PUBLIC RELATION (midterm)

PUBLIC RELATION  Aims to create interest to a person, idea, product,

Overview organization, or business establishment generally
Public Relation through the generation and placement of
 According to practitioners it’s a strategic favorable stories in the news media such as
communication that build and create image of an newspaper, magazines, TV, radio, and through
organization any social media platform
 Its purpose is to build “good image” of  It can be defined as a form of public relation that
organization to the public provides news or information in the media
 Uses the 5W’s and 1H to strategic  It’s also how business or organization is
communication perceived in the media
WHAT - what is the stories you will tell about the  They shift from hiring artist to content creators
org and influencers
WHERE - the mode or platform you will use to
post the story you wrote Advertising V.S. Publicity
WHO - this when you will know who will be
your target audience and can be the basis of Advertising
which platform you will use in order to deliver  Relies on purchasing power to get a message
the story to them across
WHY - the reason and purpose of telling the  An activity that is obtained by paying for it, such
story to the public as a business paying for a commercial spot that
WHEN - it’s the time you will post your story to airs in a movie theater before the movie begins
your chosen platform  Can be promoted trough newspaper ads,
HOW - how are you going to communicate to commercials, magazines/ journal ads
public, will you use ambassador or influencer to  It’s a paid promotion
promote your brand
Publicity
MODULE 1  Relies solely on the quality content to persuade
Introduction to Public Relation others to get the message out
 Something that does not have to be paid for and
Public Relation can easily done through posting on social media
 Is building good relationship with the company’s as long as it will catch the eye of the audience
various public by obtaining favorable publicity,  Can be promoted through word of mouth,
building up a good “corporate image”, and hosting informative sessions, and seminars
handling or heading off unfavorable rumors,
stories, and events Module 2
 Are the overall term for marketing activities that Historical Overview of PR in the Philippines
raise the public’s consciousness about a product,
services, individual or issue. History of PR in the Philippines
 In short, PR is the management of a company’s  PR has been practiced in the Philippines for more
public image that helps the public understand than half a century
the company and its products  “Pacific birthplace of public relations”
 Introduced by the Americans in the mid-1940s,
2 Main Function of PR the field started with the public information
1) to build good image officers of the U.S. Army regularly issuing news
2) To head off rumors, stories, and events releases to members of the Philippine Media
 In 1947, the Business Writers Association of the
Note: Philippines was organized to promote the idea of
 If the company has a “good image”, meaning their corporate social responsibility and to underscore
sales will increase the growth in the Philippine Economy
 But if the company has a “bad image”, therefore
their sales will declined Early Filipino PR Pioneers
 PR - raises the public consciousness or awareness 1) Pete Teodoro
about the company, person, product and service  The PR director of Elizalde & Company, a paint
of the company manufacturer, is credited with having
undertaken the first organized PR campaign
 His company compete with large American Corp

PUBLICITY 2) Jose Caprio

 PUBLIC RELATION (midterm)
 He managed the first major association  Is the country’s premier organization for the
campaign, as the manila-based manager of the public relation professionals
Philippine Association, a business civic  It’s a non-stock, non-profit organization
organization formed in 1949 established on February 19, 1957 by leading PR
 He help restore favorable investment climate in practitioners in the country
the Philippine with help of business leaders
The Society Mission is to advance the practice of
1966 (San Miguel Corp) public relations by:
 San Miguel Corp., one of the biggest Filipino 1) Uniting those engaged in the profession;
company found in 1890 and known worldwide 2) Encouraging continuing education of
for San Miguel Beer practitioners;
 The first company to start a PR department 3) Generating public confidence in the profession
organized and headed by Caprio by promoting high ethical practice and
encouraging high standards of public service;
Baldomeo Olivera 4) Playing the active role in all matters affecting the
 of the Philippine Long Distance and Telephone practice of public relations; and
(PLDT) Company, the first to be retained by a 5) Strengthening the relationships of public relation
large corp. and given top managerial rank as the professionals with employees and clients,
vice president for PR government at all levels, educators, with media and
the general public
1954
 The Office of the Press Secretary was elevated to Module 3
cabinet rank Advertising and Advocacy Marketing

 Imposition of Martial Law in 1971 and the ADVERTISING/ ADVERTISEMENT

urgency to sell former President Ferdinand  It’s a paid communication
Marcos “New Society” to the Filipinos gave PR a  Its purpose is for the organization to disseminate
double edged sword information the products or services
 It’s a mass communication
Francisco Tatad  It’s not a “new thing” since it’s being used ever
 A former newspaperman, was the first since
information secretary to become a cabinet
member Note:
 Generative AI - it’s being often used nowadays
 The People’s Revolution that ended the Marcos example: Chat GPT
regime in 1986 and restored mot of the country’s  Advertiser - makes the order of convince a
constitutional freedoms signaled a new era of the certain segment of the public to adapt ideas and
Philippine PR make action of benefit to advertising

