Business Functions: Public Relations

Question 1

What is the primary aim of PR?

Answer 1

To manage stakeholders’ relations with and perceptions of the organisation

Question 2

Who controls PR practice globally?

Answer 2

International Public Relations Association (IPRA)

Question 3

Who regulates PR practice in SA?

Answer 3

The Public Relations Institute of South Africa (PRISA)

Question 4

What are the 4 aspects of Integrated Marketing Communication?

Answer 4

Sales promotion
Advertising
Direct marketing
Digital communications

Question 5

What is corporate image?

Answer 5

The perceptions stakeholders have of a business based on how the organisation behaves

Question 6

How is corporate image controlled?

Answer 6

Continuous engagement with stakeholders

Question 7

What is corporate identity?

Answer 7

Symbols and names used by an organisation to identity itself to people

Question 8

What are the elements of an effective logo?

Answer 8

Simple
Original
Distinctive
Universal
Memorable
Timeless

Question 9

What are the 4 most influential corporate publications in supporting the PR function?

Answer 9

Annual reports
Newsletters
In-house journals or magazines
Brochures

Question 10

What is reputation?

Answer 10

The collective view that stakeholders have of the organisation