Publicity
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Public relations involves using mass media outlets like news stories to create a positive image for a company, product, or service rather than direct sales promotion. The objective is to present a favorable impression to customers, employees, and the public through activities like assisting with new product launches, countering negative publicity, and influencing target groups. Public relations encompasses functions such as media relations, publicity, community involvement, and promoting goodwill through various types of campaigns, publications, events, and sponsorships.
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How can companies exploit the potential of public relations and publicity?
This document discusses marketing public relations (MPR) and its functions. MPR is a type of public relations that promotes a company's products and image. It aims to build awareness, credibility, and sales through media placements and stories. Some key MPR functions are launching new products, repositioning mature products, and defending products facing public problems. Management must establish objectives for MPR, choose appropriate messages and channels, and carefully implement the plan while evaluating results.
How can companies exploit the potential of public relations?
Public relations and publicity are directed programs to promote or protect a company's image through credible means such as telling a company's story. A company can exploit the potential of public relations through a public relations department that performs functions like press relations to develop good media relationships, product publicity to publicize specific products, corporate communications to create favorable views among stakeholders, lobbying to influence policy, and counseling management to avoid negative publicity. For example, Apple used Steve Jobs' keynote speeches at Macworld to help create an innovative image.
How can companies exploit the potential of public relations and publicity
Companies can exploit the potential of public relations and publicity by establishing objectives to build awareness of their products, services, or organizations. They should choose impactful messages and public relations vehicles to implement plans that place positive stories in the media and evaluate the results. Public relations programs are used to protect and promote a company's image or individual offerings.
Public relations
Sales promotion includes techniques like gifts, coupons, and contests to achieve marketing objectives like increasing sales, trials, and loyalty. Public relations involves favorable communication with the public through guest relations and publicity. Publicity is unpaid media coverage obtained through press releases and press kits containing news stories, photos, and other materials sent to media outlets. The goal is to support advertising and promote the company or its products in a positive light.
Marketing public relation
The document discusses the key functions and tools of public relations (PR) and marketing public relations (MPR). It outlines that PR includes programs to promote a company's image and products through press relations, product publicity, corporate communication, lobbying, and counseling. MPR specifically supports corporate and product promotion through tools like publications, events, sponsorship, news, speeches, and public service activities. It notes that the goals of MPR are to build awareness, credibility, and influence target groups by properly establishing objectives, choosing impactful messages and vehicles for implementation, and then evaluating the results.
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The document discusses advertising and public relations. It provides an overview of advertising objectives like brand awareness and persuasion. It outlines steps for developing an advertising strategy like creating messages and selecting media. Public relations is defined as unpaid communication to generate a positive company image using tools like news, events and written materials. The objectives of public relations are maintaining rapport with the public and long-term client relationships. The key difference between advertising and public relations is that advertising is paid communication while public relations is unpaid.
Promotion
The document discusses various marketing communication tools including personal selling, advertising, sales promotion, and publicity. It provides definitions and discusses how companies use these tools to communicate with customers, influence media coverage, sponsor events, and promote their products. Some key aspects covered include developing sales strategies and territories, managing the sales force, using different media for advertising, and evaluating the effectiveness of communication and sales tasks.
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How can companies exploit the potential of public relations and publicity?
This document discusses marketing public relations (MPR) and its functions. MPR is a type of public relations that promotes a company's products and image. It aims to build awareness, credibility, and sales through media placements and stories. Some key MPR functions are launching new products, repositioning mature products, and defending products facing public problems. Management must establish objectives for MPR, choose appropriate messages and channels, and carefully implement the plan while evaluating results.
How can companies exploit the potential of public relations?
Public relations and publicity are directed programs to promote or protect a company's image through credible means such as telling a company's story. A company can exploit the potential of public relations through a public relations department that performs functions like press relations to develop good media relationships, product publicity to publicize specific products, corporate communications to create favorable views among stakeholders, lobbying to influence policy, and counseling management to avoid negative publicity. For example, Apple used Steve Jobs' keynote speeches at Macworld to help create an innovative image.
