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Public relation
Public relations cover a wide variety of activities designed to affect both public opinion and the opinion of specific stakeholder whose support a company needs. Public relations can be a concept, a profession, and a management functions, as well as a practice. Its objective is to create goodwill and understanding positive relationships between an organization and its stakeholders (Principle of Advertising & IMC, Tom Duncan).
Objectives for a public relation plan are similar to advertising objectives in that they seek to build awareness and knowledge. However, publicity can also be used to create or increase brand awareness, increase knowledge, create or change attitudes, create buzz, influence opinion leaders, stimulate referrals and advocacy and generate a sense of involvement (Principle of Advertising & IMC, Tom Duncan).
From an IMC perspective, one of the most important activities in PR is brand publicity. Brand publicity defined as the use of non-paid media message to deliver brand information designed to positively influence customers and prospects. For instance, brand publicity for AirAsia, AirAsia and Citibank create brand publicity through Facebook application to test popularity of their co-branded credit card among the social networking community in Malaysia. The application is developed by proximity, allows users to rank their favorite holiday destinations, select who they would like to spend their holiday with and choose what they do when they get there. Besides, users who recruit 30 friends or more stand a chance of gaining free seats to Langkawi on an AirAsia flig ...