NECS Consultancy

NECS Consultancy is a group project for CMNS2290 -PR Issues and Strategies- a course under the University of Newcastle.

Group 3 consists of Nivitra Devi, Shasikala d/o Kalai Silvan, Calcy Tay and Eva Berlin Fransiskus.
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Measuring Successful Relationships: Approaches to Research Methods

Friday, September 24, 2010

Week 5 Reading

By Richard Stanton, Chapter 12 of Media Relations


The reason I chose to blog about this reading is because I believe that without evaluating the success of a campaign and finding out if the intended goal or aim has been achieved, there is no point in implementing a campaign. Therefore, I wanted to learn more about how a campaign can be evaluated with the different methods and what are the benefits of evaluating a campaign.


Firstly, evaluation is the measurement of the campaign’s effectiveness, achievement and efficiency of goals. It is the fourth stage of the strategic development of a media relations campaign and the benefits of evaluating a campaign includes that it improves the probability of achieving the campaign’s success.


Evaluation should be conducted in three phrases:

1) Formative

2) Process

3) Summative


In addition, there are three widely used methods to evaluate media relations. These are referred to as Three M Evaluation: Metrics, Message Exposure and Media Impressions.


However, there is also the need for media relations specialist to evaluate campaigns against other stakeholder expectations, attitudes and behaviours. Such methods to evaluate would be systematic tracking, requests and 1800 numbers, internet hits, focus groups, telephone surveys, models in disrepute, advertising equivalencies and production.


For example, many companies and organizations are using Facebook, Twitter, Youtube, blogs and websites to reach out to their target audience. The organization Family Life Society, which my group as been assigned to, uses a website to communicate with its audience and they can use internet hits to evaluate how effective and efficient their website is. Examples to evaluate internet hits would be by calculating the number of visits to their website per month or the number of clicks on a tab per month.


Interestingly, qualitative and quantitative research methods can also be used as evaluation tools. Moreover, content analysis is an important evaluation in media relations as it allows the organizations to test and validate their relationships with their stakeholders.


By reading this chapter, I have certainly gained knowledge on the various methods to evaluate a campaign. This is a good and interesting chapter one must read to understand the whole process of evaluation and its importance in the strategic development of a media relations campaign.

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Grand strategy, strategy, and tactics in public relations.

Monday, September 13, 2010

Week 4 Reading
By Carl Botan and Vincent Hazelton, 2006

When I first saw the title of the chapter, I was immediately drawn to it as I was wondering to myself what is the difference between grand strategy and strategy. It made me wonder what this chapter was about as it sounded very magnificent and majestic from the words “Grand strategy.” Hence, I decided to do my reading on this chapter to feed my curiosity.

This chapter talks about the 3 levels of planning which are Grand strategy, strategy and tactics, how they are related to one another, and how different they are from each other. It especially highlights the meaning of grand strategy. I found this chapter interesting as it helps to decide which clients or employers are good to work for and which ones should be avoided.

Grand strategy is the policy-level decisions an organization makes about goals, alignments, ethics, and relationship with publics and other forces in its environment (Botan and Hazelton, 2006). This simply means lots of strategy put together to reach an ultimate goal.

Strategy is the campaign-level decision making involving maneuvering and arranging resources and arguments to carry out organizational grand strategies (Botan and Hazelton, 2006). Thus, strategy is always confined to grand strategy.

Therefore, the major difference between grand strategy and strategy is that they are both targeted at different levels of decision-making, where strategy acts as the base of creating a grand strategy. The similarity between both of them is that they both aim to achieve a specific goal of the organization.

Tactics are the specific activities and outputs through which strategies are implemented (Botan and Hazelton, 2006).  In other words, it is the small details that make up the big picture-strategy.


The 6 dimensions of grand strategies
There are 6 dimensions of grand strategies that affect PR practices in all organization. They are:
  1.    Organizational goals
  2.  Attitude towards change
  3.  Attitude towards publics
  4. Attitude towards issues
  5. Attitude towards communication 
  6. Attitude towards PR practitioners
There are also various forms of grand strategy used in organizations that addresses these dimensions. Examples of such grand strategies are Intransigent, Resistant, Cooperative and Integrative. It is important to note that companies nowadays are adopting Integrative strategy as they want to have a two-way communication with the public. 

In conclusion, PR practitioners should be aware of the different types of grand strategy used in various organizations before they choose to work for them. This not only gives them a precaution of the organization, but they will also be aware of how the company works and use strategies that are permissible with the company. It is also important for PR practitioners to know the difference between grand strategy, strategy and tactics as they form the basics of PR.




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Public Relations Writing: Form & Style

Monday, September 6, 2010

Week 3 reading: Ch. 18 "Brochures"
by Doug Newsom & Jim Haynes

The 18th chapter of the book talks about brochures.
The chapter is interesting because design seems like the last thing that people will think of when the words "public relations" are thrown at them. It's most probably because people do no really understand public relation AND what exactly brochures are. This is what the chapter explains.

'Brochure' is a general term of booklets, fliers, circulars, leaflets, pamphlets, and even tracts. With distinct characteristic to each, they all have something in common: to publicize a message by an organization to the public. That is why, it is important that PR practitioners learn about brochures.

Producing a brochure is an art of integrating words and visuals so that 'the whole is a sum greater than its parts'. There are six important steps of making brochures for publication that were discussed in this chapter:

1. Define the purpose of making the brochure.
At first, decide whether your brochure is to persuade, or to inform and educate. Then be spesific. You should be able to reduce the purpose you're aiming, to a simple sentence.

2. Develop an organizing a concept for it.
A concept will help to make sure that the words, visuals, color and space in the brochure coordinated with each other well.

3. Write the content: Giving shape to the information.
Put the brochure into shape only when you are surely certain and certainly sure that the purpose and concept are clear. Avoid exaggeration and vague information. Watch the grammar and accuracy of information.

4. Design the presentation of information.
Be consistent in your style of writing (for example, if you choose to use British spelling, make sure that you do so for the entire brochure). Decide on your tone, whether you want to be cheerful or somber, slow or fast paced, etc.
Using images in a brochure is tricky; only use an image when it can convey a message.

There are many ways to fold a brochure -depends on where the brochure will be distributed- but the basics are the four-page fold, gate fold, accordion fold, and eight- to sixteen-fold.

5. Produce the brochure.
There are three ways to print your brochure: letterpress (traditional printing method), offset (to print large quantity), or gravure (produces highest quality printing).

6. Distribute the brochure.
It is necesarry to decide and know initially where to distribute your brochure. Should you distribute through mailing, make sure the size of the brochure fits the envelope. If you make the digital format of the brochure, make sure the sharpness of color, images, and texts is consisten.

Those are the essential steps of making a brochure in a glance. They are important for PR practitioners as it is one of the most effective ways to reach a wide target audience.