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Summary of all terms and definitions of Introduction to Public Relations
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The document contains the most important information, needed to pass an exam in PR.
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DPR3702 ASSIGNMENT 1 MEMO - SEMESTER 2 - 2023 - UNISA - (DETAILED ANSWERS WITH REFERENCES - DISTINCTION GUARANTEED) - DUE:- 11 AUGUST 2023
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DPR3702 ASSIGNMENT 2 MEMO - SEMESTER 2 - 2023 - UNISA - (DETAILED ANSWERS WITH REFERENCES) - DISTINCTION GUARANTEED) ️️️️️- DUE 31 AUGUST 2023
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DPR3702 Assignment 1 (ANSWERS) Semester 1 2024 - DISTINCTION GUARANTEED
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Exam PR B-cluster 20191. Public relations (PR) - the practice of managing the spread of information between
an individual or an organization (such as a business, government agency, or a
nonprofit organization) and the public.
2. Identity – the intent behind the branding, created by the management
3. Image - the impression perceived by an individual of an organisation at one moment
in time; image can change over time
4. Reputation- the sum of all images of different groups throughout history
5. Public groups - anyone interested in the organization
6. Stakeholders - groups that actually hold a stake in your organizations
7. Target group- Every one you choose to communicate with
8. Employee Relation
a. Rules
o Tell employees first (beware of grapevine)
o Tell good and bad news
o Ensure timelines (no delay)
o Tell employees about what they consider important!
b.Trust is essential (6 components)
, o Openеss
o shared values
o consistency of word and actions
o appreciation,
o feedback
o autonomyness
9. . Customer relations
a. Five reasons people buy your product:
• Quality, Complaint handling, Crisis handling, Product safety, Illegal or
unethical trading
a. Communication
• What do you promise? (benefits)
• What are the customer expectations?
• Who is delivering your service? (frontliners make your business tick)
• Aftersales maintenance
b. Consumer Relations PR objectives:
• Keep current customers (cheaper)
• Attract new customers
• Market new items or services
• Complaint handling
• Reduce costs (educate customers on use of product/service)
10. Media Relations
• Media influence is cumulative and long-term
• The main power of media is to make us aware
• The media will always concentrate on reporting bad news!
• Publicity is mention in the media
a. 12 golden rules
1. A reporter is a reporter
2. Don’t buy a journalist
3. There is no standard issue reporter – they might dig into whatever sells
4. Treat journalists professionally
5. Don’t expect news agreement – journalists don`t follow your schedule
6. Don’t have an attitude
7. NEVER LIE
8. You are the organization
9. Don’t sweat the skepticism (they are not paid to be nice to you!)
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