In summary, a key point I learnt from both readings this week was the importance of objectives in public relations programs and strategies. In Chapter 4- 'A Typical Public Relations Program', it goes as far as to state that 'agreed specific objectives really is the key to successful public relations work.' I think acknowledging a number of objectives is vital in any organiation, but especially in Public Relations as the work needs to be consistent and done correctly. It is important that the objectives are achievable and continuously updated.
I found the two models of public relations programs at the begginning of the Chapter 4 reading very interesting. A model is an excellent way to visualise how something should be done and allows an easier and quicker understanding of the process. I found that the outline for the 'Four images of your client' is also a key point and a useful and quick way to understanding your 'client'- i especially agree with the 'Optimum Image' which looks at the most desirable image. This is similar to setting an organisations objectives, looking at the most desirable (yet still achievable) goal, and setting yourself up to attain it. It parrallels the idea that Public Relations can 'lay the communication groundwork to assist in effecting change' (Chapter 4 - A Typical Public Relations Program. In C. Tymson, P. Lazar, P and R. Lazar, 2006, Page 77.)
From Chapter 7 of Public Relations Theory and Practice, a key point I took from the reading was the importance of planning in strategic public relations management. The information on vision and mission statements was also worthy of noting. I was interested to see how they had explained the importance of vision and mission statements in relation to PR rather than just as essential components neccessary for all organisations. The charts towards the back of the reading were also extremely interesting, especially the Gantt chart which I had never heard of before but which seems very useful.
My learning builds upon previous learning about public relations in that it is essential for public relations practitioners to be in close communication with senior management. Both readings again emphasised the extreme importance of PR's continual exchange and updating of information with management to ensure that the organisation continues to evolve and move along productively. The senior management 'sets the tone' for the organisations communication systems and it is therefore vital (as we have come to read over the past two weeks) for a PR practitioner to be in constant interaction with them to ensure communcation is at its potential.