible methodologies that could be employed in accordance to the research requirements.

Qualitative and quantitative research

I think qualitative research generates greater understanding in terms of the rich insights and depth of information it offers. Quantitative research, in my opinion could be equally rich in terms of statistical data in verification of “beliefs, thoughts and opinions”.

In retrospective, I observed that previous readings covered in this course contain underlying allusion to research. The various research techniques were reflected in different aspects of public relations functions.

Among techniques employed are:

Media relations- Media monitoring provides information on media coverage. It gives an idea on the number of target audience exposed to a particular programme. In media relations, practitioner may use this information to effectively allocate their budget to the selected medium.

Strategy and tactics- Environmental monitoring could serve as an initial step in strategic management process in problem areas identification. Environmental monitoring also involves ongoing observations of societal trends and the macro environment. This facilitates understanding on how these factors affects the organisation and provides strategic management directions.

Sponsorship- An organisational culture study could be employed to understand the firm in terms of its image perception, management style, and communication policies. An example would be research conducted for the purpose of finding the right fit between a firm’s specific associations and a sponsored cause.

Ethical considerations in research

The readings made brief mentioned of ethical guidelines for research. I believe that ethical considerations are necessary as many issues pertaining to research integrity arise during the research process and its presentation.

Apart from ensuring confidentiality of respondents interviewed, I think a more serious issue pertains to the interpretation and presentation of research document. An unethical practice may deviate to deliberately misusing statistics and misinterpreting results with the intention of supporting a particular view or position. In essence the researcher should deal with such issue by accurately and fully disclosing the details of all procedures and findings.

I think the key points to remember from this week's readings were that research imparts meaning to multi variations of information. Ultimately, the research process requires accurate interpretation of information gathered and converted into inputs for public relations planning and implementation. This would require the practitioner to have an intimate knowledge of research methodologies, statistical methods, and the research limitation discussed in this week readings.

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Week 9- Strategy and Tactics- Public Relations in the battlefields.

Week 9

Strategy and Tactics- Public Relations in the battlefields.

Halo...Greetings lecturers and fellow classmates.....

Man’s obsession with power and their determination to have control over others, dates back to the pre historic times. To exert their willpower over women, cavemen tied them up and deprive them of food. News... Today they still tie the women up. Only difference is- it’s with a small and expensive wedding ring.

Strategies and tactics may have evolved since, but the motivation remains the same.

The Art of Warfare has found their influence in business management literature. Many Japanese companies make Sun Tzu, Art of War books a required reading for their key executives. Western businesspeople draw inspiration from Art of War for strategic directions in the competitive marketplace.

Strategy and tactics have been interchangeably used most of the time, and sometimes confused not just by students but by professionals. This has been reflected in numerous business literatures that I came across on the subject matter.

The readings mentioned that “strategy is the overarching plan that allows the public relations practitioner to help ensure that organisational goals and objectives are achieved”.

Meanwhile, tactics are the chosen types of activities needed to achieve the objectives – to implement the strategy.

I would be tempted to see strategy as the main recipe and tactics as the ingredients to achieve a delicious result. But this may not suit to the universal taste buds.

Regardless, I believe that strategy is not merely a collection of vision statements. My point of contention would be of the top down approach of strategy imposing its decision on tactical directions.

Where do we draw the line between what constitute strategy and tactics?

How do we ensure that strategy entity correspond to the tactic entity?

A military commander has to understand the disposition of tactical manoeuvres prior to the creation of a military strategy. Similarly, a chef has to appreciate the collision of different ingredients and spices before drawing up a recipe.

I would consider that the 'what' of objectives should go hand-in-hand with the 'how' of execution.

This week readings made me think about public relations practice in that the transformation of a public relations strategy into flesh, requires the deep understanding of existing tactics, its potential and their implications on the targeted audience. Strategy should not hibernate itself from the conscientious selection process of tactics.

Application of public relations strategy

Whilst the readings made clear the importance of strategy and laid out several tactical approaches, it fell short of analysing in detail, the joint application of strategies and tactics.

I refer to an academic article titled “Exploring strategy: what public relations strategy means in practice”. (ASIA PACIFIC PUBLIC RELATIONS JOURNAL)

I consider this article an excellent attachment for this week readings.

1. This article explores the application of strategy and provides an empirical base by examining the way practitioners operationalized strategy in public relations campaigns.

2. It brings to attention that contemporary definition of strategy perpetuates the traditional linear view of strategy in corporate communication as a logical sequential process, providing little more than a framework for public relations tactics”.

