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Let’s Discuss 13.1 Public Relations / Marketing What is the difference between public relations and marketing? How are the two similar? How does a company’s public relations today differ from the marketing of years past? Why did those old notions change? © 1998 Prentice Hall When Product Publicity in the Marketing Mix is Useful 13.2 Introducing a revolutionary new product. Eliminating distribution problems with retail outlets. Operating with small budgets and strong competition. Explaining a fine but complex product. Generating new consumer excitement for an old product. Tying the product to a unique representative such as Morris the Cat. © 1998 Prentice Hall Public Relations Marketing Activities Article reprints Cause-related marketing Trade shows Use of spokespersons © 1998 Prentice Hall Used with permission from CorelGALLERY 13.3 Purposes of Public Relations Advertising Personnel changes Mergers and diversifications Trademark protection Manufacturing and service capabilities Organizational name change Company customers © 1998 Prentice Hall Organizational resources Corporate emergencies Growth history Financial strength and stability 13.4