Public Relations
Public Relations A public is any group that has an actual or potential interest in/ or impact on a company’s ability to achieve its objectives. Public Relations (PR) involves a variety of programs designed to promote and /or protect a company’s image or its individual products.
PR activities 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 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. MPR goes beyond simple publicity and plays important role in the following tasks:
MPR 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 Establishing the marketing objectives Choosing the PR Messages and Vehicles Implementing the MPR plan Evaluating the MPR results
Establishing the marketing objectives Build Awareness Build credibility Stimulate the sales force and dealers Hold down promotion cost
Choosing the PR message and vehicles Identify and develop interesting stories Identify and develop newsworthy events Event creation
Implementing the MPR plan
Evaluating the MPR results Exposures Awareness/comprehension/attitude change Sales and profit contribution
Major tools in Marketing PR Publications Annual report Sales brochures Articles Newsletter & magazine Audio-video materials
Major tools in Marketing PR Events News conference Seminars Outings Exhibits Contests competitions Anniversaries sports and cultural sponsoring
Major tools in Marketing PR News Speeches Public service activities Identity Media