Public Relations Concepts Questions with solutions 2023

Public Relations Concepts Questions with solutions 2023 The RACE acronym The four step public relations process Research, Action planning, Communication and Evaluation. The definition (and components of the definition) and nature of public relations The management function that identifies, establishes and maintains mutually beneficial relationships between an organization and various publics on whom its success or failure depends (8) components: counseling, research, media relations, publicity, employee/member relations, community relations, public affairs, govt affairs, issue mngt, industry relations, development/fundraising, multicultural relations/workplace diversity, special events, and marketing communications (11) nature: performance based, strategic (contribute to the overall accomplishment of the organization), deadline based, self-interests are primal, advocacy is the basis (cl notes) Advocacy in a free market economy and a democratic society PR firm is the advocate of the particular point of view of the client or employer (13) journalism is objective, PR is advocacy PR necessitates informed agency The dollar expenditures on PR and advertising PR - US: $ 4.3B (5) EU: $3B China: $1.8B (12) concept: PR is more cost effective than advertising Other terms for public relations corporate relations, investor relations, public affairs, mktg comm, global comm, public and community relations, external affairs (91) govt / education: public affairs, community relations, public info, market services All the potential functions or specialties of public relations Media relations Public relations Communication strategy Crisis management Communication policy Executive communication Reputation management Internal communication Social media Internet communication Intranet communication Annual report Corporate identity Issues management Community relations Mission statement Corporate citizenship Brand strategy Marketing communication Advertising Corporate culture Investor relations Government relations Technical communication Ethics Training and development Skills and abilities needed in public relations 1. Good Writing 2. Intelligence, 3. Cultural Literacy 4. The ability to recognize a Good Story when you see one 5. Media Savvy 6. Contacts 7. Good Business Sense 8. Broad Communications Experience 9. Specialized Experience 10. Avoid Career Cliches Controlled and uncontrolled media controlled: practitioner determines content, location, placement, timing (what, when, where, who)- website, Facebook, brochures, speeches, advertising, paid blogging (class notes) uncontrolled: content passes through a 3rd party, practitioner does not control (the above) - press releases - 70% of public trusts this the message when delivered in this manner (see pg 174 chart, sourced from Edelmann Trust Barometer) Third party endorsement of media and its relationship to credibility A third party gives more credibility because they have an objective view and are not biased The role of public relations in marketing communication PUBLIC RELATIONS IS THE 5th P of Marketing (see p 15-16 - "how PR supports mktg" (8 items) and (4 P's of marketing, w/ PR as 5th)) Product Price place promotion pr SWOT analysis Analyzing the Strengths, Weaknesses, Opportunities, and Threats (10 in Matrix) The four questions that form the heart of the planning process of the matrix 1. What do I need to do to overcome the problem? 2. Who do I need to reach to motivate to do that? 3. What do I need to tell them so they'll do what I want them to do? 4. How do I send messages so that they pay attention to them and act on them? (class notes) Characteristics of good objectives Specific, measurable, attainable, time-bound, and mission-driven (4 in Matrix) How to profile publics 1. Demographic and psychographic profile 2. Motivating self-interests 3. Status of current relationships with the organization and issue 4. Third party influentials and other opinion leaders 5. what objectives they will help you accomplish (10 of Matrix) Primary and secondary messages Primary messages are one or two sentence summary statements similar to sound bites. Secondary messages are bulleted details that add credibility to and support the primary messages with facts, testimonials, examples, other information and persuasive arguments. Self-interest "People become involved in issues or pay attention to messages that appeal to their psychological, eco-nomic, or situational needs." How to motivate publics "people are motivated by eight basic appeals: to power, respect, well- being, affection, wealth, skill, enlightenment, and physical and mental vitality." See also Maslow's hierarchy, p. 172. Communication channels Different media with different features for diverse purposes to disseminate tactics. (Tactic is a TV ad ... Channel is television). Examples of channels Television- visual, sensitive, and entertaining Newspaper- in depth and informative Radio- flexible and adaptable Twitter- instant exposure to companies Facebook/MySpace- instant exposure in an emergency or crisis Face-to-face- prefered for it's personal nature Rule of Thumb for the difference between tactic and channel (a media that you can send more then one tactic is a channel)