10-29-09 Chapter 13 Public relations.docx

10-29-09 Chapter 13 Public relations.docx - Chapter 13...

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Chapter 13 Public relations - Public relations – Most underutilized form of promotion o Not short term o Hard to measure o People would rather get short term results because it shows that they spent money effectively o One way to measure is the advertising equivalency method Look at the space you were given How much it would cost to buy that space/time o Local news actually is a big part of public relations - Public relations department o Often separate from marketing department o They deal with different projects and people - Special Interest groups o Can get a larger public media than their actual size - Altruistic activities o Focused internally - Cause related Marketing o Marketing Programs tied to charity o Generating good o Helps develop strong brand ties and loyalty o Consumers lack trust in for profit orgs than non profit orgs o Gain additional customers and profits o Consumer goodwill in the future o Goodwill is the excess in value that you pay over the actual value - Green Marketing
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This note was uploaded on 09/08/2010 for the course BUS 134B at San Jose State.

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10-29-09 Chapter 13 Public relations.docx - Chapter 13...

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