week six

Ample research is needed before coming up with strategies to achieve the objectives of the organisation. There is hence need to analyse the research collected to ensure that the plan created will be effective. Research will be analysed based on SWOT, namely Strengths, Weakness, Opportunities and Threats(James, 2009). Strategies refer to the methods to be used to achieve specific aims and goals. To achieve them, strategies have to be SMART, namely Specific, Measurable, Achievable, Results-orientated and Time frame(James, 2009). SWOT and SMART are important acronyms to remember in creating an effective PR plan. However, these pointers serve merely as a guide and is by no means an absolute must to be abided by. Tactics refer to the process undertaken to execute the strategy for the plan to be successful. Critical thinking is important in coming up with tactics for the organisation to stand out from the rest of its competitors and capture the attention of the audience.


Public Relations is an active profession, and PR practitioners can exercise critical thinking to analyze factors and work on them to ensure success for the organisation. Public Relations can be thought of as a plan which leads to actions taken and optimized results due to good planning. PR practitioners are key engineers in making change occur, be it communicating the change to other investors or the public. Although PR practitioners are people representing the company, they still need to be socially responsible, and to work towards achieving maximum benefits for the company as well as the public. The system theory indicates that organizations constantly need to adapt and adjust to the external environment to remain relevant in society and to work towards achieving organizational goals (Synnott, 2008).

There are 8 aspects to effective public relations, namely work practices and approach, skills, abilities and knowledge, experience and background, personal attributes, judgment and ethics, relationship with management, image and reputation and works for the profession (Synnott, 2001). PR practitioners need to be clear of what is required of them, be responsible for their actions and take pride in their work. They need to be adaptable and to provide and seek advice for constant improvement. In addition, experience in this field is valuable to building relationships and managing tacky situations. The 8 aspects are closely related to their actions which are guided by their values and attitudes towards certain issues and situations. Based on the environment that they were brought up in and external factors, their personality, character and attitudes are shaped. Being a PR practitioner is no easy feat as it involves handling interpersonal relationships and it can be difficult to have the best of both worlds for both the organisation and the public. A compromise has to be reached, and this will depend greatly on how the PR practitioner manages the issue. The 8 aspects are by no means the golden rules to being a successful PR practitioner. Depending on the situation at hand, PR practitioners have to exercise their own judgment and do the ‘right’ thing that reaps maximum benefits.

with love,
cookie biscuit.
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