TABLE OF CONTENTS

1. LEARNING OBJECTIVES 2

2.

OVERALL REFLECTIONS

3.

REFLECTIONS ON EACH LEARNING OBJECTIVE

4.

EVIDENCE OF COMPETENCE

5.

REFERENCES

6.

BIBLIOGRAPHY

7.

LEARNING CONTRACT

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1.Learning Objectives
The learning objectives which have played a vital role in shaping and building a strong foundation in my understanding of Public Relations are the following:

Objective C:

Communicates effectively in professional practice and as a member of the community

Can work both autonomously and collaboratively as a professional

Is an effective problem solver, capable of applying logical, critical and creative thinking to a range of problems.

Objective E:

Operates effectively with and upon a body of knowledge of sufficient depth to begin professional practice.

Is an effective problem solver, capable of applying logical, critical and creative thinking to a range of problems.

Is committed to ethical action and social responsibility as a professional and citizen.

Objective G:

Is prepared for lifelong learning in pursuit of personal development and excellence in professional practice.

Demonstrates international perspectives as a professional and as a citizen.

2.OVERALL REFLECTIONS
This entire semester of Public Relations 2 has given me new insight and an in-depth look on how the world of Public Relations actually works. At times, the arduous and challenging tasks discussed during tutorials gave us a bitter taste of how difficult the reality of the situation is like. Coombs (2011) believes that the main goal of a PR practitioner is to build, maintain and enhance its clients reputation. In the competitive landscape, companies need an appeal to reach out to its publics and media, this is provided by Public relations to plan, manage and execute the companys plan. They should be able to effectively answer to any criticism and be prepared to protect the companys reputation. Throughout the course, we learnt this in event planning during tutorials, crisis management to maintain corporate image, preparing media releases to disseminate information of an opening of a food outlet or a product. Hung (2005) adds that PR also helps the company to achieve its full potential. They provide feedback to the company from the public. This usually takes the form of research regarding what areas the public is most content with. It does not end there, however. What makes a company shine through all odds and come out at its best according to Smith and Mounter (2008) is the internal communication that takes place within the company through downward, upward and horizontal communications. Once these are maintained, Grunig and Hon (1999) explain that companies strive to build good corporate relations as the government and media play a critical role by building goodwill among an organizations target market through community, philanthropic and special programs and event. If the pillars of the company are weak, the government and aggressive media would not heed to knock them down. Overall, I have learnt it is very important to have immaculate communication skills, and very adept multi-tasking skills as well as a knack for punctuality and work very well under-pressure to become a Public Relations practitioner. Important concepts learned which will be applied later in each learning objective are Agenda-setting hypothesis, where according to Guth and Marsh (2007), the media sets the public agenda on what to think about e.g. how one issue dominates the newspaper every morning. They add that uses-and gratifications theory discounts evidence that the mass media have strong effect on many people, even with repeated exposure. Today in our society, the two-step theory, explained in Marketing Teacher (2011), plays a key role as it is a belief where the mass media influences societys key opinion leaders who in turn influence the society itself. An important theory which has helped PR practitioners in the political field is the Framing theory(2011) which is defined as communicating an idea in such a way that an audience is influenced intentionally or unintentionally by its expression. Furthermore, Grunig has shaped PR with very convincing theories. Situational theory in Gruning and Hunt (1984) comes into play during events when it helps to identify who and why in a particular case would be considered an active communicator seeking information and even more who is likely to respond to these PR generated messages. Stakeholder theory argues that every legitimate person or group participating in the activities of a firm do so to obtain benefits and that the priority of the interests of all legitimate stakeholders is not self-evident. In media relations, Grunigian Paradigm explained by Grunig and hunt (1984) came into play which explains the role of PR which is to establish mutual understanding between an organisation and their publics. Reflecting upon Crisis management, Ive learnt the theory of Relational approach in Gordon (2011) where building a reputation is based upon trust and in doing so, key stakeholders are more likely to survive. Lastly, in corporate social responsibility, she explains the theory of reputation management coming into play with its aim, to reach beyond its customers through issues management, communication affairs and CSR.

