Chapter 11 Flashcards
Publics
Groups that the organisation interacts with and that have a vested interest in, or impact on, the organisations ability to achieve its objectives.
Publicity
Refers to any free news stories about a business’s products or services.
Advertising
Uses paid non-personal messages communicated through mass media to the public.
Image
Refers to how a business is perceived by the world at large, especially consumers.
Image audit
An independent check of the accuracy of an images perception.
Public relations
The planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its public.
Public relations campaign
A series of public relations activities undertaken to achieve a specific objective.
Media
Assorted PR communication strategies available to convey the image to the selected publics.
Risk management
The process of identifying the risks to which a business is likely to be exposed and determining the best way to deal with them.
Crisis communication plan
Outlines the policies and procedures to follow when handling unfavorable publicity and news personnel when a crisis occurs.
Public relations evaluation
A thorough and systematic review of the public relations objectives, strategies and tactics.
Performance indicators
Measure the degree of achievement of s specific objective.
Focus group
An informal small group of discussion to discover opinion and attitudes.
Video release
A news release containing video footage and a commentary.
Public relations ethics
The moral evaluation of public relations activities as right or wrong.
