Week 7 Chapter 9 and Chapter 6

Lecture: Organisational briefing

Chapter 9

Describe how strategy is an integral part of PR practice

Strategy= contested space

Strategy is the core of PR practice. According to Newsom, Turk & Kruckeberg (2007,215) it provides for ‘problem solving strategies for the entire organisation ‘. It is concerned with competitive advantage, building relations, maintaining reputation and to achieve positive working relationships. It is important that PR practitioners realise that their strategy is able to make someone do something about it instead of putting it aside. The contested spaced is where PR practitioners have to compete with their counterparts who are promoting other campaigns and how they would have to fight for the attention of the audience.

Understand the key concepts of how meaning is constructed in a contested space

The first step towards giving a meaning to contested space is when the very competition that PR practitioners have to rally for is what makes up for their success. In different mediums, there might be more or less contested space and it depends on how PR practitioners source out these contested space such as placing their website ads on search engines as oppose of letting other find the website by themselves. This is known as media strategy. Like any other strategy, there are underlying goals that PR practitioners should set beforehand.

The idea of contested space is opposed to the functionalist model which assumes that a transmitted message will automatically cause the intended behaviour in someone. Contested space thinks that there is a change between ‘the intended and unintended audiences, publics and communities’ (James.M.,2009). For example, viewers and unintended viewers of a reality show that is shown online or through TV has their own perceptions of what they have seen.

Contested space does not assume global interpretations but give a chance for the pockets of society like communities and groups, as spoken in previous posts, to air their views and make choices. It is essential that a similar or a pattern of interpretation is found first to determine what group of people it hence represent (Botan & Taylor 2004).

Contested space hence means how people in a certain environment perceive the messages put across to them via different media mediums and set against a multitude of other messages that also compete for their attention.

Describe the major tactics used within public relations and in what settings they might be useful

Tactics= Intentional representation

Target= Intended meaning

Tactics only works when it is appeals to the target audience. This target audience might come in large or limited numbers.

Personal interaction when interacting with a limited number of people

• Personal correspondence

• Presentations to a small group of guests

• Product launches, openings and seminars for employees, clients or potential customers

• Meeting

• Lobbying activities

• Personal conversations via video conferencing or web

These tactics is used when PR practitioners have to spend quality time with their target audience in order to spread their message. A smaller audience would allow more flexibility for any possible changes that might take place and more in-depth information to facilitate the research findings.

When working with a large number of people, personal interaction might be limited or even impossible.

The PR personnel need to find ways to transmit the messages to the masses.

Here are some of the methods

• Printed Publication like newspapers and annual calendars.

• Sponsorship of important events like concerts or national day

• Improve or strengthen relations with media personnel like journalist and broadcasters

• Maintaining a blog or show on television

It is important that such efforts are constant and progressive such that it will stay relevant and perceived as credible by the intended audience. This is as opposed to giving out flyer which is often trashed by anyone who receives it.

Also, PR practitioners use symbolic capital to establish and internally represent their clients

This is by visual means

• Brand logos

• Designs on paper and stationery

• Standardisation or inclusion in design of building and offices

• Geographical positioning

• Vehicles representative of the client company

• Inclusion in search engine

As mentioned earlier, sponsorship of events goes a long way in establishing a company. It is important for PR practitioners to keep their corporate and government relations in check. It is best that goals of the client matched that of the sponsored counterparts. This however might take a huge dip in finances if no done properly.