RETL369 12-2 Public Relations Public relations (PR) - manages items such as publicity and other communications with all of the groups who make contact with the company. •Under marketing dept. •Separate dept. of communications •External agency The more a customer sees the name in a news-related context, the higher the brand awareness or recall will become. •Goal hits •Develop PR strategy that fits with IMC •Strengthen company voice •Special events, news releases, sponsorship, etc.