Public Relations In the Marketing Mix

This article focuses on best practice in public relations. PR has to be based on clear understanding and definition of objectives.

Best Practice

Public Relations In The Marketing Mix

Public relations is a complex discipline, which is typically asked to spread a rather small budget over a wide range of possible fields of activity, from corporate and financial affairs via product support to crisis management.

Given its complexity, it is no surprise that there is a wide variety of structural arrangements used by large corporations to handle their PR, and in many cases they use different PR agencies to handle different elements in the PR mix. This is encouraged by the growing tendency for PR agencies to specialise (1).

What is...

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