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
Mention the Functions of PR
-Research
-Planning and advertising
-Media relations and placement
-Organising
-Writing
-Editing
-Production
-Speaking
-Training
-Management
What are the important characteristics, skills and experiences for a PR practitioner
-Excellent organisational and coordinating skills
-Excellent administrative abilities
-Creative mind
-Excellent communication
-Determination and adaptability
Moral courage and integrity
-Professionalism
Mention the various tools of PR
-Media Relations
-Publications
-Corporate image
-Corporate advertising
-Networking
-Lobbying
-Promotional activities
-Sponsorships and events
-Crisis management
Define corporate image
The net result of the combined experiences, impressions, beliefs, feelings and knowledge that people have about a company and this process begins with corporate branding
List and explain the three types of corporate advertising
-General corporate advertising :
This entails strengthening the organisation’s image in the eyes of the public
-Investor and financial relations advertising:
Positively enhancing the corporate brand in the eyes of the financial community through the presentation of detailed summaries of financial results
-Publicised support for a particular issue:
Controversial because it tries to influence the public opinion on an issue
Define issue management
The proactive process of anticipating, identifying, evaluating and responding to public policy issues that affect organisations and their publics
Define lobbying
The specialist part of PR that builds and maintains relations with the government primarily for influencing legislation and regulation
List the traditional mass media used for PR
-Radio, Newspapers, Television, Magazines, Transit advertising
List the online media used for PR
-Websites, Online media rooms, Email, E-Newsletters, Online influencers, Social media, Social networks, Blogs
What are the advantages and disadvantages of Radio
-It’s flexible
-Requires neither literacy nor electricity
-It creates mental imagery
-People experience a sense of clutter
-Consumer cant refer to the message
-It offers no visual appeal
What are the advantages and disadvantages of TV
-Creativity and impact
-Coverage and cost
-Captivity and attention
-Selectivity and flexibility
-Costs
-Limited view attention
-Clutter
-Distrust and negative evaluation
-Lack of selectivity
What are the advantages and disadvantages of Newspapers
-Less expensive
-Can add advertisements and reach a wider audience
-Can target specific regions
-Photographs and captions can be placed
-Information ages quickly
-Only selected audience
-Numerous advertisers
-Bad quality
What are the advantages and disadvantages of Magazines
-Specific and directed to a target audience
-High-quality reproduction
-Level of prestige is provided to advertisements
-Expensive
-Cluttered
-Increased cost in production
List the various forms of support media
-Instore media
-Outdoor advertising
-Transit advertising
-Directory advertising
-Oramedia
-Internal media
Explain in-store media
Aims to reach shoppers where they buy to inform, remind and persuade them to make in-store purchases
