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Essay / Research Paper Abstract
This 9 page paper helps to define public relations. The idea that PR is just free advertising is explored in depth. Advertising, marketing and PR are concepts discussed.
Bibliography lists 5 sources.
Page Count:
9 pages (~225 words per page)
File: RT13_SA502PR.rtf
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Unformatted sample text from the term paper:
Obviously, the concepts of advertising and PR are not synonymous and this has never really been an issue. Still, the idea that public relations can serve as free advertising is
an interesting premise. It is a point well taken and in reality, provides a method for firms and individuals to gain good publicity without paying for it. First, what is
the difference between public relations and advertising? Theaker (2001) claims that the difference is that advertising always involves a paying medium but public relations does not. Advertising and
public relations are concepts that are interrelated and certainly, while PR is not advertising exactly, in some way public relations provides free advertising for firms and film stars. One example
of how PR can work as advertising goes to the Martha Stewart case. Her firm was doing okay and when she was charged with a white collar crime and volunteered
to go to prison early, just to get on with her life. After her trial, there was speculation that her company was doomed. The stock would go down. There was
nothing to discuss. Yet, quite the opposite situation occurred. Today, Martha makes the news and it in some way serves to provide free advertising for her and her company, which
is now doing well. How might one explain this phenomenon? People tend to root for the underdog and many believe that the sentence given to her was unfair. The reality
is that what might be construed as negative publicity worked in her favor. Why might someone claim that PR is free advertising? Paid advertising is very expensive. For example, when
a television show buys advertising space in print or on another network, it is costly. However, when a television show is a hit and money does not have to be
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