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1. Community Relations
Programs that seek to win the support or cooperation of, or that aim to improve relations with, people or organizations in communities in which the sponsoring organization has an interest, need or opportunity. “Community” in this category refers to a specific geographic location or locations.
2. Institutional Programs
Programs affecting an organization’s stature, reputation or relations with its publics or key elements of its publics.
3. Special Events
Programs or events, including commemorations, observances, openings, celebrations, yearlong anniversaries or other special events.
4. Public Service
Programs that advance public understanding of a societal issue, problem or concern. (Similar programs conducted principally to enhance an organization’s standing or to otherwise serve its interests directly will ordinarily fall under Institutional Programs.)
5. Public Affairs
Programs specifically designed to influence public policy and/or affect legislation, regulations, political activities or candidacies—at local, state or federal government levels—so that the entity funding the program benefits.
6. Marketing Consumer Products and Services
Programs designed to introduce new or promote existing products or services to a consumer audience.
7 Marketing Business to Business
Programs designed to introduce new or promote existing products or services to a business audience.
8. Crisis Communications
Programs undertaken to deal with an event that has had or may have an extraordinary impact.
9. Internal Communications
Programs targeted specifically to special publics directly allied with an organization (for example: employees, members, affiliated dealers or franchisees).
10. Integrated Communications
A program that employs the creative and effective integration and leadership of public relations strategies and tactics with other promotional marketing communications. It should demonstrate the integration of strategies, budget and measurement of return on investment of the communications to any stakeholder group, including employees, consumers and shareholders.