How can companies exploit the potential of public relations and publicity
Companies can exploit the potential of public relations and publicity by establishing objectives to build awareness of their products, services, or organizations. They should choose impactful messages and public relations vehicles to implement plans that place positive stories in the media and evaluate the results. Public relations programs are used to protect and promote a company's image or individual offerings.
Public relations
Sales promotion includes techniques like gifts, coupons, and contests to achieve marketing objectives like increasing sales, trials, and loyalty. Public relations involves favorable communication with the public through guest relations and publicity. Publicity is unpaid media coverage obtained through press releases and press kits containing news stories, photos, and other materials sent to media outlets. The goal is to support advertising and promote the company or its products in a positive light.
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The document discusses the key functions and tools of public relations (PR) and marketing public relations (MPR). It outlines that PR includes programs to promote a company's image and products through press relations, product publicity, corporate communication, lobbying, and counseling. MPR specifically supports corporate and product promotion through tools like publications, events, sponsorship, news, speeches, and public service activities. It notes that the goals of MPR are to build awareness, credibility, and influence target groups by properly establishing objectives, choosing impactful messages and vehicles for implementation, and then evaluating the results.
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The document discusses various marketing communication tools including personal selling, advertising, sales promotion, and publicity. It provides definitions and discusses how companies use these tools to communicate with customers, influence media coverage, sponsor events, and promote their products. Some key aspects covered include developing sales strategies and territories, managing the sales force, using different media for advertising, and evaluating the effectiveness of communication and sales tasks.
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Publicity is a non-paid form of promotion through media to raise awareness of a product, service, or company. It aims to build awareness, interest, and demand. Publicity has the benefits of low cost and credibility due to third party endorsement, but the message is uncontrolled and can be inaccurate.
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This document discusses publicity, which is non-paid communication to promote a company using third-party media like television, radio, and newspapers. Publicity provides information about products and activities to attract public attention, maintain visibility, and provide information. While publicity has less control and accuracy than PR, it is credible and cost-effective. The document outlines techniques for continuous publicity like community involvement, newsletters, and media relations, as well as pre-planned activities like press releases and events.
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Similar to Publicity
Direct marketing and public relation
Direct marketing is a personal approach to reach customers individually through various channels like sales letters, brochures, websites and telemarketing. It requires maintaining accurate customer databases, properly targeting markets, offering quality products, and providing after-sales support. Forms of direct marketing include door-to-door selling, mail order, online marketing, telemarketing and multilevel marketing.
Public relations involves managing communication between an organization and its key stakeholders to build and maintain a positive image. It aims to earn public understanding and acceptance through deliberate, planned and sustained efforts using mutual understanding. Public relations tools include press releases, press kits, sponsored events, social media and more.
Public relation
Public relations is a management function that deals with public issues and building positive images. An important component is publicity, which uses unpaid media coverage to attract attention to products and services. The objectives of PR include promoting goodwill, new products, and providing information to employees and stakeholders. PR tools include press releases, newsletters, interviews and sponsored events. PR strategies can be proactive by creating detailed plans or reactive by addressing weaknesses. Publicity is a form of non-personal communication used to generate interest in people and products through the media. Corporate advertising builds confidence in a company among consumers and businesses to promote positive reputation.
Using Public Relations to influence your audience
Public relations (PR) manages the release and spread of publicity about a firm or individual to the public to influence their opinions, attitudes or behaviours.
PR aims to build and maintain relationships with stakeholders and those who influence the target audience, to enhance the public reputation.
Public relations professionals are storytellers and image shapers who create a positive narrative for their clients by working closely with journalists and other media. This allows them to manage and generate positive publicity for their clients to enhance their reputations. Public relations are controlled internally as a strategy, but publicity is controlled and distributed externally.
PR has been a profession since the dawn of the 20th century, but the roots of the idea of widely influencing public opinion and action can be found and during the movement to abolish slavery in England 100 years before that.
