Chapter 15: Public Relations

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 stand out compared to other promotional methods.

Key Issues:

  • What is Public Relations?
  • Advantages and 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. Markowitz, E., “Recovering From a Blow to Your Brand’s Reputation,” Inc. Magazine, August 22, 2011.
  2. McDonald, J., “Public Relations in China: Dirty Tricks, Scandals,” MSNBC, October 22, 2010.
  3. Rose, D., “The Four Cs of Centralized vs. Localized Message Development,” PR, October 11, 2010.
  4. Branch, J., “Rejection by N.B.A. Gives New Shoes Even Greater Bounce,” New York Times, October 20, 2010.
  5. Armstrong, L., “Trash Proof Press Kits,” Exhibitor Magazine, April 2010.
  6. Oscar Mayer Wienermobile website.
  7. Vranica, S., “Fastest-Growing PR Stunt: Get Into Guinness Records,” Wall Street Journal, October 4, 2010.
  8. “Guides Concerning the Use of Endorsements and Testimonials in Advertising,” United States Federal Trade Commission, October 2010.
  9. Yao, D., “FTC: Bloggers Must Disclose Payments for Reviews,” USA Today, October 5, 2009.
  10. Vocus website.
  11. Google Alerts website.
  12. Schreinder, B. and S. Skidmore, “Taco Bell Using Ads to Battle Back on Beef,” MSNBC, January 28, 2011.
  13. Christ, P., “Internet Technologies and Trends Transforming Public Relations,” Journal of Website Promotion, 1 (4), 2007.
  14. Elliott, S., “Growing Appreciation for P.R. on Madison Avenue,” New York Times, September 8, 2010.
Chapter 16: Personal Selling
Chapter 14: Sales Promotion