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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