Chapter 11

Question 1

Function of Public Relations

Answer 1

Public relations strategies can either increase sales or limit the loss of sales where marketing activities will not be successful.
There are four ways in which public relations Activites can assist a business in achieving it’s objectives
1 - promoting a positive image
2 - effective communication of messages
3 - issues monitoring
4 - crisis management

Question 2

Public Relations and Advertising

Answer 2

Adverstising uses paid television and radio slots, and space in newspaper in magazines. The advertiser has control over when where and how the message is presented because it is a paid message. Public relations, on the other hand, uses the space and time provided free, often by third parties, to create publicity

Question 3

Advertising

Answer 3

uses paid non personal messages communicated through mass media to the public

Question 4

Publics

Answer 4

Are group that the organisation interacts with and that have a vested interest in, or impact on, the organisations ability to achieve it’s objectives

Question 5

Publicity

Answer 5

Refers to any free news stories about a business’s products or services

Question 6

Image

Answer 6

Refers to how a business is perceived by the world at large, especially consumers

Question 7

Image audit

Answer 7

Is an independent check of accuracy of an images perception

Question 8

Elements of a Business Image

Answer 8

Name
Logo
Customer service
Quality of products
Advertising

Question 9

Results of a proper image

Answer 9

Improved marketability of the business’s products
Greater creditability
Improved public recognition in the marketplace
Better brand recognition
Higher level of sales, market share and profitability

Question 10

Public Relations

Answer 10

Is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and it’s public

Question 11

Different types of publics

Answer 11

1- Internal Publics - employees and managers. Expect fairness and good morale helps maintain positive image with external publics
2- general publics - expect fair and honest practices
3- local Community Public - represents local residents and neighbourhood organisations
4- citizen action publics - practices may be scrutinised by action groups, such as environmental organisations. Expect business to operate in environmentally stable manner
5 - media publics - expect accurate information and access to informative sources
6 - government publics - three levels. Expect business to abide laws

Question 12

Strategies/Stages of a public relations campaign

Answer 12

Stage 1 - establish a public relations objective - what do we want the PR campaign to achieve
Stage 2 - identify the intended publics - which groups will the PR campaign be directed towards
Stage 3 - develop PR Strategies and techniques - how is the PR campaign going to achieve it’s objectives
Stage 4- Implement the PR campaign - are we ready to commence the campaign?
Stage 5 - evaluate the results - is the PR campaign achieving what we thought it would? Does the PR campaign need changing

Question 13

Public relations campaign

Answer 13

Is a series of public relations activities undertaken to achieve a specific objective

Question 14

Specific public relation strategies

Answer 14

Media from which a business can select. . Important to select the most appropriate and effective. 
Eg- Displays
- competitions
- guest speakers
- email messages
- media releases

Question 15

Purpose of a crisis communication plan

Answer 15

1- bring the cris under control- limiting the damage

2- dealing with the intense media and public scruntiny

Question 16

Elements of the crisis communication plan

Answer 16

1- determine the appropriate target publics
2- essential information should be communicated to all affected publics
3- get the facts
4- responses should be given as quickly as possible
5- be prepared to anwser questions
6- provide regular updates
7- establish a chain of command
8- establish a crisis communication team
9- moniter the progress of the crisis communication plan
10- evaluate the effectiveness of the crisis communication plan

Question 17

6 performance indicators

Answer 17

Level of customer satisfaction
Change in opinions and attitudes
Investors reaction
Supporter or critical public comments
Sales market share and profit

Question 18

Issues in publics relations

Answer 18

Technology
- the internet
Globalisation
International public relations associations

Question 19

Public relations ethics

Answer 19

Is the moral evaluation of public relations activities as right or wrong

Question 20

Public relation social responsibility

Answer 20

Is the conscious effort by a public relations business to maximise it’s positive impact and minimise it’s negative impact on society

Question 21

Public relations - unethical practices

Answer 21

• offering gifts for story placement
• paying radio announcers to make negative comments about major rivals
• spreading rumours
• placing inaccurate information on a website or in a media kit
• using stooges to offer evidence or opinion in public hearings or royal commissions