Public Relations is a strategic communication process that builds mutually beneficial

relationships between organizations and their publics.

Three important reasons to do PR in a business.

 Damage Control: Fake news can negatively affect a business very quickly, so PR
personnel must implement their crisis management tactics in order to minimize the
damage this news can have on the business.
 Branding: Sharing news, being transparent, and reporting positive figures regularly can
build a world-class brand that is recognized across the globe, and can sell products
without the need for marketing and sales.
 Internal Communication: As a company grows and opens offices in many different
locations it can be hard to share the same values and keep employees up-to-date with
everything that is happening. A Public Relations department can help to manage this
relationship to ensure that employees are all working toward a common goal.

The 10 public relations principles every PR practitioner should consider as they go

through the process of assembling an effective plan.
 Know your audience.
 Be a patient storyteller.
 Focus on outcomes over activities
 Know the difference between stories and news.
 Go beyond the echo chamber.
 Be humble.
 Under promise and over deliver.
 Have a call to action.
 Public relations is not an island.
 Require the requirements

PR in the performance of an Administrative professional.

 Public relations deal with reality, not false fronts, and so does AP should be honest at all
times in the performance of his duties.
 Public relations is a service-oriented profession in which public interest, not personal
reward, should be the primary consideration and AP should welcome and treat visitors,
guests, and employees of the organization without bias and prejudice.
 Since the public relations practitioner must go to the public to seek support for programs
and policies, public interest is the central criterion by which he or she should select these
programs and policies and therefore AP should have the guts to disagree or refuse a false
representation or an ill-minded ideas or programs which may bring bad image to the
organization.
  Because the public relations practitioner reaches many publics through mass media,
which are the public channels of communication, the integrity of these channels must be
preserved.
 Because PR practitioners are in the middle between an organization and its publics, they
must be effective communicators and therefore AP as PR officer should convey
information back and forth until understanding is reached.
 To expedite two-way communication and to be responsible communicators, public
relations practitioners must use scientific public opinion research extensively and AP
should only provide information with concrete basis.
 Intuition is not enough.
 The PR person must adapt the work of other related disciplines, including learning theory
and other psychology theories, sociology, political science, economics and history. And
so does AP should also able to do multidisciplinary tasks like research work as needed.
 Public relations practitioners are obligated to explain problems to the public before these
problems become crisis and as AP, he/she must be alert and advise the right persons
ahead of time before the situation becomes worst.
 A public relations practitioner should be measured by only one standard: ethical
performance and an AP should have a good reputation and integrity he or she deserves.

Customer relations is the process and manner by which a business develops,

establishes, and maintains relationships with its customers. In every success and failure of
a business, it is based on the support of its customers and it is therefore necessary that an
effective customer relations must be developed.

Types of Customers
1. B2C. Business-to-Customer. For example, when I buy a coffee at a stall at the train
station, it is a B2C event.
2. B2B. The term stands for Business-to-Business. For example, when the coffee stand
owner buys coffee from a supplier; both of them are businesses.
3. C2B. Customer-to-Business. For example, when I sell my gold ring to a pawnbroker
or jewelry store.
4. C2C. Customer-to-Customer. For example, when I want to sell my car privately to
another person. eBay is a huge C2C and B2C marketplace.

