What are some typยญicยญal pubยญlic relaยญtions objectives?
PR proยญfesยญsionยญals craft comยญpelยญling narยญratยญives and critยญicยญal mesยญsages that resยญonยญate with stakeยญholdยญers, influยญenยญcers, and pubยญlics, and they disยญsemยญinยญate these through variยญous chanยญnels, includยญing traยญdiยญtionยญal media, social media, and dirยญect communications.
Here we go:
Public Relations Objectives
โPublic relaยญtions is a young acaยญdemยญic field with potenยญtial to inform variยญous areas of comยญmuยญnicยญaยญtion and offer tools like issues manยญageยญment for variยญous applied comยญmuยญnicยญaยญtion fields.โ
Source: Journal of Communication 1Botan, C., & Taylor, M. (2004). Public relaยญtions: State of the field. Journal of Communication, 54, 645โโโ661. https://โdoiโ.org/โ1โ0โ.โ1โ1โ1โ1โ/โJโ.โ1โ460โโโ2466.2004.TB02649.X
Building trust and credยญibยญilยญity is a cruยญcial objectยญive of pubยญlic relaยญtions. In an era where conยญsumers are increasยญingly scepยญticยญal of advertยญising and corยญporยญate speak, PR offers a more authenยญtยญic and credยญible way to comยญmuยญnicยญate with the public.
But what exactly are PR proยญfesยญsionยญals focused on achieving?
Categorised by the stakeยญholdยญer modยญel, here are examples of comยญmon pubยญlic relaยญtions objectives:
Corporate Communications Objectives
The primary objectยญive of corยญporยญate comยญmuยญnicยญaยญtions is to straยญtegicยญally manยญage and conยญvey an organยญisaยญtionโs mesยญsages to internยญal and externยญal stakeยญholdยญers, pubยญlics, and influยญenยญcers while fosยญterยญing a conยญsistยญent brand image, trust, engageยญment, and alignยญment with busiยญness goals.
Corporate comยญmuยญnicยญaยญtions = an organยญisaยญtionโs straยญtegic use of mesยญsaging to shape its repuยญtaยญtion, articยญuยญlate its visยญion, and engage with key audiยญences across internยญal and externยญal chanยญnels.
Targets: External and internยญal pubยญlics, busiยญness journยญalยญists, regยญuยญlatยญory instiยญtuยญtions, partยญners, supยญpliยญers, vendors, etc.
Examples of objectives:
Investor Relations Objectives
The primary objectยญive of investor relaยญtions is to effectยญively comยญmuยญnicยญate a companyโs finยญanยญcial perยญformยญance, strategy, and value proยญposยญiยญtion to curยญrent and potenยญtial investors, fosยญterยญing trust, transยญparยญency, and supยญport for the companyโs long-term objectives.
Investor relaยญtions (IR) = an organยญisaยญtionโs delibยญerยญate comยญmuยญnicยญaยญtion efforts to build trust and mainยญtain transยญparยญency with investors, anaยญlysts, and the finยญanยญcial comยญmunity.
Targets: Shareholders, investors, marยญket hubs, marยญket anaยญlysts, finยญanยญcial instiยญtuยญtions, trade journยญalยญists etc.
Examples of objectives:
Media Relations Objectives
The primary objectยญive of media relaยญtions is to build and mainยญtain posยญitยญive relaยญtionยญships with influยญenยญcers, journยญalยญists, and media outยญlets to ensure accurยญate, conยญsistยญent, and favourยญable covยญerยญage of an organisationโs mesยญsages, iniยญtiยญatยญives, and reputation.
Media relaยญtions = a brandโs tarยญgeted use of comยญmuยญnicยญaยญtion to foster posยญitยญive interยญacยญtions with journยญalยญists, editยญors, and media outยญlets and to gain favourยญable covยญerยญage.
Targets: Journalists, editยญors, influยญenยญcers, etc.
