Week 5

I believe the key messages from this week’s readings were to see how organisations achieve there goals. Grunig 2006 states that organisation sets goals through interaction with its strategic constituencies. This means that in order for organisation to set goals need to have a strategy in order to be successful. The reading shows how Public relation plays a great part on such organisation as by helping to identify stakeholders and segments different publics from within those stakeholders. Public relation uses different communication skills in order to identify these stakeholders without the organisation wasting more time in looking for the stakeholders. Also from the lecture we learned that Public Relation practitioner need to constant monitor the condition and adapt strategies and tactics in order to keep the relationship flourishing.

The reading were more important regarding to my group work in that for young PR practitioner we need to learn and identify who our stakeholders are on our organisation. Being able to scan the environment, constructing scenarios and building relationship are the key roles of PR in strategic management.

The readings made me think more about public relations theory/practice in that PR practitioner need to understand our environment and what is involve in it. Made me think that PR practitioners don’t just sit down and deal with crises that appears in front of them but to think and know how to solve a problem immediately. Just as the way Gruing 2006 said that once identified as a “public” the PR practitioner can monitor that public’s opinions through looking at websites, media and outputs such as reports and media releases

The readings related to the other reading I’ve done in previous weeks in that we as a public Relation practitioners need to monitor the media as much as possible and know our environment. Knowing what is going in our publics is very important through news, internet, print media and other source of media that produce news. This week reading has helped both my group “kid’s safe” to shows us how important to identify the right stakeholders for the organisation with scanning the environment and constructing the scenarios.