1. Public Relations
A broad set of communication activities used to create and maintain favorable relationships between an organization and various public groups, both internal and external
Customers, employees, stockholders, suppliers, educators, the media, government officials, society in general
Types of public relations tools
Written and spoken communications
Brochures, newsletters, company magazines, annual reports, news releases, corporate-identity materials, speeches
Event sponsorship
Special events such as concerts and charity functions that the firm underwrites wholly or partially
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2. Public Relations (cont’d)
Publicity
Communication in news-story form about an organization, its products, or both
News release
Feature article
Captioned photograph
Press conference
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3. The Uses of Public Relations
To promote people, places, activities, ideas
To enhance the reputation of the organization by increasing awareness of company products and activities
To create specific positive company images
To maintain the public visibility of the company
To reduce the effects of negative events on the company’s reputation
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