Question & Answer

1. Define Public Relations.

Answer:

Public relations (PR), is 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.
John E. Marston:
Public relations is planned, persuasive communication designed to influence
significant public.

2. What is the objective of PR

Answer:

The objective of public relations is to inform the Public

 prospective customers
 Investors
 Partners
 Employees
 and other stakeholders
 and ultimately persuade them to maintain a positive or favorable view about the
organization, its leadership, products, or political decisions.
 Creating a mutual understanding between a corporate and its publics
 Building the corporate image
 Building a favourable public opinion
 Building goodwill and cooperation

3. Elaborate on the significance of PR

Answer:

 Public relations is more effective than paid advertising

 Public relations complements your marketing activities
 Public relations increases brand visibility
 Public relations is a long-term game
 Public relations beats advertising
 Public relations increases brand credibility
 Increase profits, sales and leads
 Pr changes the way people think about a business
 Pr enhances online presence
4. What are the Foundational Principles of PR.

Answer:

1. Organizations exist only by public consent

2. Mutually beneficial relationships require two-way communication
3. It’s not our job to put a clean shirt on a dirty body.
4. Act, then communicate
5. Clarity is more important than cleverness.
6. Activity does not equal results
7. Never refuse an opportunity to tell your side of the story
8. Manage expectations
9. Practice public relations proactively, whenever possible.
10. Be a bridge, not a barrier

5. What are the different PR tools.

Answer:

To conduct its work, PR has some tools:

– Publicity and media relations: press release, press conference, press tours,
press party, media gathering.
– Special events: open house/ company visit, fund-raising, trade-shows, award
ceremonies, contests, seminars.
– Corporate advertising: ads to support marketing.
– Newsletters: means of two-way communication with the publics.
– Speaker bureau (one door system of information)
– Lobbying: negotiation with government and NGOs.
– Charitable contributions
– Thank you notes and letters
– Audio-visual instrument
– Sponsorships

6. Explain the situational and Diffusion theory in PR.

Answer:

Diffusion theory is another way to look at how people process and accept information.
 Diffusion theory says that people adopt an idea only after going through the following
five discrete steps

Awareness. The individual has been exposed to the idea.

Interest. The idea has to arouse the individual.

Evaluation. The individual must consider the idea as potentially useful.

Trial. The individual tries out the idea on others.

Adoption. This represents final acceptance of the idea

7. Discuss the “20 Great Truths about Public Relations”.

Answer:

1. The long-term security of the organization is far more important than the short-
term expediency.
2. Perception is reality, facts not withstanding.
3. Unfulfilled expectations create most PR problems.
4. Planning and preparation are invaluable. When disaster strikes, it’s too late to
prepare a crisis plan or build a legacy of trust.
5. The value of research is inestimable.
a) Every planned PR program should start and end with research.
b) Every PR plan should evolve from research.
c) Research should be conducted every step of the program.
6. PR needs to always play its position and let other departments play theirs.
7. Communication must always follow performance.
8. PR frequently turns on timing. Knowing when to act is as important as knowing
what to do.
9. If your client, product or organization is challenged:
a) Don’t ignore the challenge.
b) If the challenge is unfair, fight back as hard as you can.
c) If the challenge has merit, fight for corrective actions.
10. The media/PR relationship will never be better than “professional.” There are no
favors for free lunches.
 11. Ad hoc pressure groups won’t give up or go away. You have to deal with them or
they will consume you in the media.
12. PR has to be involved from the beginning to have maximum impact.
13. Full and complete disclosure and communication is the best way to keep from
getting greedy when entrusted with the public’s money.
14. Doing the right thing is more important than doing the “thing right.” There is no
such thing as “corporate” ethics. People are either ethical or they aren’t, and these
people determine the ethics of the organization.
15. If you have to say something, the truth is always best.
16. Appeals to self-interest are seldom unrewarded.
17. Involvement in the planning stages provides “ownership” and support.
18. If top management is not sold, the project will never succeed.
19. Absent trustworthy information, people assume the worst. Rumors thrive in the
vacuum of no information.
20. Most negatives can become positives with a little creative effort and a lot of hard
work.

