Principles of Marketing, 17/e

Public Relations

Author Comment

Not long ago, public ­relations was considered a marketing stepchild because of its limited marketing use. That ­situation is changing fast, however, as more marketers recognize PR’s brand building, customer engagement, and social power.

Another major promotion tool, public relations, consists of activities designed to engage and build good relations with the company’s various publics. PR may include any or all of the following functions:28

Public relations (PR)

Building good relations with the company’s various publics by obtaining favorable publicity; building up a good corporate image; and handling or heading off unfavorable rumors, stories, and events.

• Press relations or press agency. Creating and placing newsworthy ...