Chapter 4 ii Flashcards
What is Public Relations?
It is essentially long-term patterns of interaction in hopes to enhance the relationship between an organization and its publics.
Name the types of publics.
Internal Public and External public.
What does the internal public consist of?
Internal public is what happens inside a business. It consists of managers, shareholders and supervisors. It determines whether business objectives are met or not.
What does the external public consist of?
External public is what happens outside the business. It consists of the government, media and communities.
What are the roles of PR in an Organisation?
PR ensures that there are positive relations between organizations and stakeholders.
PR supports integrated marketing communication strategies.
What are the PR Function’s key responsibilities?
To promote products, brands, and services.
To cultivate a positive organizational image to the public.
Tabulate the differences between PR and Marketing.
PR Focuses on building goodwill, building a corporate image, and building relationships with stakeholders and the public.
Marketing focuses on attracting, sustaining, and meeting customer needs
What are the 6 characteristics of PR?
PR is constantly changing. Maintaining and building relationships requires adaptation, adjusting and transformation.
PR requires logical analysis. Investigation and critical analysis of situations is required.
PR requires Strategy. Setting objectives using time and resources to solve problems.
PR needs implementation and execution.
PR requires control measures. Critical evaluation of performance against objectives.
PR requires flexibility. Strategies need adjustment to achieve goals.
What are the 10 Functions of PR?
Research, Planning + Advising, Media relations and placement, Organizing, Writing, Editing, Production, Speaking, Training, Management
What are the tools of PR? hint(clans)
Networking, Lobbying, Crisis Management, Corporate Advertising, Sponsorship & Events, Promotional activities, Corporate image, Publications and Media relations,
What are the different forms of media?
Traditional mass media are all outlets that existed before the internet. Some examples include Broadcast media (radio & tv), Print media (newspapers & magazines), and support media( outdoor advertising, transit advertising).
Online media is the modern form of advertising relying heavily on the internet. Some examples include Social Media, online influencers, emails, and websites.
What are the differences between traditional and online media?
Online Media is always available, whereas Traditional isn’t.
Larger target markets can be reached using online media than Traditional media.
Traditional media is one-way media whereas Online media is multi-dimensional media.
Online information can be better optimized whereas Traditional media can’t.
Online media is cheaper than Traditional Media.
What is Controlled media?
When messages are controlled by message developers. What is said, when it is said, how it is said, the placement of the message. eg. website
What is Uncontrolled media?
When the message developer does not have direct influence over the message. eg. news.
What type of media is Social media?
Controlled and uncontrolled media.
