The way companies and organizations use public relations might be best viewed as:
A) a waste of corporate expenditure, as it does not appear to assist in brand building
B) a continuum between a traditional non-marketing function and a more marketing-oriented perspective
C) whitewashing key issues
D) the opportunity to provide rationale or excuses for activities that the public views as undesirable

Question

Quizplus · Accepted Answer

Public relations can serve as a non-marketing function, such as managing a company's reputation and relationships with stakeholders. However, it can also be seen as a marketing-oriented tactic to promote and build a brand. Therefore, the best way to view how companies use public relations is on a continuum between non-marketing and marketing perspectives. Option A and D are incorrect because public relations can assist in brand building and communicating positive aspects of a company, but it should not be used to justify or excuse negative actions. Option C is incorrect because while public relations can mitigate negative PR, it should not be used to whitewash key issues.

The Way Companies and Organizations Use Public Relations Might Be