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MM > PR Management (9) > Flashcards

PR Management (9) Flashcards

1
Q

What does the acronym PRISA stand for?

A

The Public Relations Institute of Southern Africa

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2
Q

What was the reason for the establishment of an information bureau in South Africa?

A

To help spread government information

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3
Q

Who invented the printing press in 1452?

A

Gutenberg

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4
Q

What was the main function of the first publicity agencies or bureaus established in the United States of America?

A

Collecting factual information on their clients to distribute to the media

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5
Q

Which historical event is recognized as the first major public relations campaign?

A

The use of printed media to distribute ideas.

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6
Q

Define External communication?

A
  • This takes place between an organisation and the outside world. This includes all the messages that are exchanged, both formally and informally, between the members within an organisation and people outside the organisation (also referred to as the public).
  • External communication includes marketing (creating consumer demand for a service or product) and public relations.
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7
Q

Corporate or organizational communication:

A

This is the communication between an organisation and its internal and external publics or audiences.
Most organisations communicate with their external audiences via public relations and advertising. During a company’s interactions with its publics, it is also creating a corporate image, which is conveyed both consciously and subconsciously.

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8
Q

Define Publics (stakeholders)?

A

This can be internal or external, and are the recipients or audiences who are grouped together because of their common bond or interest in a particular matter. The ‘publics’ are the other party in the PR relationship and their perceptions have to be considered by the organisation and the PR professional.

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9
Q

The public can consist of the following?

A
  • Primary publics
  • Secondary publics
  • Marginal publics
  • Traditional publics
  • Future publics
  • Opponents and uncommitted public
  • Primary publics: The most important groups of individuals who can strongly encourage or inhibit an organisation’s PR efforts
  • Secondary publics: Less important groups than the primary publics but their perceptions are still important to an organisation
  • Marginal publics: The least important group of individuals in terms of public relations
  • Traditional publics: Those groups that are existing stakeholders
  • Future publics: Potential stakeholders and customers
  • Opponents and uncommitted publics: Those publics classified according to their degree of support or opposition to an organisation – they can change their perceptions based on PR campaigns and programmes
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10
Q

Advertising is the promotion of products to the?

A

public in order to encourage sales.

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11
Q

Publicity is the process or information used?

A

to arouse public attention.

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12
Q

State the name of the first major PR campaign in the 16th century.

A

The Reformation

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13
Q

Name the first American PR practitioner?

A

Ivy Lee, a citizen of the USA in the early 1900s.

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14
Q

Identify the first PR theorist, as well as the title of the book that they published on PR.

A

Edward Bernays was the first PR theorist. His book was titled, Crystallizing Public Opinion

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15
Q

Explain how the invention of the printing press made PR easier?

A

The printing press made PR easier as it made communication easier, faster and far-reaching.

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16
Q

Justify why the spread of democracy developed public relations in the 20th century?

A

A democratic society values open communication, differing opinions and the need for the public awareness. Overall, democracy encourages public relations.

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17
Q

Briefly define public relations in your own words?

A

Public relations is a management function. It uses communication to build strong relations between the organisation and its stakeholders, and to build a good public perception of the organisation.

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18
Q

Explain the integral link between public relations and communication?

A

Public relations includes communication between an organisation and its stakeholders. Communication is used in PR to offer relevant and valuable information to the public, to help strengthen the organisation’s relations with the public.

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19
Q

Which concept related to PR is concerned with the various stakeholders that either impact or are impacted by an organisation?

A

Publics

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20
Q

Which members of the public are classified according to their degree of support for or opposition toward an organisation?

A

Opponents and uncommitted publics

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21
Q

Why does the definition for public relations (PR) differ from PR practitioners to educators and theorists?

A

PR practitioners require a practical description, whereas educators and theorists are mainly concerned with the academic perspective

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22
Q

The goal of advertising is to increase sales. What is an
additional benefit of advertising?

A

Brand awareness

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23
Q

What is the process or information used to arouse public attention known as?

A

Publicity

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24
Q

What are PR’s three main functions?

A

The interpretation function
The communication function
The management function

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25
Q

It is crucial for an organization to constantly monitor

A

what its publics want.

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26
Q

PR communication purpose is to focus?

A

on the effects of communication.

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27
Q

Much of the work involved in management consists of planning, strategising, setting goals, anticipating and solving problems, _____________

A

budgeting, and allocating resources.

28
Q

The management function has four characteristics?

A
  • The activating of research: This is done to obtain insight into the various relevant publics (customers, employees, government, suppliers and community) and the environment.
  • The planning of communication programmes and activities: This is done to change and shape the attitudes, opinions and perceptions of stakeholders, including the organisation itself.
  • The allocation and use of resources: Finances, staff and technology are needed to implement the programmes and PR activities.
  • The evaluation of the implemented programmes and activities: It is necessary to gauge whether the intended results have been achieved.
29
Q

What main message would you want to convey to your publics that would differentiate you from your competitors?