3.REFLECTION a. Objective E

ON EACH OBJECTIVE

Objective e is based on firstly, graduate quality 1, of operating effectively with and upon a body of knowledge of sufficient depth to begin professional practice. This was achieved from the first module we learnt in Media relations especially those in which we wrote press releases. With hands-on approach by practicing to write media releases on West Synergy during tutorials, we had learnt to be careful about every single details of information presented in black and white and how much was at stake if we presented the wrong information to the media. Also, by watching TV, I have noticed on ACEP (2011) that broadcast compared to print is much easier to tackle as issues are reduced to main points and speech is shorter and conversational style. Also no dateline or abbreviations in broadcast as its written. We were taught the taboos of media releases to avoid leading, self-proclaiming, and usage of bombastic words and no puffery.

Graduate quality 3 of making an effective problem solver, capable of applying logical, critical and creative thinking to a range of problems when our lecturer quizzed us during tutorial on the role of media in democratic governance, whether the Internet erodes or strengthens the public sphere and brainstorm on the true reality of lobbying. The Graduate Quality is also achieved as we learn of stakeholders who may have invested in an event and how media is a key target stakeholder and that stakeholders need not be supporting financially but emotionally, politically and for personal gains as well. Agenda-setters, gatekeepers tactically work and by applying Situational theory PR practitioners try to get the most fruitful response. Hence, this quality teaches us to be more edgy and crafted with the publics were dealing with and possibly find the best distribution channels for their media release as well using Framing theory, uses and gratifications theory and two-step theory.

Furthurmore, it makes us committed to ethical action and social responsibility as a professional and citizen, which is the third graduate quality. This is achieved only when a PR practitioner is according to Senyak (2011), by being truthful and reasonable in the information PR practitioners convey, and be ethical by communicating their message truthfully, substantially with a genuine understanding by applying the Grunigian model or the Excellence model approach in Gregory (2000) which emphasizes on an open culture and that communication should ethically provide wider society with benefits as well.

b. Objective G

Graduate quality 2 tells that he/she is prepared for lifelong learning in pursuit of personal development and excellence in professional practice. This was clearly achieved when during event management tutorials, when our lecturer made us think out of the box and put us on the spot to tackle event situations given multiple choice questions such as CEO leaving right before a launch, how to follow up on media releases and even talk to your boss and lose Brownie points on his epic fail PR plan. Using strategic planning model quoted in Gallaghar (2007), innovative ideas kept coming up for the launch of the new Gillette razor, hence students go through new ideas, which come as a part of lifelong learning and lead to excellence in professional practice like they say, practice makes perfect. Lifelong learning is well4

applied for event management because no one can be perfect in managing them as any sort of crisis may come up. This was dealt with terrorist attacks to political roadblocks to issues like roof leakages and lack of staff. This is where we learnt the concept of Relational approach in Gordon (2011), where key stakeholders would be more likely to survive a crisis is the reputation of the company was built on trust. Budget planning, post-event evaluation, pre-event background checks, all were taught as part of event planning and these will be essential in lifelong learning experience as the outcomes, backgrounds and situations will always vary from one company to another.

The second graduate quality allows one to demonstrate international perspectives as a professional and as a citizen. In events management, during tutorials we learnt Hong Kong coming to Malaysia to display arts festival. The objective of the event for Malaysia was promoting Malaysian economy and increasing its tourism value. Cultural concerns played a part in audience, objectives, activity and publicity, to make non-Chinese ethnics aware and interested in the exhibition to promote to a wider audience. International events are a breeding ground for cultural exchange of knowledge and building cross-cultural ties.

