In this chapter, we explore advertising and PR. Advertising involves communicating the company’s or brand’s value proposition by using paid media to inform, persuade, and remind consumers. PR involves building good relations with various company publics from consumers and the general public to the media, investor, donor, and government publics. | LECTURE 23 Publishing as Prentice Hall Public Relations Copyright 2012 Pearson Education Inc. 1- 1- 11 Topic Outline Public Relations What is public relations The Role and Impact of Public Relations Major Public Relations Tools What are the strengths and limitations of brand publicity What are the brand publicity tools Why is corporate communication important to IMC programs Copyright 2012 Pearson Education Inc. 1- 2 Publishing as Prentice Hall Lecture Perspective Two major developments recently 1 Public relations has forced all marketers to value stakeholder relationships 2 IMC is helping to bridge the gap between Public Relations and Marketing Marketing IMC Public Relations Traditionally Traditionally separate from the separate from the PR area Marketing area Copyright 2012 Pearson Education Inc. 1- 3 Publishing as Prentice Hall What is Public Relations Public relations PR A communication function used to promote mutual understanding between an organization and its various stakeholder groups Copyright 2012 Pearson Education Inc. 1- 4 Publishing as Prentice Hall Public Relations Public relations involves building good relations with the company s various publics by obtaining favorable publicity building up a good corporate image and handling or heading off unfavorable rumors stories and events Public relations is used to promote product people ideas and activities Copyright 2012 Pearson Education Inc. 1- 5 Publishing as Prentice Hall Public Relations Press relations or press agency involves the creation and placing of newsworthy information to attract attention to a person product or service Product publicity involves publicizing specific products Public affairs involves building and maintaining national or local community relations Copyright 2012 Pearson Education Inc. 1- 6 Publishing as Prentice Hall Public Relations Lobbying involves building and maintaining relations with legislators and government officials to influence legislation and regulation Investor .
