The Brooking Street Bugle

Issue No. 97 (New Series)
ISSN 1321 - 1463

Publication Date: October 20, 2003

Published and Printed by the Chan Academy Australia.
Chan Academy is a registered business name of the
Buddhist Discussion Centre (Upwey) Ltd.
A.C.N. 005 701 806 A.B.N. 42 611 496 488
33 Brooking Street, Upwey, Victoria 3158 Australia
Telephone and Fax: +61 3 9754 3334
E-mail address: wbu@bdcu.org.au
World Fellowship of Buddhists Regional Centre
Associated Institution of the World Buddhist University





Lifetimes of Learning
and the cultivation of Friendliness, Practicality, Professionalism,
Cultural Adaptability and Scholarship

Our websites:

www.bdcu.org.au
www.bddronline.net.au
www.bdcublessings.net.au
www.bsbonline.com.au
www.buyresolved.com.au

Editors: John D. Hughes Dip.App.Chem., T.T.T.C., GDAIE,
Anita Hughes RN Div 1
Assistant Editors:
Leanne Eames, B.A., M.A.
David Ley, Architect (UK), BBlgs



Public Relations Programs Analysis

INDEX

Introduction
Methodology
Reach of Publics
Public Profile
Management of Internal and External Communications
Communication Principles
Responsibility
Recommendations
Conclusion
Dedication
References
Bibliography
Proforma Letter Appendix A
Interview Questions Appendix B
Brochure Appendix C
Newspaper Article Appendix D
Selected Text Appendix E

Introduction

The Macquarie Dictionary defines public relations (PR) as "the practice of promoting goodwill among the public for a company, government body, individual or the like; the practice of working to present a favorable image" (cited in Tymson & Lazar: 2002, p. 3). This report will thus give examples of how goodwill has been built and how the organisation promotes its image to its publics. There exist many definitions of what public relations is, but in its essence PR means to communicate chosen messages to a target group to promote and maintain a good image. In the organisation's brochure, the key objectives are stated to be the following: "To introduce a philosophy of life based on Buddha Dhamma" and "To encourage the study, practice and realization of Buddha Dhamma" (Buddhist Discussion Centre (Upwey) Ltd., 2003, Appendix C). These objectives are clearly met as will be shown. The criteria chosen for this public relations assessment are a four-stage formula that consists of research, action, communication and evaluation (Marston cited in Tymson & Lazar: 2002, p. 110), also referred to as RACE. It will be demonstrated that the Centre performs well when compared to the RACE formula.

The Buddhist Discussion Centre (Upwey) Ltd.) will also be referred to as the Centre in this report. The organization is a Regional Centre of the World Fellowship of Buddhists (WFB) and an Associated Institution of the World Buddhist University (WBU). The Centre operates on a local, national and global level. Public relations have a multi-disciplined and multi-media nature. The range of PR communication activities practiced at the organization is impressive. It can be said that the Centre operates in an extensive range of areas displaying a profound understanding of the multi-media nature of PR, as the following will show. The knowledge base of the Buddhist Discussion Centre (Upwey) Ltd. is information rich. The examples selected for this project are a newspaper article, the Centre's brochure and a statement of purposes from the in-house publication.

Methodology

First, the organisation was informed by the consultant, who is also a director of the company, that a public relations analysis was to be conducted. It was conveyed that this is a major project for the consultant's major in Communications and Media Studies, and that the report would be given to the organization for its use. The founder of the Centre, Mr John D. Hughes, was informed and happily welcomed the project. The president of the company, Mr Julian Bamford, approved a proforma letter for the purpose of official consent and also agreed to be the interview subject. The interview was carried out on the premises of the Buddhist Discussion Centre (Upwey) Ltd. A set of prepared questions was asked (Appendix B) and audio taped. The interview took one hour and the interviewer took notes of the answers. Information obtained from the interview was to be used for analysis. In addition, the Centre's information technology systems were searched for materials suitable to be analysed as well as hardcopies of filed records. Websites produced by the organisation were also researched. It was decided that the New Australian & New Zealand Public Relations Manual would provide suitable criteria for this PR assessment.

