FOCUS ON ASIAN PUBLIC RELATIONS MANAGEMENT

For me, this is the special chapter because it is the final chapter and also the final entry for the blog so far. Moreover, this chapter is related to me, it is about the public relations in the Asian and my country is Vietnam. I think I should learn a lot of knowledge and can apply it to public relations in my country from this chapter. First of all, I can identify the different cultural issue which apply to the practice of public relations in Asia and there are the various aspects of public relations as they apply to different locations.

We have learnt a lot of theories which can support the public relation practice, and one of those is the Excellence theory. This theory is quite interested theory to me because it give me the back ground about which sector of the fast growing is being built. They have different terms which can apply to different country in Asian such as South Korea, Vietnam or China.

Languages are the one of hurdle to sometime prevent the development of public relation in Asia. For example, in my country is Vietnam, English is not really popular to other people. Even though, about 2 years ago, public relation major did not appear in Vietnam, so public relations is also not popular in some of country in Asia. Maybe the person who play a role in organization, they do not know actually what is public relation about. However, we still have a lot of theories and practice to solve all of this problems as providing the outline of overall effectiveness.

Therefore, different circumstance in different countries will need to apply the different kind of practice and management. Hence, if countries in Asia improve the language to play the important role, the international relationships will develop as well.

NEW MEDIA AND PUBLIC RELATIONS

From this chapter, I can get more information about the emerging new media concepts and theories. Moreover, the technology also is the part of public relation practice for the successfulness. How do the ethical practices apply in the relation to new media.

Nowadays, the new media focus on the internet, which can spread the information of the organization around the world. The traditional public relation techniques are not developing as last time because in much of public relations practices as they are very hard to connect with others. "If communicators understand nothing else about the internet and its impact on the practice of public relations, they must understand this: Everybody is a publisher and everybody is connected to everybody else" (Holtz 2002). I like this sentence because it emphasize the meaning of communication which is really vital element of public relations. Furthermore, as we all know that publics are more powerful and can across many different perspectives which include the geographical. When we are doing the PR plan, so we must do the survey to get result by the internet. Therefore, public relation practitioners can promote two way communication continues to remain unrealized.

Now I move on to the industry attitudes, I really do not agree with Dougall state "... despite widespread internet access and use among communication professionals, the internet has not really changed public relations strategies and practices." Nowadays, technology is growing significantly and we cannot deny that new media has affected to the public relations. Internet is the one of the function which help the organization to spread their reputation as the best effectiveness. I knew that despite the useful of internet in public relation practice, some personally profession still disagree with it. They think public relations have lost the interaction in the communication. Another suggested "I feel that public relations still needs a lot of human touch , still needs a lot of interpersonal feel..." I really do not understand why did they say that, because as we all know that nowadays, the society has changed simultaneous with the technology is extremely developing, so human also need to keep pace with it. Moreover, in the reality, technology can help to build up the relationship and spread the information to others. people will not waste their time and money to do many stuff of planning or organizing.

However, the implications are that public relations professionals need to be mindful and always careful to the global audience of anything online.

ENGAGING WITH THE MEDIA

As I always reminded in the previous chapter, media obviously plays a essential role in public relation. Therefore, Engaging with the media chapter is to emphasis the important of media available for a campaign in public relations. More over, I appreciate the vital role of the news value, news framing. Now, time to type out my opinion and comment about the value of this chapter.

This chapter mention again the useful theories of communication. Those theories are very important to us, who are usually work with media such as Agenda-setting theory, Spiral of silence theory, Two-step flow theory, and the most vital is Framing theory. The definition of framing theory is "explain that the way something is presented influences how the audience perceives the topic" (Tversky &Khaneman 1981). Moreover, I am able to understand about the process of the media. First of all, the publishers, editors, or chiefs are the media gatekeeper. They have to give their decision on whether to accept or reject the story from journalist.

I am really wonder that why is bad news more attracted than the newsworthy? Is it bad news always rouse the majority of people to get to know it. That is also the reason why the media usually frame up everything to the new story and obviously it is different from original story. Nowadays, the audience become more confused in front a lot of news story from the magazines or from television. They wonder that is it the true story, can we trust this news or not? Today, there are three types of main media such as: Print, broadcast, and internet. All of those types are very popular and strong with many perspective includes public relation.

The keys's successfulness in public relation are: we must built relationships with journalists and editors because newspaper and magazine are very popular around the world. If you get the relationship with journalist who you really needs to promote your organization. Moreover, you should always give them a good quality of materials. The most important element is behavior to help you to keep in touch with journalists and this is the best source ever.

Thanks!