Examples of objectives:
Digital PR Objectives
The primary objectยญive of digitยญal PR is to enhance an organยญisaยญtionโs online presยญence and repuยญtaยญtion by leverยญaging digitยญal platยญforms, creยญatยญing shareยญable conยญtent, and securยญing high-qualยญity inbound traffic to drive visยญibยญilยญity, engageยญment, and authority.
Digital PR = the straยญtegic use of online comยญmuยญnicยญaยญtion to build brand comยญmunitยญies, foster engageยญment, and manยญage repuยญtaยญtion in the digitยญal space. 2Silfwer, J. (2017, November 20). What is Digital PR? Doctor Spin | The PR Blog. https://โdocโtorโspinโ.net/โwโhโaโtโ-โiโsโ-โdโiโgโiโtโaโlโ-โpr/
Targets: Inbound web traffic, brand comยญmunitยญies, subยญscribers, fans, folยญlowยญers, influยญenยญcers, social netยญworks, etc.
Examples of objectives:
Public Affairs Objectives
The primary objectยญive of pubยญlic affairs is to influยญence pubยญlic policy, legisยญlaยญtion, and sociยญetยญal attiยญtudes through straยญtegic comยญmuยญnicยญaยญtion and advocacy to foster mutuยญally beneยญfiยญcial relaยญtionยญships between organยญisaยญtions and govยญernยญmentยญal or regยญuยญlatยญory stakeholders.
Public affairs (PA) = a brandโs intenยญtionยญal use of comยญmuยญnicยญaยญtion to engage with govยญernยญments, poliยญcyยญmakers, and comยญmunitยญies to influยญence pubยญlic policy and social impact.
Targets: Voters, politยญicยญal journยญalยญists, politยญicยญal anaยญlysts, columยญnists, interest groups, etc.
Examples of objectives:
Lobbying Objectives
The primary objectยญive of lobยญbyยญing is to influยญence decision-makers, parยญticยญuยญlarly legisยญlatยญors and govยญernยญment offiยญcials, to supยญport speยญcifยญic policies, regยญuยญlaยญtions, or actions that align with an organยญisaยญtionโs or advocacy groupโs interests.
Lobbying = the focused use of advocacy and comยญmuยญnicยญaยญtion to dirยญectly influยญence legisยญlatยญive and regยญuยญlatยญory decisions in favour of speยญcifยญic interests or causes.
Targets: Politicians, legisยญlatยญors, govยญernยญment offiยญcials, comยญmitยญtees, influยญenยญcers, etc.
Examples of objectives:
Internal Communications Objectives
The primary objectยญive of internยญal comยญmuยญnicยญaยญtions is to engage, inform, and align employยญees with the organisationโs goals, culยญture, and strategies, fosยญterยญing colยญlabยญorยญaยญtion, motivยญaยญtion, and a sense of shared purpose.
Internal comยญmuยญnicยญaยญtions (IC) = an organยญisaยญtionโs delibยญerยญate use of mesยญsaging to align, inform, and motivยญate employยญees while fosยญterยญing a proยญductยญive workยญplace culยญture.
Targets: Coworkers, potenยญtial recruits, etc.
Examples of objectives:
Crisis Communications Objectives
The primary objectยญive of crisis comยญmuยญnicยญaยญtions is to proยญtect and restore an organisationโs repuยญtaยญtion, trust, and staยญbilยญity by manยญaging the flow of accurยญate, timely, and straยญtegic informยญaยญtion durยญing and after a crisis.
Crisis comยญmuยญnicยญaยญtions = a brandโs rapยญid, straยญtegic deployยญment of comยญmuยญnicยญaยญtion to mitยญigยญate repuยญtaยญtionยญal damยญage, address urgent chalยญlenges, and restore pubยญlic trust durยญing critยญicยญal situยญations.
Targets: Crisis vicยญtims, worยญried pubยญlics, the genยญerยญal pubยญlic, coworkยญers, journยญalยญists, influยญenยญcers, cusยญtomยญers, shareยญholdยญers, etc.