8. Briefly discuss the Behavioural public relation model.

Answer:

The Five Steps toward Behavioral Change

A focus on behavioral change is at the core of Pat Jackson's model of public relations. According to
Jackson, the process of changing the public's behavior happens in five steps: (1) building awareness,
(2) developing a latent readiness, (3) a triggering event, (4) engaging in intermediate behavior, and
(5) making behavioral change. Let us look at each of these five steps:

1. Building awareness -- This first step is perhaps the most obvious. For ideas to spread, you have to
share them with others. This is exactly what Jackson's first step entails. Whether information about
an issue or idea is spread through the mass media or by word of mouth, the information needs to be
available for public consumption.

2. Developing a latent readiness -- Once the information has reached the public, people begin to
form opinions on the issue. Different people may reach different opinions of differing strengths,
based on their personalities, values, and prior beliefs. Those with stronger opinions in favor of the
idea fully reach the stage of latent readiness, meaning that they are potentially ready to act on
theiropinion.

3. Triggering event -- This is an event or occurrence that is likely to move those with a latent
readiness to action. The event could be something natural and/or unplanned by the public relations
team (e.g., a hurricane, a virus outbreak, a terrorist attack, etc.), or it could be something created by
PR representatives specifically to encourage those people predisposed to action to finally take steps
toward the desired behavior (e.g., weight-loss challenge, fundraising drive, contest, sales event,
etc.).

4. Intermediate behaviors -- These are the 'little steps' that people take when they are considering
the larger behavioral change. These steps could include inquiry calls, taking brochures, signing up for
free trial periods, etc. Although these little steps are not the ultimate behavioral goal PR executives
hope the public will reach, they are important to note. Keeping track of these intermediate
behaviors will help to determine how well a message has been received by the public and how many
people are on the cusp of taking the ultimately desired action.

5. Behavior change -- After demonstrating the intermediate behaviors, hopefully some (if not many)
will be persuaded to make the ultimate behavior change. As mentioned earlier, this is the real goal
of the public relations message. Whether it is buying a product, investing money, changing health-
related behaviors, or taking some other specific action, behavior changes are measurable outputs of
public relations and the ultimate success of the process

9. Explain the importance of communication in Public Relations.

Answer:
Public relations refers to the practice of enhancing an organization’s reputation in the eyes of
public, stakeholders, employees, investors and all others associated with it. Public relations
experts are specially hired by organizations who work hard towards maintaining brand image
of organization.

Communication plays an essential role in effective public relations. Two way

communication between both the parties is essential and information must flow in its desired
form between the organization and public. The receiver must understand what the sender
intends to communicate for an effective public relation. The receivers (public, target
audience, stakeholders, employees, investors) must clearly understand the sender’s message.
(organization in this case).

The message/information needs to create an impact in the minds of customers for an

effective brand positioning. Communication needs to have a strong influence on the target
audience for them to remain loyal towards the organization.

In public relations, the receivers play a crucial role than the sender. The sender (organization)
must ensure that the receivers interpret the information correctly and also give necessary
feedbacks and reviews. It is really essential for the sender to understand its target audience.
Public relations experts must do extensive research and gather as much information as they
can before planning any public relation activity. Public relation activities would go unnoticed
if receivers to not understand it well. Public relation activities must be designed keeping in
mind the benefits of the target audience for a better brand positioning.

10. Describe the Proactive and Reactive Approaches.

Answer:
Proactive PR
When creating your DIY PR plan as a small business it should be centred on a proactive
approach, seeking opportunities and actively promoting your brand to your target audience.
Firstly, create content and stories that promote your brand, products and company in a
positive light. Use engaging case studies, quotes and stories to attract your target audience
and show them who you are and what you do.
Secondly, consider timing. When is best to release your content in order to ensure the best
pick up. Whether this includes developments within the business itself, such as a new
partnership or investment, or whether you piggyback off key news events, create a PR
content calendar to track the right time to send your release.
Thirdly, look for comment and interview opportunities on social media and online PR
platforms. Offer yourself as an expert in your field, positioning yourself and your brand as
trustworthy and credible.
By doing this you can create an overall positive brand image.
However, it is also important to consider reactive PR, preparing how to respond to negative
reports and counteract bad press.

