Exam PR B-cluster 2019
1. Public relations (PR) - the practice of managing the spread of information between
an individual or an organization (such as a business, government agency, or a
nonprofit organization) and the public.
2. Identity – the intent behind the branding, created by the management
3. Image - the impression perceived by an individual of an organisation at one moment
in time; image can change over time
4. Reputation- the sum of all images of different groups throughout history
5. Public groups - anyone interested in the organization
6. Stakeholders - groups that actually hold a stake in your organizations
7. Target group- Every one you choose to communicate with
8. Employee Relation
a. Rules
o Tell employees first (beware of grapevine)
o Tell good and bad news
o Ensure timelines (no delay)
o Tell employees about what they consider important!
b.Trust is essential (6 components)
, o Openеss
o shared values
o consistency of word and actions
o appreciation,
o feedback
o autonomyness
9. . Customer relations
a. Five reasons people buy your product:
• Quality, Complaint handling, Crisis handling, Product safety, Illegal or
unethical trading
a. Communication
• What do you promise? (benefits)
• What are the customer expectations?
• Who is delivering your service? (frontliners make your business tick)
• Aftersales maintenance
b. Consumer Relations PR objectives:
• Keep current customers (cheaper)
• Attract new customers
• Market new items or services
• Complaint handling
• Reduce costs (educate customers on use of product/service)
10. Media Relations
• Media influence is cumulative and long-term
• The main power of media is to make us aware
• The media will always concentrate on reporting bad news!
• Publicity is mention in the media
a. 12 golden rules
1. A reporter is a reporter
2. Don’t buy a journalist
3. There is no standard issue reporter – they might dig into whatever sells
4. Treat journalists professionally
5. Don’t expect news agreement – journalists don`t follow your schedule
6. Don’t have an attitude
7. NEVER LIE
8. You are the organization
9. Don’t sweat the skepticism (they are not paid to be nice to you!)
1. Public relations (PR) - the practice of managing the spread of information between
an individual or an organization (such as a business, government agency, or a
nonprofit organization) and the public.
2. Identity – the intent behind the branding, created by the management
3. Image - the impression perceived by an individual of an organisation at one moment
in time; image can change over time
4. Reputation- the sum of all images of different groups throughout history
5. Public groups - anyone interested in the organization
6. Stakeholders - groups that actually hold a stake in your organizations
7. Target group- Every one you choose to communicate with
8. Employee Relation
a. Rules
o Tell employees first (beware of grapevine)
o Tell good and bad news
o Ensure timelines (no delay)
o Tell employees about what they consider important!
b.Trust is essential (6 components)
, o Openеss
o shared values
o consistency of word and actions
o appreciation,
o feedback
o autonomyness
9. . Customer relations
a. Five reasons people buy your product:
• Quality, Complaint handling, Crisis handling, Product safety, Illegal or
unethical trading
a. Communication
• What do you promise? (benefits)
• What are the customer expectations?
• Who is delivering your service? (frontliners make your business tick)
• Aftersales maintenance
b. Consumer Relations PR objectives:
• Keep current customers (cheaper)
• Attract new customers
• Market new items or services
• Complaint handling
• Reduce costs (educate customers on use of product/service)
10. Media Relations
• Media influence is cumulative and long-term
• The main power of media is to make us aware
• The media will always concentrate on reporting bad news!
• Publicity is mention in the media
a. 12 golden rules
1. A reporter is a reporter
2. Don’t buy a journalist
3. There is no standard issue reporter – they might dig into whatever sells
4. Treat journalists professionally
5. Don’t expect news agreement – journalists don`t follow your schedule
6. Don’t have an attitude
7. NEVER LIE
8. You are the organization
9. Don’t sweat the skepticism (they are not paid to be nice to you!)
