Intro to Business › Section L · Distribution and promotion › Topic L.7
Public relations
A firm's reputation is built not only by what it says in adverts but by what others say about it: journalists, employees, neighbours and customers online. Public relations manages those relationships, earning goodwill in good times and protecting it in a crisis.
In this topic
- What public relations is
- The publics
- Publicity and earned media
- What a PR department does
- Tools of public relations
- Buzz and word of mouth
- Worked example: measuring coverage
- Crisis management
- Worked example: the first day of a crisis
- Common mistakes to avoid
- Key takeaways
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