Marketing

Effective Use of Public Relations Paper

Dion Woodard

MKT 438

University of Phoenix

Ricci Rizzo

April 14, 2008

Effective Use of Public Relations Paper

Dion Woodard

MKT 438

University of Phoenix

Ricci Rizzo

April 21, 2008

Introduction

Public relations is an essential tool that is used to promote products, services and through communication. PR is a form of communication that’s primarily directed toward obtaining and gaining public understanding and acceptance, public relations deals with issues rather than specifically deal with a product or the promotion of revenue linked to services. Effective use of public relations uses publicity that does not necessitate payment in a wide variety of media and is often placed in articles of similar items that are within the public interest. This paper will analyze several uses of public relation and address just how effective PR is and used as a powerful communication tool.

Effective Public Relations

Public relations and publicity are not synonymous but may PR campaigns include provisions for publicity. Publicity is the spreading of information to gain public awareness for a product, person, service, cause or organization, and can be seen as a result of effective PR planning. One effective use of PR is “audience targeting”, which is a fundamental technique used in public relations that identify the target audience, and tailor every message to appeal to the audience. These audiences can be general, nationwide or worldwide, however it’s more often segments a particular population or demographics. Often, marketers refer to economy-driven “demographics, such as “black males 18-49”, but public relations audiences is more fluid, being whoever someone wants to reach. For example, recent political audiences include soccer moms and NASCAR dads.

Located within the public relations spectrum, there are usually stakeholders, people who literally have a stake in...