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					           Public Relations
                      GCSE Business Studies
tutor2u™               Revision Presentations 2004
              What is Public Relations
     A form of communication between a business and its
     customers
     Not paid for (compare with advertising – which has to be paid
     for)
     Does not aim to directly generate sales
     Aims to build “goodwill” – e.g. people think positively about a
     business and its products/services
     Lots of different ways to do it
     Often referred to just as “PR”




tutor2u™                                              GCSE Business Studies
           Objectives of Public Relations
     Achieve favourable publicity about business at low cost
     Build image and reputation of business and its products,
     particularly amongst customers
     Communicate effectively with customers




tutor2u™                                           GCSE Business Studies
           Comparison with Advertising
     No direct charge made for PR
     However, business will need to pay for its own PR
     department or external PR consultant
     PR is arguably more powerful
       Message communicated through PR is often more believable
        than paid for advertising
       Involves getting other people or organisations to say positive
        things about a business (e.g. magazine articles, product
        reviews)
     However
       No guarantee that PR will reach its target audience (newspapers
        may fail to print story) whereas advertising must be printed since
        space in newspaper is paid for



tutor2u™                                                 GCSE Business Studies
           Examples of Public Relations
     Consumer marketing support
       Product literature
       Consumer and trade press releases
       Special events (e.g. product launches, publicity stunts)
     Business communication
       Business identity – e.g. logos. Brochures
       Trade exhibitions and conferences
     Financial and public communication
       Media relations
       Lobbying politicians
       Annual report and accounts
       Company / business website


tutor2u™                                                 GCSE Business Studies

				
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