WEEK 2

Blog 1: Week 2 Chapter 1 and 2, Public Relations: theory and practice, Johnston and Zawawi (2004)

These readings provided a good outline of what to expect from the field of public relations. The opening chapters of the text book set out to establish the broad field of PR where students can pursue careers in various arenas, where both the role and function of the practitioner can vary greatly. The text emphasises that public relations is not “spin doctoring”, nor should it be confused with marketing or advertising it is however the management of communication and relationships to develop image and reputation. As Chapter 2 establishes the field developed within the entertainment profession where PR practioners were known as press agents. However as the field developed public relation practioners were increasingly wanted by many areas, including business and politics.

The text gives the reader an insight into the various aspects of the daily activities, roles and functions of a public relations practitioner, and demonstrated their relationship with it’s publics – be it internal or external, and the mass media.

Johnston and Zawawi (2004) clarify the differences between public relations, marketing and advertising. A clarification that is useful when determining the parameters of each profession in society and the organisation. It is important to note that marketing has a profit focus, and advertising is the means that marketers send this message. Both fields are linked to public relations however each have distinctly different roles and functions.

The text highlighted the various areas of public relations and it was a useful tool as it advised students of practical methods of study to further their future careers – as well as listing the various skills and techniques that are useful while pursuing this as a career. For instance the advice of taking a combined degree was particularly useful and would be beneficial graduates in that they will increase their options and appeal to employers at the conclusion of their degree. As well as doing this the text also outlined the broad areas that the field may take you.

Chapter 2 increased the reader’s knowledge of the field in that it developed the history of public relations in Australia. It was interesting to see how the field developed, and became an important aspect of the Australian business, political and entertainment areas. This only served to develop key concepts and ideas generated in the first chapter and increase the reader’s understanding of the field of public relations.