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 |  Marketing A McGraw Hill and QUT Custom Publication
The Nature of PR
Internet ExercisesThe Internet Exercises for Chapter 16 address the following areas covered in
the chapter: public relations firms and corporate advertising (Exercise 1) and
PR organizations (Exercise 2).
- Public Relations Firms and Corporate Advertising
Public relations firms differ substantially from ad agencies. And, in some cases, they are stealing
corporate advertising duties away from traditional advertising shops. It is
important to explore the function of public relations firms. Visit the websites
for five of the following PR companies and answer the questions that follow.- Who is the intended audience of the site?
- What are the scope and size of the firm's business?
- What is the focus of the firm's work (i.e., consumer, business-to-business,
not-for-profit)?
- What is your overall impression of the firm and its work? Why?
- PR Organizations
Perhaps no other
marketing communications function plays a more integrated role with advertising
than public relations. Now take a moment to explore the world of PR a bit
further by visiting the websites for the following public relations-related
organizations and answer the following questions for each site. - What is the organization's purpose?
- Who makes up the organization's membership? Its constituency?
- What benefit does the organization provide individual members/subscribers?
The over all advertising and PR communities?
- How important is this organization to the public relations community?
Why?
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2003 McGraw-Hill Higher Education