MCS 3620 Chapter Notes - Chapter 9: Psychographic, Wiht, Sales Promotion

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Public relations: a form of communications designed to gain public understanding and acceptance. Uses publicity that does not necessarily involve payment. Public relations communications appear in the news media and as such, offer a legitimacy that advertising does not have: this form of communciation is often referred to as marketing public relations or marketing. Goal: to conduct communications in such a way that an organization builds an open, honest, and constructive relationship with its various publics. Not controlled by an organization but the media determine what is said about the company regardless of what information the company provides. Internal publics: the publics with which an organization communicates regularly; can include employees, distributors, suppliers, shareholders and customers. External publics: those publics that are distant from an organization and are communicated with less frequently. The role of public relations on its actions. Public realtions will help an organization anticipate and interpret public opinion that will impact.

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