Public relations Flashcards
How important is an enterprise’s public image to its success?
An enterprise’s public image is an essential aspect of its success
An enterprise’s public image is an essential aspect of its success.
What may a poor (negative) reputation lead to?
A poor (negative) reputation may lead to reduced sales and a fall in profits
An enterprise’s public image is an essential aspect of its success. A poor (negative) reputation may lead to reduced sales and a fall in profits.
What can a positive reputation do?
A positive reputation can maintain or even increase sales
An enterprise’s public image is an essential aspect of its success. A poor (negative) reputation may lead to reduced sales and a fall in profits.
A positive reputation can maintain or even increase sales.
What does public relations (PR) involve?
Public relations (PR) involves building and maintaining an enterprise’s reputation (its image) through the media
Public relations (PR) involves building and maintaining an enterprise’s reputation (its image) through the media.
PR may be used to promote products.
What is the purpose of PR?
The purpose of PR is to:
1) Encourage positive views of the enterprise among the general public and other organisations
2) Encourage positive publicity through the media
3) Protect or enhance the brand image
Public relations (PR) involves building and maintaining an enterprise’s reputation (its image) through the media.
PR may be used to promote products.
The purpose of PR is to:
1) Encourage positive views of the enterprise among the general public and other organisations
2) Encourage positive publicity through the media
3) Protect or enhance the brand image.
How does media generated by public relations (PR) activities link to direct advertising?
Media generated by public relations (PR) activities is different to direct advertising
What does brand image mean?
Brand image is a set of beliefs and opinions associated with a product, service or enterprise in the minds of consumers
What do PR activities aim to do?
PR activities aim to get the enterprise positive publicity without paying for the time or media directly
What are the public relations (PR) activities?
The public relations (PR) activities are:
1) Press release
2) Exhibitions
3) Sponsorship
The public relations (PR) activities are press release, exhibitions and sponsorship.
1) Press release:
What is press release?
Press release is a 150-200 word article produced by an enterprise and send to news agencies highlighting something newsworthy or interesting about a new or existing product or service. It may also include a picture/photo
The public relations (PR) activities are press release, exhibitions and sponsorship.
1) Press release:
Press release is a 150-200 word article produced by an enterprise and send to news agencies highlighting something newsworthy or interesting about a new or existing product or service. It may also include a picture/photo.
What does this cover?
This covers the five Ws:
1) Who
2) What
3) When
4) Where
5) Why
The public relations (PR) activities are press release, exhibitions and sponsorship.
2) Exhibitions:
What are exhibitions?
Exhibitions are commercial events where many similar enterprises:
1) Exhibit their products
or
2) Explain the services they offer
The public relations (PR) activities are press release, exhibitions and sponsorship.
2) Exhibitions:
Exhibitions are commercial events where many similar enterprises exhibit their products or explain the services they offer.
Newsworthy stories may be …
Newsworthy stories may be publicised by local and national news
The public relations (PR) activities are press release, exhibitions and sponsorship.
3) Sponsorship:
What is sponsorship?
Sponsorship is when enterprises pay to have their name and brand displayed at major events, such as a football match
The public relations (PR) activities are press release, exhibitions and sponsorship.
3) Sponsorship:
Sponsorship is when enterprises pay to have their name and brand displayed at major events, such as a football match.
Celebrities could also be …
Celebrities could also be sponsored (paid) to publicise an enterprise’s goods and services
The public relations (PR) activities are press release, exhibitions and sponsorship.
3) Sponsorship:
Sponsorship is when enterprises pay to have their name and brand displayed at major events, such as a football match.
Celebrities could also be sponsored (paid) to publicise an enterprise’s goods and services.
What is this called?
This is called celebrity endorsements
The public relations (PR) activities are press release, exhibitions and sponsorship.
3) Sponsorship:
Sponsorship is when enterprises pay to have their name and brand displayed at major events, such as a football match.
Celebrities could also be sponsored (paid) to publicise an enterprise’s goods and services.
This is called celebrity endorsements.
Enterprises also associate themselves with …
Enterprises also associate themselves with a good cause, such as a charity
The public relations (PR) activities are press release, exhibitions and sponsorship.
Promotional stunts:
What do some enterprises do?
Promotional stunts:
Some enterprises use one-off publicity stunts to catch the attention of the media and general public
The public relations (PR) activities are press release, exhibitions and sponsorship.
Promotional stunts:
Some enterprises use one-off publicity stunts to catch the attention of the media and general public.
What is an example of a promotional stunt?
An example of a promotional stunt is that:
1) When some customers were unable to buy Virgin Train’s newly launched 26-30 Railcard due to a website crash, they were invited to bring an avocado when booking their tickets
2) By simply showing their avocado, they were able to claim the same discount offered by the Railcard!
The public relations (PR) activities are press release, exhibitions and sponsorship.
What are the advantages of PR?
The advantages of PR are:
1) Free positive publicity from a neutral source such as a newspaper
2) It reaches a wide audience
3) Improve brand image and sales
The public relations (PR) activities are press release, exhibitions and sponsorship.
What are the disadvantages of PR?
The disadvantages of PR are:
1) The enterprise has no control over how journalists may write up the story - if the story is negative, consumers may not want to be associated with the brand image or buy their products
2) The news story may not be picked up by the media
3) It is difficult to measure the impact of PR on the enterprise’s reputation
