COM301 Revision Lecture 2024

What is the primary definition of Public Relations according to the Public Relations Society of America?

A strategic communication process that builds mutually beneficial relationships between organisations and their publics.

What does the R.O.P.E. process stand for in Public Relations planning?

Research, Objectives, Programming, Evaluation.

What is the key role of Public Relations in an organisation?

Handling the organisation’s communications and managing its public image.

Name one major difference between Public Relations and Advertising.

Public Relations aims to gain free publicity and inform the public, while Advertising involves paid media to promote a product or service.

How can Public Relations create goodwill and understanding with key publics?

By establishing mutually beneficial relationships that help communicate organizational values and foster trust.

What are the typical objectives of a PR plan?

To set specific, measurable, achievable, relevant, and time-bound (SMART) goals.

What is the inverted pyramid model in relation to news releases?

A writing style that presents the most important information at the top and less critical details at the bottom.

What are news values and give two examples?

Criteria that determine the newsworthiness of a story, such as Timeliness and Proximity.

What is the importance of situational analysis in PR?

It helps understand the context and challenges for the organisation before setting objectives.

Why are media relations important in Public Relations?

They help manage how an organisation is perceived by the public through news coverage.