Business Communication: Advertising vs Public Relation

Business Communication

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
PART 1............................................................................................................................................3
INTRODUCTION.......................................................................................................................3
Comparison b/w advertising and public relation.........................................................................3
Appropriate factor between two advertising and public relation.................................................6
CONCLUSION............................................................................................................................6
Differences among intended strategy, emergent strategy and realized strategy..........................6
FedEx company...........................................................................................................................8
PART 2............................................................................................................................................9
Communication flow...................................................................................................................9
Issues arise.................................................................................................................................12
PART 3..........................................................................................................................................12
Film analysis through communication strategies process..........................................................12
REFRENCES.................................................................................................................................15

INTRODUCTION
Business communication can be defined as a two-way procedure where exchange
information between two people within company. It is executed for financial benefits of
business. In simple mean shares information for promoting organization objectives, mission and
vision and operations and enhance profit with organization as well.
PART 1
INTRODUCTION
This report covers compare and contrast advertising from public relation in order to
stricture, goal and efforts. This report covers how advertisement and PR fits for sale.
Comparison b/w advertising and public relation
Advertising: It is a marketing tactic which involves in paying for space to influence product or
goods and services (Bovée, Thill and Raina, 2016). The main objective of the advertising is to
connect public who keep will to pay for organization's products or services and purchase them. It
provides direct communication to current and new customers about products and their services.
Public relation: It is strategic communication procedure which establishes advantageous
relationship between organization and customers. In simple word pattern of negotiating
communication between company and their public. Public relation plays essential for the
organization because they give a shape of a company image within market.
Both public relation and advertising supports to build brand image and leads direct line
communication with target public. These elements keep differences to each other which is
described below:
Attributes Advertisement Public relation
Structure Structure is the main source
which differentiate difference
between public relation and
advertising. For example
advertising structure contains
While Public relation
contains public relation team
which is further divided into
three segments i.e. Public
media, social media and

advertisers, advertising and
promotional agencies, external
facilitators, media organization
and target audience. It is direct
line communication structure.
Advertising structure is
singular task or activity
experiments. Generally both
advertising and public
relation structures are same
but major differences in
term of structure is that
public relation structure is
entire process and strategy.
Goal/Objectives On the other hand advertising
has goal to generate specific
target market in term tom yield
high sales (Coffelt, Baker and
Corey, 2016). Advertising is
specially focused on
promotion of product or
services rather than building
brand reputation in business
market. They usually remain
public for brand or service.
Public relation supports to
build brand recognition and
reputation. The main goal of
the public relation to keep
them prolong time with the
organization and takes
sustainable advantage by
selling large number of
products (Passera,
Kankaanranta and Louhiala-
Salminen, 2017). It supports
to create brand image in
global market. Public
relation leads loyalty of
consumer that they purchase
all product or services of
organization rather than
switching to other company.
Objective of PR to organize,
maintain and protect the
business' image. It also helps
to enhance prestige of brand
in global market.