Chapter one explores the definition of Public Relations. Definitions of some key PR terms, such as Publicity, Communication, Press Agentry, and Media Relations, are explained in the chapter.
This chapter also aims to compare the industry of PR with that of marketing and advertising, explaining the similarities and differences, and the overlapping areas between the three industries. While PR, marketing and advertising are all separate industries, it is also the case that all three can combine in communicating a message to an audience (examples of this can be found in Figure 1.1 on page 13.)
The chapter also looks at the various roles and activities of PR Practitioners, trends within PR, and the skills required to become a PR Practitioner.
I think the key points to remember from this week's readings were the various definitions and how the definitions have evolved over time. This is important so we can understand what the concept of PR is and what it entails. Prior to starting this course, my understanding of PR was that of a spokesperson/advocate role; imparting information on behalf of an organisation to the public. I found Grunig and Hunt's definition of PR very similar to my own: 'management of communication between an organisation and its publics' (1984:6).
The reading made me realise how ignorant I had been to how PR practitioners are perceived, as spin doctors. I have chosen to study this course for a different reason, and perhaps from a different angle of PR; so I can possibly work for the Cancer Council organising fundraisers/charity events. I do not see myself in any kind of 'spin doctor' role - I prefer to be honest. Do you all think this is realistic, or am I kidding myself?!
At the conclusion of the chapter, I found it interesting to read the career paths of four PR students, some of whom combined their PR degree with another degree, and their current roles within the PR industry.
I have posted a comment on http://www.cmns1290michaelavirgara.blogspot.com
References
Johnson, J. & Zawawi, C. (2004) Public Relations Theory and Practice. Crows Nest:Allen&Unwin
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3 comments:
I liked Kellie's break down of what the first chapter looks at
Just adding to that comment....because it was clearly not finished....the first chapter provided us with an overview of what the course entails. I appreciated her comment about the four case studies from PR students and their career paths, I think that the fact that they had combined their degrees with another degree highlights the need for specialisation in order to get ahead in the cut-throat world of graduate students. It isn't enough to offer one aspect and students are increasingly being asked to show how their knowledge and training will benefit the organisation
Kellie I agree that this first chapter definitely opened my eyes to what PR is all about when I first read it, and each week the picture has become more clear as we learn about each aspect in more detail. I too gained a lot from reading those case studies at the end of the chapter in terms of thinking about what I'm going to do when this degree is finished.
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