MCS 3620 Chapter Notes - Chapter 9: Marketing Buzz, Tim Hortons, Corporate Social Responsibility
Document Summary
Public relations: a form of communications designed to gain public understanding and acceptance. Public relations use publicity that usually doesn"t involve payment. Communications appear in news media and so it offers a legitimacy that advertising doesn"t. Pr is used to build rapport w/ thee various publics a company, person or organization may have. Internal publics: the publics with w/ 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 w/ less frequently. Media, government, prospective shareholders, the financial community & community orgs. The goal of pr is to communicate in a way that an organization builds an open, honest, and constructive relationship w/ its various publics. Pr communicates are not controlled by the organization. As a management function, pr will help an org. anticipate and interpret public opinion that will have impact on its actions.