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Business > Public Relations [9] *G11 > Flashcards

Public Relations [9] *G11 Flashcards

1
Q

Public relations is a …. communication

A

Two way

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2
Q

Internal marketing aka

A

Inbound marketing

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3
Q

New approach to getting message across aka

A

integrated marketing communication function

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4
Q

Public relations is management of

A

Management of communication between business and stakeholders.
AKA reputation management

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5
Q

PR aka

A

Reputation management

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6
Q

Does PR require the purchase of media

A

No

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7
Q

How does public relations open communication channels between different stakeholders by being proactive? *2

A

*PR will preempt negative publicity by ensuring clear and honest communication with stakeholders after identifying a possible problem
*PR is used to make news about a product. Or event to create excitement.

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8
Q

Purpose of PR *2

A

*change people’s perception towards the business
*creates a positive image

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9
Q

What should PR be if it wants to be successful *6

A

*Planned
*Deliberate
*a management function
*involve 2 way communication *promote performance
*be in the interest of the public

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10
Q

Explain planned (1)

A

PR must be aware of internal and external factors that can affect communications

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11
Q

Explain deliberate (2) *1+3

A

Intentional communication with stakeholders ensures that:
*it gains understanding of stakeholders perceptions
*influences desired group
*feedback can be collected

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12
Q

Explain a management function (3) *2

A

*PR is a tool that can assist management with problem solving
*Therefore, it should be part of a businesses strategic planning

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13
Q

Explain two-way communication (4)

A

It is vital that the business lists to stakeholders concerns so the business can respond effectively

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14
Q

Explain promote performance (5) *2

A

*Business policy must be properly communicated and understood *people are more likely to buy something if they get a logic behind it

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15
Q

Explain be in the interest of the public (6)

A

PR ensures stakeholders understand that business activities are one of mutual benefit to the business and themselves

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16
Q

Who are internal stakeholders *2

A

*employees and trade unions
*owners in the business

17
Q

Who are external stakeholders *6

A

*media
*suppliers
*customers
*distributors
*financial institutions
*political officials
*broader community

18
Q

Explain internal marketing *2

A

Plans are communicated within the business (departments, people)
Employees must work together to achieve business goals

19
Q

What is the benefit of clear communication

A

Employees feel valued and will improve morale

20
Q

How to ensure successful internal marketing *3

A

*Find out town employees feel via surveys
*Use forms of communication , (emails, newsletters) to inform employees about plans and expectations
*Reward employees and celebrate good ideas

21
Q

Name Marketing mediums and methods used *7

A

*Use media to promote or announce
*Publicity stunts
*Sponsorship
*Charity drives
*Handing out brochures
*Public speaking on current issues
*Used a social media

22
Q

What is the process of PR *4

A

RACE
Research
Action
Communication
Evaluation

23
Q

Explain research (RACE) *2

A

*PR assessors factors contributing to the problem/opportunity
*These are analysts before a decision is made

24
Q

Explain Action (RACE) *2

A

*Refer to policies and procedures before dealing with the business should do
*Top management should be kept up to date

25
Q

Explain communication (RACE) *2

A

*What relevance stakeholders are going to be told
*Message is communicated to stakeholders

26
Q

Explain evaluation (RACE)

A

Success of the PR drive needs to be evaluated to make adjustments where necessary

27
Q

Questions to ask - evaluation *3

A

*did stakeholders respond
*was stakeholders reaction positive or negative
*did stakeholders take action, effect on bs

28
Q

Why does PR offen form part of marketing

A

Some roles overlap

29
Q

Similarities between PR and marketing *4

A
  • Deal with internal and external relationships
  • Use similar tools to communicate with stakeholders
  • Convince stakeholders to buy product
  • Work towards business success in economic sustainability
30
Q

Explain integrated perspective

A

These two functions should support each other
through an integrated approach
to achieving the business’s objectives

31
Q

Where has marketing lost impact for advertisement *2

A
  • People feel bombarded
  • There isn’t customer loyalty
32
Q

What is integrated marketing communication function

A

Value of communication via traditional marketing and public relations

33
Q

What does integrated markets in communication function ensure *2

A
  • Clarity and consistency is a greater certainty
  • Maximizes impact impact on stakeholders
34
Q

Business should be able to look at integrated tactics that are able to… *3

A
  • Launch product or service
  • Self product or service
  • Enforce consistent message about the brand
35
Q

What are the differences between marketing and pr *3

A

*Objectives
*Target market
*Activities

36
Q

Explain the difference in objectives between marketing and pr

A

*Marketing ensures the product or service is sold via appropriate distributions that the customer perceives as fair
*P r and shows the business is building sound relationships with stakeholders

37
Q

Explain the differences for target market for marketing and pr

A

Marketing - portion of market people want to buy from the business
PR - focus on reputation

38
Q

Explain differences for activities between marketing and PR

A

Marketing- deals with product or service position and sales
PR - ensures business is successful by monitoring brand and ensuring all actions are in line

Business (26 decks)

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