About PR

Question	Answer
Levels in which PR functions	1.) Individual 2.) Functional 3.) Program or project level 4.) Organisational 5.) Societal
Why are there more than 500 definitions?	Changing roles in PR Technological advances The wide scope of PR
Definition	Establishes and maintains mutually beneficial relationships between an organisation and the publics on whom its success or failure depends
The legitimacy gap	Where an organisation falls short of meeting the publics expectations
PR is the result of 4 factors in society...	1.) The growth of large institutions & their sense of responsibility to the public 2.) The increases changes, conflicts & confrontations among interests groups in society 3.) The heightened awareness of people everywhere brought about by increasingly sophisticated communications technology 4.) The spread of global democracy
The role of PR practitioners	Communication Technicians Solve communication problems and initiate communication activities Respond to issues, seek media coverage, prepare events
Publics	A loosely structured system whose members detect the same problem, interact either face to face or through mediated channels and behave as though they were one body They may or may not have direct interest in the manner
Stakeholders	The individuals and groups, including the organisations own staff, who have a stake in the corporation

Resource summary

	Created by Lena Snook about 10 years ago