PR MANAGEMENT - WEEK TWO - PUBLIC RELATIONS: WHAT IS IT?

Question 1

What organization wrote this definition of public relations:
“Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics”?

Answer 1

Public Relations Society of America (PRSA)

Question 2

What organization wrote this definition of public relations:
“Public relations is the strategic management of relationships between an organization and its diverse publics, through the use of communication, to achieve mutual understanding, realize organizational goals and serve the public interest”?

Answer 2

Canadian Public Relations Society (CPRS)

Question 3

What are two major demographic trends that PR managers need to be aware of?

Answer 3

• Changing profile of society, comprising of workers and consumers from teens to beyond retirement is impacting and influencing the marketplace and workplace
• Canada’s multicultural society, as evidenced in 2011 Census

Question 4

What are the emerging global issues for organizations?

Answer 4

• Fair trade and wages
• Health and safety
• The environment
• Legislative and regulatory requirements

Question 5

What are the challenges that technology has had on society, the marketplace and communications?

Answer 5

Global scope/reach of issues

Compressed timelines for reacting and responding to issues

Question 6

What are the opportunities that technology has had on society, the marketplace and communications?

Answer 6

Allows organizations to react/respond to issues in “real time”
Engage publics in a more direct, transparent and timely fashion

Question 7

How do best practices benefit public relations practitioners?

Answer 7

• Enables practitioners to be better at their jobs
• Share innovation and experience with each other
• Strengthen the profession