Refer to Scenario 15.1. The campaign was so successful that Rick decided to host a special event to announce the winner. On the day of the event he invited the media to film the event. The CEO of the firm named the finalists and then called out the winner. This all occurred with much fanfare. An illustration of the proposed product with a short description was provided to reporters to publish in the paper. This campaign is an example of:

Public relations refer to how an organization maintains a health and beneficial mutual communication between an organization and the public. The company maintains its image in such a way that it remains the favoured organization.

This means the company creates an image for itself in a way that people are able to even talk about it and spread the word about how good their product is.

For example when the product is being mentioned in a newspaper everyone will read about it and the word may even be spread beyond boarders, which increases a brand knowledge of that product; this is done at no cost to the company so it is like a free advertisements.

People are inclined towards believing a testimony from someone who has used a product more than they would believe a paid advertisement.