What is public relations?
A management function which manages & controls a program of action to earn public understanding and acceptance.
A communication function designed to build the relationship between the customer and the brand.
Nonpersonal communications regarding an organisation, product, service, or idea that is not directly paid for or run under identified sponsorship.
A form of person-to-person communication in which a seller attempts to assist and/or persuade prospective buyers to purchase the company’s product/service or act on an idea.
What are the roles of TRADITIONAL PR?
Maintain mutually beneficial relationships between the organization and its publics
Work together with the marketing department
Act as a management communications function
Contribute to the IMC process in a way that is consistent with marketing goals
What are the roles of NEW PR?
The audiences of public relations include:
Employees of the firm; Suppliers; Print and broadcast media
Educators; Civic and business organisations; Governments; Financial groups
Customers; Community members
The nature of Public Relations is
Proactive or Reactive
Exclusive or Public
Event-related or cause related
Relevant and Consistent
Examples of Proactive Public Relations are
Product releases
Responding to defects
Statement releases
Feature articles
Responding to failures
Product tampering
Examples of Reactive Public Relations are
Product Tampering
What are the key MPR (Marketing Public Relations) Functions?
Creating advertising news where there is no product news
Building marketplace excitement before media advertising breaks
Introduce a product with little or no advertising
Providing a value-added customer service
Building brand-to-customer bonds
Influencing the influentials/providing information to opinion leaders
Defending products at risk and giving customers a reason to buy
Recommending a way to satisfy customer's needs and wants
Develop a long-term, cost-effective link with individual customers for mutual benefit
Following up and servicing accounts
What are the key public relations tools?
Press releases and conferences
Exclusives
Interviews
Community involvement
The internet
Word-of-Mouth
Two-way interaction
One PR method is community sponsorships.
Two types of community sponsorships are sponsorships and sponsorships
Advantages of Public Relations
Credibility, Cost, Avoidance of clutter, lead generation, selectivity, image building
Two-way interaction, tailoring to recipient, prospect unlikely to be distracted, seller involved in purchase decision, source of research information
substantial credibility, news value, significant word or mouth, perception of endorsement by media
economies of scale in production and distribution, lower costs with less planning and control, lower advertising costs, ability o exploit good ideas, consistent international brand.
Disadvantages of public relations
potential for incomplete communication processes and lack of coordination within the marketing unit
less flexibility, less objectivity and less experience
waste coverage, limited message capabilities, wear out, costs and measurement problems
highly fragmented markets, timeliness, lack of creativity, long lead times, clutter and size requirements
What are the key methods to measure the effectiveness of PR?
Media content analysis
Survey research
Marketing-mix modelling
Recall and retention
Tracking
ROI
What is publicity?
Publicity differs from public relations as publicity is
a short-term strategy that is not always positive or controlled/paid by the organisation/individual
a long-term strategy that is usually positive and controlled by the organisation/individual
a long-term strategy that is not always positive or being controlled or paid by the organisation/individual
a short-term strategy that is not always negative or and is controlled and free always
The public relations program developed by Lotus HAL looks to evaluate PR using
total number of impressions, percentage of positive/negative articles, ratio of positive to negative articles
total number of recognitions, percentage of sales and ratio of positive to negative articles
total number of sales, percentage of positive to negative articles and number of recognitions
The advantages of publicity are:
substantial credibility, news value, significant word of mouth, perception of endorsement by media
control, timing, accuracy/reflection of the true brand
two-way interaction, tailoring to recipient, less distractions
consistency, costs and reach
What are the disadvantages of publicity
credibility, news value, word of mouth, perception of endorsement by media
lack of control, timing, inaccuracy/omission/distortion
inconsistent messages, high costs, limited reach
not completing the communications process and coordination with marketing effort
What is Personal Selling?
Those marketing activities that provide extra value or incentive to the sales force, distributors, or the ultimate consumer and can stimulate immediate sales
Is a management function which manages & controls a program of action to earn public understanding & acceptance
Nonpersonal communications regarding an organisation, product, service, or idea that is not directly paid for or run under identified sponsorship
What are the responsibilities of personal selling?
Locating prospective customers
Determining customers’ needs and wants
Recommending a way to satisfy them
Demonstrating capabilities of the product
Closing the sale
Following up and servicing the account
What are the advantages of personal selling?
two-way interaction with prospect, message can be tailored to recipient, prospect isn't likely to be distracted, seller involved in purchase decision, source of research information
consistency in message, management-sales force cohesion, costs, reach
credibility, cost, avoidance of clutter, lead generation, specific group targeting, image building
news value, significant word-of-mouth, credibility, perception of endorsement
What are the disadvantages of personal selling
one way interaction, message can't be tailored, people likely to be distracted, seller not involved with purchase decision
messages may be inconsistent, may be management-sales force conflict, cost is high, reach may be limited, ethical problems
low credibility, clutter, costs, generation of new sales, ability to reach specific groups
measurement problems, deception, privacy, poor reach
What is Content Marketing?
a strategic marketing approach of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience with the objective of driving profitable customer action
Interactive system of marketing which uses one or more advertising media to affect a measurable response and/or transaction at any location.
While Content Marketing strengthens a company's owned media earned media( owned media, earned media ) channels, Public Relations strengthens earned media owned media( earned media, owned media ) to strengthen exposure.
Public Relations and Content Marketing work towards the same goals - to increase brand awareness, educate their audiences and strengthen customer loyalty.
