Friday, March 19


This is the last week for our PR blogging. This will be the last time hearing from me.

Don't miss me too much.


For me, the highlight of this chapter zoomed in on " What makes public relations important". To me, I find that language has to be the most important factor in a Public relations practitioner. Everything start with communication thus we should learn all sorts of languages ( if it was that easy) As I believe that language can be a barrier especially in our own school since we are studying in a school filled with international students. An example would be in Singapore, even though English is the prime language there are other people who converse in other languages also - Chinese, Malay, Tamil & others. As a PR we need to able to converse in more than 1 language just so we will be able to reach out to more people especially to the older crowd. Some of the older people might not speak english so its essential as a PR, this is what I feel. I guess Asia and West will both suffer the language barrier.

PR practitioners who want to reach out to those people in the different countries have to keep in mind that they have to be aware of the language and culture of each country as it varies.

Overall, after weeks of blogging about PR I can say that I've learnt more than a thing or two. Infact I hope after reading all these chapter I will help me excel in the future. Maybe come the next Robert Dilenschneide?

Sunday, March 7



I found I could relate to this weeks reading on New Media and Public Relations like any other youth in this world. The new media has become very effective in the new generation.Technology is ever changing. A decade ago, the internet was weak. Connections had to be made through the telephones that caused quite a lot of problems. Phone calls would disrupt someone who might be using the internet for an important reason. Thus, I'm overwhelmed that the internet has improved significantly over the years.

Personally, social networking, mainly Facebook, has been an avenue for the latest updates on social life. Everyone is so attached to the internet so much so that you have people being in front of the computer around the clock. They will find all means to be infront than to do some other acitivity. Many people are depended on social networking to build up or deepen relationships with another being especially when distance becomes an issue.

Facebook and Friendster have the same purpose - bringing people closer together despite the distance. I'm sure someway or another it has tied people together.

According to , blogs are online diaries; a personal chronological log of thoughts published on a Web page also called weblog, web log.

Blogs have become a common tool for all ages. Blogs are not only used as an online journal but also a platform for young entrepreneurs to start their foundation. They use the internet to sell their items of which are either brand new, second hand or hand-made. Some well-known blogs are as follows -, and .

Critical notes I have learnt about the implications of blogs for PRs that regardless how blogs are useful research tools, particularly in monitoring and environmental scanning, PRs feel that they are not yet a standard public relation tool. So after reading this, I wonder what is of standard then.

Adding on to it, I've been able to grasp more knowledge about why PRs do not use the blog. 1) the need for disclosure of one's professional status when posting blogs. 2) the fact that corporate messages in blogs can be viewed with suspicion and seen as "propagandistic" 3) the recognition that online public may represent a narrow, niche public that is not representative 4)the difficulty in evaluating the social impact or influence of blogs.

One way or another, each chapter will link with each other like how Chapter 12 interlinks with Week 5's - Chapter 10

Monday, March 1




I found this Week 8 related to Week 7. Both chapters are interlink in a hidden way. Week 8 focuses on reputation management and how important it is to have on. Reputation aren't only important for the image of the company but also for people. So this is where week 7 comes in. In week 7, the chapter highlights on having a good relationship with the people that you're working with in the company. Thus having when you have a good relationship with your co-workers, you will then have a good reputation. People will be fond of you but if you do not work hand in hand with your co-workers well, your reputation will do falter. Its the same for companies that work with other companies.

Other than that, another section of the chapter that I found very interesting was Corporate identity structures. Since this chapter got me really interested in reading it and googling more about the chapter, I decided to attempt the questions.

So this week I would like to answer some questions give from the book provided.

The first question covers on Introducing reputation management.

Qn: What creates a good (or bad) reputation? Is the reputation of a business or an individual important? Why?

Reputation is a very important element of business or an individual as how the business is perceived through the eyes of their customer, suppliers, employees and other interested parties. Like they say, the first impression of someone or something goes a long way. We want to be in the good books of our customers as the word of mouth is very powerful. People do talk about such things. Everything that the business or individual does helps to define the reputation of their business.

Thus this enhances the companies business by attracting and retaining customers. As I have mentioned earlier, people do talk to each other about news. When customers mention how good the business is or has become, there will enhance the reputation of key managers. As well as maintain value in sale or merger.

Topic: Corporate identity structures.

Qn : Look on the shelves of a retail store or at print media advertisements and find examples of a monolithic , and endorsed, and a branded approach to corporate identity structure. Why do you think these particulars companies have adopted their chosen strategy? What are the advantages and disadvantages of each approach.

As mentioned , Monolithic is known as the single business identity.

Endorsed is known as the multi-business identity.

Lastly, Branded is known as the brand based identity.

