Which term refers to the planned and sustained effort to establish and maintain goodwill and mutual understanding between a business and the public?

Which term refers to the planned and sustained effort to establish and maintain goodwill and mutual understanding between a business and the public?

• A. Advertising
• B. Public relations
• C. Personal selling
• D. Sales promotion

Answer: (B)

Public relations is the planned and sustained effort to establish and maintain goodwill and mutual understanding between a business and the public. It focuses on shaping the company’s image and building positive relationships with customers, the media, communities, and other stakeholders over time, not just promoting a product. Advertising is paid messaging aimed at promoting products for immediate impact, personal selling involves direct persuasion of customers, and sales promotion relies on short‑term incentives to boost purchases. Through ongoing activities like press releases, sponsorships, community involvement, and crisis communication, public relations works to preserve a favorable reputation and trust.

Public relations is the planned and sustained effort to establish and maintain goodwill and mutual understanding between a business and the public. It focuses on shaping the company’s image and building positive relationships with customers, the media, communities, and other stakeholders over time, not just promoting a product. Advertising is paid messaging aimed at promoting products for immediate impact, personal selling involves direct persuasion of customers, and sales promotion relies on short‑term incentives to boost purchases. Through ongoing activities like press releases, sponsorships, community involvement, and crisis communication, public relations works to preserve a favorable reputation and trust.