Chapter 1: Introduction

Question 1

What are the 5 core concepts of PR?

Answer 1

• management function
• two-way communication
• planned activity
• research-based social science
• socially responsible

Question 2

What is meant with that PR is a form of art?

Answer 2

Importance of showing empathy and understanding, the role of storytelling and creativity

Question 3

What is meant with that PR is a form of social science?

Answer 3

It uses tools from psychology including persuasion and is grounded is research and evaluation

Question 4

What idea is shared in different PR definitions?

Answer 4

Mutuality and duty of care

Question 5

What is the definition of Reputation?

Answer 5

The result of what you do, what you say and what others say about you.

Question 6

What is the goal of PR?

Answer 6

1. Ensuring that vision about the organization is based on authenticity, honesty, and good behavior…
2. … Allowing our image about the organization be an accurate portrayal.

Question 7

On what is reputation based?

Answer 7

based on how the organization behaves, communicates and the type of relationship it has.

Question 8

Which model is usefull when we look at reputation?

Answer 8

Corporate Identity Mix

Question 9

What does the corporate identity mix draws on?

Answer 9

• communication, symbolism and behaviors
• also connects to the concept of image and identify alignment

Question 10

Why is reputation useful?

Answer 10

 Helps to create barriers to competitive threats
 Provides competitive advantages
 Helps with strategic value through relationships
 Ultimately underpins and drives financial value
 People will buy its products and try new ones
 Buy shares in it
 Believe its advertising
 Want to work for it
 Do business with it
 Support it in difficult times
 Give it higher financial value
 Donate money to it or volunteer to work for it

Question 11

What is the debate on the concept of reputation & PR about?

Answer 11

o Practitioners argue that reputation is not the primary focus of many PR activities
o Yet, you cannot get away from the concept that PR and reputation are entwined

Question 12

What are the four categories of communication relationship with publics identified by Grunig and Hunt?

Answer 12

• press agentry/publicity
• Public information
• Two-way assymmetric
• two-way symmetric

Question 13

What are the four key steps of a PR process?

Answer 13

1. research
2. Planning
3. Communication
4. Evaluation
   (cyclical)

Question 14

What is the difference between PR and marketing communications?

Answer 14

(Distinction becomes less sharp)
- PR focuses on ‘alignment of communicative functions’
- Consistent identity needed across all platforms
- PR: Fear of encroachment by marketing or management consultants
- Status of PR has increased in online age: complex communication

Question 15

What is the overlap between PR an marketing communications?

Answer 15

Operates at two levels:
1. Strategic, corporate level helping to build reputation and relationships across the entire organization
2. Consumer level helping to sell products and services

Question 16

What do we mean with the organization is an onion?

Answer 16

The organization has different layers of relationships

Question 17

What are the different onion (relationship) layers of an organization?

Answer 17

1. The organization
2. Customer of equivalent
3. All other publics or stakeholders
4. Reputation

Question 18

What is the critic on characteristics model?

Answer 18

• There can never be a mutual relationship
• Persuasion is not always good (propoganda)
• Not appropriate for all cultures (different historical evaluation)