Week 9- Typical PR Program

A very practical text, Candy Tymson's 'A Typical Public Relations Program' was reminiscent of last weeks readings in relation to research and evaluation. Tymson highlights the importance of being pro-active, the following quote enforces this notion:

"The practitioner should be out there, finding out what is going on and recommending creative actions to the CEO." (Tymson, 2006)

Tymson stresses the relationship between PR practitioners, management, and clients, and the image the first two have of the client. This image will then influence the client on their personal view of the organisation- a merry-go-round of sorts.

The four images are as follows:

1. The current image - how the public arena views their client, usually thought of as corporate image.

2. The mirror image - how the client organisation sees itself or its problems.

3. The wish image - how the client wishes the image to be or would like it to be.

4. The optimum image- the most desirable image compatible with the clients policy and their extended range activities.

This weeks text was helpful on a practical level by making me recognise clearly what is required and how we, as future practitioners, can achieve it.