Ch.7 Fundamental In Public Relation

Question 1

What is public relations?

Answer 1

The management function that identifies, establishes, and maintains mutually beneficial relationships between an organisation and the various public

Question 2

Role of PR in IMC

Answer 2

1. To cater the “human” factor in business, treat employees and customers as “human “ , but not statistics only
2. To generate favourable climate in supporting the launch of IMC
3. To manipulate public perception on corporations. e.g. Corporations/ Brand image

Question 3

4 key difference between PR and Advertising

Answer 3

1. Control
2. Repetition
3. Credibility
4. Attractiveness

Question 4

AD and PR ‘s differences in control

Answer 4

AD:
As the media space is paid, advertisers can control where and when and how the advertisement will be run

PR:
Promotional material is prepared by the public relations personnel and submitted to the news department for consideration. Editors, known as gatekeepers, determine whether the material will be used or not

Question 5

AD and PR ‘s differences in repetition

Answer 5

AD:
Usually exposed repeatedly during the promotion period

PR:
The media coverage appear only once as it is regarded as an editorial content

Question 6

AD and PR ‘s differences in credibility

Answer 6

AD:
Usually perceived as less credible because it is profit-driven

PR:
The promotional message is usually perceived as more credible as it is regard as editorial content

Question 7

AD and PR ‘s differences in attractiveness

Answer 7

AD:
Attractiveness lies on the creativity of the advertisement

PR:
Attractiveness lies on the news worthiness of the message