Public Relations

Which of the following best describes the ‘public relations’ function of a business?

• Those activities aimed at maintaining a favourable relationship between a business and its customer base

• All paid advertising that is controlled by the business and is aimed at building the brand identity of the business

• The development and distribution of products to the customer base of the business

• A department of the business that is dedicated to dealing with government legislation

Which of the following would be considered a role of public relations personnel?

• Creating advertising campaigns

• Writing a press release to be used by the mainstream media

• Product development

• All of the above

Which of the following situations would require action from public relations personnel?

• A crisis whereby the reputation of the business is at risk

• Increased media attention due to the success of the business products

• Increased media attention due to the socially responsible activities of the business

• All of the above

Which of the following strategies describe how public relations can help build a customer base and achieve business objectives?

• Dealing with crises that arise unexpectedly, in a way that minimises any potential harm to the business

• Monitoring potential issues protecting sales by providing an early warning of public trends that could affect the business’s sales

• Providing information to customers that makes their experience with the product they have purchased more rewardingProviding information to customers that makes their experience with the product they have purchased more rewarding D

• All of the above

Public relations is the planned and sustained effort to establish and maintain goodwill and mutual understanding between a business and its publics. The purpose of public relations (PR) is to project a positive image of the business to the outside world through planned communications strategies and tactics.

• True

• False

Marketing is a total system of interacting activities designed to plan, price, promote and distribute products to current and potential customers.

• False

• True

Public relations is the planned and sustained effort to establish and maintain goodwill and mutual understanding between a business and its publics.

• False

• True

Public relations involves the activities aimed at creating and maintaining favourable relations.

• True

• False

Public relations is different from marketing as it is only a part of the total consideration when planning businesses activities.

• True

• False

Benefits for a business resulting from its focus on public relations.

• Improved marketability of the business’s products as a result of having a positive image with all of its publics.

• Greater credibility with publics through a positive image, improving the chances of some of them becoming customers.

• Improved public recognition in the marketplace due to the positive image created by clean and tidy employees.

• All of the above