I think the key points to remember from this week’s readings were how a good strategic PR plan can help an organisation achieve its goals and the reasons why almost every organisation has vision and mission statements.
After reading this week’s readings, I’ve come to realise that strategic public relations is highly valued by many of the top bosses today. They are beginning to see how it can help to add value to their organisation. It is also interesting to note that PR tends to be more highly valued than the typical department in an organisation.
Strategy and planning very much go hand-in-hand. To come up with a good strategic PR plan, careful and thoughtful planning is needed. Also, it will help very much if the PR practitioner spearing the PR campaign is in a strategic management role. This is so that he/she has the influence to shape and develop the PR plan.
The readings made me think more about public relations theory/practice in that although KPIs are useful indicators to gauge an organisation’s operational performance, they are not so useful when it comes to strategic PR plans as most PR work is qualitative, and not quantitative.
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2 comments:
I agree with you that every management definitely has to come up with their mission and vision. So that not only the PR department but also other departments are aware of the company's direction and to align themselves along with it. For example the PR department will be able to carry out their campaign plans in accordance to the mission.
Dear Adam,
I would agree with you that traditional KPI application may not be useful in reflecting the intangible results of PR efforts.
Since "PR work is qualitative, and not quantitative", as you mentioned, I believe that quantitative measurement method could be deployed as part of KPI yardstick. This would facilitate the identification of strength or weaknesses in the implementation of a PR plan.
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