Examples of objectives:
Marketing PR Objectives
The primary objectยญive of marยญketยญing PR is to genยญerยญate awareยญness, interest, and demand for products or serยญvices by leverยญaging earned/โshared/โowned media, storytelling, and influยญenยญcer engageยญment to comยญpleยญment marยญketยญing efforts and enhance brand credibility.
Marketing PR = a brandโs tacยญticยญal integยญraยญtion of comยญmuยญnicยญaยญtion and proยญmoยญtionยญal efforts to enhance product awareยญness, drive sales, and supยญport marยญketยญing objectยญives.
Targets: Potential cusยญtomยญers, existยญing cusยญtomยญers, trade journยญalยญists, memยญbers, affilยญiยญates, etc.
Examples of objectives:
Industry PR Objectives
The primary objectยญive of industry PR (B2B) is to build credยญibยญilยญity, foster trust, and enhance thought leadยญerยญship withยญin a speยญcifยญic industry by comยญmuยญnicยญatยญing value, expertยญise, and innovยญaยญtions to busiยญness pubยญlics, niche influยญenยญcers, and stakeholders.
Industry PR (B2B) = a busiยญnessโs purยญposeยญful use of comยญmuยญnicยญaยญtion to build credยญibยญilยญity, foster trust, and estabยญlish thought leadยญerยญship withยญin its proยญfesยญsionยญal secยญtor.
Targets: B2B cliยญents, B2B proยญspects, trade journยญalยญists, trade organยญisaยญtions, niche influยญenยญcers, etc.
Examples of objectives:
Learn more: Public Relations Objectives
What Public Relations Does
โPublic relaยญtions budgets and resources are often less well-defined and less accepยญted than marยญketยญing budgets and resources, but both disยญcipยญlines conยญtribยญute to the botยญtom line.โ
Source: Public Relations for Marketing Professionals 3Haywood, R. (1998). Public relaยญtions budget and resources. Public Relations for Marketing Professionals, 83โโโ96. https://โdoiโ.org/โ1โ0โ.โ1โ0โ0โ7โ/โ978โโโ1โ349โโโ14365-8_5
โPublic relaยญtions and marยญketยญing both use relaยญtionยญship-buildยญing techยญniques, but their misยญsions and philoยญsophies are funยญdaยญmentยญally difยญferยญent.โ
Source: Public Relations Review 4Broom, G., Lauzen, M., & Tucker, K. (1991). Public relaยญtions and marยญketยญing: Dividing the conยญcepยญtuยญal domain and operยญaยญtionยญal turf. Public Relations Review, 17, 219โโโ225. โฆ Continue readยญing
Public relaยญtions is funยญdaยญmentยญally difยญferยญent from marยญketยญing. Letโs use the Stakeholder Model to underยญstand betยญter what PR proยญfesยญsionยญals do.
Corporate Communications
(Sometimes used interยญchangeยญably with โCommunicationsโ and โInhouse PRโ as a genยญerยญal term.)
Corporate comยญmuยญnicยญaยญtions = an organยญisaยญtionโs straยญtegic use of mesยญsaging to shape its repuยญtaยญtion, articยญuยญlate its visยญion, and engage with key audiยญences across internยญal and externยญal chanยญnels.
Targets: External and internยญal pubยญlics, busiยญness journยญalยญists, regยญuยญlatยญory instiยญtuยญtions, partยญners, supยญpliยญers, vendors, etc.
What if an organยญisaยญtion depends not just on whethยญer people buy its products or serยญvices but also on what people think of your organยญisaยญtion and how it conยญducts its busiยญness? What if people want to disยญcuss critยญicยญal topยญics with the organisation?
Unfortunately, proยญmotยญing your products and serยญvices to these people wonโt cut it. However, pubยญlic relaยญtions has proยญfesยญsionยญal know-how in this area.
