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Public Relations
Question | Answer |
---|---|
What is PR? | Planned and sustained effort to establish and maintain good will and mutual understanding between an organisation and society |
When is PR useful? | * crisis management * investor and public relations * increase awareness/publicity * positive recall |
Advantages of PR? | * able to reach segmented markets through WOM and mass media * infiltrates * avoids clutter in traditional advertising communications * messages seen as more credible when combined with PR |
Disadvantages of PR? | * lack of control in the hands of news media * hard for consumer to sometimes make links between PR and message company is trying to communicate |
What are the two options for PR? | * Proactive - build a positive brand attitude * Reactive - damage control |