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Class notes Marketing Communications
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Lecture notes of 4 pages for the course Marketing Communications at UGent (.)
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Chapter 9: Publicity and Public RelationsTable of contents
1. Some key concepts
2. Publicity and PR
3. Strengths and weaknesses
4. Internal
5. External
5.1. Public affairs
5.2. Finanical
5.3. Media
6. Marketing
7. How to measure effectiveness of PR
8. References
1. Some key concepts
Publicity is a type of promotion that relies on public relations effect of a news story carried usually free by mass media.
Public Relations (PR) is a communication tool to create and maintain goodwill of an organization's various publics
(customers, employees, investors, suppliers, etc.).
2. Publicity and PR
Public Relations or PR is a communications tool that is used to promote the goodwill of the firm as a whole. It projects
the personality of the company and manages the reputation of the company (De Pelsmacker et al., 2018). Publicity is the
free media coverage you get from a PR campaign. PR is a two-way form of communication aimed at developing a
positive reputation with the public through various unpaid or earned communications, including traditional media, social
media, and in-person engagements (Haywood, 1998). It is a process of continual and reciprocal exchange between the
organization and its key publics (Grunig, 1993) A company can learn from the public that it conveys information to. PR
also helps with defending a company’s reputation during a crisis that threatens their credibility.
PR is a planned and sustained effort to establish and maintain good relationships, mutual understanding, sympathy and
goodwill with publics, audiences or stakeholders (De Pelsmacker et al., 2018). It can be seen as a tool of relationship
management as it establishes and maintains mutually beneficial relationships between an organization and the publics
on whom its success or failure depends (Cutlip et al., 1994). Successful relationships involve mutual benefits for both an
organization and its key publics (Grunig, 1993). Grunig (1993) also suggests that for public relations to be valued by the
organizations it serves, practitioners must focus their efforts upon developing long-term behavioral relationships
between organizations and their key publics, rather than relying solely upon symbolic activities designed to enhance
organizational image.
PR is different from other marketing communication tools as it is a non-commercial approach that is rather aimed at
effecting a broader public on the long term. It is a complex communication tool with a variety of objectives and target
groups that have to be taken into account (De Pelsmacker et al., 2018). PR is a very important corporate communication
tool and plays in vital role in integrating the company’s communication efforts (De Pelsmacker et al., 2018). Besides
creating or maintaining corporate identity and image, other objectives could be to show the company’s standing as a
good corporate citizen, maintaining good relations with the media or suppliers or looking after internal communications
by providing information, training or motivating employees. Engaging in PR can build corporate identity, goodwill,
credibility, trust. It also increases public visibility (De Pelsmacker et al., 2018). Ledingham and Bruning (1998) showed
that PR centered around building trust, demonstrating involvement, investment, and commitment, and maintaining open,
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