Because of these beginnings, one of the underlying assumptions of PR is that it should be socially responsible and go beyond organisational goals to play a constructive role in society.
Depending on the situation, PR will have a particular tone – whether it is showing empathy and understanding, storytelling and creativity, or more persuasive messaging. Messages are tailored to the relevant target audience/s.
PR applies to all organisations from small businesses to corporations to governments or activists. They could be from the private, public or third sector. The third sector is an umbrella term for voluntary and community organisations such as social enterprises.
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This document defines and discusses public relations and publicity. It begins by defining public relations as the process of evaluating public attitudes, aligning organizational policies with public interests, and executing communication programs to earn understanding and acceptance. The document then outlines the typical process of public relations, including determining public attitudes, establishing a PR plan, developing and executing communication programs, and implementing PR tools like press releases and community involvement. It notes advantages like credibility and cost-effectiveness, as well as disadvantages like lack of control over messaging. Finally, the document defines publicity as generated news coverage and discusses its advantages of credibility and word-of-mouth, but also the disadvantages of lack of control over timing and accuracy.
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While modern marketing has certainly changed best practices, one thing has remained constant: There’s always an opportunity to tell a better brand story to a larger audience. As a result, PR still can play a powerful role in marketing.
Public relation aspect
Public relations is an important tool for business success that involves two-way communication between an entity and its customers/public. It aims to manage reputation and create goodwill. Key functions include media relations, crisis management, and building positive relationships. While advertising focuses on sales, public relations promotes the whole organization. An effective public relations strategy enhances prestige and presents a favorable image to stakeholders.
Public relations
The document discusses the definition and key aspects of public relations. It provides several definitions of public relations from different experts and breaks down one definition into four parts. It distinguishes public relations from advertising, publicity, propaganda and lobbying. It also discusses the importance of planning in public relations and identifies different types of publics an organization may interact with. Additionally, it provides some examples of past public relations mistakes made by companies like Domino's Pizza, Toyota and others.
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A PR campaign can lead to sales by shaping public perceptions of a brand which influences purchasing decisions. PR builds brand awareness through media coverage, influencers, and content marketing to address customer needs and provide information that potential buyers seek when researching options. As people evaluate alternatives and are exposed to a brand's message through PR activities, they are more likely to purchase the brand and remain loyal customers in the future.
For students
Public relations (PR) involves strategic communication to build mutually beneficial relationships between organizations and their stakeholders. PR aims to earn understanding and support through influencing opinion and maintaining goodwill. It is the planned effort to establish and maintain mutual understanding. PR deals with both internal and external audiences. It focuses on obtaining favorable publicity, building a good image, and handling crises through tools like press releases, newsletters, blogs, and social media. In contrast, advertising is paid, controlled communication aimed at direct sales, though it also raises awareness. PR relies on third party endorsement for non-biased perception, while advertising is recognized as self-interested.
Public relation ppt
The document discusses public relations, including its definition, objectives, tools, and importance. Some key points include:
- Public relations involves managing communication between an organization and its key audiences to build favorable relationships. It aims to influence perception through earned media rather than paid advertising.
- Objectives of PR include building product awareness, creating interest, and informing the public. Tools include media relations, social media, brochures, events, and newsletters.
- PR is important for building a brand image, capitalizing on opportunities, promoting brand values, and strengthening community relations. It provides credibility through third-party endorsement.
Introduction to public relations
This document contains a student's personal details like name, nickname, address, mobile number, email address and section for a class on public relations. It also contains attendance details for a class held on November 27th.
PR Profession
A public relations consultant works as an intermediary between an organization and the public. They disseminate the organization's mission, policies, and goals to the public and inform the organization of public concerns. Key responsibilities include writing communications, organizing events, handling media relations, and developing promotional strategies. Public relations consultants make announcements, oversee events, and form relationships with key stakeholders to represent the organization favorably to the public.
Chapter 1
Principles of Advertising. Chapter 1. Belch & Belch. Introduction to Integrated Marketing Communications.
