1. Define the term, ‘Public Relations.

Ans - Public Relations (PR) is a concept which explores various ways of promoting effective
relationship between different functional groups of people within communities or societies. It
involves communicating the intentions of a particular entity to other groups or institutions that
have an interest in the activities of the entity who is communicating his views or opinion. The
relationship building could be between an organisation and its employees or the organisation
and the public whose make up could be as diverse as one could imagine.

Define the term, ‘Publicity’

Publicity involves having products or services featured in newspapers or non-commercial

programmes on TV or radio without paying for it. The feature article to be produced on the
companies profile, products or services is prepared by a journalist on their own volition or at
the behest of the company who have something to announce on the ‘special’ product or
service which they believe may be of interest to the public. Publicity is mainly used as a tactical
tool to a great extent by PR consultants to achieve specific objectives. It lends itself to being a
very credible too because, it is perceived as originating from the media house and not the
company, therefore the messages are widely accepted. In- depth skill is required to reap full
benefit from publicity campaigns otherwise it may do more damage than good when not
properly applied. This means that messages should be well-worded, factual, and truthful and
not portrayed in a manner as to be perceived as an advertisement.

3. What are the similarities between Public Relations, publicity, and advertising?

There are some similarities between public relations, advertising, and publicity. Each of these
three elements is used to promote goods, services, or persons. Each type of promotion will
feature initiatives that bolster a company or person's mission statement, talents, and
achievements. In some cases, public relations executives work hand in hand with advertising
and publicity staff, creating wide-scale marketing campaigns that target the Internet, or
television and radio audiences.

Name the two main branches of advertising.

 The Two Types of Advertising: Directional & Creative. There are essentially two types of
advertising. They are directional and creative. Both are valuable in anadvertising plan, but it
depends on what you are wanting to accomplish with your plan

What are the advantages and limitations of exhibitions as a public relations’ tool? 5

Exposure to a wider set of audience – Not only does your brand get a lot of exposure but the crowd th
at visits the exhibition is valuable too, because only consumers interested in your product category will
visit the show and subsequently your exhibition booth.
Creates brand awareness – One of the prime reasons brands participate in exhibitions is because exhibi
tions create awareness in the market about the brand. It not only increases brand awareness but also m
akes it popular in the crowd
Increases credibility – People begin to trust your brand when they see it alongside major brands. Theref
ore increasing credibility of the brand in the market.
Promotes brand loyalty – When people begin to trust you, it ensures repeated sales. Repeated sales ins
till brand loyalty among its customers.
Helps in Networking – You meet a lot of likeminded people at exhibitions. It is a good chance to netwo
rk with other people and increase your client base and promote your business. Exhibitions are known to
be an advantageous ground to build profitable alliances.
Disadvantages of Exhibitions
Exhibitions are hectic and stressful – Participating in exhibitions requires a lot of work. From selecting ex
hibition stand contractors, booking the perfect spot to finalizing your exhibition stand design you need
to take care of many things. Many businessmen find exhibitions too hectic and only because of the wor
k it requires they abstain from it.
It can be overwhelming – With so many tasks and preparations at hand, exhibitors often get overwhelm
ed with the chores and responsibilities that come with exhibitions.
Exhibitions can sometimes go downhill – While focusing on major aspects you tend to ignore small thin
gs at exhibitions. One might pay full attention to their exhibition stall design but be reckless while select
ing the right staff. If you do not tie all the loose ends, it likely you won’t get the expected results.
Every marketing platform has advantages and disadvantages. Don’t let the disadvantages discourage y
ou from participating in exhibitions and reaping the benefits of it.