8.19 : 公共关系 I

Public relations or PR are activities aimed at promoting and managing a company's reputation and influencing public opinion to gain support.

PR can be paid or non-paid publicity to build favorable relationships with stakeholders by educating the public and effectively managing crises.

For instance,  KFC launched a witty, apologetic PR campaign to apologize for the chicken shortage in the UK due to supply chain issues. This campaign effectively restored its reputation and trust.

PR also helps to create a greater sense of credibility for the targeted stakeholders.

In the digital era, Lego's 'Rebuild the World' campaign aimed at encouraging creativity, physical play, and greater bonding between children and families using Lego toy bricks.

This campaign saved Lego from almost bankruptcy, repositioning it as a creative experience for all age groups.

On the other hand, PR focuses predominantly on reputation management, making it difficult to measure its direct impact on sales.

Despite these challenges, PR is a powerful tool for shaping public perception and fostering goodwill.