Public relation officer
A public relations officer is responsible for maintaining and managing an organization's reputation with the public. They communicate key messages to target audiences to build goodwill. PR officers typically have a bachelor's degree in a relevant field like communications or journalism and handle tasks like writing press releases, organizing events, managing media relations, and responding to crises. The role requires strong communication and relationship building skills.
Lecture 8: Intro to PR
This document provides an overview of public relations, including its objectives, roles, and similarities and differences compared to journalism and marketing. It discusses the types of writing, production, research, and special events involved in PR. It also outlines different types of PR jobs in corporations, agencies, government, and non-profits. The document concludes with desirable qualities for PR practitioners and announcements for upcoming class activities.
the strategic role of PR in product launches by Julie Otieno
Strategic role of PR in setting the stage for new product/program/service launch.
Topics covered include:
-Evolution of PR
-PR: a strategic process, a leadership function
-What PR can do/What PR will not do
-Leveraging PR @ Launch
-Invest in your brand
Module 1
This document discusses integrated marketing communication and its role in marketing. It outlines the IMC planning model which involves reviewing the marketing plan, conducting a situational analysis, analyzing the communication process, determining the budget, and developing an IMC program. The document also describes the steps to developing an IMC program, which are identifying the target audience, determining communication objectives, designing messages, selecting message sources, choosing media, and collecting feedback. Finally, it discusses approaches for evaluating promotional performance, including sales effect and communication effect methods.
ADVERTISEMENT AND BRAND MANAGEMENT
Role of Integrated Marketing Communication; Process of Marketing Communication; Definition and
Scope of Advertising Management; Determination of Target Audience, Advertising and Consumer
Behavior; Setting Advertising Objectives, DAGMAR; Determining Advertising Budgets; Advertising
Strategy and Planning, Creative Strategy Development and Implementation
Types of Public Relations and Professionals Experience
Categories within Public Relation are explained with their required skills and tactics to cope up. Also few famous influential PR's have been mentioned for Reference.
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Looking Forward on PR Industry- PR Past Present and Future
Looking Forward on PR Industry- PR Past Present and Future
the strategic role of PR in product launches by Julie Otieno
the strategic role of PR in product launches by Julie Otieno
Types of Public Relations and Professionals Experience
Types of Public Relations and Professionals Experience
More from Prashant Kumar Gupta
Why study Financial Management
This document provides an overview and introduction to the topic of financial management. It discusses the importance of fundamental financial knowledge and the growing career opportunities in fields like financial analysis, corporate finance, and financial advising. It also lists some common career paths in areas such as corporate management, investment banking, financial planning services, brokerage firms, insurance companies, and commercial banking. Additionally, it previews the key topics that will be covered in the course, including sources of finance, time value of money, capital budgeting, capital structure, dividend policy, and working capital. Finally, it provides guidance on what to prepare for the course, including reviewing financial statements and basic accounting terms, as well as recommended textbooks and reference materials.
Personal Selling
Personal selling involves face-to-face interactions between salespeople and customers to sell products. It develops relationships through oral conversations and quick solutions to queries. The key functions of personal selling are to make new and repeat sales, provide customer service, track sales records, give presentations, and develop goodwill for the company. The personal selling process includes prospecting, preparing by gathering information, making an approach, delivering a sales presentation, addressing objections, closing the sale, and following up with customers.
Direct Marketing
Direct marketing involves communicating directly with customers to build relationships, elicit responses like sales or requests for information, and generate traffic. Common direct marketing methods include direct mail, catalogs, telemarketing, and vending machines. The objectives are relationship building, direct sales, and lead generation. Benefits for customers include convenience and control, while benefits for marketers are personalization, measurable results, and relationship building with less competition. Homework involves researching related topics like e-commerce, e-business, and mobile marketing.
