Question

Managing Google's Public Relations Increasingly, there are new definitions of Public Relations and the Integration of PR activities with the Marketing and IMC functions. Read the case below about Google's activities in the area of PR to identify how Public Relations currently exceed the traditional role of PR. Read the case of Google and its PR activities scenarlo and then answer following questions about how Google uses PR as part of the IMC function. As one of the firms with extremely high brand equity, In the top three firms with Apple and Coca-Cola, Google employs not only advertising but also public relations as part of its IMC. The traditional role of PR was to inform the public both Internally and externally about the company in a positive manner. The newer role of PR is more marketing-oriented and Integrates the two functions more fully. Consequently, the management team at Google is positively pre-disposed to offer the press Interviews and allow filming at Google headquarters. A movle, “The Internship," about the competition among Millennials to gain a position at Google showcased both the challenging level of work and the benefits the company offers The Google culture is transmitted throughout all communications in which it engages from the simple, reliable Google search page the and daily modifications offered in the logo to celebrate the birthday of a famous person, place, or thing. Google's corporate culture is communicated through the full range of its employees from founders Larry Page and Sergel Brin to the entry-level employee. The firm is eager to share its "Googly-ness" with the public. In efforts to do that, Google relles less on traditional advertising and more on PR and on its own style of communications. If a news outlet writes a negative story about Google without its permission and no granted Interview, the firm has little control over the plece. This unauthorized story is best described as

Answer 1

The correct answer publicity. In this case it is a negative publicity due to the piece written by a third party.