Summary Public Relations – Grade 11 Business Studies Notes

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 Planned communication between a business and its stakeholders to build
a positive image and good relationships.


Purpose:
 Promote: PR shares information about the business with its stakeholders
 Create: PR creates positive news about products, services and events.
 Pre-empt: PR prevents or responds to negative publicity before it damages
the business.
Characteristics of Good PR
 Planned: PR activities are prepared in advance by considering internal and
external factors.
 Deliberate: Every PR message has a clear purpose and is aimed at a
specific audience.
 Management Function: PR forms part of the business’s planning and
decision-making.
 Two way communication: The business shares information and listens to
stakeholder feedback.
 Promotes performance: PR explains the business’s goals so that
employees and stakeholders can support them.
 Public Interest: PR activities should benefit both the business and the
public.
Importance of PR
 PR builds a positive business image and improves its reputation. It creates
trust and loyalty among customers. It helps the business manage crises
and negative publicity. It also improves relationships with employees,
investors, suppliers, customers and the community.


Stakeholders
 A stakeholder is any person or group that affects or is affected by a
business