2 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)
3 Building Your Image Who are you building the image for? External public: the community and customersInternal public: the employees, volunteers, manufacturers, and suppliers.
4 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 storyThere 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
5 Why does a business use Public Relations? Improving public imageCope with a crisisSense of goodwillBenefitsIncreased salesReinforce a good reputationIncrease consumers willingness to respond to advertising
6 Examples of Public Relations Grand Opening of a new mallPresentation of an award to the company or an employeeCompany-sponsored sports eventCompany – sponsored scholarship programCharitable event like a walkathonInterview with company official about new policies or product
7 Customer RelationsGood customer service brings in repeat business – leading to the success of the companyCourtesy and friendlinessHelpfulness and toleranceInterest and product knowledgeSome businesses offer special servicesFree deliveryGift wrappingLayaway
8 Employee RelationsSuccessful businesses have loyal and well motivated employeesPrograms are created to foster positive attitudesTuition reimbursementRecreational programs (gym memberships)Employee recognition programs
9 Google Known for focusing on employee relations Services offered to employeesFirst-class dining facilitiesGymsLaundry roomsMassage roomsHaircutsCarwashesDry cleaningCommuting buses
10 Community RelationsThe activities a company uses to gain and maintain the respect of the communitySponsor charitable events like Special OlympicsProvide mentors for local studentsMake charitable donations to local charitiesBuild relationships with local schools
11 Can Publicity Make or Break a Star? Rebecca Black
12 News Release (celebrities, sports teams What is a press release?A factual announcement sent to the media to be used as a news itemSent by businesses, organizations, individuals and government agencies(celebrities, sports teamsand figures, companies, etc.)
13 What do you want to communicate? The facts:5 W’s and an HWho?What?When?Where?Why?Oh, yeah. How?
14 Other Public Relation Duties Press Kit – folder containing articles, new releases, feature stories, and photographs about a company, product, team or personPress Conference – meeting in which a business or organization invites media members to hear an announcement about a newsworthy event