Reactive PR
Three things to have in mind when preparing your reactive PR plan are your audience, brand
and having a clear point.
Firstly, who is your audience and what would they expect you to say?  The skill is ‘talking’ to
them in their language, with a message that they understand and will accept as reasonable. It
is much better to acknowledge a shortcoming and say sorry than it is to avoid taking
responsibility.
Secondly, think about your brand and what it stands for. By all means, say sorry, but also
take the opportunity of reminding your audience that your brand cares, and make sure you are
clear in what it does.
Thirdly, stick to the point. Especially when something has gone wrong, journalists will try to
extract quotes from you that will add fuel to their story. Don’t let them put words into your
mouth, and don’t let them take you into topics that are not relevant, or that you simply don’t
want to talk about.

From considering the above you will be prepared with what you want to say, be able to anticipate
the questions you don’t want to be asked and have ‘close down’ answers ready.

11. Discuss the functions of public relations.

Answer

Functions of public relations:

• Public Relations is establishing the relationship among the two groups (organisation and public).

• Art or Science of developing reciprocal understanding and goodwill

 It analyses the public perception & attitude, identifies the organisation policy with public interest
and then executes the programmes for communication with the public

12. Write detailed note on Public Relation Activities.

Answer:

Public Relation Activities

Here are some ways of enhancing an organization’s brand image:

1. Addressing the media

2. Speaking at various press conferences, seminars.
3. Advertisements to correctly position the brand, Pamphlets, Brochures, magazines notices,
newsletters and so on.
4. Corporate Social responsibility(CSR Activities)
5. Introducing various loyalty schemes for customers like membership cards, premium clubs so
as to retain the customers.
6. Various events, shows and activities.

13. What is “Two way symmetrical Communications Model”?

Answer:

Two way Symmetrical Model

Two way symmetrical model of public relations is an ideal way of enhancing an

organization’s reputation among the target audience. According to two way symmetrical
model, public relations experts depend on two way communication to position their brand
among end-users. Free flow of information takes place between the organization and its stake
holders, employees, investors and vice-a-versa. Conflicts and misunderstandings are resolved
through mutual discussions and communication. A two way communication takes place
between both the parties and information flows in its desired form. The feedback from
stakeholders and target audiences are also taken into consideration.

14. Describe the Public Relations Process in detail.

Answer:

Public Relations Process:

RACE is an effective process to follow when developing a strategic PR plan if you want to have a
strong and mutually beneficial relationship with your publics. The R.A.C.E process encompasses the
following 4 phases: Research, Action and planning, Communication and relationship building and
Evaluation.

RESEARCH

Both formal and informal research with internal and external stakeholders is required to define the
problem or opportunity.

You should be able to answer the “Who?” “What?” and “Why?” for your organization’s situation. A
good starting point in gathering research is noting what other organizations have done in the past
given similar circumstances. How can you ensure your findings are reliable? Make sure you are
gathering your information methodically. It is important to mention that in this phase you should
search for any possible assumptions and consequences the public might make.

ACTION AND PLANNING

This step is essentially strategizing and creating the plan. Dr. Hongmei Shen, PR author and
researcher, recommends using S.M.A.R.T. objectives to set goals for a program based on research
and analysis. Shen recommends having a:

 Specific (purpose)
 Measurable (outcomes)
 Attainable (objective)
 Realistic (goal)
 Time (available and necessary)

 Following this model allows for structure and a clear estimation of a goal's attainability. Your action
and planning are necessary to gage measurable results! Follow these S.M.A.R.T. objectives and you'll
avoid falling off track.

COMMUNICATION AND RELATIONSHIP BUILDING

Relying on that two-way symmetrical communication, build mutually beneficial relationships with
your publics. Full disclosure, honesty, and transparency are vital to building consumer trust. It’s not
enough to just send messages anymore, there should be an ongoing conversation. Maintaining focus
on social responsibility should be a high priority in creating positive relationships.

