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Chapter Summary:

In this chapter we investigate how public relations is growing in importance as a marketing tool and is now a critical component in helping marketers reach their objectives. We look at both the advantages and disadvantages of using PR for promotion. We see that PR uses a variety of tools to enhance the relationship between an organization and its target audience. And we show how when handled correctly, PR can allow a marketer's message to rise above other promotional methods.

Key Issues:

• What is Public Relations?
• Advantages of PR
• Disadvantages of PR
• Objectives of Public Relations
• Public Relations Tools
• Additional Public Relations Activities
• Trends in Public Relations

Links to Cited References:

(note: Some links may no longer be active, if this is the case check Accessing Marketing Stories for hints on accessing.)

1. Newman, A.A., "How Dictionaries Define Publicity: The Word of the Year," New York Times, December 10, 2007. http://www.nytimes.com/2007/12/10/business/media/10oxford.html
2. Tiku, N., "Deskside Story," Inc, December 2007. http://www.inc.com/magazine/20071201/deskside-story.html
3. Armstrong, L. "Trash Proof Press Kits," Exhibitor Magazine, April 2008. http://www.exhibitoronline.com/exhibitormagazine/apr08/press.asp
4. Oscar Mayer Wienermobile website. http://www.kraftfoods.com/oscarmayer/omm_virtualtour.htm
5. Worthen, B., "Dell Incites Internet Buzz," Wall Street Journal, June 3, 2008. http://blogs.wsj.com/biztech/2008/06/03/dell-incites-internet-buzz/
6. Quinton, B., "Sticky Situations," Promo Magazine, Oct 1, 2007. http://promomagazine.com/mag/marketing_sticky_situations/index.html
7. Meranus, R., "Public Relations 2.0," Entrepreneur Magazine, June 27, 2007. http://www.entrepreneur.com/marketing/publicrelations/prcolumnist/article180948.html
8. Christ, P., "Internet Technologies and Trends Transforming Public Relations," Journal of Website Promotion, 1 (4), 2007.
9. Meranus, R., "Become the Key(word) Master," Entrepreneur Magazine, March 14, 2008. http://www.entrepreneur.com/marketing/publicrelations/prcolumnist/article191358.html