Public Relations (Edexcel IGCSE Business)

• Public relations (PR) involves a business building relationships with the public, promoting a positive image for the business or brand as a whole and managing their reputation in the media
  
  

Diagram: Public Relations Approaches

PR activities include sponsorship, media relations, public events community outreach activities and publicity stunts
 

1. Sponsorship

• Aligning a businesses brand with an event, group or cause that reflects its values is a common form of public relations
  • E.g Financial providers including Cinch, IG and Metro Bank sponsor England's international cricket team as the sport reflects values of fairness and exemplary conduct
    
    
• High-profile sponsorship increases visibility of a businesses logo and other branding elements, and can enhance the business's reputation and credibility
   

2. Media Relations

• Press conferences involve inviting media representatives to attend and ask questions at a dedicated event where a key business announcement is made, such as a new product launch
  
  • E.g. Apple invites high-profile international journalists to its regular new product launches 
    
    
• Press releases are announcements of key business decisions or developments that are sent to media outlets such as newspapers, industry journals and broadcasters 
  • Businesses expect journalists to make use of press releases to write favourable news reports
     

3. Community Outreach

• Supporting organisations in the local community with donations or other resources can improve the reputation of a business within the area in which it operates
  • E.g. McDonalds's Ronald McDonald House Charity provides short-term accommodation for families with children undergoing medical procedures in hospitals across the UK
     

4. Publicity Stunts

• These are eye-catching events or activities designed to attract media coverage that draws attention to a brand
  • E.g. In 2018 Elon Musk's SpaceX programme launched a Tesla Roadster car into space 
     

5. Public Events

• Some businesses hold open days where visitors, such as key customers or suppliers, can find out about a business by speaking to key personnel and experiencing facilities first-hand
  
  
• It is an opportunity for businesses to showcase the aspects in which it takes pride 
  • E.g. Universities and private schools hold regular open days where visitors receive campus tours and have the opportunity to speak to teaching and pastoral staff
     

Benefits & Drawbacks of Public Relations

Benefits	Drawbacks
Can enhance a business's reputation and credibility Often cost-effective when compared to advertising or personal selling May achieve a wide reach as imaginative PR activity is frequently shared on social media	PR can be time-consuming and is difficult to measure the direct impact of PR activities on profits Specialist - and expensive - PR companies can often achieve the best results