If you work in a marketing department for a company, how will you plan for public relations and publicity? Explain why a company uses public relations to promote a company’s image.

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The type of marketing plan you produce depends on the type of business for which you work. For example, B2B marketing involves direct sales, with dedicated sales staff making personal contacts with purchasing managers, where more general consumer oriented businesses are more likely to use media campaigns.

For marketing to consumers, your PR strategy should include a combination of social media, internet advertising, SEO positioning of the companies' web presence, traditional media, and either mail or e-mail to attract new customers. Things like loyalty programs, targeted discounts, partnerships, and community outreach should also be part of a comprehensive marketing plan.

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