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Summary Grade 11 Business notes on public relations
Excellent business notes covering public relations based off of both textbooks as well as extra notes taken in class
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Public relationsThe management of communication between the business and
stakeholders
For PR to be successful tB
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1.Planned
Communication clear and
unambiguous
Aware of all internal and
external factors that could
affect communication
Plan activities to generate
positive change
2.Deliberate
Message of communication
should be:
Gains understanding of
stakeholder’s perception
Influences the desired group of people providing correct information
Feedback collected so business knows what its objectives are
3.A management function
PR should be a part of strategic because it’s a tool that assists with
problem solving
Can help business deal with conflict to ensure the day-to-day
functioning
4.Involve two-deal communication
Vital that business listens to stakeholders’ concerns/demands and
then responds in a positive manner
5.Promote performance
Ensure that business policy is properly communicated and
understood by everyone
6. Be in the interest of the public
PR ensure stakeholders understood that business activities are of
mutual benefit
Public relations stakeholders
, Internal stakeholders:
Employees and trade unions
Business cannot always control what employees say about business,
important to ensure that employees “buy into the brand and live the
brand”
If employees treated in a fair manner: Translate into positive
messages being communicated about business
Shareholders (another stakeholder), must be kept up to date with
important developments and changes in business that may affect
the share price
External stakeholders:
Media – that reports activities of business in a positive or negative
manner
Customers – they use the product or service and tell their
family/friends about experience
Suppliers – Anybody who is involved in supply chain, if not acting in
an ethical manner their actions may tarnish the business
The image of distributers of product – could impact the publics
image of the business
Financial institutions – Kept abreast of financial development that
may have an impact on the financial stability of the business and
can therefore repay debt
Political officials – Impacts what the business may and may not do
The broader community – expects business to become involved in
CSR to uplift them
Internal marketing
Refers to as inbound marketing
Process where plans are communicated to various people, groups, or
departments in the business
Benefits of clear internal communication: employees feel valued,
and this will improve morale and commitment to business
How to ensure successful marketing:
Find out what employees feel and think (use surveys and question
boxes)
Use newsletters, boards, emails, or any form of communication to
reach employees and inform them about plans and expectations
Reward employees and celebrate good work/suggestions
Methods and mediums used by the PR department
Business may use media (media, newspapers, TV, radio) to share
information to promote specific events or to announce awards
Publicity stunts
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