How can companies exploit the potential of public relations and publicity?
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This document discusses marketing public relations (MPR) and its functions. MPR is a type of public relations that promotes a company's products and image. It aims to build awareness, credibility, and sales through media placements and stories. Some key MPR functions are launching new products, repositioning mature products, and defending products facing public problems. Management must establish objectives for MPR, choose appropriate messages and channels, and carefully implement the plan while evaluating results.
How can companies exploit the potential of public relations and publicity?
- 2. INTRODUCTION • 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) includes a variety of programs to promote or protect a company’s image or individual products.
- 3. Press relations Product publicity Corporate communications Lobbying Counselling
- 4. Marketing Public Relations CORPORATE OR PRODUCT PROMOTION AND IMAGE MAKING LIKE FINANCIAL PR AND COMMUNITY PR SERVES SPECIAL CONSTITUENCY
- 5. Marketing PR Functions Launching new products. Repositioning a mature product. Building interest in a product category. Influencing specific target groups. Defending products that have encountered public problems. Building the corporate image in a way that reflects favorably on its
- 6. Management must establish the marketing objectives, choose the PR messages and vehicles, implement the plan carefully, and evaluate the results. ESTABLISHING OBJECTIVES 1.BUILD AWARENESS BY PLACING STORIES IN MEDIA 2.BUILD CREDIBILITY 3.BOOST SALES FORCE AND DEALERS CONFIDENCE
- 7. CHALLENGE CREATE MEANINGFUL NEWS. ENGAGE PUBLIC IN ALL ANGLES.
- 8. TOOLS IN MARKETING PR
- 9. IMPLEMENTING THE PLAN AND EVALUATING RESULTS The easiest measure of MPR effectiveness No. of Exposures carried by the media. This measure is not very satisfying It contains no indication of how many people actually read, heard, or recalled the message. A better measure is the change in product awareness, comprehension, or attitude resulting from the MPR
- 10. PUBLIC RELATIONS &FUNCTIONS MARKETING PR & FUNCTIONS MAJOR DECISIONS IN MARKETING PR TOOLS IN MARKETING PR IMPLEMENTATION & EVALUATION
- 11. DISCLAIMER Created By Satyam Singh, IIT BHU VARANASI ,during an internship by Prof. Sameer Mathur , IIM Lucknow . www.IIMinternship.com