Chapter11 - Chapter 11 Outline RELATIONSHIP BUILDING:...

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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- term relationships. A. The Difference between Advertising and Public Relations (p. 339) 1. 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. 2. 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. B. Advertising and PR in the Eyes of Practitioners (p. 340) 1. Advertising professionals are sales or marketing oriented; they tend to use  advertising and public relations as “good-news” vehicles. 2. 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. 3. To PR pros, public relations should consist of integrated “corporate”  communications, which is certainly broader than what most people consider  integrated “marketing” communications 4. When PR activities are used as a marketing tool, the term  marketing public  relations (MPR)  is often used. 1
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5. In an IMC program, advertising and MPR should be closely  coordinated. The Public Relations Job (p. 342)
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Chapter11 - Chapter 11 Outline RELATIONSHIP BUILDING:...

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