U2 AOS2 KK8 Public Relations

Question 1

What is the purpose of public relations?

Answer 1

To project a positive image of the business to the outside world through planned communications strategies and tactics.

Question 2

What are the two types of public relations strategies?

Answer 2

Planned PR
Crisis PR

Question 3

True or False

Planned public relations is reactive

Answer 3

False.
Planned public relations is proactive and needs to be ongoing to continually build relationships with stakeholders.

Question 4

Provide 3 examples of planned PR

Answer 4

1. Highlighting employee achievements on social media channels.
2. Conducting open days and tours to present the business in the best possible light.
3. Providing a public service - becoming known in the community. Eg. Westpac helicopter.
4. Sponsorship - eg. Kia sponsoring the Australian Open
5. Publicity stunts - provide positive exposure for the business.

Question 5

True or False
Crisis public relations is proactive.

Answer 5

False.
Crisis public relations is reactive and must be addressed immediately when a crisis situation occurs.

Question 6

What are the six steps in a Crisis Communication Plan?

Answer 6

1. Determine who needs information (staff, customers, regulatory bodies, news outlets)
2. Determine what necessary information should be divulged
3. Ensure the facts are correct – verify before releasing info
4. Get the information out quickly – slow response looks bad
5. Be prepared to answer questions from the press. Pre-empt questions. Have a plan and stick to it.
6. Give regular updates

Question 7

What are the four ways that public relations activities can assist a business to achieve its objectives?

Answer 7

1. Promoting a positive image:reinforcing the favourable attitudes and perceptions consumers have regarding the business’ reputation.
2. Effectivecommunication of messages:using advertising, sales promotions, publicity and personal selling to convey information about the business and its products.
3. Issues monitoring:protecting sales by providing an early warning of public trends that could affect the business’ sales. Remedial action can be taken before much harm is done to sales.
4. Crisis management:protecting a business’ reputation as a result of negative or unfavourable rumours and adverse publicity, which if left unchecked might result in a loss of sales.

Question 8

Having a successful/positive image means…

Answer 8

The public views the business in the way that the business intends.

Question 9

The implication of not maintaining positive relations with customers is…

Answer 9

That the business will lose customers which are very difficult to get back.

Question 10

List 3 benefits of having a strong image.

Answer 10

1. Better brand recognition
2. Higher levels of sales, market share and profitability
3. Improved marketability of products
4. Greater credibility
5. Improved recognition in the market place

Question 11

Identify the key point of difference between public relations and customer relationship management

Answer 11

The audience.

Customer relationship management strategies aim to build strong and lasting relationships with past, existing and future customers (audience).

Public relations strategies aim to create a strong reputation for the business and positive perception amongst general members of the public (audience).