Chapter Questions
Define public relations and set out its principal characteristics.
Using the BP minicase at the start of this chapter, identify the main stakeholders and comment on why it was important to communicate with each of them.
Highlight the main objectives of using public relations.
Write a brief paper describing the main methods of publicity.
Identify the different strategies associated with investor relations.
Suggest occasions when corporate advertising might be best employed.
Identify the main phases associated with crisis management.
Suggest how BP's various apologies, explained in the minicase, can be interpreted through use of Benoit's 'approaches to image restoration'.
What roles might stakeholders adopt when a crisis occurs?
Discuss the view that public relations can only ever be a support tool in the marketing communications mix.