PRS303 Revision

Format
Part A - 40 multiple choice question selected from all chapters covered in PRS303
Part B 3 questions Q1 = 10 marks, Q2 = 30marks Q3 = 20 marks
Fully explain your answers and give examples.
Areas are responding to negative comments / information, using PR firms,
use of research in PR.

 Understand the role and functions of a public relations (see Chapt 4)

the basic process of public relations activity - Research
Research, essentially, involves a formal listening process that
gauges your key publics, as well as industry trends (see Chapt 5).
For Example Q1. Why is research important to public relations work?
(pg. 124) Research is a form of listening, for the purpose of
describing and understanding. It can help accomplish an
organizations objectives, and often become the basis of evaluating
the program once it has been completed.
Example Q2. How can survey research be used as a publicity tool?
(pg. 127) Polls and surveys can be used to hype products, publicize
values congruent with a companys mission, and note confidence or
approval ratings of political figures, to name a few.

 PR Planning (Chapt 6)
Planning - the need for defining a problem and setting
realistic objectives, and the logistical steps necessary to
implement a plan of action.
It is important that we see public relations activities as
part of an overall plan, and that communications tactics
(news releases, brochures, etc.) are produced and
distributed only after objectives, strategies, and
audiences are well defined.

 Example Q 3. What is the difference between a strategy

and a tactic?
(pgs. 160-163) A strategy statement describes how,
conceptually, an objective is to be achieved, offering a
rationale for the actions and program components that
are planned. Strategy usually consists of guidelines and
key messages for the program.
Tactics are the next step of a plan; they describe
specific activities that put each strategy into action and
help to achieve the stated objectives. Tactics usually
consist of various methods to reach audiences with the
key messages.

Example Q 4. Why is evaluation of a campaign linked to the progra

objectives?

(pg. 167-168) Objectives must be measurable in order to demonst

the programs effectiveness for the client. As a result, the evaluati
component of the plan suggests the metrics that can be used to e
whether the objectives have been accomplished.

pter 7
sider the basic concepts of effective communication, and
they are applied to public relations.
cular emphasis is given to the timing, context, and sources of messa
well as analysis of passive and information-seeking audiences.
ealistically assess the impact of communication,
onsider what barriers constantly reduce the effectiveness
of communication.
onsider the ways that PR can get feedback on a message & campaign
ow can feedback be used?

Example Question
Why is it important to build repetition into a message?
(pgs. 188-189)
Repetition helps because all members of a target audience
dont see or hear
the message at the same time. It reminds the audience, and if
it has high
credibility,repetition prevents erosion of opinion change.
Repetition helps the audience remember the message itself.
And finally, it can lead to improved learning and increase the
chance of
penetrating audience indifference or resistance.