3. More importantly the article challenges the notion that good strategic planning equates to a good strategy.

Personally I felt that this article invites public relations practitioners to unearth a second level conceptualisation of strategy. It zooms into various components of strategy and place an emphasis on the application aspects of strategic planning. It reinforces the prospect of synergising the strategic component and the elements of tactics.

Tactics

The armoury of tactics meted out in the readings ranges from traditional envelope mail, glossy brochures; to a showcase of tactical vehicles of media relations, sponsorship, and community meetings.

Another area of discussion relates to new technology and message delivery. Information and communication technology has been a reoccurring focus in strategies and tactics, not just in public relations but other fields of study. Personally, I feel it is ill advised to disregard technological advancement as it is equally dense to be obsessed with it. Leveraging on this tool carries with it the same obligation and tactical considerations.

Of greater significance, I think that public relations practitioners should recognise the increase sophistication in thinking by the modern dwellers. The readings mentioned of an environment where its people suffer from information overload. The reaction has been “culture jamming” where people responded negatively to marketing advertisements through defacing public sites.

As such, practitioners should devise equally effective strategies and tactics to overcome this situation, in their attempts to influence the general population. I believe this may compel the practitioner to exercise a creative mixture on existing tactics or to exploit other forms of subtle influencing techniques.

I think the key points to remember from this week's readings were that the basis of a public relations strategy is invariably link to a transparent understanding of tactics. In addition, incorporating the application aspects in the strategy framework, facilitates a smooth implementation of a plan. The profound comprehension on the function of strategy and tactics may also pilot practitioners towards further innovative means to transmit their intended messages.

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Week 8- Sponsorship- Investing top dollar in the “goodwill” assets.

Week 8

Sponsorship- Investing top dollar in the “goodwill” assets.

Halo...Greetings Public Relations investors.....

This week readings made me think about public relations practice in that it may to a certain extent entails the practitioner to function as brokers, plotting strategic purchases of goodwill stocks through sponsorship. Unlike financial acquisition, investment in sponsorship is not a straightforward business of obtaining X amount of goodwill for Y amount of investment.

The intangible nature of goodwill involves greater risk, especially without a comprehensive Public Relations strategy. As such it becomes necessary to synergise the creative elements of development and logical aspects of implementation.

Ambush Marketing

Apart from meticulous planning, public relations professionals ought to anticipate rogue tactics deployed by “ambush marketers”. It was interesting to note that ambush marketing was not solely carried out by Small and Medium Sized Enterprise (SME) guerrillas, but also other big corporations.

Case study 13.4: Qantas and the Sydney 2000 Olympic Games

The readings highlighted the exigency of coming out with a fortified sponsorship programme. It requires more than an enormous war chest for a sponsorship campaign to be successful. Defensive arrangements have to be incorporated within a sponsorship set up.

Despite Ansett forking out 40- 50 million dollars to be the official airline sponsor of the Sydney 2000 Olympic Games, polls revealed that significant amount of people surveyed were certain that Qantas had signed up as the main sponsor.

Qantas had shrewdly invested in the use of high- profile athletes for advertising campaigns three years prior to the Olympics Games. This illustration provided me with a fresh perspective and revealed the importance of taking into account the timing factor. Public relations practitioners, who are too fixated on planning for the major event, may overlook the larger context and risk being outwitted by their competition.

Finding the right fit

Before embarking on an expensive sponsorship deal, the readings made a brief mention of finding the right fit between a firm’s specific associations and a sponsored cause. I found this to be an important subject matter that warrants more exploration. I discovered that failure to recognise this issue may squander huge investments and lead to a detrimental outcome, especially in terms of reputation.

To exemplify my point, I refer to an academic article titled “Achieving Marketing Objectives Through Social Sponsorships”. (JOURNAL OF MARKETING). The article highlighted that sponsorship is not the simple transfer of positive affect from sponsored causes to sponsoring firms.

The article discloses:

1. The fit between a firm’s specific associations and a sponsored cause can reinforce or blur the firm’s positioning, influence liking for the sponsorship, and bolster or undermine the firm’s equity.

2. Sponsorship effects can persist for as long as a year despite day-to-day exposure to other brand communications.

3. Communications decisions can mitigate the negative effects of low fit.

I think the key points to remember from this week's readings were that the mammoth task of undertaking a sponsorship deal requires a gigantic overview of events. The readings has covered much on the creation, implementation and monitoring of a sponsorship roadmap. As public relations practitioners sought to shape public perception for their organisation, it is necessary for them to raise critical questions to merit the investment. I personally felt that that sponsorship is multi- layered and its complexity lies not merely in the planning and implementation stages but is compounded in its implication.

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