I think the key points in these week's readings are the need for PR practitioner to relate tactics clearly to the audience and the importance of understanding the culture of the consumer.
It has been mentioned in lectures that there is general distrust of PR practitioners in the community. This is something that is prominent and therefore, it is very important in public relations to communicate properly their intentions to the customer and the way it is presented.
As mentioned before in my first post, culture plays a large part in the way people think and as a result it is unlikely all demographics will respond in the same way. This brings to mind the practice of "coolhunting" which was used to discover what teenage opinion leaders think and to adopt trends to market to a certain niche.
Although the readings state transparency as a must, particularly in the practice of damage control, it is difficult to be completely transparent in front of a skeptical public.
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Even there are many ways of strategy and tactics, only the audience happen to know about the successful project thing. So the PR practitioners are the only one who has to be 'smart' when choosing the target audience.
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