Chapter 9: Public Relations Flashcards
1
Q
PR
A
- Management of communication between stakeholders and business
- Creates good image for the business
- Reactive when there is a crisis
- Needs to be systematic to ensure that all research is done before conducting the research and feedback must be reflected on before next step of communication
2
Q
Successful public relations
A
- Planned
- Deliberate
- A management task
- Two-way communication
- Promote performance
- Best interest of public
3
Q
Planned
A
- Communication should be clear and unambiguous
- All external and internal factors must be considered then plan the communication to create a positive change
4
Q
Deliberate
A
- Communication has to be intentional
- Gains understanding of stakeholders perspective
- Feedback must be collected to see how business can better achieve objectives
5
Q
A management task
A
- It’s a tool that should be apart of strategic planning because it helps management with problem solving
6
Q
Two-way Communication
A
- Listening to what stakeholders have to say and responding effectively
7
Q
Promote Performance
A
- Communicating the policies to make sure everyone understands as people are more likely to cooperate with rules when they know the logic and thinking behind it
8
Q
Best interest of the public
A
- ensuring that is is understood that business activities benefit both business and stakeholders
9
Q
PR stakeholders: Internal
A
- It is important that employees are well treated because what they say about the business cannot be controlled, but they are the ambassadors of the business\
- Shareholders must be kept up to date about any news about the business and anything that may affect the share price of the business
10
Q
PR Stakeholders: External
A
- Media
- Consumers
- Political officials
- Suppliers
- CSR
- Financial institutions
- Distributor
11
Q
Internal Marketing
A
- When information is communicated to various groups in the business
- Create a way for employees to have a say in the business
- Communicate through emails, newletters, etc to inform them of expectations
- Reward them for good suggestions/work done
12
Q
Methods used by PR
A
- Media (newspapers, TV, radio)
- Publicity stunts
- Sponsorships
- Social media
- Charity drive
- Pamphlet
- Public speaking/seminar
13
Q
RACE
A
- Research: All cfactors that led to the PR problem/opportunity are analysed before decision is made on the most appropriate action to take
- Action: Must refer back to business policy and procedure then can proceed to take whichever action is most appropriate
- Communication: Must decide on what the stakeholders have to be told then communicate the relevant information using the appropriate channel. Feedback must then be taken nand be analysed
- Evaluation: The success of the PR-drive must be assessed and adjusted if and where necessary
14
Q
Similarities between Marketing and PR
A
- Both deal with internal and external relationships and use similar tools/channels
- Focus on economical sustainability and business success
15
Q
PR and Marketing: Objective
A
- Marketing objective is to promote the business;’s prodict/service at a price that consumers will deem fair
- PR objective is tp create good relationship with the stakeholder and create a good reputation for brand