Reach of Publics

When asked what publics the organisation attempts to reach, the interviewee explained that there are three tiers. The first tier is the Buddhist community on a local and global level. As a member and Regional Centre of the World Fellowship of Buddhists, the Centre is connected to approximately 80,000 people. These target groups were stated as being practising Buddhists, lay people, monks and nuns. Being an Associated Institution of the World Buddhist University is the second tier. These publics are Buddhist persons particularly interested in teaching, training, research, publications and academics. The third tier is the local and global multicultural publics that include non-Buddhist persons. For example, the Centre is a member of the Ethnic Communities Council of Victoria. Activities like the weekly Camberwell market stall reach mostly non-Buddhist persons. The organisation has links to many Temples in Australia and Overseas, for example to Chinese, Vietnamese, Sri Lankan, Bangladeshi, Thai and Mongolian Temples. These are some examples that show how broad the publics of the Centre are. The founder has taught over one million persons in 14 countries. The next target is to reach two million persons. It will be possible by using new information technologies like the Internet. This report will give examples of how the publics are reached.

The fact that the organisation is said to be a peak Buddhist organisation can be confirmed by looking at its PR programs, as this analysis will show. When RACE is applied as criteria, that is research, action, communication and evaluation, it can be said that the initial research to set up the PR programs was masterfully done by the founder and scholar Mr John D. Hughes, who has had great vision and the aim to have the organisation running for at least 500 years. John has been networking on numerous levels. It is an impossible task to cover all PR that has been done in this report but it is hoped that the examples that can be given here will suffice to give at least a hint of the extent and high standard of the PR programs applied.

From the viewpoint of what avenues are used to communicate and what the coverage is, it is wide-ranging: the Centre produces its own brochures, various publications, radio broadcasts, websites, events, reports, videos, holds regular market and flower stalls to raise funds, has exhibitions, auctions, offers Buddha Dhamma Teaching classes and Sumi-e painting classes, and it has Australia's largest specialist Buddhist library, the John D. Hughes Collection, that is accessible via the Australian Libraries Gateway website. This list would be too big to be completed at this location. All these activities build a part of the PR programs and are actively carried out by members of the organisation. In terms of evaluation, reports are produced, a database is maintained, and emails are counted and evaluated, for example. Documentation of activities is carefully done and is accessible on the Centre's well-designed computer systems, filing cabinets and the library.

Public Profile

In the interview, the president stated that the organisation has been operating for 25 years. The founder has systematically and continually networked the Temple with the community and has over time taught members the skill of PR. The following newspaper article is one example chosen to show how proficiently PR is applied; it meets all aspects of RACE. As a standard, the local community has been networked via the local newspapers on the occasions of special events. On 25 June 2002, Dr Ananda Guruge, United Nations Ambassador, Dean of the Faculty of Buddhist studies at Hsi Lai University, USA, Vice-president of the World Fellowship of Buddhists and former diplomat, visited the Centre. Local media were contacted and invited, a press kit that included a press release, brochures and other relevant information was prepared and distributed. Photo opportunities were provided. The article published in the local newspaper (Appendix D) is a reflection of top PR, because it is written in a way that a positive image is promoted. For example, Dr Guruge is quoted in an article in the Ranges Trader Mail titled "Buddhist leaders meet in Upwey" as having said: "John has done a great service to Australia, Victoria and to this Upwey community... This centre gives this community a reason to be proud of. It represents the entire Oceania as far as Buddhism is concerned (Cameron 2002: p. 9)". This statement is also a reflection of promoting goodwill.

Many colored photographs of the event were uploaded onto the Centre's flagship journal, the Buddha Dhyana Dana Review Online, (BDDR Online), Volume 12 No. 2. (http://www.bdcu.org.au/BDDR/bddr12no2/meeting.html, accessed 9 October 2003). Furthermore, a recollection of the event was broadcast on the Buddhist Hour at Hillside Radio, a local radio station (http://www.bdcublessings.net.au/radio230.html, 23 June 2002). All radio scripts are also uploaded and archived on the Internet, and tapes and digital disks of each broadcast are stored in the Centre's library to preserve the history of events. Copies of audiotapes have been sent to two Vietnamese Temples in Melbourne, who play broadcasts for their younger students who find it easier to learn Buddha Dhamma in English than in the Vietnamese language.

