Marketing Communications

CHAPTER 10

Public relations

CHAPTER OBJECTIVES

This chapter will help you to:

z Understand the role of public relations in the company’s communications effort

z Get an idea of the strengths and weaknesses of public relations, and the challenges it

faces

z Distinguish the various target groups, objectives and tasks of public relations

z Get an overview of the instruments and channels used by public relations

z Learn about the nuts and bolts of good media relations

z Distinguish a number of public relations budgeting techniques

z Learn how to measure public relations effectiveness

z Communicate in times of crisis

CHAPTER OUTLINE

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