How to use PR effectively

Joseph Clift and Roderick White

This paper discusses how marketers can most effectively use PR. Earned media in general, and PR in particular, has often been seen as the poor relation as far as marketing communications is concerned.

How to use PR effectively

Joseph Clift and Roderick WhiteWarc

Go to: Executive summary

Go to: Where to start

Go to: Essentials

Go to: Reminder checklist

Go to: Leading case studies

Go to: References & further reading

Executive summary

Public Relations (PR) refers to actions undertaken by an individual or group to promote positive word-of-mouth about themselves. In the business world, PR is a crucial tool for corporate reputation management, whether it is used to defend a company against an internal or external crisis, or to build positive buzz about the firm's products or services. In marketing terms, it...

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