The 3 Primary Forms of Corporate Communication
Marketing is the overall process of communicating and delivering products to a target audience through the marketing mix of product, price, place and promotion. Promotion is a combination of communication activities that include advertising and public relations. Deciding on what resources to apply to each of these promotion areas is a result of other factors identified in an overall marketing plan.
Advertising is a means of communicating to a target audience using mostly paid media such as television, radio, the Internet and print publications. Advertising typically includes themes that communicate company mission, branding and services as well as specific product information. Media outlets are chosen based on what market research has identified as the most successful way of reaching the selected audiences.
3. Public Relations
Public relations is a communication method used by businesses to convey a positive image to a target audience and the general public. Public relations methods can include press releases, community involvement and speaking at public forums on issues important to a target audience. Successful public relations programs highlight company accomplishments and positive contributions to community.