At a national front, discussions of Singapore-Malaysia disputes were held and a brainstorm session began on how to handle such political matters professionally. This began with media reports of Singapore visits by ministers, diplomatic talks, and updating through media on cultural issues. Furthermore, during Assignment 2, it was difficult to find Malaysian issues for crisis management and International corporate crisis were just as easy. However, as a PR practitioner, it is his duty to be aware of sensitive matters towards the guest culture and make sure such mishaps do not happen to create enmity and hatred because of one miscommunicated action. . A case study (Wilcox and Cameron, 2006, pp.209) to educate Hispanic diabetes sufferers of insulin resistance needed translations into Spanish for publicity materials to transmit the message successfully.

c. OBJECTIVE C

The graduate quality under this objective speaks of communicating effectively in professional practice and as a member of the community. This is directly achieved as The Economist Intelligence Unit (2005) says Corporate Social Responsibility not only focuses on economic development, but cares for the workforce, families of those working and the local community at large as explained in tutorials after being asked to what extent are social responsible objective much important than the financial objectives. The theory of reputation management directly applied with CSR because it is from CSR that reputation is built along with the help of the government and the media, and of course by managing issues swiftly. Case studies of CSR include Chemical Manufacturers Association creating a program called Responsible Care (Center & Jackson, 1995, pp.95), an example of proactive public relations, coupling environmental, safety and health improvements with reduced emissions.

Secondly the next graduate quality, where a graduate can work both autonomously and collaboratively as a professional applies to the topic of internal communication where employers, employees have a good communication linkage with one another through upward, downward and horizontal communications using the 5 Cs-theory in Guth

and Marsh (2007). Ethical policies are very important for successful CSR and these can only be implemented with successful communication.

The third graduate quality is of an effective problem solver, capable of applying logical, critical and creative thinking to a range of problems. In internal communication, according to Asocio Policy Paper (2004), when a company undergoes a crisis, the media will first target key people to get information, it is through internal communication where a PR practitioner can prepare and stop a crisis from occurring through internal communication. CSR helps organizations build a good image, and has commercial value thus helping the organization grow, which in turn gives good reputation to the organization, helping both public opinion and commercial concerns improve. CSR is good ethical practice and gives an outlet for businesses to have a positive impact on society by making community stakeholders in the business. Companies can contribute in many programs, activities and levels of CSR. To implement CSR the company must be financially strong and have professional PR practitioners and well planned program that is relevant to the community.

4.EVIDENCE

OF COMPETENCE

Throughout this semester, from the first lecture my definition of PR had been amended and broadened and my understanding kept evolving ever since.

Changes began when we began writing Media releases with a given format, avoiding taboos, paying attention to minute details and how mistake could tarnish the reputation of the company. From here, we went to understanding Habermass public sphere and debating whether the internet is eroding or strengthening the public sphere, and furthermore discussing the reality of lobbying with the negative light being given to it. This is achieved only when a PR practitioners are supposed to be truthful and reasonable in the information PR practitioners convey, and be ethical by communicating their message truthfully, substantially with a genuine understanding by applying the Grunigian model by Hunt and Grunig (1984)nor the Excellence model approach which emphasizes on an open culture and that communication should ethically provide wider society with benefits as well.

Furthermore, in events management we learned to create our own events, handle international events from Hong Kong and finally deal with crisis and come up with potential solutions to avert crisis. Using the strategic planning model, innovative ideas kept coming up for the launch of the new Gillette razor, hence students go through new ideas, which come as a part of lifelong learning and lead to excellence in professional practice like they say, practice makes perfect. The strategic-planning model taught us a rough estimation of prices, importance of sponsors, the worth of evaluation and past outcomes of events.

Corporate Social Responsibility not only focuses on economic development, but cares for the workforce, families of those working and the local community at large as explained in tutorials after being asked to what extent are social responsible objective much important than the financial objectives. And lastly, we learnt that internal communication in a company builds its foundation to avert crisis and rise up with trust and goodwill. 6

References:

ACEP 2011, Broadcast news Releases, viewed Nov 8 2011, http://www.acep.org/content.aspx?id=25890

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Asocio Policy Paper 2004, Corporate Social Responsibility, Asocio Policy paper, viewed Nov 8 2011, https://docs.google.com/viewer?a=v&q=cache:qKG5tkv4sIJ:www.asocio.org/policy/Corporate%2520Social%2520Responsibility.pdf+importance+of+corporate+social+r esponsibility&hl=en&gl=my&pid=bl&srcid=ADGEESgyD5dKjVvLB88qusO96oy7OWvYBvJ9w9wYmvVv0niS_pHD7Ix1Dcq5jYPlfceTZvE13ZjEwvCJcXRqDkWqnlNRRxQN8ry7vgPbfPLZqYWRGpAfbGrwOfPfLIzDPwkkEl8jjB&sig=AHIEtbR8qy5Rvbs9zmSYJPCJuB_1QwKGg A

