Chapter 23 – Publicity and Public Relations Objectives 23.1 Publicity unlike advertising is not paid for by the business, a fact that makes it more credible to many people. For this reason, publicity is an excellent way to spread information about a company, a product, or a person. Publicity is also a disadvantage since it is not controlled by the company. So businesses work hard to generate positive publicity whenever possible. Public relations refers to any activity designed to create goodwill toward a business. Public relations and the audiences that they target are employees, customers and the general public. Terms 23.1 Public relations – refers to any activity designed to create goodwill toward a business. Customer advisory boards – are panels of consumers who make suggestions about products and businesses. Consumer affairs specialists – are used to handle customer complaints and to serve as consumer advocates within the firm. Community relations – refers to the activities that a business uses to acquire or maintain the respect of the community. Objectives 23.2 Public relations firms, departments or individuals not only work with employees, customers and the media but, also with civic and professional groups, legislators, officials, activists, environmentalists, stockholders and suppliers. Their principle task is to publicize the good news about the company and its products and to control the damage done by any bad news. Public relations principle tool is a news release. A news release is a prewritten story about a company that is sent to the various media and usually contains information about the company’s employees, stores, operations, products, corporate philosophy or participation in an event or program. Terms 23.2 News release – is a prewritten story about a company that is sent to the various media. Press kit – is a folder containing articles, news releases, feature stories and photographs about a company, product or person. Press conference – is a meeting in which media members are invited by a business or organization to hear an announcement about a newsworthy event.
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