What makes a successful campaign? (2nd lesson)

Today marks the second lesson on Public Relations; the steps and processes required for a successful planning and implementation of campaign.

Most of us are often surrounded by advertisements and campaigns, being influenced either consciously or sub-consciously. It is intriguing to learn that hidden beneath these campaigns lie hours of research and planning. I strongly believe a successful planning is key to a successful campaign.

The issue that struck me was regarding the different routes that could be undertaken with respect to achieving the same goal. This is especially so as different people catch different interesting aspects from the analysis results. In other words, people's views and creativity varies. However regardless of the different strategies chosen and implemented, what is most important is that the goal is met.

Setting goals and objectives, in my opinion, is of utmost priority in any campaign. It gives the campaign an excellent head-start and a clear direction for the entire period of work. At any point of time, one could fall back on these objectives if the campaign deviates from its original plans. In the current age where society is fast-paced and work-rate is at its highest, it is beneficial to constantly take a short pause, and simply re-organise or re-strategise the campaign to achieve maximum output and results.

Andy

First Lesson of CMNS 1290

Today marks our first encounter with CMNS 1290. On a personal note, Public Relations is an area that i am very keen to explore in, other than Journalism.

Prior to the class, my pre-conceived definition of Public Relations is that it is the frontline representation of an organisation or product. In other words, the image of the organisation or product hinges heavily on how well its public image is being managed. However, as Ms Tanya mentioned, its definition can be broadly defined, or the more so in recent years as its borders are constantly expanding.

Contrary to a decade ago, it struck me that Public Relations has taken an entirely new form of practice. In the past, the image of an organisation is under the control of the organisations themselves. However, the power has shifted and now lies mainly in the hands of the consumers. This is due to technological advancements where organisations have little or no power in having a say in their image branding. Anyone and everyone can now contribute publicly and comment on online tools such as blogging and YouTube.

I feel that this has a direct effect on us as students as in the working world in a couple years' time, we will be the ones who will scour the internet looking for ways to improve our client's image branding, or simply finding out the general public's impression of the organisation. Hence it is important to start now as students, to familiarise ourselves with unconventional media forms and look for creative ways to garner publicity.

Andy