Podcast
Questions and Answers
Which element is LEAST relevant to the practice of public relations?
Which element is LEAST relevant to the practice of public relations?
- Strict adherence to journalistic objectivity in all communications. (correct)
- Maintaining open dialogue and understanding with stakeholders.
- Strategic management of organizational activities.
- Promoting a consistent brand image across all platforms.
A public relations professional is tasked with improving an organization's relationship with its local community. Which action would be MOST effective?
A public relations professional is tasked with improving an organization's relationship with its local community. Which action would be MOST effective?
- Placing a series of advertisements in the local newspaper.
- Sponsoring a community event and encouraging employee volunteerism. (correct)
- Creating a social media campaign targeting potential customers in the area.
- Sending out a press release highlighting the company's financial success.
In what way do public relations professionals and journalists DIFFER in their roles?
In what way do public relations professionals and journalists DIFFER in their roles?
- Public relations professionals focus on mass media, while journalists use a variety of channels.
- Public relations professionals target external audiences, while journalists target specialized audiences.
- Public relations professionals work for organizations, while journalists remain independent.
- Public relations professionals aim to influence perception, while journalists prioritize objective reporting. (correct)
An organization facing negative publicity decides to launch a public relations campaign. What should be the FIRST step?
An organization facing negative publicity decides to launch a public relations campaign. What should be the FIRST step?
Which of the following is the BEST definition of 'publics' in the context of public relations?
Which of the following is the BEST definition of 'publics' in the context of public relations?
A company is launching a new product line and wants to use both advertising and public relations. What is the MOST effective way to integrate these two functions?
A company is launching a new product line and wants to use both advertising and public relations. What is the MOST effective way to integrate these two functions?
Which of these actions represents a public relations practitioner engaging in 'spin'?
Which of these actions represents a public relations practitioner engaging in 'spin'?
Which scenario BEST exemplifies the 'management' aspect of public relations?
Which scenario BEST exemplifies the 'management' aspect of public relations?
Why is effective listening and dialogue considered a key component of public relations?
Why is effective listening and dialogue considered a key component of public relations?
What is the primary reason public relations is considered an 'intellectual challenge'?
What is the primary reason public relations is considered an 'intellectual challenge'?
Flashcards
What is Public Relations?
What is Public Relations?
A leadership and management function that helps achieve organizational objectives, define philosophy, and facilitate organizational change.
Goal of Public Relations Practitioners
Goal of Public Relations Practitioners
To communicate with all relevant internal and external groups to develop positive relationships and consistency between organizational goals and societal expectation.
Management (in PR)
Management (in PR)
The body of knowledge on how best to coordinate the activities of an enterprise to achieve maximum effectiveness.
Communication (in PR)
Communication (in PR)
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Organization (in PR)
Organization (in PR)
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Publics (in PR)
Publics (in PR)
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Backgrounds of PR Experts
Backgrounds of PR Experts
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Audience focus: Journalism vs. PR
Audience focus: Journalism vs. PR
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Media use: Advertising vs. PR
Media use: Advertising vs. PR
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PR practitioners are advocates
PR practitioners are advocates
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Study Notes
- Public relations is a leadership and management function that helps achieve organizational objectives, defines philosophy, and facilitates organizational change.
- Public relations practitioners communicate with all relevant internal and external entities to develop positive relationships and to create consistency between organizational goals and societal expectation.
- Public relations practitioners develop, execute, and evaluate organizational programs that promote the exchange of influence and understanding among an organization's parts.
Key Elements of Public Relations
- Management is the body of knowledge on how best to coordinate the activities of an enterprise to achieve effectiveness.
- Communication involves not only sending a message to a receiver but also understanding the messages of others through listening and dialogue.
- Organization refers to any group organized with a common purpose; in most cases, a business, a corporation, a governmental agency, or a nonprofit group.
- Publics are any groups of people held together by a common interest and they differ from audiences in that they often self-organize and do not have to attune to messages.
Concepts About Public Relations
- Public relations is a professional activity based on interacting with stakeholders, promoting brands, and accelerating companies’ business.
- Experts in public relations come from diverse fields like communication, social sciences, economics, politics, international relations, diplomacy, and healthcare.
- Public relation experts use protocols, key performance indicators, annual PR plans, economic objectives, and business presentations.
- Public relations is an intellectual challenge because companies try to influence stakeholders’ perceptions without sharing commercial elements.
Stereotypes and Less Flattering Terms
- Public relations is sometimes negatively referred to as glamour, propaganda, manipulation, a "PR gimmick", or spin/framing.
Public Relations vs. Journalism
- Public relations has many components, while journalism focuses on journalistic writing.
- Journalists aim to be objective observers, while public relations personnel act as advocates.
- Journalists target a mass audience, but public relations professionals focus on a defined segment.
- Journalism uses only one channel, whereas public relations employs a variety of channels.
- Journalists do not represent the organizations, which may influence their objectivity, unlike public relations practitioners.
- Journalists are trained in news media writing, while public relations practitioners must master basic writing, graphic design, and journalistic conventions.
Advertising and Public Relations
- Advertising uses mass media, while public relations relies on varied tools.
- Advertising targets external audiences, whereas public relations targets specialized audiences.
- Advertising is a tool that public relations often supports through advertising campaigns.
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