Public relation
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Public relations is a management function that deals with public issues and building positive images. An important component is publicity, which uses unpaid media coverage to attract attention to products and services. The objectives of PR include promoting goodwill, new products, and providing information to employees and stakeholders. PR tools include press releases, newsletters, interviews and sponsored events. PR strategies can be proactive by creating detailed plans or reactive by addressing weaknesses. Publicity is a form of non-personal communication used to generate interest in people and products through the media. Corporate advertising builds confidence in a company among consumers and businesses to promote positive reputation.
Public relation
- 2. PUBLIC RELATION Public relations (PR) is a management function which deals with public issues. An important component of public relations is publicity. Publicity deals with news coverage of events relating to companies products and services Meaning of PR A systematic act of building an image of a product/service/idea/company among the target group/general public/stake holders through a well–designed promotion on a regular basis.
- 3. Objectives of PR 1. Promoting goodwill 2. Promoting a product or service 3. To give information to internal employees 4. Helps to overcome negative publicity 5. Lobbying 6. Give advice and council
- 4. Tools of PR • Press release • Exclusive stories • Company newsletter • Interviews and press conference • Sponsored event
- 5. Public relation strategies • Proactive PR strategy 1.Public relation audit 2.Public relation plan a)Situation analysis b)Programme objective c)Programme purpose d)Communication e)message • Reactive PR strategy a)Public relation audit b)Weak area identification
- 6. Publicity Publicity is a subset of public relation. Publicity can be done through a print or broadcast media. publicity is a form of non personal unpaid, mass communication. Publicity is the technique or process of attracting public attention to people, products, etc., as by the use of the mass media.
- 7. Goals of publicity • Merchandising or sales orientation The main purpose of this of publicity is to increase sales • Entertainment oriented These are events whose main aim is to generate goodwill, image etc. • Educational oriented Holding a programme, the proceeds of which is given to a development activity
- 8. Goals of publicity • To Create A Favorable Image • To Attract Attention • To Arouse Interest • To Stimulate Involvement • To Explain The Program • To Communicate Ideas • To Provide Opportunities For Being Creative • To Target An Audience • To sell The Program • To Bring People Together • The Publicity Campaign
- 9. Corporate Advertising • Corporate advertising is a promotional strategy that is designed to not only interest consumers in products and services offered by the company, but also to cultivate a positive reputation among consumers and others within the business world. • The main function of corporate advertising is to generate and enhance a sense of confidence and appeal among vendors and consumers. Depending on the exact nature of the corporate marketing approach, the advertising may also be developed with an eye of enhancing the reputation of the company among its peers in a community or within a given sector of the marketplace.
- 10. Corporate advertising role • It provides value addition to product services • Building trust among stake holders • To hold decreasing consumers uncertainty • To upkeep employees morale and maintain proper labour relations
- 11. Types of Corporate Advertising 1.Image advertising 2.Advocacy advertising 3.Cause- related advertising
- 12. Image advertising Promote the organization’s image through ads,. image advertising may have a number of objectives such as generating resources both human and financial.
- 13. Advocacy advertising • Promote a position on an issue rather than the firm • directly
- 14. Cause- related advertising Sponsor of a charity or non-profit organization
- 15. 15 Advantages and Disadvantages of Corporate Advertising Advantages: –Excellent vehicle for positioning the firm –Takes advantages of benefits of PR –Reaches a select target market Disadvantages: –Questionable effectiveness –Constitutionality and/or ethics
- 16. PR Vs Publicity Publicity Public relation 1. It is short term strategy 2. Publicity may be positive or negative 3. It is not always under the control of the person about whom publicity is made 4. It need not be paid by the organization 5. Creates impact by deeds 6. Uses press release to achieve the purpose 7. Controlled by the firm. It can control the amount of impact that the event makes 1.This is a long term strategy, PR programme extends over a long period of time 2.PR is always positive 3.It is under the control of the firm or its agent 4.It is paid by the organization for doing PR 5.Creates impacts by proclamation 6.Uses sponsored event to achieve the purpose 7.The company is under the obligation to the press for the release of information