Public relations covers a broad series of activities where a business manages its relationships with different parts of the public, e.g. customers, the media, local communities, suppliers, employees and investors.

The main objectives of public relations are:

  • To achieve favourable publicity about the business
  • To build the image and reputation of the business and its products, particularly amongst customers
  • To communicate effectively with customers and other stakeholders

Public relations, which is often shortened just to "PR", has several advantages over advertising in terms of promotion:

  • No direct charge is made for PR, though a business will need to pay for its own PR department or external PR consultant
  • PR is arguably more powerful because the message the business communicates through PR is often more believable than paid for advertising

However there is no guarantee that PR will reach its target audience (the media may fail to feature the story) whereas advertising must be displayed since the space in the newspaper is paid for.

Sponsorship is a specialised kind of public relations and increasingly popular, particularly with larger businesses. A business will sponsor an event, team or individual in order to build brand awareness. A secondary objective might be to emphasise social or ethical credentials, but most sponsorship really does have a commercial objective at heart.

Featured
CPD courses

WOW! Business 2015

WOW! Business 2015, tutor2u's resource packed CPD for ALL business teachers, provides delegates with a brand new set of teaching resources and effective approaches that can be used immediately within the classroom. Not to be missed!

Learn more ›

You might also like

Teaching & learning products

Edexcel GCSE Business Studies Unit 3 Worked Answers (2013-2014)

Fully worked A Grade answers to recent Edexcel GCSE Business Studies Unit 3 exam papers with detailed examiner commentary on how good technique scores top marks

£5.00

AQA BUSS1 Revision Guide

Our 20 page quick revision guide to all the key topics for AQA AS Business Studies Unit 1 (BUSS1). Enables students to cover the all the essential knowledge quickly. Also includes extensive advice on applying the theory to the BUSS1 exam studies.

£4.00