Customers Investors Suppliers Government Employees Marketing Department

Customers Investors Suppliers Government Employees

Marketing Department Public Relations

Determining and Evaluating Public Attitudes Establishing a PR Plan Developing and Executing a PR Program Measuring Program Effectiveness

Exclusives

Determining and Evaluating Public Attitudes Establishing a PR Plan Developing and Executing a PR Program Measuring Program Effectiveness

Credibility Image Building Cost Savings Selectivity Avoidance of Clutter Lead Generation

The Generation of News About a Person, Product, or Service That Appears in the Media Part of the PR Process May Be Out of the Marketer’s Control

Substantial credibility Timing difficult or impossible to control News value Inaccuracy, omission, or distortion may result Significant word-of-mouth Perception of endorsement by media

An extension of the PR function Does not promote a specific product or service

Image Advertising Event Sponsorship Advocacy Advertising Cause-related Advertising

Sporting Events Music, Entertainment Causes Festivals Cultural Events

Attitude Surveys Relating to Stock Prices Focus Group Research