Sales Promotion
Sales promotion aims to increase short-term sales through various campaigns and incentives. It differs from advertising and personal selling in focusing on temporary opportunities rather than long-term branding or relationships. Common sales promotion tools include samples, premiums, sweepstakes, bonus packs, price discounts, loyalty programs, coupons, and rebates. Promotions target consumers, trade partners, or retailers and can employ either push strategies that directly supply customers, or pull strategies that motivate customers to actively seek out the brand.
Advertising
This document discusses key concepts in advertising including definitions, objectives, types of advertising objectives, factors that influence advertising budgets, the components of an advertising copy, how to convert a message into a copy, the AIDA model of advertising, and decisions that advertising agencies must make regarding reach, goals, media types, vehicles, and scheduling.
Marketing Planning
A marketing plan is a road map that surveys the business environment, describes strengths, weaknesses, opportunities and threats (SWOT), and contains financial budgets and marketing strategies. It differs from a business plan by focusing more on strategy. The key steps in developing a marketing plan include an executive summary, environmental analysis, SWOT analysis, marketing objectives, marketing strategy involving target markets and the marketing mix, an action program outlining who does what by when, and financial projections.
Introduction to IMC
Integrated marketing communication involves coordinating different promotional tools such as advertising, sales promotion, public relations, direct marketing, and personal selling to deliver a unified message about a company's brands. Selecting an effective marketing communication mix depends on factors like the product, its stage in the product lifecycle, and buyers' readiness which progresses from awareness to purchase. Common models for integrated marketing communication are AIDA (Attention, Interest, Desire, Action) and the Hierarchy of Effects.
Packaging and Labeling
Packaging involves designing and producing containers for products. There are three types of packaging: primary, secondary, and shipping. Packaging serves growing uses like self-service, convenience, brand image, innovation, and affluence. Good packaging must identify the brand, provide descriptive and persuasive information, facilitate transportation and protection, assist with storage, and aid consumption. Labeling identifies the product or brand, describes the product contents and use, can grade the product, promote the product, and meet legal requirements.
Pricing Decisions
1. Consumers use price as an indicator of quality and have internal and external reference prices that they compare new prices to in order to form perceptions. Prices ending in certain numbers like 0 or 5 are more memorable to consumers.
2. When setting prices, companies must estimate costs, understand demand curves and price sensitivity, analyze competitors' prices, and select a pricing method and objective such as maximum profit, market share, or cost recovery. Pricing strategies can impact demand and influence other marketing activities.
3. Homework involves explaining the strategy of penetration pricing.
Branding
A brand is a name, symbol or design that identifies products from one seller and differentiates them from competitors. Brands help identify the maker, simplify product handling, organize accounting, offer legal protection, signify quality, create barriers to entry, and provide competitive advantages like securing price premiums. Branding endows products with the power of the brand name while brand equity reflects the added value of positive brand associations. Strong brands improve perceptions, build loyalty, and provide greater marketing and financial benefits.
Product Decisions
The document discusses various concepts related to product decisions and new product development, including defining the core, basic, expected, and augmented levels of a product offering. It also outlines the stages of the product life cycle and marketing strategies at different stages. Additionally, it covers frameworks for classifying products and differentiating them, as well as the process for developing new products from idea generation to commercialization.
Positioning
This document discusses product positioning and differentiation strategies. It defines positioning as designing a company's offerings and image to occupy a distinctive place in the target market's mind. Marketers must plan positions to give their products the greatest advantage in selected target markets. There are four main differentiation strategies discussed: product differentiation based on attributes, personnel differentiation based on employee qualities, channel differentiation based on distribution channels, and image differentiation based on public perception. The document outlines key steps in effective positioning which include identifying competitive advantages, selecting a unique selling proposition, communicating the chosen position, and supporting it with a unique marketing mix.
Market Targeting
Targeting involves selecting the specific segment or group that a product is designed for. When evaluating potential target segments, companies consider the segment's size, expected growth, competitive position within the industry, the cost to reach customers in that segment, and how well the segment aligns with the company's goals. Targeting can range from undifferentiated mass marketing aimed at a broad audience to highly concentrated niche marketing targeted at a very small, specific group. Companies must determine which target market pattern is best, such as focusing on a single segment, selecting certain segments, specializing in specific products, or aiming for full market coverage.
