 PR sectors and specialismsTrevor Morris and Simon Goldsworthy Chapter Chapter 5 in Public Relations for Asia, 2008, pp 19-30 from Palgrave Macmillan Abstract: Abstract Many companies use Public Relations (PR) for marketing purposes. Typically such PR work is controlled by the marketing department or director and, as we have seen, is used alongside advertising and other promotional techniques. Corporate PR is distinct from this. It is typically run by a senior person, backed up by only a small team of helpers. Though seldom a member of the board of directors, he or she often reports directly to the chief executive and certainly has a lot of direct contact with the CEO and other senior staff. The term “PR” is normally dropped in favor of “Corporate Communications,” “Corporate Affairs” or just “Communications.” Their duties consist of managing the overall reputation of the company and its standing in the outside world. This is something that matters enormously to Chief Executives, who know that their jobs can be only one news story away from oblivion and that even the most powerful organizations are surprisingly vulnerable to hostile comment. CEOs themselves seldom have the skills, experience or confidence to deal with such difficulties on their own. Keywords: Public Relation; Chief Executive; Public Relation; Employer Branding; Celebrity Endorsement (search for similar items in EconPapers) There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it. Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-58345-0_5 Ordering information: This item can be ordered from Access Statistics for this chapter More chapters in Palgrave Macmillan Books from Palgrave Macmillan |
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