Chapter 11 - Managing the public relations function Flashcards
What is public relations?
Public relations: is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its public.
What is the function of public relations?
- Promoting a positive image
- Effective communication of messages
- Issues Monitoring
- Crisis Management
Difference between PR and advertising?
PR is UNPAID and generally performed by a third-party whereas advertising is PAID and generally performed by the business
What is a (business) image?
Image: refers to how a business is perceived by the world at large, especially consumers.
‘Publics’ Catergories
- Internal Publics (employees and managers etc…)
- General Publics (general populations perception of business)
- Local community publics (local residents - extremely important for small businesses)
- Citizens-action publics (action groups such as environmentalists)
- Media Publics (newspapers)
- Governement publics (governements)
What is a public relations campaign?
A public relations campaign: is a series of public relations activities undertaken to achieve a specific objective.
Stage 1 — establish public relations objectives
Stage 2 — identify the intended publics
Stage 3 — develop specific public relations strategies and tactics
Stage 4 — implement the public relations campaign
Stage 5 — evaluate the results
What is risk management?
Risk management: is the process of identifying the risks to which a business is likely to be exposed and determining the best way to deal with them.
What is crisis communication plan?
A crisis communication plan: outlines the policies and procedures to follow when handling unfavourable publicity and news personnel when a crisis occurs.
What is a publics relations evaluation?
Public relations evaluation: is a thorough and systematic review of the public relations objectives, strategies and tactics.
