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The function of managing relationships and communications between an organisation and the public. Activities include handling complaints and dealing with the media, with an aim to build a respected and reputable corporate image.
Generally if an organisation has a vested interest in how it is portrayed in the public arena, it employs some level of public relations. There are various public relations disciplines falling umbrellaed by corporate communications, such as analyst relations, media relations, investor relations, internal communications and labor relations.
|Legal and regulatory affairs|
|Moving annual total (MAT)|
|Equivalent advertising value (EAV)|
|Concept development and testing|
|Marketing cost analysis|
|Marketing decision support system (MDSS)|
|Defining Advertising Goals for Measured Advertising Response (DAGMAR)|
|Decision making unit (DMU)|
|Peer to peer (P2P) marketing|