Section A

1. What does professionalism mean in the context of public relations practice?

What are the challenges to professionalism in the field?

Professionalism

According to (L'Etang and Pieczka 2006), the term ‘professionalism’ in the

context of public relations practice is described as professionalism is the performance of
displaying yourself as a qualified, polite and knowledgeable individual in the
organisation (Graphic 2017). Public relations need more attention to raise the public’s
awareness of the role of the public relations in the communities because learning is
essential to reasonable public relations and also finally acknowledge public relations as
a profession. Moreover, professionalism is also treated as a social appropriateness
where the professionals seek to be significant in the communities. In addition,
professionalism in PR need to advance occupational existing through body of
knowledge, ethics and recognition. Feminisation also has had deep significance for the
business skillful situation. Professionalism indicates communal interest rather than self
significance. It also targets to promote frame of awareness in which a profession
needed having consultant knowledge. Also, professionalism is uncertain and accessible
to individual clarification and also as well as it can only be gained through commitment
and only by social power (Quinn-Allan 2010). On the other hand, it is also an
association of the societies who contribute the same context. In addition,
professionalism in the context of public relations should be investigated in terms of the
individual and not with the system. This is because different professionals have different
vision on the appeal of professionalism in public relations. Moreover, professionalism is
also subjective and could stultify the inventive understanding essential in public
relations. Professionalism has also become a loudly expressing group goal for public
relations practitioners, managing their achievements in advancing public relations ability
but also encouraging a trustworthy amount of reflective research. Public relations will
only rise in situation when it is identified as a executive control recommend that when
public relations is really a profession, the earnings and situation will rise up.

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Professionalism also creates “a sensible business system” and “a loudly expressing
group goal for public relations practitioners. Professionalism takes up (Breit 2007) an
important place in the plans of professional associations and is an outstanding
involvement within public relations expertise. The challenges to the professionalism in
the field is that it is due to expand with the times meaning that depending on when
beginning your PR business, you may be more addicted to the way of gaining attention
for your consumers. Another challenge to the professionalism is due to the supervision
of PR Crisis meaning that with the clients in charge of a brand’s information, the social
media tools like Facebook and Twitter is the opportunity to clear up a PR disaster which
has also risen up astronomically. Another factor which challenges to professionalism in
the PR field is remaining on top of the business which means that functioning for a
precise organisation or for a firm where you need to take care of numerous clients, it is
compulsory that you know quite vividly about your business inside and also outside. In
addition, the communities must also need to know about their own fields in public
relations which means that they should usually be reading the updated information on
the field to know what is happening in which part of the circumstances and also to let
the communities know it on time. Lastly, by having the latest machinery skills, it means
that there are enough apparatus that you will need to be able to know from the news
delivery business and influence administration structures to the analytical tools so that
you will need to either do it yourself in order that you are regularly important and
ambitious. The pressure between professionalism and feminisation (Fitch and Third
2010) extends to format the systems in which both feminised businesses and
recognised-but-feminising professions reply to the rise in the number of women in the
workforce. Furthermore, the example of professionalism in relation to this question
would be the genders in which it is an outstanding problem, as it is in the field of
sociology of industry and businesses. Also, it is the connections between associations
of communities determined by other criteria, such as the amount of capability they
maintain in an association, but have not produced the same level of reasoning. The loss
of concern in how the communities at business really connect and informing might be
explained by the strong normative drive present in public relations speculating that
targets on verifying that conversation is the best way in which to achieve work relations

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or even all relations. The situation can also be explained certainly as a result from
professionalism attempt that essentially depends on a radical understanding of the
profession.

Reference Lists

Breit, Rhonda. 2007. Law And Ethics For Professional Communicators. Chatswood,
N.S.W.: LexisNexis Butterworths.

Fitch, Kate, and Amanda Third. 2010. "Prism". Working Girls : Revisiting The Gendering
Of Public Relations.

Graphic, Daily. 2017. "Professionalism And Ethics - Pillars Of Corporate Governance".

Business News.

L'Etang, Jacquie, and Magda Pieczka. 2006. Public Relations: Critical Debates And
Contemporary Practice. Mahwah, N.J.: Lawrence Erlbaum Associates.

Quinn-Allan, Deirdre. 2010. Asia Pacific Public Relations Journal. Canberra: University
of Canberra Division of Communication and Education.

