Chapter 9 Public Relations
PR as a communications tool
“PR is the planned and sustained effort to establish and maintain good relationships,
mutual understanding, sympathy and goodwill with publics, audiences or stakeholders.”
- Promoting goodwill toward the company as a whole (investors, customers…)
- Projection of personality of the company
- Management of reputation
- Result of PR efforts is often publicity
o Free media coverage of news about company or its products
“PR is a two-way form of communication: the company learns from its publics and conveys
information to them.”
What’s the difference between PR and other MC tools?
, Strengths of PR
Weaknesses of PR
Trends and challenges in PR (not as important)
Target groups, objectives and tasks
“PR is the planned and sustained effort to establish and maintain good relationships, mutual
understanding, sympathy and goodwill with publics, audiences or stakeholders.”
- (Potential) customers
- Groups of people or organizations to whom the
company is not directly selling products, but that
are influencing opinions about the company:
suppliers, banks, ad agencies, governments, media
PR as a communications tool
“PR is the planned and sustained effort to establish and maintain good relationships,
mutual understanding, sympathy and goodwill with publics, audiences or stakeholders.”
- Promoting goodwill toward the company as a whole (investors, customers…)
- Projection of personality of the company
- Management of reputation
- Result of PR efforts is often publicity
o Free media coverage of news about company or its products
“PR is a two-way form of communication: the company learns from its publics and conveys
information to them.”
What’s the difference between PR and other MC tools?
, Strengths of PR
Weaknesses of PR
Trends and challenges in PR (not as important)
Target groups, objectives and tasks
“PR is the planned and sustained effort to establish and maintain good relationships, mutual
understanding, sympathy and goodwill with publics, audiences or stakeholders.”
- (Potential) customers
- Groups of people or organizations to whom the
company is not directly selling products, but that
are influencing opinions about the company:
suppliers, banks, ad agencies, governments, media
