Transcript Promotion Management - City University of New York

Public Relations and Advertising
Both are managed communications
PR takes a longer term perspective
PR focuses on corporate image as
opposed to particular products
PR manages “public” opinion (general
attitudes about the company or issue)
PR targets more audiences
The Role of Public Relations
To manage relationship with the public
General
Public
Employees
Customers
CLIENT
Suppliers
Stockholders
Determining PR Audiences
Employees of the firm
Stockholders and investors
Community members
Suppliers and customers
Print and broadcast media
Educators
Civic and business organizations
Governments
Financial groups
Implementing the PR Program
Press releases
Press conferences
Exclusives
Interviews
Community involvement
The internet
Promotional Publications
Inserts
Enclosures
Annual reports
Posters
Bulletin boards
Exhibits
Audiovisuals
Position papers
Speeches
BMW Films
News releases
Media kits
Booklets
Leaflets
Pamphlets
Brochures
Manuals
Books
Letters
PR, Advertising, or Sales Promotion?
Advantages of Public Relations
Credibility
Cost
Avoidance of clutter
Lead generation
Selectivity
Image building