Week 3

I think the key points to remember from this weeks required readings are:

- agenda setting indicates that, although the news media do not tell you what to think, they do strongly influence what you think about.
- that there are various theories involved with Public Relations. Many companies use all these theories of public relations depending on the circumstances involved.
- The fact that public relations theory is at a crossroads and needs more practical studies and frameworks to help in the application of public relations is a very interesting point
- Good PR needs public interest and acceptance
- PR is a difficult, contested and controversial area of study
- Globalisation is strongly combined with the work of a PR practitioner

The reading let me think of powerful organisations, which influence the way we think. Is it like a 'Big Brother', who decides what happens next? In fact of this it is important that we are able to understand the theorys. The difference between them help us to become clearer about the kinds of PR practices.

Week 2

I think the key points were:

- Public relations encompassed much more than you realise
- it´s practitioners could work in such a diverse range of areas
- the PRIA represent all communications professionals in Australia
- a PR practitioner must rely on a great number of talents and skills
- the profession is dominated by woman, this is also the trend
- second trend is the emergent practice of working from home
- Public relations is not advertising or marketing, but it´s often mixed up
- one of the big differences between marketing and PR is that marketing has a profit focus, which does not neccessarily apply to PR.
- the focus of quality education in PR needs a combination of theoretical and practical input

It is interesting to see, how PR profession was introduced to australia. I never thought that the US had such a big roll in it. I think this reading has been a good starting point to understand the subject. It made me think about the PR theory practise, which involves marketing, sales and other professions. I also ever thought that PR is such a big profession, but i like the fact that it´s encompassed much more.

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