Objective 3

_ Define the role of public relations in the promotion mix. (pp 472 -474)

Public relations—gaining favorable publicity and creating a favorable company image—is the least used of the major promotion tools, although it has great potential for building consumer awareness and preference. Public relations is used to promote products, people, places, ideas, activities, organizations, and even nations. Companies use public relations to build good relations with consumers, investors, the media, and their communities. Public relations can have a strong impact on public awareness at a much lower cost than advertising can, and public relations results can sometimes be spectacular. Although public relations still captures only a small portion of the overall marketing budgets of most firms, PR is playing an increasingly important brand-building role.

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