Monday Readings: Chapters 7 & 8

As we’re beginning to touch base on the writing aspect of public relations, I thought this chapter was very informative and helpful. The book states that the message we put out to the audience has to be appropriate, meaningful, memorable, understandable, and believable to the prospective recipient. I will remember to follow these points as I write my proposal for the Air Pacific assignment. The chapter also touched on the five communication elements. It showed me how important it is to understand the concept of encoder sending a message to the decoder and then sending feedback back to the encoder and they would decode that message. Even though it seems like a simple, easy concept, I feel like it’s extremely important to remember because I studied it in my communication foundations class. It’s important to remember this module because we have to remember that the audience’s feedback is just as important as the message itself. Everyone interprets messages differently. Even though we might all be reading the same material, we might dissect it differently, which is why media monitoring is also important. We have to understand what is appropriate and what the audience wants as well. Because people are in a rush and lose interests easily, it’s crucial that to get straight to the point and avoid using big, cliche words. It’s necessary to make the messages memorable. Repetition is very important because it will help the audience remember and might make the decision to act on something. Delivering a message to raise awareness is a difficult job, therefore delivering a message that is interesting is crucial.

Chapter eight focuses on the measurement and evaluation of the work itself. The companies and organizations providing the money is expecting great work and will want to know exactly how we spent the money to create the project, therefore the measurement and evaluation is an important part of the process. The evaluation includes the production, message exposure, audience awareness, audience attitudes, and audience action. There are so many things to count because public relations workers are doing so much work. Often times they also work for many companies as well so that makes it harder to keep track. One way of keeping track is to count how many news releases, feature stories, and other releases were put out by the public relations company. Another way of counting is by counting the clips. You can also track internet visitors and calculate the monetary value of message exposure. To measure the audience’s reaction, the public relations company measure the awareness, attitudes, and their action regarding the message being delivered. I thought this chapter is necessary because t’s not only important to know how to deliver the message itself, but to know what kind of result was given after the message. The companies and organizations have a right to know how well the press is doing. The measurement of supplemental activities should be done at least once a year. Because the communications and media relations world is constantly changing, it’s important to know and analyze each year. The public relations companies rely on team work, so its crucial that all the employees know and work well together as a team. An informal interview with each employee and the leaders/managers of the companies will help determine how well the company is working together.


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