WEEK 2- Introduction to Public Relations

Readings- chapter 1 & 2 Public Relations: Theory and Practice & Career Faqs 1-37

The introduction readings for week one answered any questions I had regarding public relations, such as: what is public relations and what does the job encompass? My first perception of public relations was that it was some form of ‘spin doctor’. Chapter one of Johnston and Zawawi clarified my initial perception by defining what public relations is and how it is often misunderstood.

The key points from this weeks readings that I used to clarify my understanding of public relations that Johnston and Zawawi discuss are:

1. Firstly a clear definition that I can refer to is, ‘Public Relations is the ethical and strategic management of communication and relationships in order to build and develop coalitions and policy, identify and manage issues and create direct messages to achieve sound outcomes within a socially responsible framework.’ (Johnston & Zawawi 2004:6)

2. Harold Burson’s four most important functions of public relations in society: sensor of social change, corporate conscience, communicator and corporate monitor (Johnston & Zawawi 2004:5).

3. Johnston and Zawawi also point out the two types of practitioners in public relations: technicians are practitioners who provide a service of producing publications and problem-solvers who rethink and clarify solutions. (Johnston & Zawawi 2004:7).

4. A Public relations practitioner’s job is multifaceted; it was positive to see the board range of key roles that a public relations practitioner could take on ranging from, event management, public diplomacy, internal relations and public affairs (Johnston & Zawawi 2004:7).

5. Johnston and Zawawi also point out the relationship and differences between marketing, advertising and public relations. Before entering CMNS1290 I had never thought of these areas being interrelated this also helped me to clear the difference between each area. Advertising is the buying of space for the purpose of transmitting a message, which is controlled. Whereas public relations practitioner’s publicity is free and is uncontrolled. Marketing is the buying and selling of productions and services to gain profit (Johnston & Zawawi 2004:13).

6. Another key term I felt important for me to know is, ‘a public is any group of people who share interests or concerns.’ Other key terms that I will come across throughout this course were: active public, stakeholders, internatal public, external public and audiences (Johnston & Zawawi 2004:15).

Chapter two introduced me to the history of public relations it was interesting to read that Phineas T. Barnum was the first person to use public relations by staging stunts to achieve press coverage for his circus. The use of public relations ranged from: entertainment (American films) to war coverage. Key figures that contributed to the development of public relations in Australia were Asher Joel, Douglas MacArthur and LeGrande Diller. Joel Asher founded the Public Relations Institute of Australia (PRIA).

The second text Career Faqs was a practical and beneficial text for me to read in regards to public relation practitioners and careers. The reading made me think more about public relations practice in what essential skills are needed to be a successful public relations practitioner. Career Faqs points out that being a ‘people person’ is not enough to be a successful practitioner. Several essential skills needed are: diplomacy, ability to write and speak well, excellent grammatical skills, problem solving skills and the ability to meet deadlines. These are the key skills that I feel I need to improve on; no doubt I have a long way to go in regards to developing work skills in general. I have never been a confident writer or speller so I hope the duration of this course will help me develop my overall grammar skills.

References:
Johnston, J. & Zawawi, C. (2004). 'What is Public Relations?' Public Relations Theory and Practice. (pp. 3-22). Sydney: Allen & Unwin.

Johnston, J. & Zawawi, C. (2004). 'A History of Public Relations in Australia.' Public Relations Theory and Practice. (pp. 23-42). Sydney: Allen & Unwin.

James, M. (2006). 'Insider Info.' In Public Relations. (pp. 1-37). Sydney: CareerFaqs