Fichas
Public Relations (PR)
Fichas del conjunto (20)
- 1What is public relations (PR) and what does it involve?PR is a comms tool which promotes goodwill towards a company and manages its reputation
It involves identifying and closing the gap between how org is seen by key publics and how it wants to be seen - 2What is the definition of PRA management function which elevates public attitudes, identifies policies and procedures of public interest, and executes programs of action to earn public understanding and acceptance
- 3Positive relations with key publics are vital for success and survival, who are the potential key publics?Internal audience - employees, shareholders, trade unions
External audiences:
Publics - govt, local community, pressure groups;
Finance - banks, investors, stock market; Media - TV, press, radio
Marketing - suppliers, distributors, customers - 4Why is PR different from advertising?PR emphasises the importance on non-marketing audiences as well as the target groups
This forms good connections laying foundations for successful comms - 5What are the strengths of PR?Targets hard to reach audiences
Cost effective
Considered more objective
Message flexibility
Enables crisis management
Develops good citizenship
Advises on important trends - 6What are the weaknesses of PR?Measuring effectiveness is difficult
Lack of control over how/when content used
Journalists are gatekeepers
Limited response time window
Hard to anticipate how message will be interpreted - 7What challenges are facing PR?Employee relations increasingly vital
Corporate branding v imp
Growth in consumer awareness
Challenging pressure groups
TECH
Globalisation
Specialisation
Poor reputation of PR carried forward - 8What reasons are there for using PR despite its challenges?Build excitement & anticipation
Create news
Stimulate WOM
It's a form of customer interaction
Create consumer-brand bonds
Influence the influencers
Defend products against attack
Crisis management - 9INTERNAL AUDIENCE - objective/tasks and channelsInformation, training, motivate, build corporate identity
Presentations, team meetings, social activity, bulletins, newsletters, corporate TV - 10PUBLICS - objective/tasks and channelsInformation, build goodwill, public visibility, influence opinions, corporate image
Annual report, lobbying, sponsorship, meetings, brochures, corporate advertising - 11FINANCE: objectives/tasks and channelsInformation, credibility, establish trust
Annual report, meetings, corporate advertising - 12MEDIA: objectives/tasks and channelsInformation, build goodwill, corporate image, shape opinions
Presskit - VNRs and RNRs, Press release, Interviews, Conferences - 13MARKETING: objectives/task and channelsNew product buy-in, support for marketing agenda, sponsorship
Events, Sponsorship, newsletters, meetings, product placement - 14How should organisations deal with and avoid disasters?Be prepared - crisis plan
Provide BG facts and manage info flow
Keep talking - accuracy and honesty - be authoritative
Apologise - empathy and sensitivity key
DON'T DENY & BLAME
Cede control to those qualified to help
Assume everything you do/say will be made available to outside world
Dedicated, executive, media trained spokesperson - 15Give an example of a company who failed to deal with a disaster correctlyBP DEEPWATER HORIZON
No empathy with conviction
Arrogant and Insensitive
Tried to cover their tracks
Downplayed the problem
Did not reach out to qualified organisations to who could help
NO CRISIS PLAN - 16How should marketers go about getting media attention?Learn about media channel audiences & find those that match target group
Learn about editor preferences
Be timely - use recent developments
Deviate from the expected
Press releases need high level endorsement
Story Appeal - Drama, Humour, Human Interest - 17How can we measure the effectiveness of PR?Three categories
Input Indicators
Output Indicators
Achievement Indicators - 18Describe input indicatorsMeasurements of effort
Leaflets handed out
Interviews given
Meetings arranged - 19Describe output indicatorsMeasures resultant coverage
Time dedicated on TV/Radio
Tone of report
Reader numbers - 20Describe achievement indicatorsMeasures the extent to which objectives have been achieved
Share of target group reached
Evolution of goodwill
Change in awareness levels
Información
- Descripción
- University Final Year (Marketing Communications) Marketing Communications Fichas sobre Public Relations (PR), creado por Alex Millar el 24/04/2017.
- Creado por
- Alex Millar · abr 2017
- Actualizado
- 24 abr 2017
- Visitas
- 11
- Valoración