Textbook Chapter 9

In this chapter, I learnt about strategies in public relations practice. Strategies are developed through analysing research results and assessing the best way to create intended meanings through a contested space. These intended meanings encompass product marketing and reputation management for the organisation.

I feel that creating strategies is an important aspect in any public relations campaign. With a strategy or strategies in place, the organisation would be able to come up with a specific goal which it can work towards. In this way, it reduces the possibility of any sidetracking which can result from the lack of a clearly defined goal.

While having a strategy in place is largely beneficial to the organisation, I feel that it also has some limitations. When a strategy is present, people may feel inclined to strictly follow the initial strategic plan even when circumstances have changed. This can cause the organisation to be unable to reach its goal or it may even suffer losses.

However, having a strategy in public relations practice is still important. As mentioned in the textbook, the lack of a strategy is more likely to cause a public relations campaign to fail. In my opinion, it is important for the organisation to adopt a flexible mindset so that it can achieve its goals in the best way possible.