Chapter 4 highlights from“Public Relations Strategies and Tactics””

Ch. 4 of Public Relations Strategies and Tactics 9th edition

Here are some highlights:

  • “Marketing… tends to think only of customers or potential buyers as key publics. Public relations… defines publics in a broader way- any group that can impact on the operations of the organization” (108).

Major services provided by Public relation firms include:

  • Marketing communications, executive speech training, research and evaluation, etc… (112-113)

Some advantages to using a public relations firm include:

  • objectivity, extensive resources, international jobs, etc…    (120-121)

Some disadvantages include:

  • lack of full-time commitment, resentment by internal staff, costs, etc…
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