Chapter 1-2 Test 1 Flashcards
What is the definition of Public Relation?
PR is the management function that establishes and maintains mutually beneficial relationships between an organization and publics on whom its success and failure depends.
er.
Is public relations a subset of marketing activities? Or a separate set of activities?
PR is a subset of marketing within the 4 Ps (product, price, place, promotion, advertising, public relations)
What is a public?
a segment of society that is involved with an issue
- Members recognize their involvement
- Members recognize others involved
- Members communicate, organize, and share action with others about the problem
What is a market?
mass of individuals that share common characteristics
- Aren’t aware they share common characteristics
- Not associated because they share an interest
- Markets are masses that share common characteristic, unmet want or need
What is the chief difference between the two concepts?
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.
What is contained within the situation analysis?
a detailed explanation of the situation including opportunities and challenges.
S.W.O.T.
Strengths, weaknesses, opportunities, and threats
Why would it be important for the organization to do research about itself?
To learn about supporters/customers, opponents/dissatisfied customers, competitors, and impediments
Perceptions of the organization have which two dimensions?
External and internal
Which has to do with feelings or attitudes and which has to do with knowledge?
Visibility and reputation
Can you explain the concept of a niche?
Unique position on an organization and an issue or the unique position of the organizations product or service in the marketplace.
What is an organization’s mission statement?
- Sets out a strategic focus for accomplishing a long-term outcome
- Statement of philosophy and purpose for an organization
o Identify the product/service organization produces
o Types of relationships it strives to cultivate
Strategic planning 4 step process
Research
Plan
Implement
Evaluate
Just as communication flows one way, so too does …
influence.
What is the definition of marketing?
Management function that identifies human needs and wants, provides products and services to satisfy those needs and wants, and causes transactions that deliver products in exchange for something of value to the provider.
