1. PR AND PUBLICITY

2. PUBLIC RELATIONS Firm is trying to communicate with stakeholders, who form the public. The aim of PR is to improve the image of its products and itself. E.g. charitable donations, sponsorship, product endorsement

3. PUBLICITY PR costs time and money, publicity does not always have to be paid for. E.g. mention of the firm in a magazine. No such thing as bad publicity

4. Together PR and publicity can: Provide public with information Build confidence in the firm Build awareness of its products Develop goodwill with the community Support and enhance other areas of promotion, such as advertising and selling.