1.

Integrated communication
Public relation focuses on long term patterns of interaction between an
organization and all of its various publics, both supportive and non-supportive.
Public relation seeks to enhance these relationships, thus generating mutual
understanding, goodwill and support. While marketing communication focuses
more immediately on products and services that responds to needs and wants
from the customers. It seeks to foster economic exchange between the
organization and consumers.

2. Positioning
The process of managing how an organization distinguishes itself with a unique
meaning in the mind of its public- that is how it wants to be seen and known by
its publics, especially as distinct from its competitors.

3. Internal impediments
The final parts of the internal audit. This is where you consider any impediments
or obstacles within the organization that might limit the effectiveness of the public
relation programme.

4. Primary Research
Own research by applying research techniques that would help with the research
survey, focus group and content analysis.

5. Campaign
Systematic set of public relation activities, have specific objectives and purpose,
sustained over a time and dealing with objective associated with particular issue.

6. Enablers
Publics who serve as regulators by setting the norms or standards for the
organization ( professional association or agencies), opinion leaders with
influence over potential customers and groups that otherwise makes the
organization successful. Eg Government agencies.
7. Opinion leader
Opinion leaders are men and women who have particular influence over an
organizations public. Eg: Siti Nurhaliza.

8. Shadow Constituencies
People who may not have a direct link with the organizations products or
services but can affect the perception towards the organization. Eg: bloggers.

9. Niche
The company specialty; the function or role that makes the organization different
from similar organization.

10. Strategy
The organizations overall plan. Strategy is how the organization decides what
and how it wants to achieve. It has dual focus: the action of the organizations and
the content of its message.

1 Customer: those publics that receive the products/services of an organisation

(E.g. current or potential consumers)
2 Public: A group of people that shares a common interest vis--vis an
organisation recognises its significance and sets out to do something about it.
3 Goal: a statement rooted in the organisations mission or vision. A goal
acknowledges the issues and sketches out how the organisation hopes to see it
settled.
4 Objective: A statement emerging from the organisations goals. It is a clear and
measureable statement, written to point the way toward particular levels of
awareness, acceptance or action.
5 Visibility: Refers to the extent to which an organisation is known.
6 Reputation: It is based on visibility, but based with how people evaluate the
information they have.
7 News Media: News media are communication vehicles that exist primarily to
present newsworthy information to various audiences.
8 Ethos: Communication effectiveness based on the character of the speaker and
on the common ground shared by speakers and audiences.
9 Activism: A confrontational strategy focused mainly on persuasive
communication and the advocacy model of public relations.
 PART B

1. 6 Principles of Strategic Crisis Communication (List 5)

PRINCIPLE OF EXISTING RELATION: communicate with employees,

volunteers, stockholders, donors, community leaders, customers, leaders and
professional authorities and other constituent group as well as with
colleagues. Keep everyone informed because of their continued support is
important for an organisation.
PRINCIPLE OF MEDIA AS ALLY: It provides opportunities to communicate
with key publics (customers).
PRINCIPLE OF REPUTATIONAL PRIORITIES: Top priority is your
reputation. Can help an organisation to focus on doing whats best for your
customers, employees and other key publics.
PRINCIPLE OF QUICK RESPONSE: Be accessible to your publics as
quickly as possible.
PRINCIPLE OF FULL DISCLOSURE: Silence is not acceptable.
Organisation should provide as much information as they can. Specific
justification should be considered internally for not releasing certain
information.
PRINCIPLE OF ONE VOICE: A single well trained spokesperson should
represent the organisation.

2.

