Marketing Communications

Chapter 14 : Public Relations

Public Relations

Types of Public Relations

Corporate Public Relations
Marketing Public Relations

The Process of PR

Understanding Public Attitude
Developing a PR Plan
Implementing the PR Program

Measurement and Evaluation of PR Effectiveness

PR Evaluation Process

Tools for Measuring PR Effectiveness

Tools for Measuring PR Output
Tools for Measuring PR Outtakes
Tools for Measuring PR Outcomes

Role of Public Relations in Crisis Management.

Chapter Summary

Public Relations practice is the deliberate, planned and sustained effort to establish and maintain mutual understanding between an organization and its public. Public relations can be classified into two types – Corporate public relations and Marketing public relations.

Corporate PR activities are aimed at maintaining cordial relations and gaining the goodwill of various internal and external stakeholders who may influence the well-being of the organization in the long run. Internal stakeholders include employees and shareholders. External corporate PR can take the form of public affairs, financial PR, or media PR, depending upon the external audience it deals with.

Marketing PR complements the various marketing activities that are aimed at improving the sales of an organization’s products among retail consumers or institutional clients. Public relations process involves understanding of public attitudes, development of a PR plan, and implementation of the PR programs using various tools like personal communications, printed communications, press releases, exhibitions, films, and sponsorships.

This chapter has covered in detail, the process of measurement and evaluation of PR effectiveness. The evaluation process involves the setting up of specific measurable PR goals and objectives, and the measurement of various PR results like output, outtakes, outcomes, and business or organizational outcomes. The chapter then enumerates the various tools to measure each of the PR results. The chapter ends by studying the role of PR in crisis management.

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