Defining the Role

Question 1

What does PR encompass as a management function?

Answer 1

1. Anticipating, analyzing and interpreting public opinion, attitudes and issues
2. Counseling management
3. Researching, conducting and evaluating programs of action and communication
4. Planning and implementing
5. Setting objectives, planning, budgeting and recruiting and training staff
6. Knowledge of communications arts, psychology, sociology, political science, economics, and principles of management and ethics

Question 2

Different between PR, Marketing and Advertising

Answer 2

1. PR as management function leading for mutually beneficial relationships with publics
2. Marketing identifies needs and wants and offers products and services to satisfies those
3. Advertising is paid communication placing info in mass media. PR uses advertising to reach audiences other than the customers targeted by marketing. CONTROLLED METHOD of PR

Question 3

Internal relations

Answer 3

Builds and maintains a mutually beneficial relationship between managers and employees

Question 4

Publicity

Answer 4

Information provided by an outside source that is used by media because the info has news value. UNCONTROLLED METHOD of PR

Question 5

Press agentry

Answer 5

Creating newsworthy stories and events to attract media attention to gain public notice; more public notice than public understanding; approach based on agenda-setting theory.

Question 6

Public affairs

Answer 6

Specialized part of PR that builds and maintains relationships with governmental agencies and community stakeholder groups; governmental or military; addresses public policy and publics who influence policy

Question 7

Lobbying

Answer 7

Attempts to influence legislative and regulatory decisions in government; must be closely coordinated with other PR efforts directed toward non-governmental publics

Question 8

Lobbying Disclosure Act of 1995

Answer 8

Requires all who engage in lobbying the U.S. Congress to register with the Clerk of the House and Secretary of the Senate; Twice a year, also required to report their clients, expenditures and issue-related activities.

Question 9

Issues management

Answer 9

1. Early identification of issues; 2. Strategic response designed to mitigate or capitalize on their consequences;

Question 10

Crisis management

Answer 10

PR that helps orgs strategically respond to negative situations

Question 11

Macro-stages of a crisis

Answer 11

1. Precrisis - taking steps to detect, prevent or prepare for potential crises
2. Crisis - dealing with the trigger event; contain damage and recover
3. Postcrisis - activities and plans after crisis; learning

Question 12

Investor Relations

Answer 12

Work to enhance the value of a company’s stock; track trends, monitoring financial blogs and social networks, provide info to financial publics, counsel management and respond to requests for financial info; among the highest paid

Question 13

Development

Answer 13

Building and maintaining relationships with donors, volunteers and members to secure financial and volunteer support; aka Advancement

Question 14

PR Core Axioms

Answer 14

1. Takes a broad view of an organization’s environment
2. Part of strategic management, seeking to avoid or solve problems
3. Outcomes must be quantified and measured
4. Identify current conditions motivating process
5. Outline how org will get from where it is to where it wants to be
6. Ensure senior management support
7. Actions speak louder than words
8. All actions, comms and outcomes are ethical, legal and consistent with social responsibility
9. Success is based on org’s impact on culture

Question 15

Growth of PR

Answer 15

Worldwide phenomenon

Question 16

Most common employers of PR

Answer 16

Federal government (LARGEST); Business and commercial corps; non-profit and associations; PR firms and agencies

Question 17

Work assignments

Answer 17

1. Writing and editing;
   2 Media relations and social; 3. Research;
2. Management of clients and staff;
3. Strategic Planning;
4. Counseling;
5. Special Events;
6. Speaking;
7. Production;
8. Training;
9. Personal contacts

Question 18

PR Roles

Answer 18

Comms Technician - entry level; produce collaterals and implement program
Expert Prescriber - Define problem, develop program, full responsible for implementation; limited participation by top managers; hinders diffusion of thinking across the org
Communication Facilitator - information broker; two-way communications; act as information source
Problem-Solving Facilitator - Collaborate with other managers to define and solve problems; part of a strategic planning team; work with line managers

Question 19

PR Challenges in the Field

Answer 19

Glass Ceiling
Gendered Pay Gap
Cultural Competence
Diversity
Professionalism
Ethical conduct

Question 20

Requirements for success

Answer 20

1. Results; 2. Conceptualizing; 3. Human Relations; 4. Style 5. Intangibles 6. Ability to write