chapter 9

Question 1

what is PR?

Answer 1

managing the relationship between an organization and the public, building and maintaining a positive image for the organization

Question 2

what PR practitioners do?

Answer 2

1. influencing public opinion to favor the client
2. engaging in 2 way communication to convey the organization value and actions to various group
3. providing management advice to help the organization set goals and adapt to change

Question 3

difference between PR and advertising

Answer 3

PR is earned ADS is paid
PR build trust AD build exposure
PR uses language AD mostly visual
PR less expensive AD more expensive
PR “this is important” AD “buy this”

Question 4

4 stages of PR campaign

Answer 4

1. research
   - understand situation and research to gather data
2. action planning
   - develop strategies and plans to achieve long term goals
3. communication
   - acting as source of communication, convey msgs through various channels (interviews, press release, social media)
4. evaluation
   - assessing the effectiveness of the PR campaign using tools (polls, surveys)