MKTG 4100 Chapter 15: Chapter 15 – Public Relations
12 Dec 2015
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Document Summary
Cutlip, center & broom: suggest marketing and pr are complementary; each contributes uniquely to building and sustaining the relationships needed for organizational survival and growth; ignoring one function is at the other"s expense as well. Effect time: communication effect of publicity lasts for a short amount of time; communication effect for pr is fueled by several exposures over a longer period of time. Control: pr under firm or agent"s control, so provides positive information; publicity not always paid for, so can provide negative information. Power: most powerful incidents of publicity are not planned by the firm; publicity can focus on the successful and unsuccessful reactions of the organization to positive or negative events. Situation analysis: includes current assessment of peoples" attitudes towards the company, its offerings, and specific issues that may impact the firm; peoples" perceptions impact sales, want to make sure company is not being perceived as a bad citizen.
