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Quicklook at Marketing by Patrick Forsyth

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Chapter Eight: Other forms of promotion

Public relations

The aim of public relations (which encompasses press relations, both confusingly abbreviated to P.R.) is to create or maintain a favourable climate of opinion in which the company can operate. Every company will have an image; the question is whether it projects a good one and how strongly. We are all used to the word “spin” in a political context, and to publicists like Max Clifford, steering a story to ensure that it appears in a way that casts the best light on his clients.

The process is similar in the commercial world. Some organisations use PR agencies. A variety of techniques, from the simple dissemination of information to the careful “courting” of those in the media are used in ...

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