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. Open communication lines. Multinational marketers use PR to clarify local cultural influences to maintain an appropriate dialogue with the publics in each country.