Public Relations and Its Relationship to Business Objectives (VCE SSCE Business Management): Flashcards

Building & maintaining positive image with various groups

PR: overall reputation; Marketing: specific products

Groups business wants to attract & connect with

Employees, shareholders, management

Customers, suppliers, local community, government

Clear, realistic, forward, actionable, communicated, agreed

Gaining free media coverage without paying for advertising

Seen as independent endorsement vs paid promotion

Building relationships with journalists to spread info

Improving customer experience, satisfaction & loyalty