Events Management & Public Relations

Saad Anjum Iqra University

The Companys
Microenvironment
Actors in the Microenvironment


The Companys
Microenvironment
Publics

Any group that has an actual
or potential interest in or
impact on an organizations
ability to achieve its objectives
Financial publics
Media publics
Government publics
Citizen-action publics
Local publics
General public
Internal publics

What is Public Relations ?

Public Relations is a management function
which tabulates public attitudes, defines the
policies, procedures and interest of an
organization followed by executing a program
of action to earn public understanding and
acceptance. (Edward Bernays)
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Public Relations, is the overall term for marketing
activities that raise the public's consciousness about a
product, service, individual or issue. In short, PR is the
management of a company's public image that helps the
public understand the company and its products
What is Public Relations ?
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Building good relationships with the companys various
publics by obtaining favorable publicity, building up a
good "corporate image," and handling or heading off
unfavorable rumors, stories, and events.
What is Public Relations ?
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If a circus is coming to town
and you paint a sign saying

"Circus coming to the Fairground on
Saturday,"

that's advertising

If you put the sign on the back of an elephant
and walk him into town,

that's promotion

If the elephant walks through the mayor's
flowerbed,

that's publicity

If you can get the mayor to laugh about it;

that's PUBLIC RELATIONS!
EVOLVING MARKET TRENDS
1960s Product Excellence
The decade of a plethora of new products coming onto the market, with
manufacturers vying with each other to achieve Product Excellence

1970s Branding Excellence
Viable, high quality competing products having being established,
manufacturers concentrated on brand positioning to try and achieve
Branding Excellence

1980s Service Excellence
With growing competition, even branding excellence proved to be not
enough and sellers competed for attaining high service standards and the
goal became Service Excellence



EVOLVING MARKET TRENDS
1990s Dialogue Excellence
With consumers becoming highly well informed, product, brand and service
excellence began to be taken for granted. To achieve saliency, brands
attempted to establish a dialogue with their clients through a variety of
activities, schemes and incentives. The 1990s was the decade of Dialogue
Excellence

2000s Relationship Excellence
As we entered the new century, increasing globalization and faster
communications meant that even dialogue excellence needed to be upgraded
to a level where the brand should have a continuous relationship with its
target audience. The current decade will therefore be one of Relationship
Excellence
PR SOME CONCEPTS
the actions of a corporation,
store, government, individual,
etc., in promoting goodwill
between itself and the public, the
community, employees,
customers.

is all about reputation - the
result of what you do, what you
say and what others say about
you.


PR DEFINED
PR IS A PLANNED EFFORT TO STRATEGICALLY
USE VARIOUS CHANNELS OF
COMMUNICATION TO ESTABLISH AND
MAINTAIN GOOD REPUTATION BETWEEN AN
ORGANIZATION AND ITS TARGET AUDIENCES
PR & ADVERTISING
Credibility
Advertising is a
controlled message
whereas PR is not.
Therefore PR is more
credible..

Third Party Promotion:
Advertising is what you
say about yourself (your
product) and PR is what
'others' say about your
company.

Time Duration
PR is continuous.
Advertising is as and
when needed

Assistance
PR and Advertising are complementary. One
alone cannot reach places where both
together can..

PR VS ADVERTISING
Advertising Is the Wind. PR Is the Sun

Advertising Is Spatial. PR Is Linear

Advertising Uses the Big Bang. PR Uses the Slow Buildup

Advertising Is Visual. PR Is Verbal

Advertising Is Self-Directed. PR Is Other Directed

Advertising Dies. PR Lives

Advertising Is Expensive. PR Is Inexpensive

Advertising Favors Line Extensions. PR Favors New Brands

Advertising Likes Old Names. PR Likes New Names

Advertising Is Brand Maintenance. PR Is Brand Building
Advertising vs. PR
Profile & Authority builder
Sales & marketing tool
Story generation & editorial
placement
Production of creative materials and
space buying
Shifting perceptions through re-
enforcement through credible
third-parties
Shifting perceptions through
repetition of those creative
materials
Creates awareness
Builds credibility
Characters, slogans, jingles tell the
story
You tell your own story
Advertising PR
What PR Does?

1. Evaluation of public attitudes and opinions.

2. Formulation and implementation of an organization's procedures and policy
regarding communication with its publics.

3. Coordination of communications programs.

4. Developing rapport and good-will through a two way
communication process.

5. Fostering a positive relationship between an organization and its public
constituents.
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Define Prioritize and Analyze
Publics
If you work in public relation for organization that sells
pet-related products, knowing who owns pets can help you
target your efforts and make your public relations program
more effective

Segmenting each public in to homogeneous segments can
help you make communication more targeted and
effective
Doing Public Relations
Six main functions
1. Writing and editing
press releases
Internet materials
brochures, etc.

Doing Public Relations
Six main functions
1. Writing and editing
2. Media Relations
promote a client or organization by securing
favorable news media coverage


Doing Public Relations
Six main functions
1. Writing and editing
2. Media Relations
3. Special Events
Mountain Dew (publicity stunt)

Doing Public Relations
Six main functions
1. Writing and editing
2. Media Relations
3. Special Events
4. Research
Research the way the company is perceived by the
public
Focus groups


Doing Public Relations
Six main functions
1. Writing and editing
2. Media Relations
3. Special Events
4. Research
5. Community and consumer relations
Create positive image for company
e.g., American Express
American Express
Statue of Liberty Renovation
Raised $1.7 million
Spent $6 million promoting it
Save Our Strength hunger campaign
Traditional PR Tools
In-House Publications
Public Service Announcements (PSAs)
Corporate Advertising
Speakers, Photographs, Films
Displays, Exhibits, Staged Events
1. A columnist to whom you sent your product for review sent

regrets, saying he doesn't review products. Two weeks later you

read a column of his about a product. You send a note
admonishing

him for misleading you and demanding fairness for your product.
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2. You send a letter to a reporter, who
replies that they recently covered your
company. You write back saying that
you looked all over the Web site but
couldn't find the piece; which one was
it? The reporter e-mails back with
something that sounds sarcastic, but
you're not sure. You reply that sarcasm isn't
called for; you're just trying to get your
story out.
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3. You spend an hour being interviewed

by a magazine writer and get just two

paragraphs in the resulting article. You drop a

note to the writer about how disappointed you

feel that your best points were left out of the piece.
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4. You invite a number of Press

representatives to your product launch.

On the day of product launch you check

you invitation list and find out that a

many of the representatives of the press

are missing. You dont really like this, so

what would be your next step.
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