public relations Flashcards
(25 cards)
What is the simlarity between marketing and PR?
both aim to increase recognition and reputation
state 4 differences between marketing and Pr
Marketing:product specified
PR: all about reputation
- Cost
- Marketing: expensive
- PR: free publicity - Credibility
- Marketing: aware being marketed at
- PR: recipient trust the source (a third person) - Longevity
- Marketing: until desirable result is achieved
- PR: published once. need more newsworthy stuff to maintain exposure - Control
- Marketing: control over message
- PR: no control over how recipient intepret it.
List some long term business objectives
- increase market share
- goodwill
- increase sales
- diversification of products
- increase customer base
- growth
- gaining a competitive edge
- enhance credibility
image VS reputation
Image: a public persona
Reputation : all about trust (how customers view organization)
what is the purpose of an image?
so that when a customer sees the image,they will be able to identify and associate it back to the company
what is an internal public
your stakeholders
- employee
- shareholders
- members
- management
what is an external public
your potential stakeholders
- suppliers
- competitors
- local community
- governement
Aims of PR
- crisis management
- build relationship with community
- free publicity
- promote organization
- lobby government
- provide public with information
Defintions of Public relation
planned, deliberate effort to sustain and developed a positive public image of an organization
Defintions of Crisis
a set of situation- put immediate public focus on organization
caused by a threat or event
defintions of lobbying
conducting activites- pressure or influence public body- proposed or change a proposed law. Put forward-p.o.w
defintions of uncontrollable crisis
a set of situation that is outside of the organizations’s control. e.g. terrorism, extreme weather, product sabotage
defintions of public image
public persona- readily identifiable - associate back to otganization
defintions of controllable crisis
a set of situation that could be prevented or controlled. e.g. customer accident, product defects
defintions of sponsorship
an act of good will in an attempt to create a positive image.
business gives financial aid in return for naming rights and merchandiding.
defintions of internal public
stakeholders. employees, mangement, shareholders, members
defintions of business’s public
vary from each business
defined as anyone who takes an interest in a particular business
definitions of external public
potential stakeholders. e.g. suppliers, competitors,local community and governement.
defintions of image protection
planned pr, good crisis management plan - reduce impact of the crisis
enhance- building up good will, newsworthy news maintaine exposure
strategies of PR
- lobbying
- public information
- press conferences
- media releases
- sponsorship
- brochues, newsletter
- seminars
- open days
- annual report
Planning
WHO WHAT WHERE WHY HOW
Performance indicators
- media exposure vs cost of brochures, sponsorships….
- no. of customer enquiries
- no. of people that attend press conferences
- market share - due to higher profile on campaign or managing a crisis well
- reputation
Issues in PR
- Technology - negative comments, ruin reputation
- global business context- know differnt cukture
- ethical and socially repsonsible- no misleading consumer into thinking you are environmental friendly?
- legal issues- following all the rules? , understand legal issues involved
How do business use blogs to gain media exposure
- testomonial or personal recommendation from customer - create relationship with customers and potential customers
- sucessful case studies - help explain benefits of business- raise profile
