Part 1 - What is PR?

Question 1

4 stage model used most by PR professionals when creating a PR campaign

Answer 1

ROPE SWAG
Research - analysis/findings
Objectives - program planning
Programming - execution
Evaluation - evaluate the plans effectiveness

Question 2

6 key elements of PR

Answer 2

1. deliberate
2. 2-way communication
3. plan - organize activities
4. strategic management of opposition and conflict
5. public interest
6. performance

Question 3

Grunig’s four models of PR

Answer 3

1. Press agentry/publicity - one-way communication, where accuracy/truth not seen as essential.
2. Public information model - one-way communication – but with the idea that public needs information. Send out accurate info, but no feedback.
3. Two-way asymmetrical model - get feedback, but really not equally. Might survey people at the end, but there is no real dialogue
4. Two-way symmetrical model - dialogue, working together for a win-win

Question 4

how does PR differ from marketing/advertising/journalism?

Answer 4

marketing: marketing is concerned with sales and service (product price place promotion), PR is not selling
advertising: advertisers pay for space, limited to selling a product or service
journalism: journalists are objective, PR is biased