Relationship Building: Public Relations, Sponsorship, and Corporate Advertising, 336
The Role of Public Relations, 338
The Difference between Advertising and Public Relations, 339
Advertising and PR in the Eyes of Practitioners, 340
The Public Relations Job, 342
PR Planning and Research, 342
Reputation Management, 343
Other Public Relations Activities, 345
Public Relations Tools, 347
Sponsorships and Events, 349
The Growth of Sponsorship, 350
Benefits of Sponsorship, 351
Drawbacks of Sponsorship, 351
Types of Sponsorship, 352
Methods of Sponsorship, 355
Measuring Sponsorship Results, 356
Corporate Advertising, 356
Public Relations Advertising, 357
Corporate/Institutional Advertising, 357
Corporate Identity Advertising, 358
Recruitment Advertising, 358 |