All documents produced are stored on the Centre's computer two LAN systems to be preserved for research, study and evaluation and are great references for future PR projects. The example of Dr Guruge's visit illustrates how skillfully the manifold PR chain of workings is managed. It also shows how the organisation applies PR on a local and global level to build goodwill and a positive image. Furthermore, this example demonstrates how the key objectives of the Centre are met, because a wide audience is reached to introduce a life based on Buddha Dhamma, and the study, practice and realisation of Buddha Dhamma is encouraged. John D. Hughes once said to his students and to the writer of this report: "We produce milestones, not tombstones". Milestones are good PR. Strong intention is generated by members to continue to come up with new PR programs, such as to hold a weekly flower stall to raise funds, which is currently being researched and planned. Research, action and communication are well applied. Evaluation is also addressed, as the next paragraph will show.

Management of Internal and External Communications

The Centre has external email as well as an intranet with an internal email program. One way how PR is evaluated is the amount of emails that come in and go out. The results are presented at the monthly general meetings in the correspondence report. There is a substantial feedback from persons and organisations from around the world that come via email. Recently, other Buddhist persons were requested to write accolades to be published at the occasion of Founder's Day and John D. Hughes 73rd birth anniversary on 9 September 2003, and many persons responded. The accolades were published. The websites have counters and it can be tracked what countries the visitors come from, how much time they spent on the web pages and what language they use, for example. This shows that the organisation evaluates their audience. Another strength of the organisation is that everything is written down and stored in a way that the data can be found again. Future persons that will benefit from the information stored, and the aim to run the organisation for at least 500 years is always kept in mind.

To answer the question how the organisation's communications are managed, the president said that there exist written down policies, visions and conceptual documents. A number of regular publications are produced. For example, reports on projects start off as documents, and then they are copied and pasted into the Brooking Street Bugle (BSB), the internal publication. Selected internal and external emails are also copied into the Bugle. The contents are carefully edited to ensure good PR. The Bugle goes online, uploaded by members of the Centre. Currently every step of the building of the new kitchen is documented and uploaded on the BSB website. Often the online version of the Brooking Street Bugle features great photographs, which can only enhance the public relations. This publication meets all criteria selected for this PR assessment as well as the Centre's objectives, e.g. the stated purposes of the Brooking Street Bugle are strong, clear and well written, as the following communication analysis will confirm.

Communication Principles

Communication is the fundamental basis of all public relations. Tymson & Lazar give a list of eleven Principles of Communication in The New Australian and New Zealand Public Relations Manual (Tymson & Lazar 2002: p. 18). Next it will be shown why the Centre communicates well by applying these principles as communication criteria. The short text selected for analysis comes from the Brooking Street Bugle and is titled "The Purposes of this Publication" (Buddhist Discussion Centre (Upwey) Ltd., Appendix E, p. 2).

1. Credibility.
The purposes stated are met. For example, it is articulated as one of the purposes that scheduled Buddhist educational events are declared, celebrated and recorded. What is said is done, thus the text is credible and instills confidence in the audience.

2. Context
The publisher, the Buddhist Discussion Centre (Upwey) Ltd., encourages participation and allows for feedback, e.g. giving the Centre's email address as well as the postal address and telephone number encourages feedback. Thus persons are invited to contact the Centre. Also, an appeal for funds is enclosed, which is another form of participation.

3. Content
The content has meaning to the receiver. Messages are precise and to the point. For example, when reading the purposes of this publication, there arises no confusion what this is about. The content is relevant to an audience who might seek information in the area of Buddha Dhamma practices and also to non-Buddhist persons who are interested in learning how to run a not-for-profit organisation.

