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12 Cards in this Set

  • Front
  • Back

What is public relations?

A strategic communication process that builds mutually beneficial relationships between an organization and their publics.

What are the key words most used in definitions that frame today's modern public relations?

Deliberate


Planned


Performance


Public Interest


Two-Way Communication


Management Function

What does the RACE acronym stand for?

Research


Action (program planning)


Communication (execution)


Evaluation

What are the six components of the process of public relations?

Research and Analysis


Policy Formation


Programming


Communication


Feedback


Assessment

What's the biggest challenge of PR?

PR is multifaceted

What are the professional skills needed to work in PR?

Written and Interpersonal Communication


Research


Negotiation


Creativity


Logistics


Facilitation


Problem-solving

Public Relations is a _______ term.

Umbrella

What term do Fortune 500 companies use when referring to public relations?

Corporate Communications

What are the differences between public relations and journalism?

PR is multifaceted; journalism is writing and media relations


PR professionals are advocates, journalists are objective


PR professionals focus on a targeted audience; journalists focus on mass audience


PR practitioners use a variety of channels; journalists often use 1 or 2 channels

What are the differences between public relations and advertising?

PR is earned media; Advertising is paid media


PR targets external and internal audiences; Advertising addressed only external audiences


PR is a broader scope; Advertising is a special communications function


PR creates positive environments around organizations; Advertising sells organizations' goods/services

What are the differences between public relations and marketing?

PR builds relationships/like attitudes; Marketing sells goods/services


PR targets a broad audience; Marketing targets mainly customers


Competition vs. Opposition


Role in management

How does PR support marketing?

Develops new prospects


Provides third party endorsements


Generates sales leads


Creates environment for new product/service


Stretches dollars


Provides inexpensive sales literature


Establishes credibility


Helps sell minor products