State the reasons managers should include public relations as part of themarketing mix. What will ...

Public relations programs can achieve several marketing objectives. They canbuild name recognition by focusing on memorable information about anestablishment. They can build credibility because, unlike paid advertising,their message is generally considered to be more credible because customersgenerally trust news reports more fully than they trust advertising messages.Public relations efforts are also cost-effective because they create namerecognition. They can encourage customer trials without incurring theexpense of paid advertising. Advertising, personal selling, and promotions canbe expensive. Publicity is free, but without newsworthy activities it can bedifficult to attract the attention of the news media. PR activities give mediarepresentatives something of interest to report to their readers or viewers.