Many marketers hold in-depth training sessions when they introduce new products. Public relations begins with good marketing research to understand stakeholder attitudes about the marketer and its products. Corporate public relations is a broad-based PR effort to build and sustain a general climate of goodwill for the marketer. Its main thrust is creating a solid foundation for marketing activities through open two-way communications. Publicity is a subset of public relations that encourages nonpaid media coverage of the marketer and its products.
Publicity is one-way communication.
Marketers can't directly influence how, when, where, or whether publicity is communicated. Publicity can be either positive or negative. C. Objectives of Publicity 1. Inform and educate. Build trust and understanding.