Which activity is a typical public relations function?

• A. Developing direct mail coupons
• B. Negotiating a large media buy
• C. Handling unfavorable press
• D. Designing a paid online banner

Answer: (C)

Public relations focuses on shaping how the organization is seen by the public and the media, and on managing communication during both routine and crisis situations. Handling unfavorable press is a classic PR function because it involves responding to negative coverage, coordinating with journalists, issuing statements, and guiding the organization's narrative to protect reputation. This contrasts with activities like developing direct mail coupons, which are direct marketing tools aimed at driving sales through incentives; negotiating a large media buy, which is part of advertising and media planning; and designing a paid online banner, which is digital advertising. Those activities are concerned with paid promotions and customer acquisition, while public relations concentrates on information flow, credibility, and relationship-building rather than paid placement. A strong PR effort can help maintain trust during tough times by being transparent, timely, and consistent in messaging, which is essential to long-term brand health.