โCorporate comยญmuยญnicยญaยญtion is a new [editorโs note: pubยญlished in 1996] and growยญing disยญcipยญline that focuses on comยญmuยญnicยญaยญtion withยญin organยญizยญaยญtions, relatยญing to manยญageยญment, busiยญness, and organยญizยญaยญtionยญal aspects.โ
Source: Management Communication Quarterly 5Argenti, P. (1996). Corporate Communication as a Discipline. Management Communication Quarterly, 10, 73โโโ97. https://โdoiโ.org/โ1โ0โ.โ1โ1โ7โ7โ/โ0โ8โ9โ3โ3โ1โ8โ9โ9โ6โ0โ1โ0โ0โ0โ1โ005
Media Relations
(Sometimes referred to as โPress Office.โ)
Media relaยญtions = a brandโs tarยญgeted use of comยญmuยญnicยญaยญtion to foster posยญitยญive interยญacยญtions with journยญalยญists, editยญors, and media outยญlets and to gain favourยญable covยญerยญage.
Targets: Journalists, editยญors, influยญenยญcers, etc.
Some third-party pubยญlishยญers donโt accept payยญment because their liveยญliยญhood depends on objectivยญity. Journalists (and influยญenยญcers with journยญalยญistยญic ambiยญtions) fall into this catยญegory. Their unbiased approach makes them highly influential.
For instance, you canยญnot send your ads to a journยญalยญist. They will refer you to their marยญketยญing departยญment and ask you to pay!
However, a PR proยญfesยญsionยญal underยญstands how to creยญate materยญiยญal that a journยญalยญist (or an ambiยญtious influยญenยญcer) will want to feaยญture to their audience.
โOrganizationsโ media relaยญtions activยญitยญies can influยญence media conยญtent and opinยญions, but sucยญcess depends on more than just disยญtribยญutยญing news releases.โ
Source: Public Relations Review 6Turk, J. (1985). Information subยญsidies and influยญence. Public Relations Review, 11, 10โโโ25. https://โdoiโ.org/โ1โ0โ.โ1โ0โ1โ6โ/โSโ0โ3โ6โ3โ-โ8โ1โ1โ1โ(โ8โ5โ)โ8โ0โ078โโโ3
Investor Relations (IR)
Investor relaยญtions (IR) = an organยญisaยญtionโs delibยญerยญate comยญmuยญnicยญaยญtion efforts to build trust and mainยญtain transยญparยญency with investors, anaยญlysts, and the finยญanยญcial comยญmunity.
Targets: Shareholders, investors, marยญket hubs, marยญket anaยญlysts, finยญanยญcial instiยญtuยญtions, trade journยญalยญists etc.
In some organยญisaยญtions, huge ones, there are variยญous finยญanยญcial stakeยญholdยญers: shareยญholdยญers, investors, finยญanยญcial instiยญtuยญtions, etc. You canยญnot โmarยญketโ to these groups; their informยญaยญtionยญal needs difยญfer from those of potenยญtial consumers.
However, we underยญstand how to engage in two-way comยญmuยญnicยญaยญtion withยญin pubยญlic relations.
โInvestor relaยญtions officers sigยญniยญficยญantly influยญence corยญporยญate disยญclosยญures and play a cruยญcial role in private comยญmuยญnicยญaยญtion between IROs, anaยญlysts, and investors.โ
Source: Journal of Accounting and Economics 7Brown, L., Call, A., Clement, M., & Sharp, N. (2019). Managing the narยญratยญive: Investor relaยญtions officers and corยญporยญate disยญclosยญureโฐ. Journal of Accounting and Economics. โฆ Continue readยญing
Digital PR
(Sometimes referred to as โDigital Communications,โ โOnline PR,โ or โOnline Communications.โ)
Digital PR = the straยญtegic use of online comยญmuยญnicยญaยญtion to build brand comยญmunitยญies, foster engageยญment, and manยญage repuยญtaยญtion in the digitยญal space. 8Silfwer, J. (2017, November 20). What is Digital PR? Doctor Spin | The PR Blog. https://โdocโtorโspinโ.net/โwโhโaโtโ-โiโsโ-โdโiโgโiโtโaโlโ-โpr/
Targets: Inbound web traffic, brand comยญmunitยญies, subยญscribers, fans, folยญlowยญers, influยญenยญcers, social netยญworks, etc.