This question that was given in the book was very interesting. I tried doing this question trying to find an example of monolithic, endorsed and a branded

At first I couldn't think of any except Nestle ( since it was already given in the book) but after heading down to the convenience store around the corner, I found out there are more. Kraft is one endorsed example which sells biscuits and cheese. I was only able to answer the first part of the question, I'm not exactly sure why each company chose their chosen strategy. If you know, maybe you could fill me in?

Monday, February 22



From the Chapter 7 of Public Relations Management in organisations, a key point I took from the reading focuses on internal relations which revolves around sustaining a good relationship with your co-workers in the company. I was interested in reading more about this section as It would be a great chance for me know how to maintain a good relation with people I'm going to work with. As mentioned by Center et al (2008), Employees are important and satisfactory employee-employer relationships lead to higher productivity, fever errors and work stoppages, and less absenteeism.

Having a good relation with your workers or team member works not only in the company, even when students are working on a project. We do need to be on the same level as each other. We will be able to work together. This is where Organizational Behaviour (OB), a module we learnt last semester, comes in hand.

But definitely there will be issues that will bring a company down or falter which is explained on paged 212. An example would be through grapevine - an information transmission of information, gossip or rumours from person to person. Gossip and rumours have become something common in the real life. The reading shows us how having these channels of communication can destructive.

Wednesday, February 10



Once we graduate from this course, we will definitely be on the scout for a job or some might continue their education path. Regardless the decision made, we will need to get a job in the near future. Thus on page 164 onwards in Chapter 6, will truly benefit each of us in many ways. It fill in the missing gaps of our knowledge regarding our future occupations. In addition it provides us information about the different types of roles a Public Relation Practitioners will be engaged.

I would like to highlight this paragraph from the chapter which I find interesting and important for each student in Bachelor of Communications.

" At the entry level, the corporate sector is looking for a formal qualification in public relations, good written and verbal interpersonal communication skills, graphic design, and computer literacy, including the ability to produce PowerPoint presentations. The career progression might then be into a specialist public relations position with some management responsibility in that specific area. The person in this position needs to demonstrate that they can produce annual activity plans and achieve successful outcomes inline with those plans. This person would also have a helicopter view that enables them to understand the context and operation environment."

After reading this section from the chapter, It creates an awareness of why we are learning Journalism, Media Productions and Audience Studies during this semester. All the subjects have a purpose and is interlinked with each other. With this, it helps to deepen the understanding of how a Public Relations practitioner has to be in the future thus this encourages and motives people to work harder for their goals. This helps individuals to prepare and strengthen themselves for the job they have a desire to take up.

In actual fact, the whole portion on public relations role in different types of organizations outlines the differences between each organizations as well as informs us about the different type of jobs we will be facing in the coming time. Personally, I have opened my mindset about being a PR.

In relation to the earlier chapter on the organizations, Chapter 6 calls attention to the challenges and pressures we will definitely face. I'm not going to jot down all the challenges but I'll just like to mention how it has allowed me to fully understand the job and the potential challenges i might face. It helps us to be aware of the possibilities. We will not be alarmed if it ever happens to us.

Thursday, February 4

Week 5 ( 3 Feb )


I thought this point that was mentioned in today's lecture was very credible.

When looking at the new generation of consumers, reaching them through mass media is almost impossible.

Mass media would represent mediums like newspapers, radio or television.After I did my own survey among a few people, my results have turned out that 4 out of 5 people spend most or all of their time on the Internet. On the internet, you can spot them spending most of their time working or surfing the net for leisure – Facebook, Gaming, Surfing the internet aimlessly, Watching movies or Online chatting.

I have to admit, I am one of the million people who always spend most of their time or free time on the internet.

Half of my day is spent on the computer - doing work or watching movies.

For news, I gather my information through their online websites - ( local news ) or ( International news) For me its fast, easy and efficient. At any point of the day, all I need to do it switch on the phone for free excess of internet or computer to get instant news. I hardly pick up the newspapers to read through not even for movie time slots. In addition I don't have to spend money on newspaper! Haha. I know I sound rather stingy with my green but save the trees!

But you cannot blame the new generation for ignoring the the mass media as the world is becoming more advanced in the technology field. More people are inventing new gadgets each year. An example is Apple who just launched their new product- iPad.

A clear illustration of the new generation being hi-tech.

I shall end off with a quote by a Confucius, Chinese philosopher. " Tell me and I'll forget,show me and I may remember. Involve me and I'll understand."

Thursday, January 28

Week 4 ( 28 Jan )


For this week, after reading chapter 11 on Engaging with the media, what struck me the most was the section on the
Useful theories of communication, page 301. Personally, the 6 various theories that have been given in the book is very crucial as each theory is essential in all the modules that I have done or is or will be going through during my time here as a public-relations and journalist student in the making.

