8 PR for Business

DOI: 10.4324/9781003253815-8

Chapter Contents

  1. 8.1 Learning outcomes
  2. 8.2 Introduction
  3. 8.3 PR and Reputation
  4. 8.4 Public Affairs
  5. 8.5 Corporate PR
  6. 8.6 Consumer PR
  7. 8.7 Other PR Categories
  8. 8.8 Conclusion
  9. 8.9 For Discussion
  10. References

8.1 Learning outcomes

On finishing this chapter, the reader should be able to:

  • Understand the role public relations (PR) plays in businesses.
  • Identify the categories of PR and the differences between each category.
  • Measure PR activity and explain how it can provide value and return on investment to an organisation.

8.2 Introduction

In 2010, the environmental organisation, Greenpeace launched a campaign against Nestlé to protest against the unsustainable clearance of rain forests for palm oil. ...

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