Communication is the foundation of PR and where you go to relay your information determines how
people will receive your news. Knowing your target audience plays a huge role in the success of your
PR plan. Zero in on demographic information, find where you target audience goes to for their
source of information, and what they like to see. Understanding who you're talking to is just as
important as how you're talking to them. Depending on your audience your channel of
communication can vary (ex. television, magazines, social media, etc.) 

EVALUATION

The evaluation phase should focus on your campaign results, be aligned with your primary
objectives, and guide you in preparing any additional steps for the future. It should be an ongoing
process that is measured against your previously set goals to analyze overall effectiveness. Need a
good way to prove growth? Determine your ROI. Monitor any press generated from your campaign,
give a rough estimate for the value of that press, and compare it to any expenses affiliated with
producing that PR. Here are additional ways to monitor and measure the success of your campaign:

15. What do you mean by “System”?

Answer:

System is a set of interacting units  that endures through time  within an established boundary  by
responding and adjusting  to change pressures from the environment  to achieve and maintain goal
states.

16. Briefly discuss “System Theory” of Relationship.

Answer:
Four Elements of Systems Theory
• Input = Incoming information identifying problem (loss of equilibrium with
interpenetrating systems within the environment)
• Throughput = Processing of information
• Output = Response from organization; outgoing messages to restore equilibrium;
creates new equilibrium. Proactive or reactive
• Feedback = Response from environment; indication if problem has been solved.

17. Discuss the “Situational Theory” of public relations.

Answer:
Proactive PR
Situational Theory of Public Relations
(by J. E. Grunig in 1968)

• According to Grunig, a professor at the University of Maryland, College Park

• The Situational Theory of Publics outlines how audiences can be identified, and then
classified, based on their level of awareness of a problem.

Let’s use the scenario of a toy manufacturer unintentionally produced harmful toys,

which affects the children and their parents who bought the toys
 Public #1: Unaware

• The first public is impacted by the crisis but not aware. Therefore the kids and parents
who posses the toy do not know it is harmful. 

Public #2: Aware

• This public is aware of the toy crisis and understand that the toys they own are
harmful. 

Public #3: Aware & Actionable

• The final public is the most engaged, as they are aware of the harmful toys and seek to
take action against the manufacturer.

18. Differentiate between intrapersonal & interpersonal communication

Answer

1. Inter-" is a prefix meaning "between"; something that is "interpersonal" takes

places between people. "Intra-" is a prefix meaning "within"; something that is
"intrapersonal" takes place inside one individual. Someone that is great at
interpersonal communication is great at talking to others. Someone who has great
intrapersonal awareness has a very solid sense of their own identity and personality.

19. Write detailed note on Public Relations roles.

Answer:

Glen Broom and David Dozier have studied public relations roles for more than 20 years.

1. The technician
• The technician role represents the craft side of public relations
 Writing
 Editing
 taking photos
 handling communication
 running special events
 and making telephone calls to the media.
• These activities focus on the implementation of the management’s overall communication
strategies.

2. The manager.
 The manager role focuses on activities that help identify and solve public relations problems.
 Expert prescriber: the person who operates as a consultant to define the problem, suggests
options, and oversees implementation.
 Communication facilitator: the person on the boundary between the organization and its
environment who keeps two-way communication flowing.
 Problem-solving facilitator: the person who partners with senior management to identify and
solve problems
20. Briefly discuss the “Elaborated Likelihood Theory”
Answer:

Elaboration involves cognitive processes such as evaluation, recall, critical judgment,

and inferential judgment.

Central Route

•  It requires more involvement from the part of reader or viewer.

• The receiver of the message carefully analyze the message and think of it in every possible
angle.

• Active participation is vital also his motivation and ability to think.

• In simple it can be said that the receiver should care about the message and subject matter. 

Peripheral Route

• The peripheral route is weak and the involvement of the receiver will be low.

• The message sent through peripheral route is not analyzed cognitively.

• Here the receiver of the message is not sure whether to agree with the message or to
disagree. 

• and this is where packing, marketing, advertising and PR does their job.

21. What do you mean by “Organizational Culture”?

Answer:
 1. Organizational culture includes an organization’s expectations, experiences, philosophy, as
well as the values that guide member behavior, and is expressed in member self-image,
inner workings, interactions with the outside world, and future expectations. Culture is
based on shared attitudes, beliefs, customs, and written and unwritten rules that have been
developed over time and are considered valid.