With each theory given, it provides an upper hand on how to deliver my news to the public be it now or in the future. One of the many theories is Framing theory. To most of us, Framing theory is not something new to us. We learnt it in the previous semester where we had to do an essay on Media Framing.

I found the whole concept of Media Framing very intriguing on how they change the idea with the choice of language and illustrations to describe an event. I believe that most things are being framed by the media. An example would be the models in America's Next Top Model.

By taking a glance at the image of tall and thin girls manipulate the minds of the younger generation. Media Framing can be harmful to the public.

Another theory is Spiral of silence theory.There was a question raised which I thought I would answer it with my own opinion.
" If the media gives the impression that most people are in agreement with a course of action, will people be less willing to say
what they really think?"

In my opinion, the first part of the question already indicates that perhaps media framing was involved in this decision making process. Where do these people get this " impression" from? The media or their own surrounding? This would obviously influence them to be on their side.

Ok, back on track to the question.
Yes, I wholeheartedly agree that people will definitely be less willing to say what they really think. Majority will follow the winning or stronger side as they want to feel accepted by their own kind. It would also be a case of being influenced by the media or their surrounding to choose the stronger side as it is the 'right' decision. As for me, I feel that many people fall into this trap of "going with the flow". Half of these people who make their decision without thinking carefully or having their own say tend to. I call them the followers or no brainers. Those people who cannot make their own decision with their own two feet.

But then again, its only to a certain extent,we choose these decision so that have a peaceful living. I feel that we should have the courage to speak and stand out for own.

And its true enough! These actions are being portrayed because of peer pressure or keenness to adopt a consensus view. Its human nature to feel wanted and be part of the winning team. People like to win and not lose. Plus, people go along with what is perceived to be majority thinking for the sake of peace within the group, because they do not want to stand out as being different, or to embarrass themselves. [McLean and Philips, pg 301-302]

In conclusion, each theory of communication works hand in hand with each other. Together with all the theories put together makes a news worthy to be published in the newspaper.

Tuesday, January 26

Week 3 (20 January)

Chapter 4 - Public Relations Ethics

Strategy and tactic, 2 words which seem to have a very close explanation, was the main highlight of the lecture. These 2 words always knock me down because I could never quite distinguish the difference in them. After the lecture, I could roughly have a clearer picture of the difference, I think.


- A plan of action or policy designed to achieve a major or overall aim.


- An action or strategy carefully planned to achieve a specific end.

The more I look at the explanations, the more confused I get. ( Sorry, I'm a slow learner). Do correct me if I'm wrong. As said above, Strategy is a plan. I'm guessing its the big picture of the main idea. For example, Starbuck's strategy is to beat its competitors in bringing in great coffee options to consumers

As for tactic, defined as an action, its the small details. For example, Starbucks making their very own coffee specially made by them which cannot be found else where.

Am I on the right track?

Another statement which struck me during the lecture was this question that was posted on the lecture notes.

Have you ever thought "if i do this, then this could happen but if I did that, then something else cold result"?

To me, this question is very familiar. I always have second thoughts without a doubt. I'm very sure without asking anyone, I can truthfully say everyone has been in this position more than once. We are torn between 2 decisions - normally between the "right" and "wrong" decisions.

Lets picture a scenario - Shopping for a new dress

We stumble upon a gorgeous dress that cost a bomb but looks exceptionally good on you. You try it on and you fall in love with it instantly. But now is the hard part, should you get it or put it back on the rack?

1. We can either buy it and have no more money after. or 2. Walk away without the dress and hopefully find another dress which is cheaper and as gorgeous.

In our daily life, we always have to decide how we want our future to be unfold. We are captain of our own ship.

Wednesday, January 13

Week 2, Lesson 1

Even though we are already eating into the second week of Trimester 1, today was our first lesson for Introduction to Public Relations. Better late then never right?

The highlight of the today's lesson was one of the many short video clips that Ms. Tanya Wilson showed to the class. An inspiring and moving video if you'd ask me.I found it interesting how a small idea could emerge into an important campaign that could change the world. It's pleasing to see how 22 millions people have come together to make it work out. With every cup of tap water purchased, in countries that serve free tap water, the money is raised to quench the thirst of a child for 40 days. After watching the video, there was a moment of enthusiasm to be part of this campaign. I feel that Singapore should start or join this campaign! They should stop charging consumers for tap water for the benefits of a restaurant's profit but use that money earned for a good cause. As the saying goes "A little kindness goes a long way."

So here is the link. Do spare a minute or two to catch it.

I enjoyed the first lesson, can't wait to attend the next!