Why PR is important in Government in PH ADVOCACY MARKETING

 PR has become very important part of the  It’s not a paid communication
Philippine Government, since it creates  You can promote a product or services without
awareness and generates acceptance of public paying anything by just posting on social media
policies and programs and also projects an image platforms such as facebook, IG, Twitter, TikTok
of god, legitimate governance and other platforms as long as you reach your
target audience or viewer and know how to
Philippine PR attack or attract your target viewers
 PR is a concept from the West that has been  It can be done any ways
transplanted to Asia but Philippine PR has  You’re free to promote your product because it’s
drawn its sustenance from its own soil not being paid
 Philippine PR Practitioners have been faithful to
their culture , making PR in the PH relevant to History of ADVERTISING
Filipinos, especially when the government is  Started earlier civilization
involved  Before, they use “carve stone” in promoting or
 It’s a self-propelled, dynamic, and professional advertising the product and place it in a strategic
location
 Another form or way of advertising a product
The Public Relation Society of the Philippines before is through use of “town crier”(powa
(PRSP) lohokan, in Philippine setting), the “town crier”
 PUBLIC RELATION (midterm)
is responsible for promoting products through c) PR aims to build a good corporate image
announcing it in certain places and handles unfavorable stories
 Another is through “printing press” in 1447 of d) PR only focuses on generating unfavorable
Johares Gutenberg. In short, this is the year rumors
where printing advertisement started
 And in 19th and early 20th Century, advertising 6. Who are considered early Filipino PR pioneers?
flourish where different means of advertising a) Influencers and social media stars
was introduce such newspaper b) Business leaders and CEOs
c) PR practitioners like Pete Teodoro and Jose
Practice Exam Caprio
d) Marketing executives
MODULE 1: Introduction to Public Relations
(Questions 1-10) 7. In 1966, which major Filipino company started
a PR department organized and headed by Jose
1. Public Relations is a strategic communication Caprio?
that aims to build and create the image of an a) PLDT
organization. What is the main purpose of PR b) San Miguel Corp
according to practitioners? c) Globe Telecom
a) To maximize profits d) Jollibee
b) To build a "bad image"
c) To build a "good image" 8. What event signaled a new era for PR in the
d) To create rumors Philippines, particularly related to the end of
the Marcos regime?
2. What are the 5W's and 1H used in strategic a) The introduction of the internet
communication in PR? b) The establishment of the PRSP
a) Who, What, When, Where, Why, How c) The People's Revolution in 1986
b) Which, Where, Whose, What, Why, How d) The imposition of Martial Law
c) Who, When, Which, Why, Where, How
d) What, Where, Who, Why, When, How 9. Why is PR important in the government of the
Philippines?
3. What does the term "publicity" in PR aim to a) To generate unfavorable publicity
achieve? b) To promote rumors and stories
a) Generate negative stories about an c) To create awareness and generate acceptance
organization of public policies and programs
b) Create interest through unfavorable stories d) To handle unfavorable stories
c) Generate positive stories in the media
d) Promote rumors and gossip 10. What is the mission of The Public Relations
Society of the Philippines (PRSP)?
4. What is the primary difference between a) To create unfavorable publicity
advertising and publicity? b) To encourage unethical PR practices
a) Advertising relies on quality content, while c) To advance the practice of public relations
publicity relies on purchasing power and promote high ethical standards
b) Advertising is a paid promotion, while d) To generate rumors and gossip
publicity does not have to be paid for
c) Advertising is only done through social MODULE 2: Historical Overview of PR in the
media, while publicity uses traditional Philippines (Questions 11-20)
media
d) Advertising generates favorable stories, 11. When was PR introduced in the Philippines by
while publicity generates unfavorable stories the Americans?
a) 1947
b) 1966
c) 1986
d) 1957
12. Who is credited with undertaking the first
5. What is the role of PR in building a company's organized PR campaign in the Philippines?
image? a) A social media influencer
a) PR only raises sales and doesn't impact an b) Pete Teodoro
organization's image c) Jose Caprio
b) PR has no effect on an organization's image d) A celebrity
 PUBLIC RELATION (midterm)
20. When was The Public Relations Society of the
13. What was the first major association campaign Philippines (PRSP) established?
managed by Jose Caprio? a) 1947
a) Promoting a new fashion brand b) 1966
b) Promoting tourism c) 1986
c) Promoting a business civic organization d) 1957
d) Promoting a political campaign
MODULE 3: Advertising and Advocacy Marketing
14. In 1966, which major Filipino company started (Questions 21-30)
a PR department organized and headed by Jose
Caprio? 21. What is the primary purpose of advertising?
a) Globe Telecom a) To promote rumors and gossip
b) San Miguel Corp b) To disseminate information about products
c) PLDT or services
d) Jollibee c) To generate unfavorable stories in the media
d) To create negative stories about an
15. Who was the first to be retained by a large organization
corporation and given a top managerial rank as
the vice president for PR? 22. How does advocacy marketing differ from
a) Jose Caprio advertising?
b) Pete Teodoro a) It relies on quality content
c) Baldomeo Olivera b) It involves paid communication
d) A social media influencer c) It does not have to be paid for
d) It only uses traditional media
16. What event marked a new era for PR in the
Philippines and the end of the Marcos regime? 23. What is the primary medium for advertising in
a) The imposition of Martial Law early civilizations?
b) The People's Revolution in 1986 a) Social media
c) The introduction of the internet b) "Town criers"
d) The establishment of PRSP c) Carved stones
d) Radio
17. Why has PR become important in the
government of the Philippines? 24. When did the practice of printing
a) To generate unfavorable rumors advertisements begin?
b) To promote unethical PR practices a) In the 19th and early 20th centuries
c) To create awareness and generate acceptance b) In the 15th century
of public policies and programs c) In the 20th century
d) To handle unfavorable stories d) In the 18th century