22. Describe the Importance of employee communication

Answer: Importance of employee communication

 Effective Employee Communication Promotes good working environment 

 Effective Employee Communication Improves Productivity 

Effective Employee Communication Improves Job Satisfaction 
Effective Employee Communication Ensures Consistency . 

 Effective Employee Communication Improves Working Relationships 

 Effective Employee Communication Promotes Positive Attitude towards Change  

 Effective Employee Communication Improves Employee Morale 

Best performing organizations around the world have the most engaged and productive employees. 

A proper communication system makes possible in improving the efficiency and enhancing
communication in the organization that will certainly help you increase productivity, boost morale
and also retain them. 

23. Briefly discuss the “Agenda Setting Theory” of mass communication..

Answer

“Agenda Setting Theory”

 Suggests that media content that people read, see, and listen to set the agendas for
society’s discussion and interaction.
 Bernard Cohen noted that although the media can’t tell people what to think, they are
stunningly successful in telling them what to think about.
 Media can set the agenda for what we talk and think about.

24. Briefly discuss “Community Relations Process”.

Answer:
25. What do you mean by “Crisis Management”?
Answer:

Crisis management is a situation-based management system that includes clear roles and
responsibilities and process related organisational requirements company-wide. The response
shall include action in the following areas: Crisis prevention, crisis assessment, crisis handling and
crisis termination. The aim of crisis management is to be well prepared for crisis, ensure a rapid and
adequate response to the crisis, maintaining clear lines of reporting and communication in the event
of crisis and agreeing rules for crisis termination.

26. What do you mean by “Community Relations”?

Answer:

Community relations refers to the various methods companies use to establish and maintain a
mutually beneficial relationship with the communities in which they operate. The underlying
principal of community relations is that when a company accepts its civic responsibility and takes an
active interest in the well-being of its community, then it gains a number of long-term benefits in
terms of community support, loyalty, and good will. "Community involvement builds public image
and employee morale, and fosters a sense of teamwork that is essential in long-term
success," Lisa Desatnik noted in Cincinnati Business Journal.

27. Discuss the guidelines for effective relations programs..

Answer:

1. Know your audience.

2. Be a patient storyteller.

3. Focus on outcomes over activities

4. Know the difference between stories and news.

5. Go beyond the echo chamber.

6. Be humble.

7. Under promise and over deliver.

8. Have a call to action.

9. Public relations is not an island.

10. Require the requirements.

28. What do you mean by “Corporate Social Responsibility”?

Answer

Corporate social responsibility (CSR) is how companies manage their business processes to
produce an overall positive impact on society. It covers sustainability, social impact and ethics,
and done correctly should be about core business - how companies make their money - not just
add-on extras such as philanthropy.

29. Write detailed note on role of media in Public Relations

Answer:

PR pros are the “middle men/women” between companies and the

media #Media Relations: PR teams use creative storytelling to portray a company’s point of
view to gain public exposure. This can be achieved through a number of tactics, including social
media, special events, or tailoring messaging on the company’s website. Another way to accomplish
PR goals? Media Relations.

Media relations is one of the key phalanges to the hand of #PR: Media Relations is an aspect of
public relations. The terms are not interchangeable as media relations focuses solely on the
relationship between the company and the media. They use different media outlets and coverage to
tell the company’s story, rather than directly engaging with the publics and key stakeholders

30. Briefly discuss different types of issues & impact on organization

Answer: Importance of employee communication

 Effective Employee Communication Promotes good working environment 

 Effective Employee Communication Improves Productivity 

Effective Employee Communication Improves Job Satisfaction 
Effective Employee Communication Ensures Consistency . 
  Effective Employee Communication Improves Working Relationships 

 Effective Employee Communication Promotes Positive Attitude towards Change  

 Effective Employee Communication Improves Employee Morale 

Best performing organizations around the world have the most engaged and productive
employees. 

A proper communication system makes possible in improving the efficiency and enhancing
communication in the organization that will certainly help you increase productivity, boost
morale and also retain them.