ABSTRACT
Public relations, as with all other elements of the marketing mix, requires a planned approach and plays an important role at a strategic level. It is also subject to strategic level objectives. For example, the launch of a new model by Mercedes Benz will be subject to a significant PR campaign running in parallel with significant advertising and direct marketing, perhaps on a local level by the local dealerships. Therefore PR becomes a high-level communications objective and it is critical that it is subject to the same intensity in respect of targeting specific groups of the public.
