1. Types of Promotion
1. Public Relations

2. The “public” Who is the public? What to communicate to them?
The target audience
What to communicate to them?
New products, company changes, research findings, sports trades, etc.

3. Traditional Promotional 1. Public Relations
The activities that help an organization to influence a target audience
Create a favorable public image for:
Person
Organization / Company
Product
Policies

4. 3 Types of Public Relations
NEWS RELEASE
Announces newsworthy developments about a company’s goods/services, distribution channels, facilities and operations, partners, revenues/earnings employees, and events
The GOAL of a press release is to attract the media’s ATTENTION and get them to WRITE about the NEWS

5. A. News Release Typically results in 1 of 3 things:
An interview between the client and a journalist, resulting in “coverage”
The press release in its entirety, or in part, will be used in an ARTICLE
Nothing!

6. 3 Types of Public Relations
SOCIAL MEDIA
Interaction with customers in order to get FEEDBACK on company, products or services
The GOAL is produce content that users will SHARE with THEIR social network to increase brand exposure and broaden customer reach

7. B. Social Media
Helps get DIRECT feedback from customers (and potential customers) while making the company seem more personable
Gives customers opportunity to:
Ask QUESTIONS
Voice COMPLAINTS and FEEL they are being heard

8. 3 Types of Public Relations
Through news releases and social media, businesses GAIN publicity
PUBLICITY
Involves bringing news or newsworthy information about an organization to public’s attention
The GOAL is to develop a POSITIVE perception or awareness of organization and its products in the marketplace

9. C. Publicity Publicity is FREE (unlike Advertising) Examples:
Sponsoring cultural events
Awarding scholarships
Donating money/land/equipment for public use
Recording artist is interviewed on the radio (artist is trying to publicize their music)
Appears in TV media story or part of a larger story or report

10. PR vs. Advertising What is the difference? PR is more credible
PR is more risky
PR is typically less expensive
PR often reaches more people with a specific unbiased message

11. The PR Process Generally speaking, it works like this…
A group, individual or company determines a NEED (objective) for publicity
The PR professional determines the AUDIENCE and the best OUTLET (media) for the information
The PR professional WORKS with the outlet (media) to DELIVER the info

12. Public Relations
Publicity
News Release
Social Media