Public Relations and AdvertisingPublic Relations and Advertising

Both are managed communicationsBoth are managed communications

PR takes a longer term perspectivePR takes a longer term perspective

PR focuses on corporate image as PR focuses on corporate image as opposed to particular productsopposed to particular products

PR manages “public” opinion (general PR manages “public” opinion (general attitudes about the company or issue)attitudes about the company or issue)

PR targets more audiencesPR targets more audiences

To manage relationship with the publicTo manage relationship with the public

GeneralPublic

Employees

Suppliers Stockholders

Customers

CLIENT

The Role of Public RelationsThe Role of Public Relations

Determining PR AudiencesDetermining PR Audiences

Employees of the firmEmployees of the firm

Stockholders and investorsStockholders and investors

Community membersCommunity members

Suppliers and customersSuppliers and customers

Print and broadcast mediaPrint and broadcast media

EducatorsEducators

Civic and business organizationsCivic and business organizations

GovernmentsGovernments

Financial groupsFinancial groups

Implementing the PR ProgramImplementing the PR Program

Press releasesPress releases

Press conferencesPress conferences

ExclusivesExclusives

InterviewsInterviews

Community involvementCommunity involvement

The internetThe internet

Promotional PublicationsPromotional PublicationsInsertsInserts

EnclosuresEnclosures

Annual reportsAnnual reports

PostersPosters

Bulletin boardsBulletin boards

ExhibitsExhibits

AudiovisualsAudiovisuals

Position papersPosition papers

SpeechesSpeeches

News releasesNews releases

Media kitsMedia kits

BookletsBooklets

LeafletsLeaflets

PamphletsPamphlets

BrochuresBrochures

ManualsManuals

BooksBooks

LettersLettersBMW Films

PR, Advertising, or Sales Promotion?

Advantages of Public RelationsAdvantages of Public Relations

CredibilityCredibility

CostCost

Avoidance of clutterAvoidance of clutter

Lead generationLead generation

SelectivitySelectivity

Image buildingImage building