Organizations control when, where and how the advertisement will be run.

All medium and large organizations have both an in-house PRs department and external consultancy.

I don’t agree with this statement. The fact is that medium and large organization is to different structures. The availability of these systems depends on many different factors such as – the personnel, the profit, lay-out, the aims of the organization and so on.

According to Frank Jefkins (the famous practitioner of PR) the medium organization consists as a role of in-house departments and that is connected with amount of money; as for large organizations they have both an in-house and external consultancy because their profit is bigger than in medium companies and it gives the advantage. To my mind the existence of an in-house department and external consultancy provides the biggest quantity of benefits to company but not every organization could allow itself to maintain these two systems.

20. PRs departments do need any planned programs of actions. ( НЕ закончен)

I completely agree with this statement. Every PR programs need to be planned and include 4 steps called RACE – Research, Action Plan, Communication Tactics and Evaluation. All steps are very important especially the second. Action Plan or Program Planning involves the identification of goals and objectives, the establishment of target audience and creating a theme for the campaign. Also planned actions help PR departments to keep everything in order and the mechanism of PR program works more effective. But it doesn’t mean that PR officers should follow only planned program. They should be able to answer any unpredictable changing.

PRs practitioners should get regular feedback in order to respond to community concerns.

In the context of PR, feedback is the information sent to the person or audience about its prior behavior so that the audience may adjust its current and future behavior to achieve the desired result. Feedback occurs when audience reacts to an action or behavior of organization. For example, 'customer feedback' is the buyers' reaction to a firm's products and policies, and 'operational feedback' is the internally(внутренне) generated information on a firm's performance. For PR practitioners it’s very important to establish such a connection because only in this case PR officers will be able to analyze the situation completely, does the PR actions work or not.

I agree with statement. To establish mutual relationships between the organization and the audience is the goal of PR. It helps PRs to achieve the best results in planning future PR campaign and to respond to community concerns.

Organizations control when, where and how the advertisement will be run.

On the one hand I agree with this statement but on the other I don’t. The advertisement is a form of communication which is directed to persuade the audience to buy the product. The process of creating the advertisement controls in the whole by the organization but when, where and how by special advertizing and PR departments. Another words these departments are responsible for time, place and realization of the advertisements. Especially for realization. These components play the key role in media planning that is why advertisers take care about successful execution of these directions.

To my mind organizations actually control all these demands (when, where and how) because PR departments and advertizing departments are parts of the organization and the realization of these actions is their work.

37. PRs aims to inform and remind people of the product or services in order to persuade & sell.

I don’t share this point of view because these functions are very different. To inform and remind people of the product or services is one of the main functions of PR. To persuade people and sell products is the function of advertizing but often ordinary person doesn’t distinguish between advertizing and PR. The important thing is that PR practitioners work only with information; they do not use any materials or money, the try to achieve their aims only with the help of information. Advertisers on the contrary use money to create their product. They make people believe that they need this product or service, they sell it– that is the gist of the matter. As for PR in spite of the fact that it aims to inform and remind people about products the majority considers PR officers to blame for manipulating the mass mind what of course is not true because a professional and honest PR practitioner will never use such a method. PR as a function of management aims to create a good relationships between the organization and the audience and to inform and remind people of the product or services but we should not forget that PR and advertizing are always in inseparable connection and depend on each other.

Date: 2015-12-24; view: 1172