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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.