Public RelationsPublic relations is a broad set of planned communications about the company, including publicity releases,designed to promote goodwill and a favorable image.
Publicity then is part of public relations when it is initiated by the firm, usually in the51of press releases or press conferences. Since public relations involves communications with stockholders, financial analysts, government officials, and other noncustomer groups, it is usually.52outside the marketing department, perhaps as a staff department or outside consulting firm reporting to top management. This
organizational placement can be a 53 because the public relations department or consultant will likely not be in line with marketing efforts. Poor communication and no coordination can be the54. Although the basic purpose of public relations is to provide positive influence55 the public image, this influence generally may
be less than 56 provided by the other components of the public image mix.
Publicity nay be in the form of news releases that have57overtones for the company initiate by the public relations department. Publicity on the other 58 should not be divorced from the marketing department,as it can 59 a useful adjunct( 辅助 ) to the regular advertising. 60 , not all publicity is initiated by the firm; some can 61from an unfavorable press as a reaction to certain actions or lack of 62that are controversial or even downright ill-advertised.
The 63we wish to emphasize is that a firm is deluding( 自欺 ) itself if it thinks its public relations function,whether within the company or an outside firm, can take 64 of public image and opportunities. Many of these have to do with the way the 65 does business, such as its product quality, the servicing and handling of complaints, etc.
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