A

You would want to differentiate yourself by either offering better priced goods, unusual or unique jewellery or ‘selling’ the concept of your Christmas gifts being an investment as opposed to just being a purchase.

30
Q

As a PR manager, what resources would you allocate to make the programme or various activities a success?

A
  • Finances, for example a marketing budget.
    Staff, such as sales representatives.
    Technology, such as the Internet and cell phones.
31
Q

What is the purpose or function of PR?

A

Achieving mutual understanding by managing strategic
relationships between an organisation and its publics

32
Q

For which characteristic of the management function is
necessary to gauge whether the intended results were
achieved?

A

The evaluation of the implemented programmes and
activities

33
Q

Which model is used to illustrate the relationship between the various participants in the PR process?

A

The systems model

34
Q

Which PR function requires research and evaluation of the message that key stakeholders need to hear?

A

The interpretation function

35
Q

How can organisations monitor what it is that the publics wants?

A

Research and evaluation

36
Q

Define persuasion?

A

Persuasion is the action or process of persuading someone or of being persuaded to do or believe something

37
Q

Define Manipulation?

A

is to control or influence (a person or situation) cleverly or unscrupulously

38
Q

Business ethics can be defined as?

A

‘the study and evaluation of decision-making by businesses according to moral concepts and judgements’

39
Q

the modern PR professional has four loyalties, namely to?

A
  • the self (one’s own moral values);
  • the organisation they are employed by (which pays their salary);
  • the profession (which governs the conduct of all PR professionals); and society (which they live in and belong to).
40
Q

Addressing ethical dilemmas can potentially be solved by?

A
  • recognising the conflicting issue;
  • understanding the publics and how important they are to the organisation, and whether the organisation would alienate them if it continued with the issue at hand;
  • developing alternative campaigns and programmes based on more ethical considerations; and
    choosing the final programmes, having considered the consequences and rules or codes that apply to the organisation, industry, publics and profession.
41
Q

There are three aspects to consider when we look at the PR professional in more detail?

A

The personal characteristics, skills and qualifications needed to be a PR practitioner
The role of the PR practitioner
The tasks performed by the PR practitioner

42
Q

The following personal characteristics can be attributed to a PR professional?

A
  • Good management of information including their role in the public relations process
  • Mastery of language, both written and oral
  • Problem-solving and negotiation skills
  • Management of communication skills
  • Strategic planning skills
  • Skilled in issues management
  • The ability to perform audience segmentation
    Informative and persuasive writing for various audiences
  • Technology and visual literacy skills (particularly
  • Fluency in a second language
43
Q

The three key types of PR activities are?

A
  • Single PR events
  • PR campaigns
  • PR programmes
44
Q

Why has ethics become such an important aspect of a
modern organisation’s PR management?

A

ASASA

45
Q

How can business ethics be defined?

A

The study and assessment of decisions made by
businesses according to moral concepts and judgements

46
Q

Which association supports self-regulation (specifically in advertising)?

A

The Association for Communication and Advertising

47
Q

Why does modern PR try to avoid the use of manipulation and propaganda to win over publics?

A

It is unlawful to use manipulation and propaganda to
persuade publics

48
Q

External publics are communicated with via mass media. Broadly, there are two types of communication media?

A
  • Controlled: The PR practitioner has control over the content, timing, placement and frequency of messages
  • Uncontrolled: The PR practitioner does not make the final decision on content, timing, placement and frequency.
49
Q

Mass media used to communicate with the external public can broadly be classified as follows?

A
  • Printed – e.g. newspapers and magazines
  • Audio – e.g. radio
  • Audiovisual – e.g. television
  • Electronic – e.g. websites, blogs and multimedia (combining audiovisual and electronic)
  • Outdoor – e.g. billboards, posters, flyers, public address systems and big-screen video
  • News agencies (wire services) – e.g. Reuters and Associated Press
  • The public library – which offers a combination of the elements in this list
50
Q

The advantages of using newspaper as a PR medium include the following?

A
  • Because of their range, from national to community newspapers, they reach huge numbers and demographics of audiences.
  • Audiences can be precisely identified because of the number, localisation and variety of newspapers.
    They are read mostly for pleasure, rather than out of necessity.
  • Readers are often influential people.
  • Audiences are reached regularly.
  • They all have a standardised definition of what is considered news based on deviance from the norm and political, economic, cultural and public significance.
  • Newspapers are the most credible of all media.
51
Q

The advantages of using magazines as a PR tool are as follows?

A
  • They are relatively inexpensive for publics to buy.
  • They are accessible and easily available.
  • They are more durable than newspapers.
  • They reach targeted specialised audiences.
  • Opinion leaders read them.
  • People usually read them for pleasure.
    > The one disadvantage of magazines is that they are heavily dependent on advertising for their revenue, which can result in magazines closing down in difficult economic times.
52
Q

The advantages of using radio for the PR practitioner are as follows?

