5.16

• What is the definition of public relations?

  Public relations is the planned and sustained effort to establish and maintain goodwill and mutual understanding between a business and its publics.
• What is the primary purpose of public relations?

  The primary purpose of public relations is to project a positive image of the business to the outside world.
• What are the key activities involved in public relations?

  • Developing good relations with various groups — publics
  • Handling or heading off unfavourable stories or rumours
  • Generating favourable publicity
  • Maintaining a certain level of positive public perception
  • Enhancing a particular image, such as innovation, reliability, or honesty
• How can a business handle unfavourable stories or rumours in public relations?

  By heading off or managing the stories or rumours that could damage the business’s image.
• Why is generating favourable publicity important in public relations?

  It helps to create a positive perception of the business among its publics.
• What does maintaining a certain level of positive public perception involve?

  It involves ensuring that the public views the business positively over time.
• What types of images can public relations enhance for a business?

  Public relations can enhance images such as innovation, reliability, or honesty.
• What is the definition of public relations?

  Public relations is the planned and sustained effort to establish and maintain goodwill and mutual understanding between a business and its publics.
• What is the primary purpose of public relations?

  The primary purpose of public relations is to project a positive image of the business to the outside world.
• What are the key activities involved in public relations?

  • Developing good relations with various groups — publics
  • Handling or heading off unfavourable stories or rumours
  • Generating favourable publicity
  • Maintaining a certain level of positive public perception
  • Enhancing a particular image, such as innovation, reliability, or honesty
• How can a business handle unfavourable stories or rumours in public relations?

  By heading off or managing the stories or rumours that could damage the business’s image.
• Why is generating favourable publicity important in public relations?

  It helps to create a positive perception of the business among its publics.
• What does maintaining a certain level of positive public perception involve?

  It involves ensuring that the public views the business positively over time.
• What types of images can public relations enhance for a business?

  Public relations can enhance images such as innovation, reliability, or honesty.
• Why should business owners and managers be aware of the craft involved in shaping a business's image?

  To effectively project the intended image to customers
• What is the significance of a business's image in the marketplace?

  A successful image can lead to long-term success in the marketplace
• Which global companies are mentioned as having a specific image they project to customers?

  Apple, Google, and Samsung
• What is the key to a successful business image?

  That the publics view the business the way it intends
• How does a business's success in projecting its image affect its long-term success?

  It has enormous consequences for its long-term success in the marketplace
• Is a successful business image produced by accident?

  No, it needs to be developed and managed carefully
• What are the benefits of a successful business image?

  • Enhances customer trust and loyalty
  • Differentiates the business from competitors
  • Attracts new customers
  • Supports marketing efforts
  • Contributes to overall brand value
• There are many elements that combine to create a business’s image —

  and it is crucial that all elements are working together to create a unified

  image. Unfortunately, one ineffective element can result in a negative

  image being presented. As a member of a school, for example, you have

  probably been told that ‘the actions of a few’ can create a poor image of the

  school in the eyes of the community.
• What is the definition of 'publics' in a business context?

  Publics are stakeholders that a business interacts with and that have a vested interest in what the business does.
• What are the six main types of publics in a business?

  1. Internal publics

  2. General publics

  3. Local community publics

  4. Citizens-action publics

  5. Media publics

  6. Government publics
• Who are included in a business's internal publics?

  Employees and managers.
• What do internal publics expect from a business?

  Fair pay and conditions, a safe working environment, and access to training and development.
• How does good employee morale affect a business?

  It helps develop and maintain a positive image with the external publics.
• How can the general publics' feelings towards a business affect its customers?


  It can affect customers' attitudes towards the business.
• What do general publics expect from businesses?

  Fair and honest business practices and ethical, responsible decisions.
• Why are local community publics crucial for small businesses?

  They represent local residents and neighbourhood organisations.
• What do local community publics expect from a business?

  To be a good 'corporate' citizen.
• Who scrutinizes a business's practices as citizens-action publics?

  Action groups, such as environmental organisations.
• What do citizens-action publics expect from businesses?

  To operate in an environmentally sustainable manner.
• What do media publics include?

  Print and electronic news reporting organisations.
• What do media publics expect from businesses?

  Accurate information and access to informative sources.
• What are the three levels of government that businesses must consider?

  Local, state, and federal governments.
• What do government publics expect from businesses?

  To abide by their laws.
• •Public relations that is effective promotes favourable attitudes and goodwill

  towards the business from the ‘publics’ that have a vested interest in the

  business.
• •Public relations is a two-way communication process between a business and its clients or customers.
• •Successful public relations will have a positive impact on areas such as

  customer relations, sales and profits, as well as inform the public about new

  products.