Public relations is the organizational function that manages the firm’s communications to achieve a variety of objectives, including building and maintaining a positive image, handling or heading off unfavourable stories or events, and maintaining positive relationships with the media. Like advertising, this tactic is relatively passive, in that customers do not have to take any action to receive it. Public relations activities support the other promotional efforts by the firm by generating “free” media attention.
- Trade shows
- Seminars
- Press kits
- Speeches
- Annual reports
- Charitable donations
- Publications
- Community relations
- Lobbying
- Identity media
- Company magazine
