Relationship between Art Director & Public Relation Officer
Refer questions here.
1. There's no definite answer according to my tutor as the questions aren't specific enough. Though the topic was the relationship between Public Relation Officer and Art Director, this question merely was asking who should play the active or passive role and the reason behind it.
One of the answers accepted was that both parties play both roles in the specific working process as the PRO needs to take charge when he's giving instruction (active) and the AD listening to his instruction (passive). However, once the instructions were give, the AD takes charge to produce the publication (active) while the PRO simply awaits the outcome (passive).
My answer relates much more in the general sense of relationship in the whole working process and I picked PRO as an active role. Reason? Be it at determining the message till finalizing and giving a yes for a publication to go on print, PRO has all the say. AD are merely responding to the instructions and work towards the aim of the PRO's instructions, thus passive role.
2. PRO's objectives revolve around the aims of the organization they work with. They want to disseminate messages and shape favorable public opinion towards their organization. Thus, their aim in Publication & Production is to produce a publication that is able to send their messages to shape favorable public opinion towards the organization they work for.
AD's objectives are to produce and to show their masterpiece in terms of publication which is reputable in terms of quality and design and in the same time delivering the message it intended to.
3. An effective working flow for PRO and AD would be
Research - The step where PRO find out the details of what to publish, what message to send and on what scale along with themes and etc.
Planning - The step where PRO meets with AD to communicate and give instructions about the main purpose of the publication. Includes briefing of themes, main ideas and reasons behind publication
Design - The step where the AD bring his forces and troops to brainstorm and prepare a few layouts and designs as prototype for the publication.
Discussion - Another communication step where AD meets up with the PRO for a discussion on which layout to be finalized and used for publication. If there isn't any layouts that fits the needs of the PRO, the step of Design is repeated.
Production - The finalized layout and design is then put into print or broadcast.
4. Yes, conflicts are bound to happen especially since both their objectives differ. For example, PRO are much more concern about getting all the messages fit into a particular print to save cost and increase efficiency while an AD would go on a rampage to see his masterpiece turned into a junkyard for words.
5. Among the things to do to minimize conflict and maximize mutual understanding & respect are ;
- Understand each other's objectives and try to accommodate both objectives in the final product
- Plan ahead for datelines and meet-ups to smoothen the communication process