1. Public Relations
Prof Prashant Kumar Gupta
Jain College of MBA & MCA

2. Meaning
• Type of promotion that relies on public relations effect of
a news story carried usually free by mass media. The
main objective of publicity is not sales promotion, but
creation of an image .
• While the publicist can control the content of the story, he
or she may not have any control over its placement or
interpretation by the media.

3. Objective
• Present a positive image to customers, employees, and the
general public
• Assist in the launch of products/company
• Assist in repositioning a mature product
• Building interest in in a product category
• Influencing specific target groups
• Countering negative publicity
• Examples:
• Grand opening of a mall
• Interview with a company official about hiring plans

4. Functions
• Media relations
• Publicity
• Marketing Communications
• Community relations
• Consumer relations
• Employee relations
• Government affairs
• Investor relations
• Promoting goodwill
• Promoting product, service, corporate image
• Corporate communications
• Lobbying
• Counteracting negative publicity

5. Types
• Cause-related Marketing
• Publicity Vehicles
• Community Activities
• Public Affairs Activities
• Special Publications
• Special Event
• Sponsorship