Question

0. MKTG 647: Study Guide for Test #1

1. Chapter 5:

   • What are the four steps in PR management process?

   • What are the elements that make up a PR plan?

   • What are the major responsibilities of PR practitioners?

   • What are the differences between working as a PR professional in a corporation and in an

     agency?

Answer 1

Answer 1:

The four steps in PR management process are as follows:

• Research the issue that prompts the organization concern.
• Action and planning: In this step goal and objective is developed followed by strategizing and creating a action plan.
• Selection and implementation of communication tactics is done that are in best for achieving strategic goals.
• Evaluation: In this step effectiveness of public relation management process is evaluated.

Answer 2:

The most significant elements that make up a PR plan are as follows:

• Situation analysis,
• Objectives and goals,
• Finance or investment,
• Implementation and
• Evaluation.

Answer 3:

Major responsibilities of PR practitioners are as follows:

• Research and define problem,
• Anticipating, analysing and interpreting public opinion,
• Develop the program,
• Communication,
• Implementation
• Evaluation

Answer 4:

The differences between working as a PR professional in a corporation and in an agency are as follows:

• Nature of work and environment is different in a corporation and in an agency
• There is difference in budgets of a corporation and an agency.
• In an agency less constrains are present in comparison to corporation.
• PR professional in a corporation have a knowledge of a specific area but a PR professional in an agency have to be a great multi-tasker.
• PR professional in a corporation and in an agency have difference in Content creation and sharing.
• PR professional in an agency are more aware of trends than PR professional in a corporation.