Public relations

The concepts of public relations and publicity are sometimes considered to be synonymous, but there is a certain distinction between them.

Public relations (PR) is a multiple concept designed to improve or maintain or protect a company’s or a product’s image. PR includes things like company publications, the annual report, sponsorship, the lobbying of politicians, community relations programmes – all designed to get publicity for a company or a particular product. Some large firms sponsor cultural and humanitarian activities, just as small merchants sponsor local civic events. The idea of a good public image seems to be growing in importance, especially for large companies. By putting forth a positive public image, the potential for greater realization of profits exists.

Publicity is a tool of public relations. It is short-term, non-paid, non-personal communication about products and people in print and broadcast media. Readers are likely to believe it more than advertising. As a promotional tool, publicity can take several forms, the most important of which are news releases, feature articles, speeches, news conferences, tapes, films and some others

Negative publicity, with its adverse effect on a company’s image, is much more usual than positive. Equally disastrous are the unfounded rumours that find their way into various publications in the press.

Publicity is a particularly useful element of the promotion mix in connection with the introduction of new products. But it must be coordinated properly with the other elements.