Public relations

Question 1

How important is an enterprise’s public image to its success?

Answer 1

An enterprise’s public image is an essential aspect of its success

Question 2

An enterprise’s public image is an essential aspect of its success.
What may a poor (negative) reputation lead to?

Answer 2

A poor (negative) reputation may lead to reduced sales and a fall in profits

Question 3

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?

Answer 3

A positive reputation can maintain or even increase sales

Question 4

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?

Answer 4

Public relations (PR) involves building and maintaining an enterprise’s reputation (its image) through the media

Question 5

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?

Answer 5

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

Question 6

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?

Answer 6

Media generated by public relations (PR) activities is different to direct advertising

Question 7

What does brand image mean?

Answer 7

Brand image is a set of beliefs and opinions associated with a product, service or enterprise in the minds of consumers

Question 8

What do PR activities aim to do?

Answer 8

PR activities aim to get the enterprise positive publicity without paying for the time or media directly

Question 9

What are the public relations (PR) activities?

Answer 9

The public relations (PR) activities are:
1) Press release
2) Exhibitions
3) Sponsorship

Question 10

The public relations (PR) activities are press release, exhibitions and sponsorship.

1) Press release:
What is press release?

Answer 10

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

Question 11

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?

Answer 11

This covers the five Ws:
1) Who
2) What
3) When
4) Where
5) Why

Question 12

The public relations (PR) activities are press release, exhibitions and sponsorship.

2) Exhibitions:
What are exhibitions?

Answer 12

Exhibitions are commercial events where many similar enterprises:
1) Exhibit their products
or
2) Explain the services they offer

Question 13

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 …

Answer 13

Newsworthy stories may be publicised by local and national news

Question 14

The public relations (PR) activities are press release, exhibitions and sponsorship.

3) Sponsorship:
What is sponsorship?

Answer 14

Sponsorship is when enterprises pay to have their name and brand displayed at major events, such as a football match

Question 15

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 …

Answer 15

Celebrities could also be sponsored (paid) to publicise an enterprise’s goods and services

Question 16

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?

Answer 16

This is called celebrity endorsements

Question 17

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 …

Answer 17

Enterprises also associate themselves with a good cause, such as a charity

Question 18

The public relations (PR) activities are press release, exhibitions and sponsorship.

Promotional stunts:
What do some enterprises do?

Answer 18

Promotional stunts:
Some enterprises use one-off publicity stunts to catch the attention of the media and general public

Question 19

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?

Answer 19

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!

Question 20

The public relations (PR) activities are press release, exhibitions and sponsorship.

What are the advantages of PR?

Answer 20

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

Question 21

The public relations (PR) activities are press release, exhibitions and sponsorship.

What are the disadvantages of PR?

Answer 21

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