PR, Marketing, Sales Promotion, Publicity, Propaganda PR and Advertising

Inthe commercial worldPR and advertising will be associated with marketing. PR can be applied toevery part of the marketing mix.The marketing mix consists of every element in the marketing strategy — for example, naming,packaging, market research, pricing,selling and distribution.All of these have to do withcommunications.

line' (or BTL — other than with use of media) techniques. Sales promotion consists of short-term schemes.It usually used at the point-of-salebut also in direct marketingor to increase sales.For example, sewing machine demonstrationsin stores, etc. Sales promotion is often used as an alternative to product advertising.

Propaganda and PR

Propaganda is another form of communication which is often confused with PR. The two could not be more different,because to be successful PR must be credibleand propaganda can result in suspicionand disagreement.The problem is sometimes to find the difference between the propaganda and the PR elements in information distributed by government. Propaganda is used to keep the government in powerbut PR will be used so the government actions are well understood.

Propaganda concentrates onmatters of the heart and mind. These are emotional, intellectual or spiritual topicssuch as politics or religion.

Propaganda may be used for good or bad purposes.Propaganda, like advertising promotes its client or a product. Good PR, on the other hand,should be factualand free of self-praise.A news release which will be otherwise rejected by editors

Publicity and PR

Publicity is a result of press attention and that is why it may be uncontrollable. This could be good or bad for the person. Some personalities receive both good and bad publicity. A pop star may receive good publicity from a concert or song, but bad publicity if accused of taking drugs.However, the word is used looselyand especially in USA is confused with PR.

Adapted from the text by F. Jenkins

PR and Sales Promotion

Public relations is sometimes confused withsales promotion. Sales promotion is a more personal form of marketing communication than traditional media advertising. Sales promotion consists of 'below-the-

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Text A How Does Public Relations Differ From Advertising?	\|	Lesson 4. PR AS A PROFESSION

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