Public Relations Comes

of Age

Public Relations
Vital component in a firms IMC strategy
Has evolved from press releases to a
promotional activity
Techniques include event sponsorship, stunt
marketing, charity & placement

What is PR???
DM involves
4Ps

Promotion
Communication
to Customers

The Promotional
Mix
Mass Media Ad,
Direct
Promotion,
Personal Selling,
Sales Promotion
&

Modern PR
Direct
communication
between firm and
external
environment

PR
WHY
Mass media
advertising is
limited

Traditional PR Activities
Press releases
Fact finding for press
inquiries
Coordinating spokespeople
Providing public speakers
Factory tours
Lobbying