TYPES OF DIFFICULT CUSTOMER

1. Aggressive Customer
Customer aggression is defined as unacceptable hostile behavior exhibited by a current or former
customer of an organization towards an employee that creates an intimidating, frightening or
offensive situation.
APPROACH: Hear, Empathize, Apologize, Resolve and Diagnose
2. Persistent Customer
A persistent customer is defined as someone who does not waver until they don‘t get served or
get what they want when availing for something. This type of customer is often unreasonable. 23
Situations: where sometimes a customer gets persistent.  Requesting for a refund  Requesting
for a return of product  Warranty ○ Change of product  Discount
APPROACH: Stay Calm, Confirm that price is the only obstacle, Turn it around, Ask for
something in return, Be willing to say "no”.
3. With Special Request
One actually made, at a particular time and place; this term is used in contradistinction to a
general request, which need not state, the time when, nor place where made. customer request
Means a complaint or work request made to Council: by any person through the CRMS and
includes complaints or requests made in person; by letter; by facsimile; by e-mail; by telephone;
or by two-way radio the details of which are entered into the CRMS.
4. Short Tempered
Someone who is quick to get mad. A person who is easily angered, who is known to frequently
lose his or her temper.
APPROACH:
 Listen to him/her
 Make him feel acknowledged-just as important as listening is showing him that you're
listening.
 Try to avoid telling him what to do.
 Don't take it personally.
 If it gets untenable, suggest a different way of non-verbal communication.
5. Fickle Minded
Fickle minded person is the one who is prone to casual change or inconstant, in short the person
is not able to concentrate on one thing. An individual who cant decide what to choose and buy.
This type of person jumps from one topic to another without deciding, completing, mastering (at
a reasonable level) in the earlier topic. Possible reasons that could make some people so fickle: 
Low self-esteem.  Unrealistic expectations.  Insecurity and fickleness.  They don't know
what they want in life.
APPROACH:
6. Defensive Customer
"Help me and rebuild my trust in your brand." The truly memorable response includes empathy
for the inconvenience, attention to fixing it now, and in some cases, compensation for the
inconvenience and trouble. Once you have solved the issue in question, you might provide
information on how this error will be prevented in the future if it was a serious error. This
impresses the customer. This brings them back to your brand for more memorable experiences.
APPROACH: You will regain customer‘s trust when you take ownership of your mistakes,
offer a sincere apology for the trouble, and fix the errors. It sends out the cheer of integrity, the
warmth of caring, and loads of professional competence. It is worth celebrating. It is truly
memorable. It will echo in customers‘ minds for quite some time. It delivers progress to your
business and sets you apart.

ESSENTIAL QUALITIES OF ADMINISTRATIVE AS PRESS (PUBLIC) RELATIONS

OFFICER
1. Right attitude
2. Qualities and Skill Sets of a PRO

 Administrative office procedures and Management

1. A process of duplicating data to allow retrieval of the duplicate set after a data loss event.
DATA BACKUP
2. Identify which is an example of creating information. COMPOSING MEMOS,
LETTERS, AND REPORTS
3. The activities of a business carried out by people who communicate by telephone, email,
and the internet rather than working together in a building. VIRTUAL OFFICE
4. Business conducted electronically, often via the World Wide Web. E-COMMERCE
5. Establishes policies to guide a company operations. BOARD OF DIRECTORS
6. Defines as plan of action designed to achieve a specific goal. STRATEGY
7. Which can be used to provide a more comprehensive definition of goal setting?
SPECIFIC, MEASURABLE,ATTAINABLE, REALISTIC, TIME-BOUND
8. Refers to facts and opinions provided and received during the course of daily life.
INFORMATION
9. Identify which is one of the qualities of good information. ACCURATE
10. Secret series of characters that enables a user to access a file, computer or program.
PASSWORD
11. Software used to detect, prevent, a destroy computer viruses. ANTI-VIRUS
12. Also known as cryptography is the one of the more basic methods of protecting one’s
information on the computer from unauthorized viewers. ENCRYPTION
13. This letter format is a formatted with all your text flush in the left margin. BLOCK
LETTER FORMAT
14. Passive communication will often. FAIL TO EXPRESS THEIR FEELINGS, NEEDS,
OR OPINIONS.
15. Assertive communicators will. STAND UP FOR THEIR RIGHTS
16. What is the 10-20-30 rule for slideshows? CONTAIN NO MORE THATN 10
SLIDES; LAST NO MORE THAT 20 MINUTES, AND USE A FONT SIZE OF NO
LESS THAT 30 POINT.
17. The process of identifying, evaluating and controlling risks at the workplace. RISK
MANAGEMENT
18. Someone that causes to spend a lot of time doing something that is unnecessary or does
not produce any benefit. TIME-WASTER
19. These small notebooks contains a calendar and space for recording appointments.
PERSONAL PLANNER
20. Is the science of studying how efficient people are in their work environment?
ERGONOMICS
21. A gathering of two (2) or more people to discuss ideas, goals and objectives that concern
the workplace. MEETING
22. What is one of the purposes of business meeting? CONVEYING ORGANIZATIONAL
VISION, MISSION AND OPERATIONAL PLANS
23. These are the rules indicating the proper and polite way to behave wherever you are
travelling into a particular place. TRAVEL ETIQUETTE
24. The main, and usually largest data storage hardware device in a computer. HARD DISK
DRIVE
25. This type of classification is used on libraries to classify non fictional publication into
public subject categories. DEWERY DECIMAL SYSTEM
26. This type of classifications is carried on to a expedite reference and facilitate the transfer
of all record. TERMINAL DIGIT SYSTEM
27. This may replace a file that has been removed from a folder. OUT GUIDE
28. Consists of an association of two or more people as co-owners of a business.
PARTNESHIP
29. A process of delivering information within an organization whether it is verbal or
nonverbal. COMMUNICATION
30. Driver’s License: TEMPORARY LEGAL
31. Minutes of Staff Meeting: TEMPORARY ADMINISTRATIVE
32. Invitation: TEMPORARY ADMINISTRATIVE

