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…