Public Relations is a marketing function that targets the press, predominantly with news stories and editorial copy and comment. Unlike advertising, in which a specific fee is paid for a specific amount of space, PR approaches editors and journalists at all of the relevant titles, not just one. However, it is the decision of each individual editor as to whether they publish or progress a story or not.
PR should ideally be administered at all times in line with business objectives, activity and budgets. Typical 'stories' include product launches, expansion, staff appointments and changes in ownership, technological and pioneering developments, wins and successes. Contributions towards feature articles help achieve authority and industry status with market comment, in-depth analysis and exploration into niche topics of concern.
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