4. Clarity
This piece of text is written clear and precise yet it contains all the information needed, e.g. it is stated that the publication is written in a style recognisable for English as a second language speakers. This is a clear sentence in itself because it is put in simple terms. To write for second language speakers is suitable for a global audience. This way it is more likely that the sender means the same as the receiver.

5. Continuity
There is enough repetition in this publication to help the message being penetrated. The purposes stated are met and thus emphasised throughout the newsletter.

6. Consistency
The message is consistent; there are no contradictions to be found.

7. Channels
The Internet is an appropriate channel that receivers use and respect. The web is a suitable environment to publish the Brooking Street Bugle to make it available globally. It also means that any Regional Centre in the world can access this information as well as anyone else with access to the Internet who is interested in the information. Many persons can benefit from the publication. Moreover, the printed version is sent to the State library for research and preservation purposes, and copies are stored in the specialist Buddhist library, the John D. Hughes Collection.

8. Capability
The authors are aware of the receiver's capabilities. The text is effective and effortless to read because there is no clutter or irrelevant information. And again, non-native speakers are considered. For example, there are no acronyms used because a receiver from another country may not be familiar with them. Everything is spelled out.

9. Complete
The text is complete because all important details are explained in the text.

10. Concrete
There were no abstract words found in the text. The words are concrete.

11. Courtesy
There is nothing in the text that would be likely to trigger a negative reaction in the reader. Friendly words that have no negative connotations are used.

In summary it can be said that this text as well as all other publications of the Buddhist Discussion Centre (Upwey) Ltd. meet the five styles of "Cultivation of Friendliness, Practicality, Professionalism, Cultural Adaptability and Scholarship" (Buddhist Discussion Centre (Upwey) Ltd., 2003, Appendix C). True communication works two-way, and the above short analysis shows that true communication is practised. The interviewee also mentioned that many texts also have readability statistics at the end, for example the radio scripts, as a way of checking the levels of written products.

Responsibility

The president mentioned during the interview that all members are responsible for PR. When there is a project carried out, there is a project leader. The leader usually speaks publicly at events, but still everything else that is being said about the organisation by any member has to do with PR and is thus important. Good PR is good action.

Recommendations

At present it is the senior members who know the organisation's PR programs. It is recommended that they provide training to new members so that the Centre may be able to continue to operate with high PR standards. This would help the organisation to last for 500 years or more. The best way of training is for persons to attend all sorts of different events together with an experienced member, that is internal and external events. The best learning tool is to read all the valuable information available. PR is relevant in all areas, so the more knowledge a member has, the better their PR skills will become. Students are thus encouraged to read widely. That is, all publications from the Centre including the websites, as well as Buddhist texts in the library, the John D. Hughes Collection.

Another recommendation is to keep up the research to find new projects. Fundraising is important for any not-for-profit organisation and also provides a great opportunity for PR practice. "Successful fundraising is largely dependent on a good supportive public relations program" (Tymson & Lazar, 2002: p. 424). The PR model recommended in The New Australian and New Zealand Public Relations Manual is: set objectives, plan and budget, implement and evaluate (Tymson & Lazar, 2003: p. 29). This basic model can be expanded in practice. It would be beneficial to use this model very consciously when writing plans, as there is always room for improvement. PR cannot be overestimated, as it is significant. It is also helpful to do frequent SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis and to write these results down for evaluation. SWOT analysis can be done easily and quickly.

Conclusion

It was a challenge to condense this report into just a few words ­ 80,000 words could have been easily written as the organisation's public relations programs are so extensive. The analysis showed that the Centre's PR is of exceptionally high standard. For this reason, the report primarily demonstrated why these public relations programs are good. It was shown that the organisation meets the criteria of the four-stage formula RACE ­ research, action, communication and evaluation. It is hoped that the analysis and examples given convey a picture of the PR program workings. It was shown how the organisation applies PR on local and global levels. A special emphasis on communication analysis was presented, which showed that the Centre practises excellent communication. The importance of public relations was stressed and some recommendations were made. These included training, to mindfully use and expand the basic PR model, which is to set objectives, plan and budget, implement and evaluate, and to do SWOT analysis.

