Certificate in Public Relations (PRSA) 100% Pass

Certificate in Public Relations (PRSA) 100% Pass Advertising Paid communication; information placed in a communication delivery vehicle by an identified sponsor that pays for time or space. A controlled method of delivering messages and gaining media placement Brand A product, service, or concept that is publicly distinguished from other products, services or concepts so that it can be easily communicated and usually marketed. The name of a distinctive product, service, or concept Branding Process of creating and /or disseminating the brand name. It can be applied to the entire corporate identity as well as to individual product and service names Community relations Area of public relations with responsibilities for building relationships with constituent publics such as schools, charities, clubs, and activist interests of the neighborhoods or metropolitan areas where an organization operates. Involves dealing and communicating with citizen and groups within an organization's operating area Controlled Communication Channels Channels, media, and tools that are under direct control of the sender/organization. i.e. paid ads, newsletters, brochures, some types of emails, website, blogs, leaflets, intranets, meetings, speeches, and position papers Counseling Advising management concerning policies, relations, and communications Crisis communication Protecting and defending an individual, company, or organization facing a public challenge to its reputation (legal, ethical, or financial) Crisis communication characteristics surprise, threat, and short response time Employee relations Activities designed to build sound relationships between an organization and its employees, and a critical element in fostering positive attitudes and behavior of employees as ambassadors for the organization. Financial relations An aspect of public relations responsible for building relationships with investor publics including shareholders/stockholders, potential investors, financial analysts, the financial markets (such as the stock exchanges and commodities exchanges), and the Securities and Exchange Commission. Also known as investor relations or shareholder relations. Goodwill An accounting term for the value of a business' intangible assets (total assets minus liabilities) difference between value of net tangible assets and company's market value. Closely related to reputation. Required to calculate annually. PR may be held responsible for protecting and enhancing goodwill Government relations An aspect of relationship building between an organization and government at local, state, and/or national levels, especially involving flow of information to and from legislative and regulatory bodies. The goal often is to influence public policy decisions compatible with the organization's interests. Government relations involves dealing and communicating with legislatures and government agencies on behalf of an organization. Grassroots organizing An activist practice for creating social change among average people. Grassroots organizing is based on the power of the people to take collective action on their behalf. This public relations technique is often used to sway public opinion and move legislators to action. "Grasstops" organizing uses the same strategy but involves community influencers. Issues management The proactive process of anticipating, identifying, evaluating and responding to public policy issues that affect organizations and their publics now and in the future. Issues can become crises Lobbying and its law The specialized area of PR that builds and maintains relations with a government or its officials for the primary propose of influencing legislation and regulation. Put into effect by Federal Lobbying Act of 1913 Marketing The management function that identifies human needs