MARKETING COMMUNICATIONS （MAN2094）教学：PR_Publicity_Sponsorship.pdfVIP

Public Relations, and Corporate Advertising Surrey Business School www.surrey.ac.uk/sbs Public Relations Defined Public relations can be defined as a management function which evaluates public attitudes, identifies the policies and procedures for an organization with public interest, and executes a program of action to earn public understanding and acceptance (Belch Belch, 2013). Public relations include an organization or individual gaining exposure to their audiences using topics of public interest and news items that do not require direct payment to the media. This differentiates it from advertising as a form of marketing communication (Grunig Todd , 1984). www.sur rey.ac.uk/sbs Public Relations Management Process Determination and evaluation of public attitudes Identification of policies and PR procedures of an organsiation with a public interest Development and execution of the program designed to bring public understanding and acceptance. www.sur rey.ac.uk/sbs Traditional PR Perspective PR is viewed as a non-marketing function, whose primary responsibility is to maintain mutually beneficial relationships between the organization and its publics.