Chapter 4 (Public Relations) Flashcards
Define Public Relations according to PRSA
An organisations efforts to win the cooperation of groups of people and its purpose is to help an organisation and its publics adapt mutually to each other
Define Public Relations according to PRISA
The distinctive management function which establishes and maintains mutual communication, understanding, acceptance and cooperation between an organisation and its publics
What is the main aim of Public Relations?
To foster support for and create an understanding of a particular organisation, event, brand, product or service
List the types of publics
-Internal public
-External public
Explain internal public
-It’s inside the business and includes supervisors, managers, clerks and the board of directors and shareholders
-Its regarded as the important public
=It is the individuals who determine if a company meets its objectives or not
Explain external public
= A group of companies outside the business
-It includes consumers, financial institutions, suppliers, government, local communities and media
Explain consumers as part of the external public
-A business can’t survive without them
-They traffic new customers to the business
-Businesses must be sensitive to matters of importance to consumers which are: gender, cultural and religious matters
-It’s important that the business understands what customers think about the company, its products and staff
Explain financial institutions as part of external publics
Businesses must maintain good relationships with investors/the bank that has financed the business
Explain suppliers as part of external publics
Both parties must strive for a mutually beneficial long term relationship
What is the conventional purpose of PR?
To ensure positive relations between the organisation and its stakeholders by having effective communication strategies and channels in place
What is todays purpose of PR?
To support integrated Marketing Communication strategies
List the PR function’s key reponsibilities
-Promoting products, brands or services
-Cultivating and communicating a positive organisational image to its publics
Mention the four trends related to the evaluation of PR
-Growth of large corporate institutions
-The nature of change and conflict
-Confrontation in society
-The heightened awareness and sophistication of people due to technological innovations
What is the difference between PR and Marketing
-PR is focused on building goodwill, corporate image and relationships with shareholders
-Marketing has the objective of attracting, sustaining and meeting the needs and wants of its customers
List the characteristics of PR
-Constantly changing
-Requires logical analysis
-Requires strategy
-Relies on implementation and execution
-Requires performance assessment and control measures
-Requires flexibility
