Introduces the concept of contemporary public relations and defines terms often confused with the practice; describes what practitioners do in their various roles; gives their work context by explaining how organizational settings and other factors affect their work; and describes how the practice evolved, identifies those who led the evolution, and traces the origins of current practice.
Define “public relations” and “marketing,” then explain why these two management functions often are confused. In your answer, point out the major difference that distinguishes the two functions.
Answer guide: Refer to text definitions on pages 7 and 9. Answers should identify confusing use of titles, lack of clear understanding of the differences between the two functions on the part of both managers and practitioners, and public relations practitioners responding to demand for marketing communication—typically taking the form of product publicity (pages 8 and 9).
Because public relations staff often are the ones with experience in attracting media coverage and in media relations, they are called on to assist with the marketing effort. The major distinction between the two functions is the nature of the relationship involved. Marketing focuses on exchange relationships with customers, in which an exchange of things of value are exchanged. In the case of public relations, a multitude of relationships are established and maintained with a wide range of organizational public.
Contrast publicity with advertising. In your answer, address issues related to message control, expense, and relationship to marketing.
Answer guide: Practitioners have no control over what happens to their publicity (p. 11 and 12).
It may be trashed, altered or used as is, but it is relatively inexpensive because they don’t have to pay the media to use the information. Practitioners can control their messages in advertising (p. 12 and 13).
Media will use advertising as submitted because practitioners pay for the time or space. Thus, it is more expensive. Most advertising messages are designed to sell goods and services to customers targeted by marketing, but some—advertorials—are designed to a reach other public with public relations messages. Most publicity messages are designed to reach other than customer public with public relations messages, but product publicity (p. 9) targets customers as part of the marketing strategy.
