Public relations campaigns

Question 1

Define and what a PR ‘Campaign’ is

Answer 1

A campaign is a systematic set of public relations activities, each with a specific and finite purpose, sustained over a length of time and dealing with objectives associated with a particular issue

Question 2

Define what a PR ‘Program’ is

Answer 2

A program is an ongoing public relations activity dealing with several objectives associated with a goal. Programs have a continuing commission within the organization & focus on its relationship with a particular public

Question 3

Define what a PR ‘Project’ is

Answer 3

A project is a single & usually short-lived public relations activity designed to meet an objective

Question 4

Name an example of a PR ‘project’

Answer 4

• News release
• A Facebook page
• Or a few tactics for an open house

Question 5

Name an example of a PR “Program’

Answer 5

• An organizations program in community relations
• Or employees relations,
• Or its social media program involving coordinated tools & venues

Question 6

Name an example of a PR ‘Campaign’

Answer 6

• A campaign to reduce accidents associated with Drunk Driving
• Or a campaign to improve employee morale & productivity

Question 7

What are the 4 phases in the campaign process (according to Smith)

Answer 7

(1) Formative research
(2) Strategy
(3) Tactics
(4) Evaluative Research