Chapter 11 - Managing the public relations function Flashcards Preview

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Flashcards in Chapter 11 - Managing the public relations function Deck (9)
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1

What is public relations?

Public relations: is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its public.

2

What is the function of public relations?

1. Promoting a positive image
2. Effective communication of messages
3. Issues Monitoring
4. Crisis Management

3

Difference between PR and advertising?

PR is UNPAID and generally performed by a third-party whereas advertising is PAID and generally performed by the business

4

What is a (business) image?

Image: refers to how a business is perceived by the world at large, especially consumers.

5

'Publics' Catergories

1. Internal Publics (employees and managers etc...)

2. General Publics (general populations perception of business)

3. Local community publics (local residents - extremely important for small businesses)

4. Citizens-action publics (action groups such as environmentalists)

5. Media Publics (newspapers)

6. Governement publics (governements)

6

What is a public relations campaign?

A public relations campaign: is a series of public relations activities undertaken to achieve a specific objective.

Stage 1 — establish public relations objectives
Stage 2 — identify the intended publics
Stage 3 — develop specific public relations strategies and tactics
Stage 4 — implement the public relations campaign
Stage 5 — evaluate the results

7

What is risk management?

Risk management: is the process of identifying the risks to which a business is likely to be exposed and determining the best way to deal with them.

8

What is crisis communication plan?

A crisis communication plan: outlines the policies and procedures to follow when handling unfavourable publicity and news personnel when a crisis occurs.

9

What is a publics relations evaluation?

Public relations evaluation: is a thorough and systematic review of the public relations objectives, strategies and tactics.