Marketing Communications

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Marketing Communications

97

Promotion Planning And Techniques

ORGANISING PUBLIC RELATIONS

Public Relations and its promotion tools such as corporate advertising and publicity, normally, would
be operated from the corporate headquarters, it may not be decentralized. This procedure is applicable
to consumer, industrial manufacturers and it is also applicable to firms in the service industry.

Centralization is more prominent in organizing public relations because it should be seen as an overall
corporate programme designed to communicate with the company’s various publics. A consistent public
image can be better projected and managed at the corporate level.

Product publicity activities can be done at the divisional level, because such activities involve developing
the product or brand image or promoting specific products. (Stanley, 1977; Warshaw, and Kinnear, 1983;
Kotler, 1997)

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