Public Relations Marketing I Public Relations and Publicity

Public Relations Marketing I

Public Relations and Publicity �Public Relations - Activities that promote the favorable image and communications a company has with its employees, customers, investors, and the public. �Publicity: Free mention of a product or company in the media �(Placing positive and newsworthy information about a business, its products or its policies in the media)

Building Your Image Who are you building the image for? �External public: the community and customers �Internal public: the employees, volunteers, manufacturers, and suppliers.

Things to keep in mind about PR/Publicity • Publicity is a tool used by marketers, BUT they can not control how the media will share their story • There is both positive and negative publicity. (Negative publicity can do harm and create a negative image) • Public opinion is one of the most powerful forces in society

Why does a business use Public Relations? �Improving public image �Cope with a crisis �Sense of goodwill �Benefits �Increased sales �Reinforce a good reputation �Increase consumers willingness to respond to advertising

Examples of Public Relations �Grand Opening of a new mall �Presentation of an award to the company or an employee �Company-sponsored sports event �Company – sponsored scholarship program �Charitable event like a walkathon �Interview with company official about new policies or product

Customer Relations �Good customer service brings in repeat business – leading to the success of the company �Courtesy and friendliness �Helpfulness and tolerance �Interest and product knowledge �Some businesses offer special services �Free delivery �Gift wrapping �Layaway

Employee Relations �Successful businesses have loyal and well motivated employees �Programs are created to foster positive attitudes �Tuition reimbursement �Recreational programs (gym memberships) �Employee recognition programs

Google �Known for focusing on employee relations �Services offered to employees �First-class dining facilities �Gyms �Laundry rooms �Massage rooms �Haircuts �Carwashes �Dry cleaning �Commuting buses

Community Relations �The activities a company uses to gain and maintain the respect of the community �Sponsor charitable events like Special Olympics �Provide mentors for local students �Make charitable donations to local charities �Build relationships with local schools

News Release �What is a press release? �A factual announcement sent to the media to be used as a news item �Sent by businesses, organizations, individuals and government agencies �celebrities, sports teams and figures, companies, etc.

What do you want to communicate? The facts: � 5 W’s and an H �Who? �What? �When? �Where? �Why? �Oh, yeah. How?

Other Public Relation Duties �Press Kit – folder containing articles, new releases, feature stories, and photographs about a company, product, team or person �Press Conference – meeting in which a business or organization invites media members to hear an announcement about a newsworthy event

Class Activity �How would you apply Public Relations to the School Store? �What would be in the Press Kit for the School Store? �Who would be included in the School Store Press Conference?