Manag., December-2019 – Q7
0. Public Relations as a part of a promotion in marketing refers to:
- Option : A
- Explanation : Role of Public Relations in Promotion
Not only must the company relate constructively to consumers, suppliers, and dealers, but it must also relate to a large number of interested public. The business world of today is extremely competitive. Companies need to have an edge that makes them stand out from the crowd, something that makes them more appealing and interesting to both the public and the media. The public is the buyers of the product and the media is responsible for selling it. A public is any group that has an actual or potential interest in or impact on a company’s ability to achieve its objectives. Public relations involve a variety of programs designed to promote or protect a company’s image or its individual products.
The main goal of public relations the department is to enhance a company’s reputation. The staff that work in public relations, or as it is commonly known, PR, are skilled publicists. They are able to present a company or individual to the world in the best light. The role of public relations the department can be seen as that of reputation protector.
Definition: According to Philip Koller and Gary Armstrong, public relation means ‘building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate I'm age, and handling or heading o ff unfavorable rumors, stories, and events.
Role of Public Relations: Public relation has two types of functions—marketing and nonmarketing.
1. Marketing funtions: According to Thomas L. Harris, ‘marketing public relation functions is the PR activities which is designed to support marketing objectives’. Some of the marketing objectives that may be aided by PR activities includes raising awareness, informing and educating, gaining understanding, building trust, giving consumers a reason to buy and motivating consumer acceptance.
2. Non-marketing PR functions: As a nonmarketing function, the primary responsibility of a PR executive is to maintain mutually beneficial relationship between the organization and the public, employees, community, investors, government, customers and other interest groups. At the other end of the continuum, PR is primarily considered to have marketing communication functions. In this, all noncustomer relationships are perceived as necessary only in a marketing context.
