Public Relations

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• Public Relations

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Public Relations and Advertising

• Both are managed communications
• PR takes a longer term perspective
• PR focuses on corporate image as opposed to
  particular products
• PR manages public opinion (general attitudes
  about the company or issue)
• PR targets more audiences

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The Role of Public Relations

• To manage relationship with the public

General Public
Employees
Customers
CLIENT
Suppliers
Stockholders
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Determining PR Audiences

• Employees of the firm
• Stockholders and investors
• Community members
• Suppliers and customers
• Print and broadcast media
• Educators
• Civic and business organizations
• Governments
• Financial groups

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Implementing the PR Program

• Press releases
• Press conferences
• Exclusives
• Interviews
• Community involvement
• The internet

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Promotional Publications

• Inserts
• Enclosures
• Annual reports
• Posters
• Bulletin boards
• Exhibits
• Audiovisuals
• Position papers
• Speeches

• News releases
• Media kits
• Booklets
• Leaflets
• Pamphlets
• Brochures
• Manuals
• Books
• Letters

BMW Films
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PR, Advertising, or Sales Promotion?
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Advantages of Public Relations

• Credibility
• Cost
• Avoidance of clutter
• Lead generation
• Selectivity
• Image building