14 Questions
What is one of the major objectives of Public Relations?
To earn a good reputation for a company
What is the primary goal of the PR practitioner in the PR transfer process?
To convert negative situations to positive ones
Why is it important to plan Public Relations programmes?
To estimate the working hours and other costs involved
What is necessary to have valid objectives in a PR programme?
A clear understanding of the situation that led to the conclusion
What can be a consequence of not having a planned PR programme?
Operating on a day-to-day basis
What is a characteristic of a good reputation?
It is fragile and can be lost quickly
What type of situation may dictate the need for a PR programme?
Remedial programmes to overcome a problem, specific one-time projects, or ongoing efforts to preserve reputation
Which of the following is NOT a method of appreciating the situation in PR?
Conducting market research
Why is planning important in Public Relations?
It encourages a long-term view
What is an example of a method to appreciate the situation in PR?
Monitoring broadcasting scripts
What can people be more likely to do if a company has a good reputation?
Want to work for it
Why is it difficult to evaluate the PR practitioner's work at the end of the year?
Because it is difficult to measure the impact of PR efforts
What is one of the reasons for planning PR programmes according to Jefkins?
To select priorities that control the number and timing of operations
What can be a result of not having a good reputation?
Decreased value of the company
Study Notes
Earning a Good Reputation
- A good reputation is earned over time as understanding and support develop for an organization
- It requires integrity and honesty, and can be fragile and lost quickly if words or actions are not in line with reality
- Evidence of a good reputation includes:
- People trying new products
- Buying shares
- Believing advertising
- Wanting to work for the company
- Doing business with the company when all other things are equal
- Supporting the company in difficult times
- Giving it a higher value
Importance of Planning in PR
- Planning applies to all PR activities, including programmes and campaigns, and even press conferences
- It focuses efforts, improves effectiveness, and encourages a long-term view
- Planning helps demonstrate value for money, minimizes mishaps, reconciles conflicts, and facilitates proactivity
Planning Public Relations Programmes
- PR programmes are planned to achieve specific objectives for the organization
- Planning helps set targets, estimate costs, select priorities, and decide feasibility of operations
- Without a planned programme, it's difficult to evaluate the PR practitioner's work at the end of the year
The PR Transfer Process
- The PR practitioner's goal is to convert negative situations to positive ones, including:
- Hostility to sympathy
- Prejudice to acceptance
- Apathy to interest
- Ignorance to knowledge
- This process helps overcome negative situations and maintain a positive reputation
Appreciating the Situation
- Understanding the situation is crucial for setting valid PR objectives
- PR programmes can be dictated by three types of situations:
- Remedial programmes to overcome negative situations
- Specific one-time projects
- Ongoing efforts to preserve reputation and public support
- Methods of appreciating the situation include:
- Opinion, attitude, or image surveys
- Press cuttings and broadcasting scripts
- Sales figure trends and reports
- Analyzing competition, customer complaints, and market forces
Learn how to earn a good reputation for a company through public relations, and understand the importance of integrity and honesty in maintaining a positive reputation.
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