Public Relations

What the page covers

This unit sits in the Branding and Marketing Communications strand of Marketing, advertising and sales. The resources were made by GoConqr users and mix theory, tactics and real cases.

• Foundations: the mind map called Public Relations Mid-term runs from what PR is through history, communication, public opinion, management, ethics and the law.
• Theory: the Theoretical foundations flashcards cover stakeholder relations, the situation theory of publics, James Grunig and the four models of PR.
• Cases: the Disney stakeholder map, the pet food recall campaign and the Toys R Us map show ideas applied to real organisations.

Where to start

Begin with a broad overview. The mind map titled Public Relations defines the field as an organisational activity that fosters goodwill between a company and its publics. It also separates proactive from reactive PR. Then open Intro to PR for key terms.

Next, move to the theory deck and the Public Relations Mid-term map. Take your time over the four models of PR, as later topics build on them.

Using quizzes and maps together

1. Read a mind map first and note the branches you can explain without looking.
2. Take the PR Multiple Choice quiz, which asks about the PR process and its execution phase.
3. Return to the map for every question you missed.
4. Try the Chapter 11 (2) quiz for practical tactics, such as what to ask before writing a news release.

Going deeper

Foundations of PR Test 2 is a flashcard deck on evaluation, media impressions, advertising equivalency, baseline studies and pre-testing. Public Relations Cases looks at the First Amendment of the U.S. Constitution and freedom of speech. Specialised areas have their own maps, including Media Relations, Political PR, Investor Relations and Corporate Reputation.

Make it your own

Once you have worked through a few resources, pick a topic that still feels shaky and write your own questions or map for it. Teachers can set a quiz or a case map as a class starter.