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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 The Role of Public Relations To manage relationship with the public General Public Employees Customers CLIENT Suppliers Stockholders 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 Implementing the PR Program Press releases Press conferences Exclusives Interviews Community involvement The internet Promotional Publications Inserts Enclosures Annual reports Posters Bulletin boards Exhibits Audiovisuals Position papers Speeches BMW Films News releases Media kits Booklets Leaflets Pamphlets Brochures Manuals Books Letters PR, Advertising, or Sales Promotion? Advantages of Public Relations Credibility Cost Avoidance of clutter Lead generation Selectivity Image building
