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Contents
Introduction Meaning Definitions Characteristics Functions Public Relations Vs Advertising Marketing Public Relations Roles (M.P.R) Major Tools in Marketing PR Major Decisions in Marketing PR Conclusion References
INTRODUCTION
A public is any group that has an actual or potential interest in or impact on a companys ability to achieve its objectives.
Public relations(PR) include a variety of programs to promote or protect a companys image or individual products.
Meaning
In the context of Marketing, public relations may be defined as deliberate and planned effort to establish and enhance a positive image of an organization and its products among its public.
DEFINITION
According to World Assembly of Public Relations Association, "Public relations is the art and social science of analysing trends, predicting their consequences,counselling organization leaders, and implementing planned programmes of action which will serve both the organization and the public interest.
DEFINITION (Cntd.)
Websters New World Dictionary defines public relations as Relations with the general public ,as through publicity; specially, those functions of a corporation, organization etc.,concerned with attempting to create favourable public opinion for itself.
and its public through which they both try to understand and co-operate with each other and eliminate misunderstandings. It is method of establishing mutual understanding between an organization and its public.
involves a variety of programs. It helps in developing favorable or positive image of an organization and its products among its public.
Functions
1.
2.
PR dept. do product publicity by sponsoring events to publicize specific products. the organization through internal and external communication.
Corporate communications: Promoting understanding of
3.
4.
issues and companys position and image during good and bad times.
Public relations
The basic purpose of advertising is to motivate people to buy product. No personal relation is established in advertising. It does not depend on public relations and can be executed without public relations. There is a full control of advertiser(firm) on advertisement. Certain amount is paid for advertisement by the advertiser.
The basic purpose of public relations is to build goodwill and positive image of the firm and its product. Personal relations may be established through public relations. It depends on advertisement. A firm has little direct control over how its public relations activity is subsequently handled and interpreted. NO amount is paid for public relation by the firm. Only remuneration to public relations agency is paid.
ROLES OF MPR
Launching New Products.
Repositioning a mature product. Building interest in a product category.
problems. Building the corporate image in a way that reflects favorably on its products.
Identity media
Sponsorships
Special Events
published materials to reach and influence their target markets. Events- company can draw attention to new products or other company activities by arranging specials events, such as news conferences.
and corporate name by sponsoring sports and cultural events and highly regarded causes. News- one of the major tasks of pr professionals is to find or create favorable news about the company, its products, and its people and to get the media to accept press releases and attend press conferences.
goodwill by contributing money and time to good causes. Identity Media- Companies need a visual identity that the public immediately recognizes. The visual identity is carried by company logos, stationery, brochures, signs, business forms, business cards , buildings, uniforms, and dress codes.
CONCLUSION
Public Relations is all about creating, building and maintaining the relationships with the customers for the long-term profits.
References
Marketing Management- By Philip Kotler , Kevin Lane
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