Download WEEK 2 DQS Week 2 DQ1 What are some differences between an

WEEK 2 DQS
Week 2 DQ1
 What are some differences between an organization’s publics and its target
market(s)? Why is it critical to define your organization’s internal and external
publics? Why is it important to keep internal publics informed? How does
corporate culture affect an organization’s internal communications?
What are some differences between an organization’s publics and its
target market(s)?
The public and the target market are two different things. Moreover, the public
includes employees and investors. The target market includes the consumers
which would buy their product.
Why is it critical to define your organization’s internal and external
publics?
Primarily, its very important to the company to have knowledge of who appeals
to the company. In addition, there must be research done on the demographic
that the company aims to attract so their planning is effective. Ideally, the PR
professional should use the same dialiect, clothing, and behaviors to promote to
the target audience.
Why is it important to keep internal publics informed?
Communication is a critical step to reducing the risks for conflicts and issues in
the company. In the case there is any conflicts, the internal public relies on
communication so they are aware of conflicts immediately; and thus, allowing
them to respond immediately. Furthermore, once the internal public is given the
ability to react immediately, they can communicate their process in resolving the
issues to prevent conflicts in the future.
How does corporate culture affect an organization’s internal
communications?
Every company that is in a different setting will follow particular cultures. The
culture in a company will ultimately dictate how communication occurs; some
companies result in multiple communication techniques. For example, my
company hosts a ¨Town Hall¨ meeting to address any concerns that the
leadership team has. However, prior to this meeting, there is another meeting
between managers to plan out how particular topics will be approached. There
is roughly 200 employees, with many being shareholders, so its critical that
certain topics are addressed a particular way before they are publicized to the
internal and external public.
Week 2 DQ2
 What are the primary differences between advertising and publicity? What are
some of the positive and negative aspects of publicity? How might third-party
endorsements be successful in generating publicity?
What are the primary differences between advertising and publicity?
Advertising is a process that is intended to promote a particular message to the
public; publicity is a method becoming relevant to the public and provides
credibility although its free of charge.
What are some of the positive and negative aspects of publicity?
Publicity can be positive or negative. New products or services usually provide
publicity automatically due to the exposure received through the media. Initially,
this is positive publicity; however, if the new product or services turn out to be
of bad quality or they have a kind of defect, the publicity quickly turns negative.
Any positive publicity has the potential to turn negative, and the once negative,
its very difficult to put a positive spin on that publicity.
How might third-party endorsements be successful in generating
publicity?
The book discusses how published publicity is more credible compared to
advertisement. The reasoning is that printed information from a major company
is enough to validate the authenticity of the information. People in general are
comfortable with this logic.
Week 2 DQ3
 What PR tools are critical in building long-term relationships with an
organization’s publics? What are the advantages and disadvantages of these
tools? Which PR communication tool do you feel is the most effective? Why?
How should an organization go about creating a positive public image?
What PR tools are critical in building long-term relationships with an
organization’s publics?
I personally believe that communication is the most effective tool in building a
relationship. A company that actively communicates with the public on company
updates will be able to deal with issues much more than companies that make
every attempt possible to remain secretive. The public is usually always aware
of the conditions of a company anyway, so they can measure their credibility
based on how much of that information they actually share themselves.
What are the advantages and disadvantages of these tools?
Open communication keeps all the appropriate parties informed, which is critical
to the success of the company. However, there is a limit to how much
communication is effective. In other circumstances, the communication is done
to early so it creates an artificial panic which does more damage than good. In
addition, early communication can lead to misinterpretation of information. The
more people involved with an issue, the harder it is to change or improve the
situation. Coincidently, the fewer amounts of people involved the quicker and
easier it is to make changes and resolve conflicts.
Which PR communication tool do you feel is the most effective? Why?
The appropriate media outlet is the most efficient way to communicate a
message with the public. Ideally, media allows a direct platform for
communication. A PR campaign is only as effective as the amount of people that
are aware of it.
How should an organization go about creating a positive public image?
A company should always maintain their honest and ethical integrity. Sometimes
it takes efforts, such as volunteering, in the community to maintain their image.
The public has a tendency to favor companies that hold certain morality
standards. Usually, activities such as this result in media exposure, whether its
on a local, national, or global scale. The favorable outlets are publications
through the evening news. Regardless, people that are aware of their actions
will be inclined to favor the company. Finally, a company has no problem in
being open to the public if everything they do is ethically sound. Companies that
have the most to hide are usually the ones that commit the most errors.