Not all online traffic is paid for by ads. People search organยญicยญally for informยญaยญtion, knowยญledge, inspirยญaยญtion, enterยญtainยญment, etc. Some people even wish to be more than just cusยญtomยญersโโโthey want to be fans, folยญlowยญers, and subscribers!
And yes, pubยญlic relaยญtions is equipped to cater to the informยญaยญtionยญal needs of finยญanยญcial stakeholders.
โOnline pubยญlic relaยญtions can enhance visยญibยญilยญity and build relaยญtionยญships with the pubยญlic, proยญmotยญing organยญizยญaยญtions and products through diaยญloยญgic comยญmuยญnicยญaยญtion.โ
Source: ProcediaโโโSocial and Behavioral Sciences 9Petrovici, M. (2014). EโPublic Relations: Impact and Efficiency. A Case Study. ProcediaโโโSocial and Behavioral Sciences, 141, 79โโโ84. https://โdoiโ.org/โ1โ0โ.โ1โ0โ1โ6โ/โJโ.โSโBโSโPโRโOโ.โ2โ0โ1โ4โ.โ0โ5โ.โ015
Public Affairs (PA)
Public affairs (PA) = a brandโs intenยญtionยญal use of comยญmuยญnicยญaยญtion to engage with govยญernยญments, poliยญcyยญmakers, and comยญmunitยญies to influยญence pubยญlic policy and social impact.
Targets: Voters, politยญicยญal journยญalยญists, politยญicยญal anaยญlysts, columยญnists, interest groups, etc.
For some organยญisaยญtions, the genยญerยญal pubยญlicโs opinยญion about speยญcifยญic issues matยญters. For an elecยญtric car manยญuยญfacยญturer, what people think of sociยญetyโs elecยญtriยญficยญaยญtion matยญters because, in a demoยญcracy, pubยญlic opinยญion will ultiยญmately shape pubยญlic policy.
In pubยญlic relaยญtions, we have the skill set to navยญigยญate and manยญage pubยญlic perยญcepยญtions and shape opinยญions long-term. While advertยญising can supยญport such endeavยญours, the drivยญing force is usuยญally pubยญlic relations.
โIntegrating corยญporยญate planยญning and pubยญlic affairs perยญspectยญives is cruยญcial for organยญizยญaยญtions to effectยญively respond to envirยญonยญmentยญal change and adapt to social and politยญicยญal turยญbuยญlence.โ
Source: Long Range Planning 10Post, J., Murray, E., Dickie, R., & Mahon, J. (1982). The pubยญlic affairs funcยญtion in American corยญporยญaยญtions: Development and relaยญtions with corยญporยญate planยญning. Long Range Planning, 15, 12โโโ21. โฆ Continue readยญing
Lobbying
Lobbying = the focused use of advocacy and comยญmuยญnicยญaยญtion to dirยญectly influยญence legisยญlatยญive and regยญuยญlatยญory decisions in favour of speยญcifยญic interests or causes.
Targets: Politicians, legisยญlatยญors, govยญernยญment offiยญcials, comยญmitยญtees, influยญenยญcers, etc.
At times, itโs a good idea to present your organยญisaยญtionโs ideas dirยญectly to those in charge of makยญing the decisions, like politiยญcians, legisยญlatยญors, anaยญlysts, topยญic experts, etc. And these groups are rarely conยญvinced by marยญketยญing messages.
โLobbying can be viewed as a form of legisยญlatยญive subยญsidy, providยญing policy informยญaยญtion, politยญicยญal intelยญliยญgence, and legisยญlatยญive labor to straยญtegicยญally selecยญted legisยญlatยญors, assistยญing natยญurยญal allies in achievยญing their objectยญives.โ
Source: American Political Science Review 11Hall, R., & Deardorff, A. (2006). Lobbying as Legislative Subsidy. American Political Science Review, 100, 69โโโ84. https://โdoiโ.org/โ1โ0โ.โ1โ0โ1โ7โ/โSโ0โ0โ0โ3โ0โ5โ5โ4โ0โ6โ0โ6โ2โ010
Internal Communications (IC)
Internal comยญmuยญnicยญaยญtions (IC) = an organยญisaยญtionโs delibยญerยญate use of mesยญsaging to align, inform, and motivยญate employยญees while fosยญterยญing a proยญductยญive workยญplace culยญture.
