Public Relations (PR) is an important component of an enterprise integrated marketing communications strategy. If such acts by a passive press as issuing press releases and answering questions settled, the field “age” and became an active part of the company’s promotional efforts. Today’s PR employs techniques such as event sponsorship, marketing stunt, charitable activities and placement (the image of the company paid products within entertainment content). This paper de … Read more »

Public Relations (PR) is an important component of an enterprise integrated marketing communications strategy. If such acts by a passive press as issuing press releases and answering questions settled, the field “age” and became an active part of the company’s promotional efforts. Today’s PR employs techniques such as event sponsorship, marketing stunt, charitable activities and placement (the image of the company paid products within entertainment content). This paper defines contemporary PR practice and developed rules for a successful implementation of these modern approaches to promotion.
«Hide

from
David Robinson
Source: Business Horizons
10 pages.
Release Date: 15, May 2006. Prod #: BH198-PDF-ENG
Public Relations Comes of Age HBR case solution

[related_post themes="flat"]