May the Buddhist Discussion Centre (Upwey) Ltd. continue to build goodwill.
May the Buddhist Discussion Centre (Upwey) Ltd. continue to be successful.
May the Buddhist Discussion Centre (Upwey) Ltd. last for at least 500 years to help many beings.

Dedication

This report is dedicated to my Teacher John D. Hughes and his wife Anita, and to all past, present and future Buddha Dhamma students.

References

Buddha Dhyana Dana Review Online, Volume 12 No, 2, "International Buddhist leaders meet in Upwey 20 June 2002", http://www.bdcu.org.au/BDDR/bddr12no2/meeting.html, accessed 15 October 2003

Buddhist Discussion Centre (Upwey) Ltd., The Brooking Street Bugle, http://www.bsbonline.com.au, accessed 9 October 2003, page 3 printed versions (Appendix E)

Buddhist Discussion Centre (Upwey) Ltd., 2003, Chan Academy Australia brochure, (Appendix C)

Buddhist Hour Radio Broadcast, "International Buddhist Leaders meet in Upwey",
http://www.bdcublessings.net.au/radio230.html, 23 June 2002, accessed 15 October 2003

Cameron, E, "Buddhist leaders meet in Upwey", Ranges Trader Mail, 25 June 2002, p. 9 (Appendix D)

Tymson, C and Lazar (2002), The New Australian and New Zealand Public Relations Manual, Tymson Communications, Chatswood NSW, pp. 3, 18, 29, 110, 424

Bibliography

Australian Libraries Gateway, http://www.nla.gov.au/libraries

Buddhist Discussion Centre (Upwey) Ltd., "2003 Outline of Program for Teachings, Seminars and Classes", http://www.bdcu.org.au/program03.html

Buddhist Discussion Centre (Upwey) Ltd., "Memorandum of Association of The Buddhist Discussion Centre (Upwey) Ltd.", http://www.bdcu.org.au/company/memorandum.html

Holtz, H (1993), How to Succeed as an Independent Consultant, Third Edition, John Wiley and Sons, New York

Macnamara, Jim R., Public Relations Institute of Australia, "The Ad Value of PR?", http://www.pria.com.au/documents/AdValue.doc

Public Relations Institute of Australia, http://www.pria.com.au

Tymson, C and Sherman, B (1996), The New Australian and New Zealand Public Relations Manual, Millennium Books, Alexandria NSW

Online Publications of the Buddhist Discussion Centre (Upwey) Ltd.:

Buddhist Discussion Centre (Upwey) Ltd., http://www.bdcu.org.au
Buddha Dhyana Dana Review, http://www.bddronline.net.au
Brooking Street Bugle, http://www.bsbonline.com.au
Longhair Australian News, http://www.bsbonline.com.au/longhair/index.html
Buy Resolved ­ A Work in Progress, http://www.buyresolved.com.au
Blessings, http://www.bdcublessings.net.au
Buddhist Hour Radio Broadcast, http://www.bdcublessings.net.au/radio.html
Archive for Buddhist Hour Radio scripts, http://www.bdcublessings.net.au/archive.html
John D. Hughes, http://www.buyresolved.com.au/johndhughes/index.html

Chan Academy Australia
Buddhist Discussion Centre (Upwey) Ltd. Disclaimer

As we, the Chan Academy Australia, Chan Academy being a registered business name of the Buddhist Discussion Centre (Upwey) Ltd., do not control the actions of our service providers from time to time, make no warranty as to the continuous operation of our web site(s). Also, we make no assertion as to the veracity of any of the information included in any of the links with our web sites, or any other source accessed through our website(s).

Accordingly, we accept no liability to any user or subsequent third party, either expressed or implied, whether or not caused by error or omission on either our part, and member, employee or other person associated with the Chan Academy Australia, Chan Academy being a registered business name of the Buddhist Discussion Centre (Upwey) Ltd.

May You Be Well and Happy.