Targets: Coworkers, potenยญtial recruits, etc.
Most organยญisaยญtions have employยญees. Their opinยญions and attiยญtudes towards the employยญer often decide whethยญer the organยญisaยญtion will rise or fall. Aiming marยญketยญing camยญpaigns at them rarely resolves any issues.
Public relaยญtions has a long and proud traยญdiยญtion of improvยญing all types of comยญmuยญnicยญaยญtion withยญin an organยญisaยญtion. (Itโs also a major field of acaยญdemยญic research!)
โStrengthening internยญal comยญmuยญnicยญaยญtion through variยญous methยญods, includยญing face-to-face comยญmuยญnicยญaยญtion, can improve employยญee engageยญment and build trust between manยญageยญment and employยญees.โ
Source: International Journal of Business Communication 12Mishra, K., Boynton, L., & Mishra, A. (2014). Driving Employee Engagement. International Journal of Business Communication, 51, 183โโโ202. https://โdoiโ.org/โ1โ0โ.โ1โ1โ7โ7โ/โ2โ3โ2โ9โ4โ8โ8โ4โ1โ4โ5โ2โ5โ399
Crisis Communications
(Sometimes referred to as โCrisis Management.โ)
Crisis comยญmuยญnicยญaยญtions = a brandโs rapยญid, straยญtegic deployยญment of comยญmuยญnicยญaยญtion to mitยญigยญate repuยญtaยญtionยญal damยญage, address urgent chalยญlenges, and restore pubยญlic trust durยญing critยญicยญal situยญations.
Targets: Crisis vicยญtims, worยญried pubยญlics, the genยญerยญal pubยญlic, coworkยญers, journยญalยญists, influยญenยญcers, cusยญtomยญers, shareยญholdยญers, etc.
Sometimes, things go wrong. In such situยญations, pausยญing all marยญketยญing camยญpaigns is often a good idea. No one wants to see an ad for your busiยญness when people sufยญfer or have gotยญten hurt.
We have developed a tried-and-tested toolยญbox in pubยญlic relaยญtions to assist organยญisaยญtions in dealยญing with chalยญlenยญging scenarios.
โEffective crisis comยญmuยญnicยญaยญtion strategies, timยญing, and situยญationยญal factors can guide manยญagers in achievยญing desired outยญcomes and enhanยญcing corยญporยญate repuยญtaยญtion durยญing crises.โ
Source: Business Horizons 13Coombs, W. (2015). The value of comยญmuยญnicยญaยญtion durยญing a crisis: Insights from straยญtegic comยญmuยญnicยญaยญtion research. Business Horizons, 58, 141โโโ148. https://โdoiโ.org/โ1โ0โ.โ1โ0โ1โ6โ/โJโ.โBโUโSโHโOโRโ.โ2โ0โ1โ4โ.โ1โ0โ.โ003
Marketing PR
(Sometimes referred to as โMarketing Communications.โ)
Marketing PR = a brandโs tacยญticยญal integยญraยญtion of comยญmuยญnicยญaยญtion and proยญmoยญtionยญal efforts to enhance product awareยญness, drive sales, and supยญport marยญketยญing objectยญives.
Targets: Potential cusยญtomยญers, existยญing cusยญtomยญers, trade journยญalยญists, memยญbers, affilยญiยญates, etc.
Journalists and influยญenยญcers are someยญtimes interยญested in conยญsumer offerยญings, too. Potential cusยญtomยญers are interยญested in learnยญing about new products or serยญvices, and journยญalยญists might be curiยญous, too. This often hapยญpens when there are big launches or sigยญniยญficยญant techยญnoยญloยญgicยญal advancements.
