Topic 10: Public Relations & Publicity

Question 1

Public Relations

Answer 1

Public relations is the deliberate, planned and sustained effort to establish and maintain mutual understanding between an organisation (or individual) and its publics.

It is apart of IMC planning.
Mutual understanding occurs via interactivity.
Publics are many and varied.

Question 2

Public Relations Activities

Answer 2

• building excitement pre-launch
• improving ROI
• creating news about the advertising itself
• influencing the influentials
• defending product/position with reasons why

Question 3

Advantages of PR

Answer 3

• amplifies and adds creditability
• cost-effective in achieving goals
• supports relationship between stakeholders
• mitigates negatives to controversial campaigns
• improves search engine optimisation
• tailors content and build value

Question 4

Disadvantages of PR

Answer 4

• lack control over media
• no guaranteed media coverage
• infrequent collection of relevant survey data to guide PR decision makers

Question 5

Determining Public Attitudes

Answer 5

• attitudes may affect sales of the company’s products
• no one wants to be perceived as a bad citizen
• negative attitude carry over to employee morale.

Question 6

Establishing A PR Plan

Answer 6

A 4-step process for developing a public relations plan, underpinned by ethical and contingency considerations.

1. formative research on situation, organisation, and publics
2. strategy to establish goals and formulate action
3. tactics to choose and implement
4. evaluation of the program

Question 7

Corporate Advertising

Answer 7

Paid messaging to promote overall awareness of a company or enhance its image among a target audience.

Question 8

Types of Corporate Advertising

Answer 8

• Image (goodwill, positioning)
• Crisis Recovery
• Sponsorship
• Advocacy (indirect)