This chapter examined the role of the promotional elements of public relations, publicity, and corporate advertising. We noted that these areas are all significant to the marketing and communications effort and are usually considered differently from the other promotional elements. The reasons for this special treatment stem from the facts that (1) they are typically not designed to promote a specific product or service, and (2) in many instances it is harder for the consumer to make the connection between the communication and its intent.

Public relations was shown to be useful in its traditional responsibilities as well as in a more marketing-oriented role. In many firms, PR is a separate department operating independently of marketing; in others, it is considered a support system. Many large firms have an external public relations agency, just as they have an outside ad agency.

In the case of publicity, another factor enters the equation: lack of control over the communication the public will receive. In public relations and corporate advertising, the organization remains the source and retains much more control. Publicity often takes more of a reactive than a proactive approach, yet it may be more instrumental (or detrimental) to the success of a product or organization than all other forms of promotion combined.

While not all publicity can be managed, the marketer must nevertheless recognize its potential impact. Press releases and the management of information are just two of the factors under the company's control. Proper reaction and a strategy to deal with uncontrollable events are also responsibilities.

Corporate advertising was described as controversial, largely because the source of the message is top management, so the rules for other advertising and promoting forms are often not applied. This element of communication definitely has its place in the promotional mix. But to be effective, it must be used with each of the other elements, with specific communications objectives in mind.

Finally, we noted that measures of evaluation and control are required for each of these program elements, just as they are for all others in the promotional mix. We presented some methods for taking such measurements and some evidence showing why it is important to use them. As long as the elements of public relations, publicity, and corporate advertising are considered integral components of the overall communications strategy, they must respect the same rules as the other promotional mix elements to ensure success.