This is where marยญketยญing and pubยญlic relaยญtions โcross swords.โ While marยญketยญing uses paid camยญpaigns to proยญmote products or serยญvices, pubยญlic relaยญtions pitches those products or serยญvices to journยญalยญists (and influยญenยญcers with journยญalยญistยญic ambitions).
โIntegrating marยญketยญing comยญmuยญnicยญaยญtions across traยญdiยญtionยญal and new media can improve the effectยญiveยญness and effiยญciency of marยญketยญing proยญgrams.โ
Source: Journal of Marketing 14Batra, R., & Keller, K. (2016). Integrating Marketing Communications: New Findings, New Lessons, and New Ideas. Journal of Marketing, 80, 122โโโ145. https://โdoiโ.org/โ1โ0โ.โ1โ5โ0โ9โ/โjโmโ.โ1โ5โ.โ0โ419
Industry PR (B2B)
(Sometimes referred to as โB2B PR,โ โB2B Communications,โ or with more speยญcificity, like โTech PR,โ โTelecom PRโ, โMedical PR,โ etc.)
Industry PR (B2B) = a busiยญnessโs purยญposeยญful use of comยญmuยญnicยญaยญtion to build credยญibยญilยญity, foster trust, and estabยญlish thought leadยญerยญship withยญin its proยญfesยญsionยญal secยญtor.
Targets: B2B cliยญents, B2B proยญspects, trade journยญalยญists, trade organยญisaยญtions, niche influยญenยญcers, etc.
In many indusยญtries, organยญisaยญtions sell products and serยญvices to othยญer comยญpanยญies. Marketing can be cruยญcial, espeยญcially if there are thouยญsands of potenยญtial cusยญtomยญers. However, many niches are small and dependยญent on perยญsonยญal relationships.
Many organยญisaยญtions also depend on funcยญtionยญal relaยญtionยญships with vendors, disยญtribยญutยญors, partยญners, supยญpliยญers, etc. Public relaยญtions is the way to comยญmuยญnicยญate with these organisations.
โContemporary pubยญlic relaยญtions for B2B involves 7 disยญtinct types of framยญing: situยญations, attribยญutes, choices, actions, issues, responsยญibยญilยญity, and news.โ
Source: Journal of Public Relations Research 15Hallahan, K. (1999). Seven Models of Framing: Implications for Public Relations. Journal of Public Relations Research, 11, 205โโโ242. https://โdoiโ.org/โ1โ0โ.โ1โ2โ0โ7โ/โSโ1โ5โ3โ2โ7โ5โ4โXโJโPโRโRโ1โ1โ0โ3โ_02
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Annotations
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12 | Mishra, K., Boynton, L., & Mishra, A. (2014). Driving Employee Engagement. International Journal of Business Communication, 51, 183โโโ202. https://โdoiโ.org/โ1โ0โ.โ1โ1โ7โ7โ/โ2โ3โ2โ9โ4โ8โ8โ4โ1โ4โ5โ2โ5โ399 |
13 | Coombs, W. (2015). The value of comยญmuยญnicยญaยญtion durยญing a crisis: Insights from straยญtegic comยญmuยญnicยญaยญtion research. Business Horizons, 58, 141โโโ148. https://โdoiโ.org/โ1โ0โ.โ1โ0โ1โ6โ/โJโ.โBโUโSโHโOโRโ.โ2โ0โ1โ4โ.โ1โ0โ.โ003 |
14 | Batra, R., & Keller, K. (2016). Integrating Marketing Communications: New Findings, New Lessons, and New Ideas. Journal of Marketing, 80, 122โโโ145. https://โdoiโ.org/โ1โ0โ.โ1โ5โ0โ9โ/โjโmโ.โ1โ5โ.โ0โ419 |
15 | Hallahan, K. (1999). Seven Models of Framing: Implications for Public Relations. Journal of Public Relations Research, 11, 205โโโ242. https://โdoiโ.org/โ1โ0โ.โ1โ2โ0โ7โ/โSโ1โ5โ3โ2โ7โ5โ4โXโJโPโRโRโ1โ1โ0โ3โ_02 |