Public Relations Public Relations l A public is
Public Relations
Public Relations l. A public is any group that has an actual or potential interest in/ or impact on a company’s ability to achieve its objectives. l Public Relations (PR) involves a variety of programs designed to promote and /or protect a company’s image or its individual products.
PR activities l l l Press Relations: Presenting news and information about organization in the most positive light. Product Publicity: sponsoring various efforts to publicize specific products. Corporate communication: promoting understanding of the organization with internal and external communication. Lobbying: dealing with legislators and government officials to promote or defeat legislation and regulation. Counseling : Advising management about public issues and company positions and image. This include advising in the event of a mishap when public confidence in a product is shaken.
Marketing Public Relations l The old name for MPR was publicity, which was seen as the task of securing editorial space- as opposed to paid space- in print and broadcast media to promote or hype a product, place, or person. l MPR goes beyond simple publicity and plays important role in the following tasks:
MPR l l l Assisting in the launch of new product Assisting in repositioning of a mature product Building interest in a product category Influencing specific target group Defending products that have encountered public problems Building the corporate image in a way that projects favorably on its products
Major decisions in marketing PR l Establishing the marketing objectives l Choosing the PR Messages and Vehicles l Implementing the MPR plan l Evaluating the MPR results
Establishing the marketing objectives l Build Awareness l Build credibility l Stimulate the sales force and dealers l Hold down promotion cost
Choosing the PR message and vehicles l Identify and develop interesting stories l Identify and develop newsworthy events l Event creation
Implementing the MPR plan
Evaluating the MPR results l Exposures l Awareness/comprehension/attitude change l Sales and profit contribution
Major tools in Marketing PR l Publications Annual report l Sales brochures l Articles l Newsletter & magazine l Audio-video materials l
Major tools in Marketing PR l Events News conference l Seminars l Outings l Exhibits l Contests competitions l Anniversaries l sports and cultural sponsoring l
Major tools in Marketing PR l News l Speeches l Public service activities l Identity Media
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