15 Questions
What is the primary role of Public Relations?
To manage relations with publics
What is another name for an Opinion Leader?
Thought Leader
What is NOT a category of Publics in the four categories of Publics?
Non-Public
What is the focus of Public Relations, EXCEPT?
Internal Publics
What is the focus of past Communication Strategies in targeting?
Opinion Leaders
What is the primary focus of communication strategies today?
Strategically targeting a niche, key Publics
Which type of Public does not share any issues with the organisation and has no real consequences?
Nonpublic
What is stereotyping based on, if it is considered appropriate?
A choice made
What is the characteristic of Dissidents?
Their opposition is not irrational
What is the role of Intercessory Publics?
To serve as an influential bridge between an Organization and its Publics
What is the characteristic of Fanatics?
They go to any lengths necessary
What is the order of the stages of development of Publics?
Nonpublic, Latent, Apathetic, Active
What is the characteristic of Apathetic Public?
The issue is not important to them, and consequences are not perceived
What is the difference between Publics and Markets?
Publics are not chosen, while Markets are chosen
What is the characteristic of Zealots?
They are insistent and single-issue activists
Study Notes
Public Relations
- Public Relations is all about managing relations with Publics.
- It involves strategically targeting key Publics.
Types of Publics
- Latent Publics: shares an issue with the organisation, but doesn't recognise it or its potential.
- Nonpublic: doesn't share any issues with the organisation, and no real consequences exist.
- Apathetic Public: the issue is not important enough to warrant attention, and the consequences are not perceived as being important.
- Single-issue activists are Zealots.
- Dissidents oppose everything, but their opposition is not irrational, and strategic communication can address their concerns.
Stereotyping
- 'Appropriate' stereotyping of someone is based on demographics, psychographics, and analysing behaviour.
- Stereotyping is 'acceptable' when it is a result of a choice made.
Key Publics or Strategic Publics
- Key Publics or Strategic Publics should be those who are engaged, involving all of the following EXCEPT the people you don't want to engage.
Public Relations Role
- The Role of Public Relations is to manage relations with Publics.
Communication Strategies
- Today, communication strategies should strategically attempt to target a niche, key Publics and Opinion Leaders.
- In the past, Communication Strategies would focus on targeting the masses.
Forms of Activism
- Fanatics are Suicide bombers and terrorist snipers who go to any lengths necessary, and communication has little impact on them.
Research
- With formative research, when analysing the situation, all aspects of the situation are considered.
Phases of Strategic Public Relations
- Step four in the 4 Phases, 9 Steps of Strategic Public Relations is a key stage in the process.
Test your knowledge of public relations concepts, including key publics, strategic publics, and the role of public relations. This quiz covers fundamental principles and terminology in the field of public relations.
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