AN ISSUES-CRISIS PERSPECTIVE

This chapter mention about the important topic and this topic is really hot nowadays such as an issue and crisis. After reading this chapter, I have archived a lot of knowledge about the responsibility of public relation practitioners to the manage issues. Moreover, I can distinguish the different between an issue and a crisis. Furthermore, I also understand how do the public relation practitioners have the responsibility during the crisis situation.

Overall, I think that public relation management play a important role in a corporation or organization. Although in the individual or group, if we can not manage, the crisis easy to increase. For managing communication, we must understand the key message is to focus on the human element. As we all know that public relation may regard the media's description events and they play the essential role when they try to communicate with their environment. public relation practitioners's responsibility to create the impression and the unique style and those are really important key of the media. They have to create the plan, strategies, tactics when they are starting to do all organizational communication. Moreover, one of the vital element for the successfulness in the communication plan is media. Media has the most effectiveness to public relation and it also can help to manage the issue and crises as well. "Effective online and offline media management is important and online management is on the rise" (Gwyneth Howell).

In my own opinion, I am very interesting with medium which affect to the public relation because I think that the power of media is very strong. We can create the website or forum which information can spread around the world by online discussion, commend and on that. Thus, this communication medium not only decrease the crisis of public relation management but also create the new challenges for an organization.

After reading this paper, I knew clearly about the different between an issue and a crisis and further the reason why does the crisis occurs. An issue happen when the gap between organization and the audience expectation of the company's behavior. We can say that an issue is the small problem when the organization know how to solve it. On the other hand, if they ignore this issue, the crisis will be easy to arises. We move on to the crisis management in detail and specially it is about the key elements of crisis. A crisis affect the company and prevent the company from functioning properly. Moreover, crisis threaten the reputation's company and customer perceptions about the organization.

I think that we better plan how to prevent and minimize the issue and crisis before those happen, to protect the value of organization.

PUBLIC RELATIONS MANAGEMENT IN ORGANISATIONS

This chapter is quite interested because it helps us know how public relations face and work in the organization so first of all we must understand the definition of public relations management.

Public relation is the role to combine between organization and their environment. Public relations help organization to maintain the relationship which are very important to organization and their goals as well. They are responsible for the monitoring and responding in the external environment. In the internal and external area, if public relations management and practice want to be effective, they must clear all of the guiding theory. As we know that public relations's role is to solve the problems and predict the future or organize the event, they need the key of concept and theories to finish well the job such as Considering theory and System theory.

Bertalanffy suggested that organization and environment were separated by a boundary through the information and resources flowed and public relations professionals need to critical and give the information to the environment about organization and reverse. It seems a interrelation between organization and their environment but without one of those side, the process will not appear and success. Public relations develop their organization by website, blog, presentation or advertisement. Moreover, they earn the benefit by talk about their organization as tell the story but make sure that include the important points and also the key group. So I think public relations practice are required the skillfulness to archive their goals.

Now, I want to mention about the role and responsibilities. In the early days, I knew that public relations are received the media skill by promoting one way communication model. Furthermore, the public relations team are affected by the organization environment. Even though public relations manager must focus on the external communication than the team of management. Especially, they need to solve the problem between managers and employees as well because the most important function to success are team group and responsibilities.

PUBLIC RELATION PRACTICE

In this chapter, I can understand more about Public Relations practice, how to make the public relations practice to relevant with the environment. Moreover, I got to know some common elements and how the values affect our actions. I felt very interested with this chapter and here are my opinion about it.

As we all know that public relations practitioners is a solver of problems and situations public relations need creative and communicate skill for planning or organizing the event. Furthermore, public relations need creative and communicate skill for planning or organizing the event. Without a plan, it means nothing can organize or happen so we can understand the important of planning role. Public relations is a job which can get benefit from thinking, that is the reason why we should understand some of the realities and challenges of professional public relations practice as well. Public relation profession need quite a lot of elements to success and I think that if loose one of those element, they will not success. Practitioners must have a thorough grasp of codes of practice and theory which provide them basis of knowledge to grow up their potential. Communication tool is the important function which you cannot work without it. Like what I mentioned in chapter Public Relation Ethics, values is also one of the important role that can affect public relation person's action . I felt interested with Hofstede, he stated that the organizational culture hold the visible practices of an organization more than the national culture. the reason why is many theories and principles from Eastern influence to some parts of Asia country and the benefit for organization is always the goal of Public relation person to archive. I my opinion, values one of the important part in the public relation career. It helps to define and evaluate the action that we are doing.

Even though , we have different environments in the Public relation area, but if we understand the basis of elements in public relation practice, I believe that we will success.

