Articles

This section is periodically updated with new articles and PR industry news. Check back often. The materials placed on this page are the property of their honored authors and may be downloaded and used for educational purposes only. Armenian Public Relations Association doesn't necessarily share the viewpoints expressed in the articles below. We think that the materials below would contribute to the increased understanding of the Public Relations function and its role in the Democratic Society and be a valuable reference both for PR practitioners and for those who are interested in getting more information about Public Relations discipline.

How to write a comprehensive public relations plan

By Craig Miyamoto, APR, Fellow PRSA

The public relations plan is one of the most important documents you will produce in your career. It has been said that public relations is the result of form and substance. While this is not exactly true, it does have some basis when you're trying to persuade your client or boss to let you spend their money. How you say it (form) and what you say (substance) will likely determine your success or failure in getting your proposal accepted. Let's face it, clients and bosses are impressed by the way things look -- just like you, they're only human. All other things being equal, a well-organized and attractively prepared proposal will win out every time. (For the purposes of this document, the term "client" will be used from now on. You may substitute "boss" if your situation dictates it.)

The ZEN of public relations: applying the military strategy of Miyamoto Musashi

By Craig Miyamoto, APR, Fellow PRSA

(Zen: Enlightenment by direct intuition through meditation)
Miyamoto Musashi was a noted 17th-Century Japanese samurai, who in 1643 established a number of "rules" to be followed in learning the art of military sciences, focusing on war as a purely pragmatic enterprise. He paid particular attention to psychology and physics, all of which centered on victory as the essence of warfare. (A caveat: this treatise in no way suggests that the practice of public relations is analogous to warfare, although at times, it may seem that way. The study of Asian military tactics by business people is not new. For example, business strategists long have applied the principles and techniques in Sun Tzu’s The Art of War to their business dealings.) In 1643, Miyamoto put his thoughts together in The Book of Five Rings. It has been translated by Thomas Cleary, Ph.D., a professor of East Asian Languages and Civilizations at Harvard University, and was published by Shambhala in 1993. In his preface, Miyamoto presented nine rules for learning the art of military science that are remarkable in their foresight, and they have been used by business strategists over the years to attain and maintain tactical and strategic advantage in the business "battleground." To this end, watch what happens when we replace Miyamoto’s military terms with "public relations," and discuss "The Art of PUBLIC RELATIONS."
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About Us Mission History Main Documents Structure Executive Board Staff Membership How to become a member Our members Press Center News and Events Press about us Projects 2004 2005 2006 2007 2008 2009 2010 2011 PR Education Articles Library PR Academy About Academy Schedule Our Partners Links Contact Us PR Academy Professional Development	Articles This section is periodically updated with new articles and PR industry news. Check back often. The materials placed on this page are the property of their honored authors and may be downloaded and used for educational purposes only. Armenian Public Relations Association doesn't necessarily share the viewpoints expressed in the articles below. We think that the materials below would contribute to the increased understanding of the Public Relations function and its role in the Democratic Society and be a valuable reference both for PR practitioners and for those who are interested in getting more information about Public Relations discipline. How to write a comprehensive public relations plan By Craig Miyamoto, APR, Fellow PRSA The public relations plan is one of the most important documents you will produce in your career. It has been said that public relations is the result of form and substance. While this is not exactly true, it does have some basis when you're trying to persuade your client or boss to let you spend their money. How you say it (form) and what you say (substance) will likely determine your success or failure in getting your proposal accepted. Let's face it, clients and bosses are impressed by the way things look -- just like you, they're only human. All other things being equal, a well-organized and attractively prepared proposal will win out every time. (For the purposes of this document, the term "client" will be used from now on. You may substitute "boss" if your situation dictates it.) The ZEN of public relations: applying the military strategy of Miyamoto Musashi By Craig Miyamoto, APR, Fellow PRSA (Zen: Enlightenment by direct intuition through meditation) Miyamoto Musashi was a noted 17th-Century Japanese samurai, who in 1643 established a number of "rules" to be followed in learning the art of military sciences, focusing on war as a purely pragmatic enterprise. He paid particular attention to psychology and physics, all of which centered on victory as the essence of warfare. (A caveat: this treatise in no way suggests that the practice of public relations is analogous to warfare, although at times, it may seem that way. The study of Asian military tactics by business people is not new. For example, business strategists long have applied the principles and techniques in Sun Tzu’s The Art of War to their business dealings.) In 1643, Miyamoto put his thoughts together in The Book of Five Rings. It has been translated by Thomas Cleary, Ph.D., a professor of East Asian Languages and Civilizations at Harvard University, and was published by Shambhala in 1993. In his preface, Miyamoto presented nine rules for learning the art of military science that are remarkable in their foresight, and they have been used by business strategists over the years to attain and maintain tactical and strategic advantage in the business "battleground." To this end, watch what happens when we replace Miyamoto’s military terms with "public relations," and discuss "The Art of PUBLIC RELATIONS." Download the full text in English Page 3 / 3
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