Today was our very first lecture for CMNS1290, the module known as Introduction to Public Relations. We were given an overview of this course as well as a quick brief as to what Public Relations, or PR is about. Jumping directly into the lecture proper, I believe the key points today, as delivered in our lecture, were:
1. The various definitions of PR from academic as well as institutional sources.
2. The function of PR.
3. The various types of PR.
4. The key difference between PR and advertising.
This particular definition of PR caught my eye, as defined by the Institute of Public Relations Singapore: "Public Relations is a professional discipline that aims to enhance an organisation’s reputation and stakeholder relations, to achieve its objectives through communications and related strategic tools.”
To me, this succinctly states the purpose of Public Relations as I understand it, that is to brand the organisation (or even the individual, as in the case of artistes) and improve or to maintain their positive image in the eyes of the public. This, as explained to us by Ms. Wilson, our lecturer, is done through the use of communication tools such as media releases (written in such a way as to promote, or as a response to allegations, so as to entice the journalist or magazine writer, for example, to produce an article on said organisation/individual/product in their respective publications, thus achieving an objective of making the target stand out from the rest).
Even so, it was elaborated that PR practitioners perform other functions too, such as to counsel senior management on what to say and action measures to be taken in times of crises. The example of the recall of Mars and Snickers chocolate bars as a major crisis requiring PR intervention was mentioned by Ms. Wilson (personal communication, January 11 , 2011). I also thought back to the training accident in 2006, where a Commando officer of the Singapore Armed Forces (SAF) died (David Boey's blog, Senang Diri, at http://kementah.blogspot.com/2010/06/court-verdict-on-land-rover-death.html). I suppose the response by the SAF to suspend physical training pending a review of operating procedures and safety standards back then qualifies as a PR response? This also involves the element of ethics in PR and the responsibility to the society at large.
Thus apart from merely serving the purpose of branding (Consumer-Brand PR) and dealing with the public and the press (Corporate PR), there are also other types of PR, such the Business-to-Business PR, which involves getting targeted retailers to carry one's products for sale (Wilson, personal communication, January 11, 2011).
Lastly, we reflected on some key differences between PR and advertising. Ms Wilson mentioned that PR was approximately 5 times more effective than advertising, the key difference being that advertisements are paid for by the organisation while the effect produced from PR efforts is basically free. She mentioned a hypothetical example of a chef being quoted in an article about KFC's egg tarts being the best - this would be more effective than just an advertisement about KFC's egg tarts in its breakfast set. Perhaps PSB can learn from this as well, and nominate more students for interviews in newspaper features apart from their regular advertisements placed there.
That summarises my reflections for this lecture and thus ends my post.
Much of your reflections are similar to mine, i felt that today's lecture was insightful. I am sure most of our questions on this subject has been answered. I feel that the upcoming lessons would be interesting, hope the rest of the class feels the same way.
ReplyDeleteIndeed, and I do agree and for a total newbie to public relations, I think it opened my eyes to what it is and what it could be. The role of PR in society is more than far-reaching. I personally still believe that the SAF example I quoted is that of crisis management, and I wonder if you (or anyone else, for that matter) have any other ideas to the contrary.
ReplyDeleteWhy do I think so? Firstly, there was obviously a crisis: it impinged on the Army's image as an organisation that (obviously) has to care for the safety of its soldiers. While this is an immediate knee-jerk response (to suspend the training), the additional measures it would have taken (condolences to family members, military funerals, post-humous promotion upon death as well as informing the public through media outlets of the "enhanced safety measures" taken) quality as PR responses, if perfunctory, to the crisis at hand.
It's the least they can do.