12.4: Public Relations Flashcards
What are the main functions of public relations (PR)?
Main functions of PR include press relations or press agency, product and brand publicity, public affairs, lobbying, investor relations, and development
How can public relations have a strong impact at a lower cost than advertising?
Interesting brand stories, events, videos, or other content can be picked up by different media or shared virally by consumers, giving PR the same or even greater impact than advertising that would cost millions of dollars.
PR leverages earned media, which is often seen as more credible and authentic by the audience compared to paid advertising.
Why is public relations sometimes described as a marketing stepchild?
Public relations is sometimes described as a marketing stepchild because of its limited and scattered use.
PR departments may be too busy dealing with various publics and may overlook PR programs to support product marketing objectives.
Additionally, marketing managers and PR practitioners may not always speak the same language, leading to a communication gap.
How is the role of PR changing in the digital age?
In the digital age, the lines between advertising, PR, and other content are becoming more blurred. As the use of earned and shared digital content grows rapidly, PR is playing a bigger role in marketing content management. PR professionals are now being recognized for their expertise in creating relevant marketing content that draws consumers to a brand rather than pushing messages out, making them increasingly important in the development of brand stories and customer engagement
What are some major public relations tools?
Major public relations tools include news, special events, written materials, audiovisual materials, corporate identity materials, public service activities, and web and social media channels.
How do web and social media play a role in public relations?
Websites, blogs, and social media platforms such as YouTube, Facebook, Instagram, Snapchat, Pinterest, and Twitter provide ways to reach and engage people. Storytelling and engagement are core PR strengths, making online, mobile, and social media ideal channels for PR activities.
What should management consider when using product public relations?
Management should set PR objectives, choose the PR messages and vehicles, implement the PR plan, and evaluate the results. PR should be integrated smoothly with other promotion activities within the company’s overall integrated marketing communications effort.
