Chapter Eleven-Managing the Public Relations Function Flashcards
Public relations
Public relations is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its public
Publics
Publics are groups that the organisation interacts with and that have a vested interest in, or impact on, the organisation’s ability to achieve its objectives.
Publicity
Publicity refers to any free news
stories about a business’s products or
services
Advertising
Advertising uses paid
non-personal messages
communicated through
mass media to the public
Image
Image refers to how a business
is perceived by the world at large,
especially consumers
Image audit
An image audit is an independent
check of the accuracy of an image’s
perception
Public relations campaign
A public relations campaign is a
series of public relations activities
undertaken to achieve a specific
objective
Media
Media are the assorted public relations
communication strategies available
to convey the image to the selected
publics
Risk management
Risk management is the process of
identifying the risks to which a business
is likely to be exposed and determining
the best way to deal with them
Crisis management plan
A crisis communication plan outlines the policies and procedures to follow when handling unfavourable publicity and news personnel when a crisis occurs
Public relations evaluation
Public relations evaluation is a
thorough and systematic review of the
public relations objectives, strategies
and tactics
Performance indicators
Performance indicators measure the
degree of achievement of a specific
objective.
Focus group
A focus group is an informal small
group discussion to discover opinions
and attitudes
Video release
A video release is a news release
containing video footage and a
commentary
Public relations ethics
Public relations ethics is the moral
evaluation of public relations activities
as right or wrong
