Pr

Question 1

What is PR

Answer 1

The strategic management of relationships between a fb organization and its diverse publics, through the use of communication, to achieve mutual understanding, realize organizational goals and serve the public interest.

Question 2

What is the difference between PR and Advertising?

Answer 2

PR focuses on relationship, low cost/free, high risk/ low control, more credible/ trustworthy
Advertising focuses on selling, paid/expensive, low risk/ full control, low credibility

Question 3

PR vs Marketing

Answer 3

PR deals with a broad array of audiences, competition means analyzing company reputation, build relationships.
Marketing’s primary audience is customers and consumers, competition often means lower price or better packaging, purpose is to sell goods, services through packaging and competitive pricing.

Question 4

4 models of PR

Answer 4

1. Press agentry
2. Public information model
3. Two-way asymmetrical
4. Two-way symmetrical

Question 5

What is press agentry?

Answer 5

Almost pure propaganda.
One way communication that is often more hype than fact
The truth is not always a priority and company tries to distract public from harmful information.

Question 6

What is public information model?

Answer 6

Favours truthful disclosure of information to the media although can hide damaging information.
The communicator acts as journaling spreading facts
One way but truth and accuracy are important.

Ex. Governments and nonprofit

Question 7

What is two way asymmetrical?

Answer 7

Persuade the public/ audience that your organization is right on an issue
Try to get publics to behave as your organization wants them to
Manipulate publics scientifically.
We let them talk back and use that information to craft our message to be more attractive and persuasive

Question 8

What is two way symmetrical?

Answer 8

Based on interactive feedback
We talked to them, and use their feedback to improve our product or service and more importantly to change the way we do our business in order to benefit them.

Question 9

Who was the first person to develop a news release?

Answer 9

Ivy lee

Question 10

Who developed the page principals?

Answer 10

Arthur page

Question 11

What is the page principals?

Answer 11

1. Tell the truth
2. Prove it with action
3. Listen to the customer
4. Manage for tomorrow
5. Conduct public relations as if the whole company depends on it.
6. Realize a company’s true character is expressed by its people.
7. Remain calm, patient and good humoured.

Question 12

What does RACE stand for?

Answer 12

Research
Analysis
Communication
Evaluation

Question 13

What are the steps of research?

Answer 13

1. Issue or opportunity
2. Situational analysis
3. Current vs desired state

Question 14

What are the steps of analysis?

Answer 14

1. PR objective
2. Stakeholder analysis
3. Stakeholder key messages

Question 15

What are the steps of communication?

Answer 15

1. Tactics (various types of PR)
2. Implementation plan (timeline)

Question 16

What are the steps of evaluation?

Answer 16

1. Identify metrics to measure effectiveness of plan

Question 17

Define the issue or opportunity statement should include?

Answer 17

A brief description of the problem and the metic used to describe the problem
Where the problem is occurring
Time frame over which the problem has been occurring
Size or magnitude of the problem
Does not include the solution

Question 18

How do you lean more about the problem?

Answer 18

Once the issue or opportunity is defined next we need to research to find out more.
Using primary data and secondary data

Question 19

What is primary and secondary data

Answer 19

Primary is new data
Secondary is data that already exists

Question 20

Secondary data examples

Answer 20

Organizational documents
Survey data
Competitor analysis
Media coverage
Research reports
Stats can

Question 21

Primary data examples

Answer 21

Research
Focus groups
Surveys
Interviews

Question 22

Current balance desired state

Answer 22

Current is based on existing data
Desired is based on new data

Question 23

What are PR objectives?

Answer 23

The specific goal your organization wants to achieve with this campaign

Question 24

What acronym do we follow when building PR objectives?

Answer 24

SMART

Question 25

What does SMART stand for and give some information about all

Answer 25

Specific- target specific area for improvement
Measureable- quantify or suggest indicator of progress
Assignable- who will do it
Realistic- what results can realistically be achieved given available resources
Time related- specific when the results will be achieved.

Question 26

What is another name (2) for key stakeholders?

Answer 26

Key audiences
Publics

Question 27

What makes something newsworthy?

Answer 27

Is it new?
Is it timely?
Is it interesting/ compelling?
Is it significant? Does it pass the “so what” test?
Is there conflict?
Is it unusual?

Question 28

Journalist vs PR

Answer 28

Journalist- uncover the truth, uphold the publics rights to know, protect source, demand access to information and public disclosure, keep public officials honest

PR rep- generate positive news coverage for an organization, cause, individual etc. manage and protect organizations
Keep negative stories out of the news

Question 29

How to work with reporters?

Answer 29

1. Respect their role
2. Give them legitimate news
   Position news in their language

Question 30

Purpose of a press release

Answer 30

Your opportunity to tell and sell a story to reports in their language
Your goal is for reporters to be interested brought to follow up and write a story
Ideally a reporter follows up to request an interview and get more info.