Public Relations [9] *G11 Flashcards
Public relations is a …. communication
Two way
Internal marketing aka
Inbound marketing
New approach to getting message across aka
integrated marketing communication function
Public relations is management of
Management of communication between business and stakeholders.
AKA reputation management
PR aka
Reputation management
Does PR require the purchase of media
No
How does public relations open communication channels between different stakeholders by being proactive? *2
*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.
Purpose of PR *2
*change people’s perception towards the business
*creates a positive image
What should PR be if it wants to be successful *6
*Planned
*Deliberate
*a management function
*involve 2 way communication *promote performance
*be in the interest of the public
Explain planned (1)
PR must be aware of internal and external factors that can affect communications
Explain deliberate (2) *1+3
Intentional communication with stakeholders ensures that:
*it gains understanding of stakeholders perceptions
*influences desired group
*feedback can be collected
Explain a management function (3) *2
*PR is a tool that can assist management with problem solving
*Therefore, it should be part of a businesses strategic planning
Explain two-way communication (4)
It is vital that the business lists to stakeholders concerns so the business can respond effectively
Explain promote performance (5) *2
*Business policy must be properly communicated and understood *people are more likely to buy something if they get a logic behind it
Explain be in the interest of the public (6)
PR ensures stakeholders understand that business activities are one of mutual benefit to the business and themselves
Who are internal stakeholders *2
*employees and trade unions
*owners in the business
Who are external stakeholders *6
*media
*suppliers
*customers
*distributors
*financial institutions
*political officials
*broader community
Explain internal marketing *2
Plans are communicated within the business (departments, people)
Employees must work together to achieve business goals
What is the benefit of clear communication
Employees feel valued and will improve morale
How to ensure successful internal marketing *3
*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
Name Marketing mediums and methods used *7
*Use media to promote or announce
*Publicity stunts
*Sponsorship
*Charity drives
*Handing out brochures
*Public speaking on current issues
*Used a social media
What is the process of PR *4
RACE
Research
Action
Communication
Evaluation
Explain research (RACE) *2
*PR assessors factors contributing to the problem/opportunity
*These are analysts before a decision is made
Explain Action (RACE) *2
*Refer to policies and procedures before dealing with the business should do
*Top management should be kept up to date