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Center, A and Jackson, P (1995) Public Relations Practices: Managerial Case Studies and Problems, Routledge, London

Coombs, W.T 2011, Ongoing crisis communication: Planning, managing, and responding, Sage, London

Economist Intelligence Unit (2005), The Importance of Corporate Responsibility, The Economist, viewed Nov 8 2011 https://docs.google.com/viewer?a=v&q=cache:oU2cqVu7gCwJ:graphics.eiu.com/files/ad_pdfs/eiuOracle_CorporateR esponsibility_WP.pdf+importance+of+corporate+social+responsibility&hl=en&gl=my&pid=bl&srcid=ADGEESj5xwYum iWSCvijm5783lARdEKVN6yFMrfJpTE-N8HB1FpxfpW7rfDt5w-soIh8rRk3T_Jct_YAfprHAgsA2qILKhDZ5FoqGNdKaWqePO79vnWex2ehhzRKXjY2rhWzgBUBePE&sig=AHIEtbSaIhZsp-EeUo12lwyShJHsQiymcg-

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Framing Theory 2011, Framing Theory Mass Media, University of Twente, viewed Nov 8 2011, http://www.utwente.nl/cw/theorieenoverzicht/Theory%20clusters/Mass%20Media/Framing.doc/

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Gallaghar, D 2007, Ketchum.com, viewed Nov 8 2011 http://www.ketchum.com/david_gallagher_ruth_yearley_planning_effective_pr_strategy_speech 7

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Gordon, A 2011, Public Relations, Oxford University Press, London

Gregory, A 2000, Planning and Managing Public Relations Campaigns, Kogan Page, London

Grunig, J, Hon, L 1999,Guildlines for measuring relationships in Public Relations, Kogan Page, London

Grunig, J, & Hunt, T 1984, Managing public relations, Rinehart & Winston, New York

Guth, D, Marsh, C 2007, Public Relations: A Values Driven Approach, Pearson Education, USA

Hung, C.F 2005 Exploring types of organizationpublic relationships and their implications for relationship management in public relations, Journal of Public Relations Research, Vol. 23, no.1, pp.223-289

Senyak, Z (2011), Ethics, About Public Relations, viewed Nov 8 2011, http://aboutpublicrelations.net/ethics.htm

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Marketting Teacher 2011, Lesson Public Relations, marketing Teacher, viewed Nov 8 2011 http://marketingteacher.com/lesson-store/lesson-public-relations.html

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Smith, L, Mounter, P 2008, Effective Internal Communication Kogan Page, London

Wilcox, D and Cameron, D2006, Public Relations Strategies and Tactics, AP, London.

BIBLIOGRAPHY

Daymon, C, Holloway, I 2011, Qualitative Research Methods in Public Relations and Marketing Communications, Routledge, London Gregory, A 2000, Planning and Managing Public Relations Campaigns, Kogan Page, London Green, A 2011, Creativity in Public Relations, Kogan Page, London Grunig, J, & Hunt, T 1984, Managing public relations, Rinehart & Winston, New York Guth, D, Marsh, C 2007, Public Relations: A Values Driven Approach, Pearson Education, USA Jeffkins, F 1994, Public Relations Techniques, Heinemann, Butterworth. Kaur, K, Shaari 2006, Perceptions on the relationship Public Relations Managers and Journalists, Kajian Malaysia, Vol. 24, No. 1 & 2, pp. 10-32 Swann, P 2011, Cases in Public Relations Management, Routledge, London Tench, R. Bowd, R. and Jones, B. 2007 Perceptions and perspectives: corporate social responsibility and the media. Journal of Communication Management, Volume 11 Number 4 2007 pp 348-371, Tench, R and Yeomans 2006, Exploring Public Relations, Pearson Education Limited, Essex.