PUBLIC RELATIONS RESEARCH

This chapter is about Public Relations Research, research is one of the important tool for public relation professional. Here is some of my opinions about this chapter after reading it.

Public relation practitioners make use of research when they are planning or evaluation for their customer. Moreover, I felt really interesting if practitioner have problem in communication, they can research to find the way to solve their project. Research can help practitioner to organize and approach their work as possible. Furthermore, in my perspective, public relation professional work together with research so it can help them to grow the ideas and create the strategies for planning in the situation. Especially, useful information is provided by research which can help public relation professional better in job. That is the reason why I am really indulge Public Relation because I found that many functions which we can use and work with it. That is also the special particularity of Public Relations.

I felt interesting with the word "deafness", deafness usually occurs with old people, but in this chapter it becomes more popular to the young people because "Communication about it can only be effective if people understand what is it." This sentence is very meaningful to me because we listen only one or two words but we understand so better than can listen the whole chapter of the book. In the simple explain, research when we get the question and have to find out the answer. How to answer correctly and relevant with the question's requirement is the skill which public relation practitioner need to archived.

The research need to be qualitative and quantitative because both of those is useful when practitioner desire the information for their planning. Deeper in understanding is manifested by qualitative research and the statistics or trends is manifested by quantitative. So at the same time, we need to use both of those research and combine together to get the best result for work.

Finally, I want to mention about another perspective is Keeping up to date. The one of requirement's public relation practitioner is always update the information to have the wide and relevant knowledge for planning public relation or organizing the event. Some of areas that practitioners need to be target on are about economics, social environment or issues, technology, etc.

If we have enough skill of research I think we can become a good public relation practitioners in the future.

TRENDS AND DEVELOPMENTS

Today, this chapter is about another perspective of Public Relation which is Trends and Developments. So those are my opinion of this chapter.

We should understand what is shaping twenty-first century public relations. As we all know that Public relation profession is developing and the most important is the affect of practitioners and educators. Moreover, the operating environment for public relation is changed for public relation in the global and local trends. I also noticed that the realization is the main factor to shape the profession. Furthermore, the public relation professional is required to have an ethical and also the responsibility for their client. Especially, they need the values and beliefs so the social aspiration will be relevant and meaningful.

I am really interesting in with the organization's expectation because from this chapter I knew that the most important requirement is ethic and responsibility, after that is timely, creative as well. In my opinion, what I have already learned from book, public relation professional must keep communicating and exchanging to relevant with customer's demand.

Next, I want to mention about the new media environment effects that practitioner demands have increased. Blogging is the kind of advertisement, it gives a chance and prospect for creative and innovative practice, moreover, also improve the project management.

Practitioners who work for government and policy and they always want the change for health or services. One thing that I do not understand, why practitioners do not want government to be too powerful or regulate excessively???? Nowadays, public relation is growing day by day all over the world because the development of communication, despite in the past the information was disseminated to the public. And when the information is blind, public relation profession know how to suffer server consequence.

Finally, the pubic relation has to be local and global but the practitioners should think about local first even their target inform to both local and global customers. The only reason is because they need to be really understand and mindful to their culture as well as ethic and responsibility, so their organization will be successful and development.

Chapter 4: PUBLIC RELATION ETHICS

This is the important and chapter and also expected chapter is Public Relation ethics. In this chapter I can apply knowledge of practical ethics tools, hence I can use different ethics approach and tools when planning public relation or facing ethics dilemmas. Public Relation ethics is the most necessary that any PR professional or practitioner need it to become a standard public relation person. Thus, after the definition of Public Relation, we must understand the ethics function of Public Relation as well.

When we mention about ethics, we realize that ethics is the important role, it is not only for Public Relation but also for all of the career in the world such as doctor, teacher, etc. Ethics help us to asses the value of one person but now ethics can help us to estimate the value of one organization. I really interested with Lee's proposition : " Public Relation should help organizations be responsible for their effects on the social and physical environment." or in his own word "A purely selfish policy is not a good policy." Therefore, in my imagine, I think that if you want to become a perfect organization, you should have ethics and responsibility to lead your firm develops.

As I have already mention early on, now ethic is definitely central to understanding of what public relation is about. Ethics included the morals and value which help organizations to have more truthfulness and dependability from client. In my opinion, I think that organization is not easy to be ethical because a unethical firm will get more benefit than the ethical firm, but I am sure that ethical organization will be stable all the time. Actually being ethical may not be as simple as thinking of someone because morale and value of one person are not easy to own up.

Thus, the organization own ethics, they will always careful when deciding and planning public relation. Moreover, they will archive the right action in the job they work with. I hope you enjoy my blog and please don't forget to comment!!!!