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Chapter review | April 27, 2009

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Following chapter review will all be on the book as seen above!

Chapter 2 (Cf. my 4. blog post “The Evolution of Public Relations”)

Chapter 3

This chapter deals with the different ethic rules in PR, both inside the firms but also individually. You get a grasp of who the professional PR organizations are, and what they need to consider when dealing with clients and how to act in order to be creditable. The PRCA accreditation program is being presented, and suggestions on how to advance the profession of Public Relations are being outlined. The main implications are education, research and recognition of Senior Professionals. Finally, the chapter also focuses on some of the obstacles that will occur in terms of ethics and new media i.e. the haziness of ethic lines.

Chapter 4

In this chapter the reader gains knowledge about PR departments and firms and how they are structured. There is a strong emphasis on the importance of organizational structure as well as a more detailed outline of the different line- and staff functions. The figures on page 103 and 109 are helpful in terms of understanding the overall organization as well as they also offer a visual example of the levels of influence within an organization. The term counseling firms are being presented following the pros and cons when using them. Finally, which I find as an important element, you’ll see a list of the variety of services that Public Relations firms offer (page 113).

Chapter 5

Research is the topic of chapter 5, which outlines how to use it/which techniques are the most helpful and also importantly how to distinguish between qualitative and quantitative research. The chapter is specifically helpful if you’re confused about the construction when building up a questionnaire. Step by step the book underlines the most important things to consider in order to reach the respondents as successfully as possible. Furthermore,  after you have read this, you will no longer doubt about what type of survey is the most appropriate in the different situations as well as how to handle them in the analyzing process.

Chapter 6

Strategy and carefully planning are both vital elements in every public relations process. Chapter 6 focuses on the approach to planning followed by the eight elements in a PR plan, which is visually presented on page 154. It provides a thorough identification of each element and suggests both the most valuable objectives as well as more less useful tools when using them. Time is also a central focus point in the chapter, and you gain a wider understanding of how important it is to be accurate during a PR campaign – timing really is everything!

Chapter 7

In the world of PR, effective communication is the key to any successful happening. This chapter is suggesting how to implement the PR plan which is delineated in chapter 6. Again, the book makes use of tables and figures to create a more clear and concise understanding of the terms. There is an emphasis on the importance of two-way communication and how to pay attention to, understand, remember and act on a message. Conclusively, the chapter talks about word-of-mouth campaigns, which I always thought was pretty effective. However, the book accentuates that this approach will only work, if it’s based on a platform of ethics, which I personally think is the most wise statement in the whole chapter.

Chapter 8

Evaluation is in any business just as important as the process of creating things. In this chapter, the book presents the many purposes of evaluation and how to handle this procedure. More specific, it deals with the production- and audience measurements –> what results did we gain from a campaign both in terms of number of people and financial profits. Measurement of Message Exposure, which is the most widely practiced evaluation form, holds 7 elements what are all outlined in order to show how to quantify the reached audience.

Chapter 9

Public opinion and persuasion are the topics that chapter 9 is dealing with. First, a definition of public opinion as well as a presentation of ‘The life cycle of public opinion’ are being covered. After reading the paragraph on opinion leaders, you will gain an understanding of the term ‘influence’ as well as being able to make a distinction between a formal and an informal opinion leader. This is followed up by information about the agenda-setting, media-dependency, framing and conflict theory, which are all theories about mass media effects. The last part of the chapter deals with all the aspects on persuasion. I find especially the last paragraph ‘The Ethics of Persuasion’ really interesting, as it offers a full review on the criteria that a PR professional should bear in mind when dealing with persuasive communication with clients and employees.

Chapter 11

How to reach an audience is always an exiting challenge, but in our society PR professionals also have to know on how effectively to reach a multicultural and diverse audience as well as different age groups. The focus in this chapter is how to approach to the numerous different types of audience; which aspects to bear in mind when communicating  globally in a diverse cultural matter. You will get a more or less detailed description of the things to consider when you have to effectively get the full attention of the diverse groups. The last paragraph deals with how to match these different groups to the Media. You will find a comparison of print media, TV, radio and online media (pp.295). It is a short paragraph, but I actually find it to be quite important background knowledge when studying the sender – receiver relationship.

Chapter 14

I think this chapter is very helpful as it provides a thorough description of how to set up an effectual news release. This is a comprehensive paragraph, probably due to the fact that news releases are the most commonly used public relations tactic. Step by step you will get guided through the elements in a news release (everything from content to technical format). This is followed up by a description of the term ‘media alerts’ and ‘pitch letters’ which basically covers how to get the media’s (and editor’s) attention. The last paragraph wraps up the five major media distribution methods, which are mail, fax, E-mail, electronic news-services and online newsrooms. All in all, this is the chapter where the various methods to deliver publicity materials to the media are being presented.

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Thrilled that life's treating me this good :) Currently away from family and friends in Denmark but enjoying US life!

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