PUBLIC RELATIONS 2 INDIVIDUAL LEARNING CONTRACT You are required to complete this contract for the course portfolio. It will be reviewed and approved by your tutor and forms the basis of your final assignment. You will need to examine your current knowledge of Public Relations, as well as consider your individual strengths and weaknesses to determine what skills you wish to develop through your own learning in the course. The contract requires you to define THREE learning outcomes to make this course an effective, valuable, and successful learning experience, by giving careful consideration to specific skills, knowledge and competency relevant to PUBLIC RELATIONS that you would like to develop or enhance. Learning outcomes may be selected from the broad domains of knowledge and understanding, skills, attitudes, and values. Part One Write a short answer to the following question, considering that your work through the course and your final assignment report will be related to your answer. What skills and competencies do you consider essential in contemporary Public Relations practice that you would like to have, or enhance, and which could reasonably be developed in this course? Essential skills and competencies required would be excellent language skills, excellent presentation and writing skills, good multi-tasker, must be able to manage with time, be prepapred to work under pressure. I think during this course, I will be brainstorming a lot and thinking out of the box dealing with scenarios which will make me more critical and creative in my thinking.

Part Two: In this section you are required to consider three specific learning outcomes you will focus on to develop the knowledge/skills/ areas of competency identified in Part One? Describe three learning outcomes you aspire to achieve in relation to learning about Public Relations, based on your self-determined goals and objectives i.e. what do you think will be most useful to you? What might complement your existing skills or increase your competency in existing areas. Examples of possible outcomes might be develop a better understanding of time management and its relevance to PR practice, enhance my understanding of Public Relations in event management, and so on.
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This is an opportunity for you to think and reflect on how you can use the course as an opportunity to develop skills that will assist you in professional practice or build your confidence. 13

Learning Outcome #1 Become better at persuading people and communicating in a not so rude but calm, composed manner under pressure. How does this outcome relate to the requirements and priorities of contemporary Public Relations? A PR practitioner needs to work well under pressure and communicate well to get his clients and maintain or build a reputation. Describe what you will do in each of the following areas to achieve this outcome, and in your portfolio assess to what extent you have achieved it. a. Learning Strategies and Resources directed toward this outcome: Have practice sessions with classmates till we convince them to join. b. Evidence of Accomplishment: I will know the objective has been achieved by the following When Im smoothy persuasive and dont raise my voice. c. Criteria and Means of Validating or Assessing Evidence of Accomplishment: I will demonstrate or prove that I have achieved this outcome by: Making sure my opponent accepts my approval in a very persuasive manner or by proposing a persuasive PR plan assessed by my lecturer. Learning Outcome #2 To be more critical and creative in planning event. How does this outcome relate to the requirements and priorities of contemporary Public Relations? PR requires event planning and that cannot be done well without experience. Describe what you will do in each of the following areas to achieve this outcome, and assess whether you have achieved it or not. Spend hours, or days joining an event and participate actively in making it a success. a. Learning Strategies and Resources directed toward this outcome: Events proposed by lecturer and for students to execute. b. Evidence of Accomplishment: I will know the objective has been achieved by the following: Feedback forms and verbal opinions c. Criteria and Means of Validating or Assessing Evidence of Accomplishment: I will demonstrate or prove that I have achieved this outcome by: Success, turn out rate, number of people who attended the event.
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Learning Outcome #3 To work under time-contraints How does this outcome relate to the requirements and priorities of contemporary Public Relations? Practitioners have limited time to handle situations especially if a crisis comes around Describe what you will do in each of the following areas to achieve this outcome, and in your portfolio assess to what extent you have achieved it. a. Learning Strategies and Resources directed toward this outcome: I would set a time limit to complete an event execution, or to curb a crisis or prepare a media release handed over by my lectuerer. b. Evidence of Accomplishment: I will know the objective has been achieved by the following: If I have completed within the time-frame. c. Criteria and Means of Validating or Assessing Evidence of Accomplishment: I will demonstrate or prove that I have achieved this outcome by: Depending on feedback from lecturer. We have reviewed and accept the above learning contract as the basis for the report required for the final assignment report Date: 11/11/11 Student: Rahila Najaf Nizam Tutor: Ms. Manickam Govindaraju

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