CH9: Public Relations Management Flashcards
What is the modern definition of public relations management according to Coombs and Holladay (2010)?
It is the management of mutually influential relationships within a web of constituency relationships through sustained strategic attempts to influence those relationships.
How does the International Public Relations Association (IPRA) define public relations?
The art and social science of analysing trends, predicting their consequences, counselling leaders, and implementing planned programs of action to serve both the organisation and public interest.
What is PRISA’s definition of public relations?
Management through communication of perceptions and strategic relationships between an organisation and its internal and external stakeholders.
What is the primary goal of public relations?
To generate a favourable, long-lasting opinion about the organisation.
Who are considered internal and external publics in PR?
Internal: employees, shareholders. External: media, general public.
Why is goodwill in PR important for productivity?
Ignoring employee goodwill can lead to lower productivity and workplace dissatisfaction.
What are some tasks PR practitioners perform to manage the communication process?
Keeping management updated on public opinion, managing communication, promoting the organisation’s interests, and managing CSR.
What are the key responsibilities of a PR Manager?
Media liaison, content creation, brand reputation, PR budget management, event management, internal/external communication, and media engagement.
What is the role of a PR manager in media relations?
To serve as the main spokesperson and maintain good relationships with media outlets for coverage and dissemination of communication.
What is the function of research in PR?
Gathering data, monitoring program implementation, and assessing effectiveness.
What does the planning and advising function in PR involve?
Setting goals, collaborating with management, and problem-solving.
What activities are part of media relations and placement in PR?
Contacting media, negotiating article placements, responding to media inquiries, and placing corporate ads.
What does the organising function in PR entail?
Managing events like conferences, exhibitions, fundraisers, celebrations, and sponsorships.
What are typical writing tasks for PR practitioners?
Drafting press releases, newsletters, reports, product info, TV/radio scripts, and trade articles.
What is the role of editing in PR?
Reviewing publications like employee newsletters and shareholder reports for accuracy and clarity.
What is included in PR production responsibilities?
Creating communication using multimedia tools such as design, photography, and audiovisual presentations.
What speaking responsibilities does a PR practitioner have?
Planning and delivering presentations or arranging for others to do so, especially during public or crisis situations.
What role does training play in PR?
Preparing executives for media interactions and public appearances, and developing staff.
What management functions does a PR practitioner have?
Overseeing personnel, managing budgets, and implementing PR action programs.
What is the core difference between PR and marketing?
PR focuses on brand reputation and relationships, while marketing focuses on generating sales and ROI.
How is PR success typically measured?
Through media coverage, brand mentions, public sentiment, and overall brand credibility.
How is marketing success measured?
By return on investment (ROI) from product or service sales.
What is the focus of marketing compared to PR?
Marketing focuses on the company’s offerings; PR focuses on beneficial relationships with stakeholders.
What is the RACE model in PR?
A four-stage process: Research, Action (Planning), Communication (Implementation), and Evaluation.
What happens during the research phase of the RACE model?
Gathering and documenting internal and external data to identify problems or opportunities.
What types of information are collected during PR research?
Client background, stakeholder info, potential issues or opportunities for PR intervention.
What is the purpose of the action/planning stage in RACE?
To set clear goals and objectives and create a roadmap for PR activities.
What is a SMART goal?
A goal that is Specific, Measurable, Achievable, Realistic, and Timely.
Why are SMART goals important in PR planning?
They help focus efforts, ensure feasibility, and establish timelines for success.
What should communication strategies in PR consider?
Audience demographics, language, tone, jargon, and appropriate communication channels.
What elements should be addressed during the communication stage?
Communication tools, campaign timelines, and budgets.
What is the purpose of the evaluation stage in PR?
To assess if goals were met, measure ROI, and determine the campaign’s effectiveness.
What is media monitoring in PR evaluation?
Tracking all mentions and coverage in various media outlets to evaluate exposure.
What are media impressions and why are they important?
They estimate how many people saw or heard PR content, helping gauge reach.
What is involved in coverage analysis?
Reviewing media tone (positive/negative), relevance of content, and alignment with PR goals.
How can interviews with the public aid PR evaluation?
They reveal public perception and the influence of PR efforts on decision-making.
What role do market surveys play in PR?
They assess brand awareness before and after campaigns to measure impact.
How can social media tracking enhance PR evaluation?
By monitoring online engagement, brand mentions, and audience sentiment globally.
