Chapter 1 Intro to Public Relations
What is excellence theory?
A general theory of public relations that "specifies how public relations makes organizations more effective, how it is organized and managed when it contributes most to organizational effectiveness, the conditions in organizations and their environments that make organizations more effective, and how the monetary value of public relations can be determined"
After the completion of a public relations campaign of a garment's new brand, the sales figures were analyzed to see if the campaign made an impact. After studying the figures, the PR team attempted to come up with a better campaign. Which step of the public relations process are they currently in, and why?
Assessment; as the analysis of the sales figures made the PR team conclude that additional efforts are needed to better the campaign.
What does the keyword of PR Performance mean?
Effective public relations is based on actual policies and performance. No amount of public relations will generate goodwill and support if the organization has poor policies and is unresponsive to public concerns.
What does the RACE acronym mean and stand for?
It means/is the public relations activity/process consisting of four key elements: • Research. What is the problem or situation? • Action (program planning). What is going to be done about it? • Communication (execution). How will the public be told? • Evaluation (Impact) Was the audience reached and what was the effect?
A company hired a PR expert to organize its annual employee-appreciation day and asked that he stay within a certain budget. Even though the PR practitioner found the budget comfortable when accepting the responsibility, at the end of the event he realized he had spent way more money than what the organization approved. Which key PR skill did this person lack?
Planning Expertise
O'Reilly was in charge of the launch event of the new product line of his company. Since it was a big event, he could not keep track of everything, and as a result, he overshot his stipulated budget because he lacked _________.
Planning Expertise
A PR firm was awarded an account for a cereal manufacturer's new children's cereal. The firm is tasked with creating a campaign which would compel children to ask their parents to buy the cereal, even though it is not particularly healthy. Since it was a well-paying account, though, the firm accepted it. Which of the key aspects that define public relations did the firm ignore? a. Public interest b. Management function c. Performance d. Deliberate
Public Intrest
What does the keyword of PR Deliberate mean?
Public relations activity is intentional. It is designed to influence, gain understanding, provide information, and obtain feedback from those affected by the activity.
What does the keyword of PR Planned mean?
Public relations activity is organized. Solutions to problems are discovered and logistics are thought out, with the activity taking place over a period of time. It is systematic, requiring research and strategic thinking
What does the keyword of PR Public Interest mean?
Public relations activity should be mutually beneficial to the organization and the public; it is the alignment of the organization's self-interests with the public's concerns and interests.
What does the keyword of PR Management Function mean?
Public relations is most effective when it is a strategic and integral part of decision making by top management. Public relations involves counseling, problem solving, and the management of competition and conflict.
What does the keyword of PR Two-Way Communication mean?
Public relations is not just disseminating information but also the art of listening and engaging in a conversation with various publics.
If a PR campaign of an organization failed to have any impact as it did not address the needs of the target audience at all, then which key skill did the PR personnel of that organization lack?
Research Ability
A candidate approached a public relations firm to guide his campaign for a run at the governor's mansion. Before the firm committed and formulated a campaign strategy, it decided to gather a group of people and ask them questions about the candidate to learn what the public thought about the candidate. Which step of the public relations process is the firm currently in, and why? a. Feedback; because the firm is getting information about the candidate from the people who will be voting for the new governor b. Communication; because the firm is communicating with the people who are going to vote for the new governor c. Research and analysis; because the firm is seeking inputs that will help it determine the extent of the PR opportunity that the candidate possesses d. Assessment and analysis; because the firm is examining and evaluating the image that the candidate has among the public
Research and analysis; because the firm is seeking inputs that will help it determine the extent of the PR opportunity that the candidate possesses
What is the process of Public Relations?
STEP 1: *RESEARCH AND ANALYSIS* - Consists of inputs that determine the nature and extent of the public relations problem or opportunity. STEP 2: *POLICY FORMULATION* - Public relations personnel, as advisors to top management, make recommendations on policy and what actions should be taken by the organization. STEP 3: *PROGRAMMING* - Once a policy or action is agreed on, PR staff begins to plan a communications program that will further the organization's objectives. STEP 4: *COMMUNICATION* - Public relations personnel execute the program. STEP 5: *FEEDBACK* - The effect of these efforts is measured by feedback. STEP 6: *ASSESSMENT* - The cycle is then repeated. The success or failure of the policy or program is assessed as a way of determining whether additional efforts are needed, or whether new issues or opportunities must be addressed.
A PR firm is looking to hire a new team member. It is looking for someone who knows about podcasting, and has search engine optimization experience. Which essential PR skill is the firm primarily looking for? a. Writing skill b. Social media expertise c. Research ability d. Problem-solving ability
Social media expertise
Initially its meaning was restricted to what often were considered the unethical and misleading activities and tactics of political campaign consultants. Today, however, the scope of this word has expanded. Which word is the statement referring to? a. PR fluff b. Flack c. Spin d. PR stunt
Spin
What is marketing?
The management function that identifies human needs and wants, offers products and services to satisfy those demands, and causes transactions that deliver products and services to users in exchange for something of value to the provider.
Donnoly, the new public relations intern, was tasked with drafting a message that her boss was going to put out on her company's Facebook page. The message, even though good, was filled with spelling mistakes. Which skill was she missing that is necessary for a successful public relations career? a. Planning expertise b. Research ability c. Planning expertise d. Writing skill
Writing Skill
The use of _____ is based, in part, on the belief that the term is broader than public relations, and encompasses all communications of the company. a. public information b. public affairs c. corporate communications d. media relations
corporate communications
One keyword which is used to define public relations is ______, since public relations activity is intentional. a. planned b. deliberate c. public interest d. two-way communication
deliberate
Six key components or steps link the cycle of public relations. The step in which public relations staff begin to plan a communications program that will further the organization's objectives is called _________.
programming
Public information and _____ are the most widely used terms by nonprofits, universities, and government agencies. a. media relations b. employee communications c. investor relations d. public affairs
public affairs
What person deals exclusively with the placement of stories in the media? a. Event coordinator b. Hack c. Publicist d. Flack
publicist
Determining attitudes and behaviors of the public in order to plan public relations strategies is one aspect of public relations that individuals do according to PRSA. This aspect can also be called _____ in simple terms. a. research b. issues management c. counseling d. publicity
research
How can PR support the marketing team?
• By generating publicity in media and social media, or during a crisis. • By creating a favorable environment for marketing to sell its products and services. PR's role is strategic, deliberate ongoing, and focused.
What do industries and corporations typically call Public relations?
• Corporate Communications • Combination of titles (Community and Government Relations)
Who are the stakeholders of marketing and PR?
• Employees • Media • Investors • Community leaders • Activist groups • Consumers • Government agencies
What do nonprofit and government agencies typically call Public relations?
• Public Information and Marketing Communication (by nonprofits) • Community Relations by social services agencies • Public Affairs by government agencies
What are the five essential skills of Public Relations?
• Writing (clear and concise) • Research ability (gather, conduct research to make your case) • Planning expertise (campaigns, events, message timing, detailed oriented) • Business/economics knowledge ("nuts & bolts" of business and economics, how business works) • Expertise in social media (networking, blogging, tweeting, podcasting)
What are some negative terms used to describe public relations?
• spin • flack • framing • PR fluff • PR stunt • the art of saying nothing
What are the six key words of Public Relations?
•Deliberate •Planned •Performance •Public Interest •Two-Way Communication •Management Function
What is public relations?
•a *strategic communication process* that builds *mutually beneficial relationships* between organizations and their publics •At its core, public relations is about influencing, engaging, and building a relationship with key stakeholders to contribute to the way an organization is perceived
