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Ethics of Target Marketing: Process, Product or Target?
Unformatted Document Text:  6 Given the above definitions, it can be concluded that advertising’s main intent is to persuade, advertising is disseminated through the mass media, is most likely paid for, and has an identifiable sponsor. Public Relations Caywood (1997) defines public relations as “the profitable integration of an organization’s new and continuing relationships with stakeholders including customers by managing all communications contacts with the organization that create and protect the brand and reputation of the organization,” (p. xi). In this definition, the emphasis is on relationship building. The Public Relations Society of America also focuses on relationship building in its definition. Grunig et al (1997) emphasize public relations’ managerial role, defining public relations as “the management of communication between an organization and its publics (p. 4). Finally, Wilcox et al (1997) indicate synthesize the relationship-building function and managerial role into one definition, stating that the key words that define public relations are “deliberate, planned, performance, public interest, and two-way communication,” (p. 6). Therefore, it can be concluded that public relations focuses on relationship- building, is not necessarily paid for (but, according to some definitions can be paid for), is not necessarily persuasive (but, can have a persuasive appeal), and is a managerial tool. Public relations is a part of marketing, in the sense that it targets a specific audience, but is different from advertising because it is a more sophisticated plan that can include many layers of communication strategies and various messages. Public relations may not have

Authors: Fisher, Brooke A..
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6
Given the above definitions, it can be concluded that advertising’s main intent is
to persuade, advertising is disseminated through the mass media, is most likely paid for,
and has an identifiable sponsor.
Public Relations
Caywood (1997) defines public relations as “the profitable integration of an
organization’s new and continuing relationships with stakeholders including customers by
managing all communications contacts with the organization that create and protect the
brand and reputation of the organization,” (p. xi). In this definition, the emphasis is on
relationship building. The Public Relations Society of America also focuses on
relationship building in its definition. Grunig et al (1997) emphasize public relations’
managerial role, defining public relations as “the management of communication between
an organization and its publics (p. 4). Finally, Wilcox et al (1997) indicate synthesize the
relationship-building function and managerial role into one definition, stating that the key
words that define public relations are “deliberate, planned, performance, public interest,
and two-way communication,” (p. 6).
Therefore, it can be concluded that public relations focuses on relationship-
building, is not necessarily paid for (but, according to some definitions can be paid for), is
not necessarily persuasive (but, can have a persuasive appeal), and is a managerial tool.
Public relations is a part of marketing, in the sense that it targets a specific audience, but
is different from advertising because it is a more sophisticated plan that can include many
layers of communication strategies and various messages. Public relations may not have


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