“What public relations is not…” and Chapter 13 Reading Notes

 

• Public relations has a broader reach than marketing. Marketing efforts are targeted just toward consumers, while public relations focuses on many different publics.

• Public relations differs from advertising in that it does not purchase specific placements in order to control the messages being sent.

• Consumer-focused marketing is becoming more popular as organizations are realizing the growing ineffectiveness of mass marketing.

• Public relations typically plays a role in the marketing mix by aiding with promotion.

• Integrated marketing communications is most successful when one clear message is sent. However, a slightly different initial message may help pave the way for a later campaign.

Chapter 1 Reading Notes

 

• Public relations aims to encourage and promote relationships that are advantageous for both the company and the public.

• A public is defined as a group of individuals with shared interests or values in a certain situation.

• Public relations is composed of various elements that are all associated with the concept of relationship management.

• The three disciplines within integrated marketing communications have very different definitions. Advertising involves the use of controlled media to persuade a target audience. Marketing deals with the development and distribution of a product. Public relations focuses on relationship management.

• The traditional four-step model of the public relations process is not always followed precisely as the realm of public relations is constantly changing and values are incorporated into the decision making process.