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GCSE Business GCSE Business StudiesStudiesRevision Presentations 2004Revision Presentations 2004

Public Relations

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What is Public Relations

A form of communication between a business and its customers

Not paid for (compare with advertising – which has to be paid for)

Does not aim to directly generate sales

Aims to build “goodwill” – e.g. people think positively about a business and its products/services

Lots of different ways to do it

Often referred to just as “PR”

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Objectives of Public Relations

Achieve favourable publicity about business at low cost

Build image and reputation of business and its products, particularly amongst customers

Communicate effectively with customers

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Comparison with Advertising

No direct charge made for PR

However, business will need to pay for its own PR department or external PR consultant

PR is arguably more powerful Message communicated through PR is often more believable

than paid for advertising Involves getting other people or organisations to say positive

things about a business (e.g. magazine articles, product reviews)

However No guarantee that PR will reach its target audience (newspapers

may fail to print story) whereas advertising must be printed since space in newspaper is paid for

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Examples of Public Relations

Consumer marketing support Product literature Consumer and trade press releases Special events (e.g. product launches, publicity stunts)

Business communication Business identity – e.g. logos. Brochures Trade exhibitions and conferences

Financial and public communication Media relations Lobbying politicians Annual report and accounts Company / business website