The film 12 Years a Slave is promoted using a multitude of tools. There are several objectives of the public relations campaign. The first is to gain as much exposure for the film as possible, so that as many potential consumers are aware of its release. The second is to create interest in the film. This is done through a campaign that emphasizes education about the film's content and the relevance of its story. Lastly, the quality of the film needs to be projected by the public relations.
Public relations is defined as the "strategic communications process that builds mutually beneficial relationships between organizations and their publics" (PRSA, 2012). This definition identifies that public relations has two components -- the sender of the information and the receiver. The role of the public relations is also defined here as one of relationship-building, which implies something greater than one-way communication....
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