18. What is the unique characteristic of Philippine 25. What is the role of an "advertiser" in
PR practitioners? advertising?
a) They always follow Western PR concepts a) To discourage the public from taking action
b) They disregard their own culture b) To promote unfavorable ideas
c) They make PR relevant to Filipinos, c) To convince a certain segment of the public
especially when the government is involved to adopt ideas and take action
d) They prioritize foreign practices over local d) To create unfavorable stories
traditions

19. What is the mission of The Public Relations 26. What is the key difference between advertising
Society of the Philippines (PRSP)? and advocacy marketing in terms of payment?
a) To generate rumors and gossip a) Advertising relies on purchasing power,
b) To encourage unethical PR practices while advocacy marketing is free
c) To advance the practice of public relations b) Advocacy marketing relies on purchasing
and promote high ethical standards power, while advertising is free
d) To create unfavorable publicity c) Both advertising and advocacy marketing
are free
 PUBLIC RELATION (midterm)
d) Both advertising and advocacy marketing 34. Who is credited with having undertaken the
rely on purchasing power first organized PR campaign in the
Philippines?
27. Which of the following was used as a medium a. Jose Caprio
for early advertising? b. Pete Teodoro
a) Radio commercials c. Baldomeo Olivera
b) Social media platforms d. Francisco Tatad
c) Carved stones
d) Newspapers 35. In what year was the Office of the Press
Secretary elevated to cabinet rank in the
28. What is "generative AI" used for nowadays? Philippines?
a) To promote unfavorable stories a) 1947
b) To create awareness and generate acceptance b) 1954
of public policies c) 1966
c) To disseminate information about products d) 1971
or services
d) To generate rumors and gossip 36. What was the role of PR during the Marcos
regime in the Philippines?
29. What role does an "advertiser" play in a) It had no role during that time.
advertising? b) It helped promote the New Society.
a) To convince a certain segment of the public c) It opposed the government's policies.
to adopt ideas and take action d) It focused on international relations.
b) To create unfavorable stories
c) To discourage the public from taking action 37. What is the main purpose of advertising?
d) To promote unfavorable ideas a. To create favorable rumors
b. To build relationships with the public
30. Which medium was used for advertising during c. To disseminate information about products
the early 20th century? or services
a) Newspapers d. To raise awareness about public issues
b) Radio 38. How does Advocacy Marketing differ from
c) Social media Advertising?
d) Television a) Advocacy Marketing is always paid, while
Advertising is free.
31. What is the primary purpose of Public b) Advocacy Marketing aims to create rumors,
Relations, according to practitioners? while Advertising relies on facts.
a) To generate sales for the organization c) Advocacy Marketing is a mass
b) To build a positive image of the organization communication, while Advertising can be
c) To create rumors and stories about the done in various ways.
organization d) Advocacy Marketing is not a paid
d) To manage the company's finances communication, while Advertising is a paid
communication.
32. What are the 5W's and 1H used for in strategic
communication in Public Relations? 39. What was one of the earliest forms of
a) To confuse the audience advertising before the 20th century?
b) To gather information about competitors a. Carve stone
c) To determine the time of posting stories b. Radio commercials
d) To plan and structure communication c. Social media posts
effectively d. Television advertisements
Answers:
33. How does Publicity differ from Advertising?
a) Publicity relies on purchasing power, while b) To build a positive image of the organization
Advertising relies on quality content. d) To plan and structure communication effectively
b) Publicity is always paid, while Advertising d) Publicity relies on quality content, while
is free. Advertising relies on payment.
c) Publicity focuses on spreading rumors, b) Pete Teodoro
while Advertising focuses on facts. b) 1954
d) Publicity relies on quality content, while b) It helped promote the New Society.
Advertising relies on payment. c) To disseminate information about products or
services
 PUBLIC RELATION (midterm)
d) Advocacy Marketing is not a paid communication,
while Advertising is a paid communication.
a) Carve stone