Chapter Thirteen Outline - Chapter 13 Public Relations,...

Info iconThis preview shows pages 1–5. Sign up to view the full content.

View Full Document Right Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: Chapter 13 Public Relations, Influencer Marketing, Social Media, and Corporate Advertising Public Relations Public relations focuses on communications that can foster goodwill between a firm and constituent groups such as: Customers Stockholders Employees Government entities The general public Businesses use PR activities to highlight positive events associated with the organization and to engage in damage control when adversity strikes. Public Relations, Continued Public relations has entered a new era, as changing corporate demands and new techniques have fostered a bolder, more aggressive role for PR in IMC campaigns. Increasingly sophisticated and connected consumers are talking to each other more and more about brands. The consumer is increasingly in control. Marketers are just now realizing how to manage friend/family recommendations, especially in the online world. PR Objectives An active PR effort can serve many objectives, such as Promoting goodwill Promoting a product or service Preparing internal communications Counteracting negative publicity Lobbying Giving advice and counsel...
View Full Document

This note was uploaded on 02/29/2012 for the course ADV 300 taught by Professor Hall during the Spring '08 term at University of Illinois, Urbana Champaign.

Page1 / 18

Chapter Thirteen Outline - Chapter 13 Public Relations,...

This preview shows document pages 1 - 5. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online