Competitor Opponent
An organization that provides similar An organization who is fighting against
product/service your company

b Internal Environment
i Performance quality of the goods/services provided by the organization,
viability and the ideas it spouses
ii Niche speciality of the organization to differentiate from similar
organizations
iii Structure the PR operation within the organization.
iv Internal impediments consideration that any impediments/obstacles
within the organization that might limit the effectiveness of PR activity.
3. Stages of public

i Non-public = a group that does not share any issues or hold any
significant to the organisation. (Not Related) Eg: u sell shawls, NP is not
muslim
ii Latent public = share an issue with the organisation but not yet
recognise the situation or its potential. (Not Aware) Eg: pet adoption
centre, senior citizen is ur latent as they may like a companion.
iii Apathetic public = public hat face an issue, know about it but simply
doesnt care (IDC) Eg: pets allowed or not, AP dont give a &*@#
iv Aware public = recognise the issue and perceives as relevant but doesnt
not discuss or act on the issue. (know but do nothing) Eg: pet adoption
centre, know its a good cause but didnt do anything
v Active public = public that reached the fullness of the issue. They
discuss and act on it. (Activist) Eg: senior citizen are encouraged to adopt

4. Methods of gathering data

Casual research Recollect what is already known. pick

brain, interview, brainstorm other
people
Primary research If necessary, conduct own research.
Applied Research Technique help such
as survey, focus groups
Secondary research Look for existing info. Investigate
files/journals/books etc. analyse how
other organization handle similar
situations

5. Elements of effective and practical objectives.

i Acceptable objectives are acceptable. They enjoy the understanding

and support the organization team
ii Attainable challenging but doable according to organizations needs,
dont set too high
iii Time definite objectives include clear indication of a time frame.
 iv Explicit Obj clearly defined. Everyone involved must share common
understanding
v Public focused obj link firmly to a particular public, based on their
interest, needs and wants

6. Stages of persuasion

Awareness obj focus on information what you want your public to know,
understand and remember. Eg: to have an effect on the awareness of senior
citizen of Bangsar, specifically to increase their understanding of blah blah blah
Acceptance deal with the affective/feeling part of the msg- how people respond
emotionally to the info they received. Eg: to have an effect on the acceptance of
senior citizen of Bangsar, specifically to increase their understanding of blah blah
blah
Active take aim at expression and conduct. 2 types of action, opinion (verbal
action like reviews) and behaviour (physical action like actually buying the
product). Eg: to have an effect on the action of senior citizen of Bangsar,
specifically to increase their understanding of blah blah blah

7. Classic approach in making ethical decision

i Deontological approach ethical decision making rooted by moral code. Eg

PR Member Code of Ethic proclaims value of honesty, integrity and fairness.
ii Teleological approach focus on the impact that actions have on other
people. Rooted from good results come from good action.
iii Ethical relativism ethical action reflect social norms. Inability to judge the
basic right and wrong due to cultural diversity

8. Elements plan book should include

a Title page program name, names of client organization or team members and
date
b Executive summary one page synopsis of the plan written as overview
c Table of contents outline the major segments of the program
d Presentation of recommendation for goal and obj, strategy and tactics.
e Schedule outlining time and calendar considerations for implementing the
various tactics
9. Types of evaluation

i Judgemental assessments evaluation made on hunches and experience.

Relies on personal and subjective observation such as the boss liked it the
customer were happy
ii Evaluation of communication outputs focus on development and
presentation of a msg specifically its production and calculation of its cost and
advertising equivalency. (produce and distribute your ads)
iii Evaluation of awareness objectives - focus on documenting communication
activity. It considers how many people were exposed to the msg, how easy
the msg is to understand and how much the msg is remembered.
iv Evaluation of acceptance objectives base on level of acceptance and
action. Obj in the Strategy phase note the impact on interest and attitude
(acceptance) and on opinion and behaviour (action)
v Evaluation of action objectives ultimate obj for most PR activity should focus
on bottom-line issues.

10. Characteristics of public

Distinguishable recognisable grouping of individuals. Eg: Duck scarves target

high income customer
Homogeneous share common traits and features. Eg: professors in psychology
might not know each other but same interest
Important to organization can give significant impact to the organizations goals
n obj
Large enough to matter public is large enough to warrant attention
Reachable able to interact and communicate. Eg: community college can reach
potential student within small demographic (rural) rather than renown university.