Market Segmentation
This document discusses various ways to segment consumer and business markets. There are four major types of segmentation: geographic, demographic, psychographic, and behavioral. Geographic segmentation divides markets into geographic units. Demographic segmentation divides markets based on variables like age, gender, income. Psychographic segmentation divides based on psychological factors like personality traits and lifestyle values. Behavioral segmentation divides based on factors like customer benefits sought, brand loyalty, and usage rates. Effective segmentation criteria should be measurable, substantial in size, accessible to target, allow for differentiation of needs, and be actionable for marketing strategies.
Micro Marketing
This document discusses various micro-marketing strategies including segment marketing, niche marketing, local marketing, and customerization. Segment marketing involves dividing the market into homogeneous subgroups with similar preferences. Niche marketing targets a small, distinct group with unique needs. Local marketing tailors products and services to the needs of local customer groups. Customerization allows individuals to customize products on a one-to-one basis. The document provides examples and key benefits of each micro-marketing strategy.
Consumer Protection Act
The Consumer Protection Act was enacted in 1986 to provide better protection of consumer interests in India. It applies to all of India except Jammu and Kashmir. Previously, consumer rights were limited under the doctrines of caveat emptor and collective bargaining by sellers. The Act aims to address issues like expensive and time-consuming litigation processes through consumer redressal forums. Consumers can file complaints regarding defective goods or services, unfair trade practices, extra charges, or hazardous goods lacking proper information. Complaints can be filed by individual consumers, recognized consumer associations, or government bodies. Redressal forums include district, state and national commissions based on the value of the claim. If found guilty, traders must remedy defects, replace goods
Organisational Buying
1. The document discusses key features of business markets, including that they have fewer, larger buyers who seek close relationships with suppliers and engage in professional buying influenced by several factors.
2. It describes business buying behavior as how organizations determine what products and services they need to purchase for use in production, resale, or renting for profit.
3. The business buying process is outlined as how business buyers identify needs, evaluate alternatives, and select among suppliers and brands. Various stages and considerations in the process are defined.
Types of Consumer Buying Decision
There are four main types of consumer buying decisions: complex buying behavior, dissonance reducing behavior, habitual buying behavior, and variety-seeking behavior. Complex buying behavior involves high consumer involvement, significant perceived differences between brands, and occurs for expensive, risky purchases like computers. Dissonance reducing behavior also has high involvement but less perceived brand differences, for purchases like carpets where learning occurs but decisions are quick. Habitual buying has low involvement and little brand differences, for everyday low-cost items bought out of habit. Variety-seeking behavior has low involvement but significant perceived brand differences, leading to frequent brand switching for items like cookies.
Buying Decision Process
This document outlines the five stages of the consumer buying decision process: problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase decision. It describes each stage in detail, including how needs are triggered, the major information sources used in the search stage, and how satisfaction or dissatisfaction with a purchase can impact future purchase decisions and recommendations to others. The evaluation stage considers how judgments are made consciously and attributes are assessed based on beliefs. The post-purchase stages examine satisfaction levels, potential actions like repeat purchases or warnings to others, and product usage over time.
Influencing Consumers Behaviour
This document discusses factors that influence consumer buying behavior. It outlines several cultural factors like culture, subculture, and social class that shape consumers' values and preferences. It also discusses social factors such as reference groups, family, and roles/statuses. Personal factors that influence buying include age/life cycle stage, occupation/economics, personality/self-concept, lifestyle, motivation, perception, learning, and memory. The document provides details on how each of these factors contributes to a consumer's purchasing decisions.
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Publicity
- 1. Public Relations Prof Prashant Kumar Gupta Jain College of MBA & MCA
- 2. 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.
- 3. 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
- 4. 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
- 5. Types • Cause-related Marketing • Publicity Vehicles • Community Activities • Public Affairs Activities • Special Publications • Special Event • Sponsorship