Public Relations Flashcards
(19 cards)
What is a public?
Groups that the organisation interacts with and that have a vested interest in, or impact on, the organisation’s ability to achieve its objectives
What is public relations?
The planned and sustained effort to establish and maintain good will and mutual understanding between an organisation and its public
What is publicity?
Refers to any free news story about a business’s products or services
What is an image audit?
An independent check of the accuracy of an image’s perception
What is a public relations campaign?
A series of public relations activities undertaken to achieve a specific objective
What is media?
The assorted public relations communication strategies available to convey the image to selected publics
What is risk management?
The process of identifying the risks to which a business is likely to be exposed and determining the best way to deal with them
What does a crisis communication plan do?
Outlines the policies and procedures to follow when handling unfavourable publicity and news personal when a crisis occurs
What is a public relations evaluation?
A thorough and systematic review of the public relations objectives, strategies and tactics.
What do performance indicators do?
Measure the degree of achievement of a specific objective
What is a focus group?
An informal small group discussion to discover opinions and attitudes
What are the results if a proper image?
Greater credibility, improved public recognition in the market place, better brand recognition, higher levels of sales, market share and profitability, improved marketability of the business’s products
What are the 6 main types of publics?
Internal publics (employees and managers), general publics (society), local community publics (local residents and neighbourhood organisations), citizens-actions publics (environmental organisations), media publics (print and electronic news reporting organisations), government publics (abide by laws)
What are the 5 main developmental stages of a publics relations campaign?
1 establish the PR campaign’s objectives 2 Identify the intended public 3 develop PR strategies and tactics 4 implement the PR campaign 5 evaluate the results
What occurs during the establish public relations objectives stage?
The objectives should be developed using the SMARRT principle: Specific Measurable Attainable Results-centred Realistic Time-bound
What are the priorities that must be manages effectively during a crisis?
Brining the crisis under control, dealing with the intense media scrutiny
What are the elements of a crisis communication plan?
1 Determining the appropriate target publics, 2 essential information should be communicated to all affected publics, 3 get the facts, 4 responses should be given as quickly as possible, 5 be prepared to answer questions, 6 provide regular updates, 7 establish chain of command, 8 establish a crisis communication team, 9 monitor the progress of the crisis communication plan, 10 evaluate the effectiveness of the crisis communication plan
What is a notable change due to technology regarding public relations?
The growth in home-based public relations consultants. Today publics relations consultants make their own media releases, brochures, promotions kits and Internet home pages using a personal computer.
How has the Internet become an effective public relations tool?
Used by a business to deliver specific messages to its publics. Internet newsgroups, social networking sites, chat rooms, websites and online publications can all be used in a public relations campaign.
