Chapter 1-2

Question 1

What is the definition of Public Relations and marketing?

Answer 1

PR is the management function that establishes and maintains mutually beneficial relationships between an organization and publics on whom its success and failure depends.
Marketing is a management function that identifies human wants or needs, provides products and services to satisfy those wants and needs. Causes transactions that deliver products in exchange for something of value to the provider.

Question 2

Is public relations a subset of marketing activities? Or a separate set of activities?

Answer 2

PR is a subset of marketing within the 4 Ps (product, price, place, promotion, advertising, public relations)

Question 3

What is a public?

Answer 3

a segment of society that is involved with an issue

Question 4

What is a market?

Answer 4

mass of individuals that share common characteristics

Question 5

What is the chief difference between the two concepts?

Answer 5

Markets are not aware that they share a common characteristic and are not associated because they share an interest in an issue. A public has to recognize or potentially recognize their involvement and can see why others are effected.

Question 6

What is contained within the situation analysis?

Answer 6

a detailed explanation of the situation including opportunities and challenges.

Question 7

S.W.O.T.

Answer 7

Strengths, weaknesses, opportunities, and threats

Question 8

Why would it be important for the organization to do research about itself?

Answer 8

To learn about supporters/customers, opponents/dissatisfied customers, competitors, and impediments

Question 9

Perceptions of the organization have which two dimensions?

Answer 9

External and internal

Question 10

Which has to do with feelings or attitudes and which has to do with knowledge?

Answer 10

Visibility and reputation

Question 11

Can you explain the concept of a niche?

Answer 11

Unique position on an organization and an issue or the unique position of the organizations product or service in the marketplace.

Question 12

What is an organization’s mission statement?

Answer 12

Structure of public relations operation in the organization. Its mission or purpose and role in the organization.

Question 13

Strategic planning 4 step process

Answer 13

Research
Plan
Implement
Evaluate

Question 14

Just as communication flows one way, so too does …

Answer 14

influence.