Public RelationsProf Prashant Kumar Gupta

Jain College of MBA & MCA

Meaning

• Type of promotion that relies on public relations effect of a news story carried usually free by mass media. The main objective of publicity is not sales promotion, but

creation of an image .

• While the publicist can control the content of the story, he or she may not have any control over its placement or

interpretation by the media.

Objective

• Present a positive image to customers, employees, and the general public

• Assist in the launch of products/company• Assist in repositioning a mature product• Building interest in in a product category• Influencing specific target groups• Countering negative publicity• Examples:• Grand opening of a mall• Interview with a company official about hiring plans

Functions

• Media relations• Publicity• Marketing Communications• Community relations• Consumer relations• Employee relations• Government affairs• Investor relations• Promoting goodwill• Promoting product, service, corporate image• Corporate communications• Lobbying• Counteracting negative publicity

Types

• Cause-related Marketing• Publicity Vehicles• Community Activities• Public Affairs Activities• Special Publications• Special Event• Sponsorship