3. Discuss the importance of measurement for public relations campaigns.

Measurement for PR Campaigns

There are many ways to describe the importance of the measurement for public
relations campaigns. The term ‘measurement’ in the context of public relations is
defined as a system including the research, evaluation and the analysis; it is not a
single function. Moreover, in the short term, it determined the progress or loss of precise
PR Programs. Furthermore, in the long term, it also determine the progress or loss of
much range of PR attempts to advance and strengthen the connections between the
associations and its key stakeholders. Also, it should measure the value or the
importance of PR program or effort against a predetermined set of communications
objectives. Measurement is also described as it is establishing a ruler (Charlotte Volk
2016) that permits for similarity and the analysis of the statistics collected from those
measures. Moreover, it is also the precise system of observing and recording the

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surveillance as the statistics. The importance of measurement for public relations
campaigns is that, PR professionals must measure the amount and results of the
campaign against a set of fixed intention and purpose. From the context of the public
relations, evaluation is less accurate because the statistics are flexible which means
that they are not efficiently recognized. It is also very essential that when evaluating the
PR campaigns, it needs to consider that it needs setting the limited measurable PR
goals and objectives, evaluating the PR outputs for a limited issue. In addition, it needs
to evaluate the PR Outtakes (Stacks 2010) which is for the target group alertness after
the PR program is finished. Also, it is very important to evaluate the PR outcomes
(Sheehan and Xavier 2014) to complete if the program changed the communal
alertness (Watson and Noble 2007) or the behavioral levels and also as well as
probably the attitude arrangement. Lastly, it is also necessary to evaluate the work and
or the organizational outcomes. When measuring for public relations campaigns, it is
important that evaluating at changing time intervals can also support to display the
characteristic between the limited and the long term data. In accordance to this
question, it is also very essential to know that it requires to have a precise campaign
measurement in order to get the accurate results. Without an appropriate and precise
campaign measurement, it will not be able to view what and which sectors of the
systems were having advantages and also what and which sectors of the systems were
unfavorable to lead the success. The factor for the importance of the measurement of
PR Campaigns is due to the result over the amount. This is because it is due to the
immense movement that has already occupied within the measurement and also as well
as evaluation is a shift from the amount and out-takes to the results. For instance,
outputs from the news evaluation (Hall 2015) and also the network data to the numbers
of the societies attending a ceremony have always been a convenient way to note down
what information have already released and their quality of publicity as well as also the
influence to the public. Analysing the outcomes need an important and continuing
development in access because it really connects to the quality to which a campaign
has already transferred the public’s point of view, attitudes and the performance.
Moreover, it also allows the target audiences to obtain the information aimed at them,
giving attention as well as understanding the key information and preoccupied the

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necessary information. The analysis also allows to update the PR programme and is
also an expression barrier that is understood by those out of the public relations teams,
such as the representatives of the board. The factor influencing the importance of the
measurement of PR campaign is that evaluation should be done equitably and precisely
the situation beginning from before beginning the campaign. This is because it always
require a guideline from which to measure the success of the campaign from.
Furthermore, it also does not need to evaluate every thing at the same time. This is
because by measuring every thing at the same time, it cannot lead to improving element
evaluation in terms of measurement. Lastly, for the importance of the measurement of
the PR campaign, it really needs to have the SMART objectives framework (Specific
goal, Measurable, Achievable, Realistic and Time Bound) so that it will be able to get
the accurate results from the PR campaign. The example of the importance of
measurement for public relations campaigns in relation to this question would be the
level of the quality recognition influence the desired level or not.

Reference Lists

Charlotte Volk, Sophia. 2016. "A Systematic Review Of 40 Years Of Public Relations
Evaluation And Measurement Research: Looking Into The Past, The Present, And
Future". Sciencedirect 42 (5).

Hall, Sarah. 2015. "Made To Measure: Why PR Campaigns Need Measurement And
Evaluation". Influence: For Switched-On Public Relations Professionals.

Stacks, Don. 2010. A Practioner's Guide To Public Relations Research, Measurement

And Evaluation. New York: Business Expert Press.

Sheehan, Mark, and Robina Xavier. 2014. Public Relations Campaigns. South
Melbourne: Oxford University Press.

Watson, Tom, and Noble, Paul. 2007. Evaluating Public Relations : A Best Practice
Guide to Public Relations Planning, Research and Evaluation. London: Kogan Page.
Accessed October 27, 2017. ProQuest Ebook Central.

