“Public Relations instantly add credibility to a company or business” (“Elire Communications,” 2011). This act helps to build awareness of the company to consumers and competitors. While public relations is a lot like advertising, a company has a more limited amount of access and ability of finding out how many people heard about the company and how many people will respond and purchase your product. Public relations ties in heavily with the promotion step in the marketing plan. Hershey’s focus with promoting its products worldwide, focuses more heavily on the consumer then many of its competitors. With public relations, Hershey’s can showcase their products through media outlets, editorial outlets and special events. Since Hershey’s is familiar with advertising during large holidays such as Christmas or Valentine’s Day, they are already well versed in pursuing public relations ventures during special events. Promotion in the mass media is an important part of the promotional plan, as it extends to the greatest number of potential customers. Since Hershey’s has a very broad target market, they explore various outlets within advertising. Direct mail, television advertising, radio, telemarketing, and of course, the Internet are also other techniques that prove effective within a marketing plan and with public relations. Hershey’s public image has proven to be successful, as evidenced by its stability through decades of existence. Marketers and retailers of the new Sunday Bars by Hershey’s, will have no problem building its own candy-lover following. Building loyalty among its customers is of utmost priority with Hershey’s, and that loyalty ensures its continued success.

Reference
Elire Communications. (2011). Retrieved from