ADV 318J Lecture Notes - Lecture 18: Crisis Management, A.D. Vision, Marketing Buzz
Document Summary
Communication efforts that attempt to foster goodwill between a firm and its many constituent groups. communication efforts that help an organization and its publics adapt to each other. Pr practitioners deal with 2 main questions. What do these publics think: objectives of pr: primary functions. Promote goodwill: build brand image via events that reflect positively on the brand. Promote product: press releases, events, etc. that increase public awareness about a brand"s products. : sharing info and correcting misinformation within a company to improve internal relations. Counteracting negative publicity: prevent negavie publicity from damaging the brand and its image. Lobby: help brand deal with government officials and pending legislation. Give advice: help brand managers with communication issues (public appearances: types of pr: Media relations: focus in on developing and maintaining media contacts. Financial relations: focus on communication with a financial community. Corporate relations: focus is on a brand"s image and reputation.