 Choose the first indexing unit.

33. Mrs. Andrea Karl C. Cruz-Torres: CRUZ-TORRES
34. Lilia May Acebedo Department Store: LILIA
35. Atty. Maria Erlinda Diaz Paz: PAZ
36. Ms. Malou Special Pansit Malabon: MS.
37. Maria Karla Isabelle C. Garcia. GARCIA
1. Most popular telecommunication devices ever invented. TELEPHONE
2. It converts digital signals into analog signals. MODEM
3. VoIP means? VOICE OVER INTERNET PROTOCOL
4. Who invented the telephone? ALEXANDER GRAHAM BELL
5. What is the opposite of the digital signal? ANALOG SIGNAL
6. To avoid distraction, try limiting the amount of times you check your emails each day.
SET TIME FOR CHECKING EMAIL
7. It will help you clear many messages from your inbox quickly. ANSWER SHORT
EMAIL FIRST
8. A carefully worded and edited email can prevent you from receiving follow-up emails
containing questions regarding clarification. SOCIAL MEDIA ETIQUETTE,
EFFECTIVE COMMUNICATION SKILLS
9. Ensures that they know which ones are urgent and which one can wait. An effective
email filing system can help office administration locate and retrieve any important
emails quickly. GOOGLE MAIL
10. The incoming mail is received by the mailing department brought to the office by the
postman or messenger. Such mail may also be collected by the employee from the post
box. RECEIVING MAIL
11. The following are all proper telephone techniques except. TAKING MESSAGES
12. In taking messages, what information you should report? DATE AND TIME OF THE
CALL
13. Incorporating images in your graphs not only makes them more aesthetically pleasing to
the eye but doing so makes your audience more receptive to the date being presented.
Conversely, writing numbers and percentages on image has the same effect. PRESENT
NUMBER WITH PICTURES
14. An effective presenter needs to be flexible, energetic and enthusiastic. This guide will
help you turn your written presentation into an imaginable public performance.
DELIVERING A PRESENTATION
15. Letters sent will be tracked at all points of their journey. SMART POST
16. It is an easy and simple way to send your personal or corporate mail guaranteeing its fast
delivery. FIRST CLASS
17. It is the process of drafting the letters and documents and sending them to the concerned
office or authority after recording in dispatch book in a systematic manner is called.
HANDLING OUTGOING MAIL
18. It is used the postman received on delivery the amount of money that the sender has
responded? CASH ON DELIVERY
19. It is the best service to use for the letters or email items where tracking is important.
REGISTERED PREMIUM