Public Relations

Question 1

What is public relations and the principles

Answer 1

Public relations is a communication tool used to promote goodwill towards the organisation.

The principles of public relations is to show the personality of the business which has intentions of maintaining and growing an organisations reputation.

Public relations aim to establish and maintain good relationships, mutual understanding, sympathy and goodwill with audiences stakeholders and general public’s.

Question 2

Primary objectives and responsibilities of public relations

Answer 2

The primary objective of public relations is to establish and maintain good relationships with customers, workforce, government, the media and communities.

Promoting goodwill for the company as a whole to demonstrate “good citizenship” and social responsibility.

Public relations also have the task of managing of crisis situations e.g. crisis management

Question 3

Crisis management

Answer 3

A type of public relations activity undertaken to deal with the adverse fallout of negative trends, events and complaints affecting the organisation, e.g.

Faulty products
Accidents 
Product contamination or tampering 
Improper advertising
Unpopular business decisions
Environmental issues
Social concerns

Question 4

Key instruments in public relations

Answer 4

Corporate advertising : promoting the organisation and creating the goodwill

Press releases: articles and press statements written by organisations to convey newsworthy information with regard to a specific situation

Press conferences: events where the media is invited to obtain relevant information with regard to a specific situation

Motivation and training seminars: events aimed at building a good relationships between the organisation and its internal and external stakeholders

Pr events: creating interest and awareness for specific company activities

Question 5

Crisis communication

Answer 5

Crisis communication is communication undertaken during special circumstances when an organisation faces an unforeseen crisis - an event or series of events that cannot be planned in advance

Crisis communication place intense spotlight on the organisation and PR has to deal with multiple audiences such as consumer interest, groups, media, government and increasingly social media simultaneously.

In tempero non suspecto = time without suspicion

Question 6

Pre crisis communication rules

Answer 6

Communicate

Keep in touch and be responsive

Do not act is if problems do not exist

Build trust by communication

Build brand equity

Build scenarios to prep for the unexpected