Study Guide 1

Question 1

Public Relations Definition 1

Answer 1

Process involving numerous subtle and far reaching aspects beyond media coverage. It includes research and analysis, policy formation, programming, communication.

Question 2

RACE Process

Answer 2

Research, Action, Communication, Evaluation

What is the Problem/situation?
What is going to be done about it?
How will the public be told?
Was the audience reached and what was the effect?

Question 3

Steps of PR in Action

Answer 3

Use Research and Analysis to obtain insight into the problem from numerous sources, including comments from consumers and experts

Analyze the inputs and found that educating brand fans, experts, and journalists was essential + recommended different ways to do this in a campaign

After management made its decisions, p.r. defined objectives, strategies, and tactics, a timeline, budget and evaluation guidelines.

Solve related aspects of the problem that might require additional decisions making and action.

Effectiveness of actions measured in responses via social media, blogs, etc

Program is executed. Set up communication step, etc set up booths at blogging connections, create youtube content, etc.

Question 4

Public Relations Definition 2

Answer 4

Strategic Management of competition and conflict for the benefit of one’s own organization – mutual benefit of the organization + its stakeholders or publics

Question 5

Components of PR

Answer 5

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Question 6

PR Purpose

Answer 6

Major purpose of P.r. is to save money for the organization by building relationships with publics that constrain or enhance the ability