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 element 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:

  1. For more on investor relations and how it differs from public relations see: Penn, Christopher S. “What is Investor Relations?” Shift Communication, June 28, 2017.
  2. While professional PR help is often recommended when dealing with the media, organizations may still be able reach the media on their own as discussed here:  Long, Jonathan. “5 Public Relations Tips to Help You Write a Pitch Someone Will Actually Read.” Entrepreneur, July 13, 2017.
  3. If an organization is paying someone to to mention a product (e.g., blogger, podcaster), U.S. law requires such payment be identified by those being paid.  For more on this advertising endorsement law see: “Truth in Advertising – Advertisement Endorsements.” Federal Trade Commission
  4. “Wienermobile Tour Schedule.”  Oscar Mayer
  5. Joseph, Leslie. “Inside Marriott’s Social-Media Command Center Where It (Lovingly and Thoughtfully) Spies on Guests.” Quartz, March 11, 2017.
  6. Google Alerts. Google
  7. For an example of how an organizational crisis can become a difficult public relations issue see:  Wiener-Bronner, Danielle. “Equifax Turned Its Hack Into a Public Relations Catastrophe.” CNN Money, September 13, 2017.
  8. Foreman, Curtis. “10 Types of Social Media and How Each Can Benefit Your Business.” Hootsuite, June 20, 2017.
  9. For more on search engine optimization see: “What Is SEO / Search Engine Optimization?”  Search Engine Land