Public Relations Basics

Crash Course in Public Relations

Publicity can be a powerful force in a marketing program." (Anderson and Vincze)

	Advantages of using a public relations messages
		Public relations messages are relatively inexpensive.
		Publicity messages, carried by a third party are perceive by the consumer as much more believable.
	Disadvantages of using a public relations messages
		The company has little to no control over the message once it is turned over to a third party.
		PR representatives must have a viable, positive relationship with the third party.
	Major PR tools include press relations, product publicity, corporate communications, lobbying, and counseling. (Pride and Ferrell)

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