Chapter 11 Outline
RELATIONSHIP BUILDING: PUBLIC RELATIONS,
SPONSORSHIP, AND CORPORATE ADVERTISING
The Role of Public Relations (p. 338)
Public relations (PR) is the management function that focuses on the relationships and
communications that individuals and organizations have with other groups (called
publics) for the purpose of creating mutual goodwill. Every company or organization has
relationships with groups of people affected by its actions: employees, customers,
stockholders, competitors, suppliers, legislators, or community members.
The goal of PR is to develop and maintain goodwill with most, if not all, of a
company’s publics. However, a company’s publics change constantly. In short, the role
of PR is to affect public opinion and improve the company’s reputation, molding long-
A. The Difference between Advertising and Public Relations (p. 339)
Advertising reaches its audience through media for which the advertiser pays;
advertising appears just as the advertiser designed it, with the advertiser’s bias
built in. Knowing this, the public views ads with some skepticism.
Public relations communication is less precise than advertising because it is not
openly sponsored or paid for by the advertiser; people receive these
communications in the form of news articles, editorial interviews, or feature
stories after the messages have been edited—filtered—by the media. The public
thinks PR comes from the medium rather than from the company; thus, the public
accepts and trusts PR more readily than it does advertising.
Advertising and PR in the Eyes of Practitioners (p. 340)
Advertising professionals are sales or marketing oriented; they tend to use
advertising and public relations as “good-news” vehicles.
Public relations people view PR as a management discipline that encompasses a
wide range of activities, from marketing and advertising to investor relations, and
government affairs, to build relationships with all publics.
To PR pros, public relations should consist of integrated “corporate”
communications, which is certainly broader than what most people consider
integrated “marketing” communications
When PR activities are used as a marketing tool, the term
is often used.