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Public Relations and Advertising

Public Relations and Advertising. Both are managed communications PR takes a longer term perspective PR focuses on corporate image as opposed to particular products PR manages “public” opinion (general attitudes about the company or issue) PR targets more audiences.

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Public Relations and Advertising

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  1. Public Relations and Advertising • Both are managed communications • PR takes a longer term perspective • PR focuses on corporate image as opposed to particular products • PR manages “public” opinion (general attitudes about the company or issue) • PR targets more audiences

  2. To manage relationship with the public The Role of Public Relations General Public Employees Customers CLIENT Suppliers Stockholders

  3. Determining PR Audiences • Employees of the firm • Stockholders and investors • Community members • Suppliers and customers • Print and broadcast media • Educators • Civic and business organizations • Governments • Financial groups

  4. Implementing the PR Program • Press releases • Press conferences • Exclusives • Interviews • Community involvement • The internet

  5. Inserts Enclosures Annual reports Posters Bulletin boards Exhibits Audiovisuals Position papers Speeches News releases Media kits Booklets Leaflets Pamphlets Brochures Manuals Books Letters Promotional Publications BMW Films

  6. PR, Advertising, or Sales Promotion?

  7. Advantages of Public Relations • Credibility • Cost • Avoidance of clutter • Lead generation • Selectivity • Image building

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