Public Relations

Question 1

Image

Answer 1

Image refers to how a business is perceived by the world at large, especially by consumers.

Example:

• appearance of employees
• logo, such as colour green to represent environment friendly service.

Question 2

Importance of Image for a business

Answer 2

A favourable image can lead to better brand recognition, the maintenance of existing customers and attraction of new customers.

A positive image will help a business achieve objectives such as an increase in overall sales or greater market share.

A poor image will deter customers to visit other outlets instead.

Question 3

Publics

Answer 3

Internal publics:
-Employees, expect fair pay and working conditions.

General publics:
-the general publics feeling towards a business can affect its customers attitudes.

Media publics:
- media publics include print and electronic news reporting organisations. They expect accurate information.

Citizens-action publics:
- a business’s practises may be scrutinised by actions groups, such as environmental organisations.

Question 4

Purpose of Public relations campaign

Answer 4

Is to manage the communication and interaction between individual or organisation and the public.

Question 5

Five stages public relations campaign

Answer 5

1. Establish objectives. This outline what the company is trying to achieve
2. Identify intended publics.
3. Develop public relations strategies and tactics. It’s important to choosing the most important media for the publics.
4. Implement the public relation campaign. An action plan is required to ensure the implementation runs smoothly.
5. Evaluate results. The success can be measured in the changed behaviour of its publics.

Question 6

Performance indicators

Answer 6

• results of a customer satisfaction survey

- sales figures

Question 7

Ethics

Answer 7

Are a set of moral principles that a person or organisation needs to establish and follow.

For example, a business owner being honest with its employees and customers.

Question 8

Social responsibility

Answer 8

Refers to the obligation of an business to operate in favour of the welfare and interest of society and improve the quality of relations with key stakeholders, such as the community, employees and shareholders.

Example donating money to charity.

Question 9

Public relations

Answer 9

Public relations refer to the sustained effort to establish and maintain goodwill and mutual understanding between an organisation and the public.

By projecting a positive image, such as honest, reliable and innovative, a business is more likely to achieve its stated objectives.