Public relations (PR) is a management function used to communicate and promote mutual understanding between a company and its publics or stakeholders.

| May 21, 2014

Public relations (PR) is a management function used to communicate and promote mutual understanding between a company and its publics or stakeholders. PR can be designed to promote the organization as a whole, and it may be used to promote a specific product. It is can be used to endorse a cause or position advocated by the organization or to create and/or enhance goodwill in the marketplace. What’s more, PR serves as the official channel of information for the company, keeping the public aware of the organization’s activities. It is responsible for coordinating the relationships with its stakeholders, collecting, and analyzing its stakeholder opinions and attitudes, and planning and administering the company’s information programs. Discuss

Although PR is often not within the control of the marketer, its message must integrate with all the other IMC tools communicating to the target market. This is necessary to protect the integrity of the product, raise brand awareness and trust, influence consumer behaviour, and create a climate for customer acceptance of both the product and the organization. Discuss

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Direct marketing is an interactive, personalized database management and marketing process. It integrates a range of IMC tools and media to persuade customers and prospects to purchase a brand.
Coordinating and integrating all the promotional mix elements, including personal selling, is essential to developing an effective and efficient IMC program. In an IMC program, personal selling must be consistent with the company's objectives and strategies as well as with the organization's marketing communication program.Discuss

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