1. Section 17.3 Public Relations
Marketing Essentials
n Chapter 17 Promotional Concepts and Strategies
Section Public Relations

2. Public Relations SECTION 17.3 The nature and scope of public relations
What You'll Learn
The nature and scope of public relations
The different audiences for public relations
The duties of public relations specialists
How to prepare a news release

3. Public Relations SECTION 17.3
Why It's Important
Public relations is image-building. A company is concerned with how its employees, customers, and the general public (including its stockholders) view it. This section explains how the public relations department of a company fosters goodwill among the public.

4. Public Relations SECTION 17.3 customer advisory boards
Key Terms
customer advisory boards
consumer affairs specialists
community relations
news release
press kit
press conference

5. Public Relations SECTION 17.3 The Nature and Scope of Public Relations
Businesses want to present a positive image to their customers, employees, and the general public. Well-planned and organized public relations efforts can increase sales, reinforce a good reputation, and increase the willingness of consumers to respond to advertising efforts for a company’s products.

6. Public Relations SECTION 17.3 Customer Relations
Good communication between employees and customers is vital in promoting a favorable business image. Many businesses go beyond courtesy to offer special services and amenities such as on-site restaurants and child-care facilities in order to maintain good customer relations.
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7. Public Relations SECTION 17.3 Customer Relations
Customer advisory boards are panels of consumers who make suggestions about products and businesses.
National companies often employ consumer affairs specialists to handle customer complaints and to serve as consumer advocates within the firm.
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8. Public Relations SECTION 17.3 Employee Relations
Successful businesses have loyal and well-motivated employees who feel they are important to the company. Some examples of programs for employees include providing:
Tuition reimbursement for college courses
Newsletters for and about the company and its employees
Recreational programs
Employee recognition programs for improvements in performance and efficiency

9. Public Relations SECTION 17.3 Community Relations
Community relations refers to the activities that a business uses to acquire or maintain the respect of the community, such as participating in and sponsoring activities that benefit the community's civic, social, and cultural life.
Example: Sponsoring the Special Olympics, or providing mentors for students.

10. Public Relations SECTION 17.3 The Role of Public Relations Specialists
The principal task of a public relations specialist is to publicize the good news about a company and its products—and to control the damage done by any negative news.
Public relations specialists work in the public and private sector.

11. Public Relations SECTION 17.3 Writing News Releases
A news release is a prewritten story about a company that is sent to the media containing information about the company’s employees, stores, operations, products, corporate philosophy, or participation in an event or program.
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12. Public Relations SECTION 17.3 Writing News Releases
A news release must contain newsworthy information in order to be picked up by the media. It should be properly formatted and answer five basic questions: who, what, where, when, and why.
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13. Public Relations SECTION 17.3 Other Public Relations Duties
In addition to writing news releases, public relations specialists also perform these tasks:
Prepare annual reports, brochures, and responses to customer inquiries.
Write feature articles for trade magazines.
Develop press kits, which are folders containing articles, news releases, feature stories, and photographs. These are given to the media to assist in reporting.

14. Reviewing Key Terms and Concepts
ASSESSMENT
17.3
Reviewing Key Terms and Concepts
1. Name three ways in which the goodwill generated by public relations can benefit a company.
2. What are customer advisory boards?
3. What is meant by community relations?
4. What is the primary task of public relations specialists?
5. What are three reasons why a company may call a press conference?

15. ASSESSMENT Thinking Critically 17.3
What is meant by this following statement?
"To the customer, the employees are the company."

16. Marketing Essentials
End of Section 17.3