Second Week.

After reading the given chapters and articles, I think the key points of week 2’s lectures are that these theories are important knowledge to anybody who wishes to practice Public Relations. Also, all the theories mentioned in the chapters are very different yet applicable.

The theory that appeared to be most accepted and recent would be the Grunig and Hunt’s four model approach, the excellence theory. The four models; press agency, public information, two-way asymmetric and two-way symmetric, is a reflection on the progress of Public Relation industry over the past two decades but yet, they still attract much criticism.

Two-way asymmetric and two-way symmetric are the most ideal models. However, the two-way symmetric triumphs over the others as it seeks equal benefits for both the company/organization as well as the public/targeted audiences.

Regarding SARS crisis by Mark Chong, I believe that Singapore did do a great job with the crisis handling and like Denise has mentioned, a point to note would be that Singapore is a small country which makes dissemination of information a lot easier.

The readings made me think and realize that the theory part of Public Relations is very important. These theories have provided some sort of frame work and guidance for all future Public Relations practitioners.

First Week.

After reading the given chapters, i think the key points of week 1's readings are that Public Relations practitioners do more than what they are given credit for and that they play vital roles in the company, handling all sorts of situations such as crisis management, fund raising, sponsorship, press agentry.

Marketing (Adveritising) and Public Relations, are similar only in certain aspects and i admit i initially assumed they carried the same job scope. One relates to buying and selling of products and services to the public while the other establishes and promotes favorable relationship with the public. "Advertising is visibility, public relations is credibility."

Building relationships with the different/various publics and maintaining them is an essential part of this industry. Like the text has mentioned, "the ethical and strategic management of communication and relationships in order to build and develop coalitions and policy, identify and manage issues and create and direct messages to achieve sound outcomes within a socially responsible framework."

The readings made me think and realize that Public Relations is not as glamorous as the media portrays it to be. Behind a sucessful event/project, lies the numourous hours of hard work and dedication. Like Miss James mentioned during the first lecture, even minute details such as flowers placed at the press conference were made by Public Relations practitioners.

I came into this course with the aims of practising Public Relations in the future and after learning more about this industry, i still stand by decision.