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Section B

1. Background about Singapore Road Safety Council

Singapore Road Safety Council was established on 9 December 2009 under the
organisation of Ministry of Home Affairs (MHA), supported by the Ministry of Transport
(MOT), Land Transport Authority (LTA) and also as well as other road safety-related
stakeholders. Moreover, Singapore Road Safety Council is also self-funded through
sponsors and also as well as through charities.

SWOT Analysis about Singapore Road Safety Council

Strengths- Supported by the Government

- Funding given to the individuals

Weaknesses- Not much is known about what SRSC does and offer.

- SRSC has not communicated information effectively to the target

audiences.

Opportunities- Singapore is a growing population.

- Government is looking to provide more support to children who are

restrained in vehicles.

Threats- SRSC’s reputation is not communicated effectively.

- Culture of convenience in Singapore whereby actions are dictated by

whichever choice seems more easy and convenient for the individuals.

2. Problems/Opportunities

Problems- Not many people in Singapore are aware of SRSC.

Opportunities- Communicated the message effectively through the target audiences.

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3. Goals and Objectives

Goals- To raise awareness of SRSC and to reduce the number of children not
restrained in vehicles.

- To communicate to the parents what SRSC is about and why it is

important.

Objectives- To reduce the number of children not restrained in vehicles by 20% by May
2018.

- To increase the sign-ups by 20% over the next three months.

- To increase the internet presence specifically on Facebook, YouTube by
20% by May 2018.

4. Target Publics

The target publics for this campaign would be mainly the government institutions, MHA
(Ministry of Home Affairs), Land Transport Authority (LTA), Ministry of Health (MOH),
children and parents because they are the only communities concerning with Singapore
Road Safety Council (SRSC).

5. Key Message

The key message for this campaign would be make a difference educate to a better
future. The slogan would be, We share, Care for the Best. The reason of choosing this
key message was that, the target publics will be conveniently able to recognize.

6. Strategy Statement

The strategy statement for this campaign would be to develop an awareness campaign
for the parents in Singapore to raise awareness of SRSC and to reduce the number of

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children not restrained in vehicles with the message ‘Make a difference educate to a
better future’ by offering incentives. The success of the campaign will be measured by
the percentage of the awareness through the surveys conducted before and after the
campaign. The campaign will run over six months from November 2017 to May 2018.

7. Channels and Tactics

In this campaign, Today Newspaper will be chosen in order to reach out to the target
audiences. This is because it is considered to be the most popular newspaper in
Singapore with a diversity of news published every day to serve Singapore’s readers.
Additionally, it involves “Singapore” section providing latest news, insightful commentary
and analysis about Singapore which is supposed to be suitable to publish information
about Singapore Road Safety Council.

The second medium channel will be the Straits Times Newspaper which is an online
newspaper in Singapore. Moreover, the website involves two sections namely,
education and environment providing in-depth analysis and the most updated news
about current issues in Singapore. Hence, it is also suitable to publish information about
Singapore Road Safety Council.

For the tactics in relation to this campaign, it would be using the press releases and also
as well as media releases which will be sent every month from November 2017 to May
2018 to provide update and latest news. Moreover, it would also be doing community
involvement so that the community will be able to join in.

8. Timetable

Week 1 Week 2 Week 3 Week 4

November
2017
December
Jan 2018
Feb
March
April

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May 2018

Legends:

Press Releases
Community involvement
Media Kit
Social Media
Brochures
Videos
Evaluation

9. Budget

Press Releases 0%
Community involvement 30%
Media Kit 20%
Social Media 5%
Brochures 25%
Videos 20%
Evaluation 0%

10. Evaluation

Pre-Evaluation

Online Survey- To measure the total percentage of citizens who are aware of Singapore
Road Safety Council.

- To get to know the platforms through which the citizens get to know more
about the organisation and the services provided. (e.g. social media,
traditional media)

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Face-to-face interview- To know more about the public perception towards the
organisation.

Mid-Evaluation

Media Monitoring- To know what the media is reporting about the campaign.

- To track the positive or negative public comments on social media

platforms.

Monitoring- Monitor and analyse comments on social media platforms.

Post-Evaluation

1. Survey- To measure the number of people who are more aware of the
organisation and its services.
2. Analyse- Final number of participants.
3. Evaluation: Getting feedback from the public and also as well as from other
stakeholders to get accurate results.

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