A
  • It reaches very large audiences.
  • It is accessible and portable to publics and can be listened to even when travelling.
  • It can be focused and directed at targeted groups.
  • It is relatively cheap for listeners.
  • It is very immediate and news can be updated rapidly.
    > The one disadvantage of radio is that it tends to be listened to during peak times only.
53
Q

Television is considered the most?

A

personal form of mass communication

54
Q

The advantages of using television as a PR tool are as follows?

A
  • It reaches large audiences.
  • It heightens awareness of the conduct of institutions.
  • Visual impact is often more powerful and influential than words alone.
  • It is immediate and instantaneous.
  • It provides relatively inexpensive entertainment.
  • Audiences with disabilities and illnesses can be targeted as they can often not participate in other forms of entertainment.
    > A disadvantage of television is that it can have a very negative impact on viewers
55
Q

The advantages of website technology to the PR practitioner are as follows?

A
  • Publics find it easy to use.
  • It is easy to edit and update information.
  • It is relatively cheap to constantly change and update (as opposed to a written article for a magazine or a DVD or video).
  • Unlimited information can be placed on a website.
  • Most decision-makers in modern organisations use websites as a source of information.
  • The main disadvantage of websites and related electronic media is the fact that if the transmission is broken due to technical faults or power failures, communication breaks down and business could be lost to competitors.
56
Q

the media that are used for communicating with internal publics mainly include?

A
  • Formal organisational documents – newsletters and internal magazines
  • Other supplementary publications – pamphlets, brochures and manuals
  • Memos and reports
  • Training and job instructions
  • Letters and emails
  • Reprinted speeches
  • Bulletin boards – displaying organisational messages
  • Closed-circuit television
  • Video and teleconferencing
  • Satellite broadcasts
  • Storytelling
  • Displays and exhibitions
  • Intranet – the internal Internet
57
Q

What public relations activity would you use to achieve the above objective? Substantiate your answer.

A

A campaign is required as there is a definite time frame and a completion date for the election. Many different events can be planned.

58
Q

Name and briefly discuss the two different types of media you could use to communicate with your internal and external publics. Give an example of each type?

A
  • Controlled – the PR practitioner has control over the content, timing, placement and frequency of messages. For example, advertisements, annual reports and special events. Internal controlled media include newsletters, interviews, staff functions and company magazines for communication within the organisation. External controlled media include advertising, shareholder meetings, websites, brochures, posters, DVDs and documentary films targeting publics outside the organisation.
  • Uncontrolled – the PR practitioner does not make the final decision on content, timing, placement and frequency. For example, general publicity − feature stories written by journalists for magazines and newspapers, television and radio news stories, photos and media conferences. The PR person may provide the journalist or radio station with guidelines but ultimately the decision on final content, placement and timing rests with the media company.
59
Q

Using the three key roles of public relations (interpretation, communication and management) as a guideline, list all the technical tasks you and your team will have to perform on a daily basis to make the communication effective?

A
  • Interpretation (Developing research tools, for example, questionnaires.)
  • Communication (Providing the media with timely and accurate information.)
  • Announcing events. (Crisis communication – dealing with unexpected events through risk assessment and planning).
  • Management (Planning and strategising.)
60
Q

If you wanted Spar to be perceived as an ethical party, what types of behaviour would you recommend its members avoid?

A

To be perceived as ethical, members should ideally:

Avoid slandering the opposition/competition.
Avoid taking bribes.
- Ensure that their accounts and finances are open and transparent.
- Avoid intimidation.
- Not make promises they cannot keep.
- Not spend their donor money recklessly.
- Obey the laws of the country.
- Develop a code of ethics and abide by it.
- Dismiss unethical members.
- Practise fair labour practices.

61
Q

If you are the PR manager for Masithethe Radio, which institutions would you belong to in order to keep in touch with other PR practitioners and to know what the acceptable codes of conduct for the industry are?

A

PRISA (Public Relations Institute of Southern Africa) and IPRA (The International Public Relations Association).

62
Q

Briefly explain the three main functions of public relations?

A

The main functions of PR are interpretation, communication and management. Interpretation involves the evaluation and research of opinions, attitudes and needs of publics. Communication involves establishing the effects of communication and which media to choose and management involves planning and overseeing the other functions.

63
Q

What is seen as a challenge to mass communication?

A

The interpretation of the message being portrayed may vary

64
Q

What is the biggest risk of using the electronic media to communicate with publics?

A

Technical faults may occur that cause a breakdown in communication

65
Q

What is the benefit of newspapers to PR professionals?

A

the audience’s attention to specific issues

66
Q

Which type of media is most appropriate for communication with the ternal public?

A

Newsletters

67
Q

What is an example of external controlled media?

A

Shareholder meetings

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