ABSTRACT
Most of the time, companies have to pay for media exposure, but with public relations, there is little, if any, cost. Along the pathway to publicity, there are many different methods and techniques. This chapter lists the twelve functions or activities of public relations. These functions include: press releases, media conferences, company spokesperson, crisis management, content development, executive speechwriting, sponsored events, community activities, trade shows and exhibits, social media management, corporate advertising, and internal publications. Since the primary purpose of public relations is engaging with multiple publics though contact, interactive communication, and the distribution of information, corporations, small businesses, entrepreneurs, organizations, and even individuals must have a plan that supports the needs and requirements of each group. The chapter explores seven of the most important publics that must always be targeted for relationship building: customers, media, industry, employees, suppliers, community, and government. The Public Relations Department supports marketing management with publicity, online activity, and new product introductions.
