Public Relations (PR)

Question 1

What is Public Relations?

Answer 1

building good relations with the company’s various publics

Question 2

Key Characteristics

Answer 2

• Obtain favorable publicity (Shrek Onions)
• Build a good corporate image (PWC)
• Handling unfavorable rumors, stories & events (toyota recalls)
• Credible

Question 3

Public Relation Tools

Answer 3

News, Speeches, Special Events, Written Materials, Audiovisual Materials, Public Service, Buzz Marketing, Corporate Web Sites

Question 4

News

Answer 4

find or create favorable news about the company and its products or people

Question 5

Special Events

Answer 5

(includes speeches) ranging from news conferences and speeches, press tours, grand openings, firework displays

Question 6

Written Materials

Answer 6

annual reports, brochures, articles, and company newsletters and magazines

Question 7

Audiovisual Materials

Answer 7

DVD’s, online videos

• beings used increasingly as communication tools

Question 8

Corporate Identity Materials

Answer 8

help create corporate identity that the public immediately recognizes

example; logos, signs, business cards

Question 9

Public Service Activity

Answer 9

companies can improve goodwill by contributing money and time to public service

example; pink products in October

Question 10

Corporate Web Sites

Answer 10

very important PR vehicle.

Question 11

Buzz Marketing

Answer 11

interaction of consumers and users of a product which serves to amplify the original marketing message

• APPLE GREAT AT THIS !! no advertising for 5s

Question 12

Undercover Marketing (Stealth Marketing)

Answer 12

marketing to people who do know their being marketed to

example; video game hand in Starbucks, Sony Camera in the City