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Public relation ppt
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- 2. WHAT IS PUBLIC RELATION? • Public relations is the practice of managing the flow of information between an individual and an organization and the public • The aim of PR by company is often to persuade the public, investors, partners, employees and other stakeholders to maintain a certain point of view about it, its leadership, products, or of political decisions .
- 3. MARSTON’S FOUR STEP“RACE” MODEL OF PR PROCESS R - RESEARCH A – ACTION AND PLANNING C – COMMUNICATION AND RELATIONSHIP BUILDING E - EVALUTION RACE
- 4. Why do weneed public relation ? To enhance the reputation of an organisation . To influence opinion To inform public.
- 5. What is publicrelations? • Public relations involves the cultivation of favorable relations for organizations and products with its key publics through the use of a variety of communications channels and tools. • Traditionally, this meant public relations professionals would work with members of the news media to build a favorable image by publicizing the organization or product through stories in print and broadcast media. • building awareness and a favorable image for a company or client within stories and articles found in relevant media outlets • closely monitoring numerous media channels for public comment.
- 6. Objectives Of PublicRelations • Like other aspects of marketing promotion, public relations is used to address several broad objectives including: Building Product Awareness. When introducing a new product or relaunching an existing product, marketers can use a PR element that generates consumer attention and awareness through media placements and special events. • Creating Interest. Whether a PR placement is a short product article or is included with other products in “round up” article, stories in the media can help entice a targeted audience to try the product. For example, around the holiday season, a special holiday food may be promoted with PR through promotional releases sent to the food media or through special events that sample the product.
- 7. ADVANTAGES OF PUBLICRELATION •Public trusts the message coming from a trusted third party more than the advertised content. •CREDIBILITY • A good public relations strategy can attract many news outlets, exposing the content to a large audience. Moreover, this medium can help the company utilize certain organic touchpoints that are hard to capitalize on otherwise. REACH • Public relations is a cost effective technique to reach large audience as compared to paid promotion. COST EFFECTIVENESS • Public relations help the company to communicate more information to the public than other forms of communication media. BETTER COMMUNICATION
- 8. DISADVANTAGES OF PUBLIC RELATIONS No DirectControl: Unlike paid media, there isn’t a direct control over the content distributed through the earned media. This is the biggest risk of investing in public relations. Hard To Measure Success: It is really hard to measure and evaluate the effectiveness of a PR campaign. No Guaranteed Results: Publishing of a press isn’t guaranteed as the brand doesn’t pay for it. The media outlet publishes it only if it feels that it’ll attract its target audience.
- 9. Importance of public relation Withover 63% of the value of most companies dependent on their public image, public relations has become a very important topic today for numerous reasons: Builds Up The Brand Image -The brand image gets a boost when the target customers get to know about it through a third party media outlet. A good public relations strategy help the brand builds up its image in a way it wants to. It’s Opportunistic- Public relations strategies make the brand capitalize on the opportunities. Google was in the news for donating to Ebola. Facebook promoted LGBTQ rights. Coca-Cola did a PR stunt against obesity. These opportunities even attract many influencers to share the brand story to their followers. Promote Brand Values- PR is used to send out positive messages which are in line with the brand’s value and its image. This builds up the brand’s reputation. Strengthen Community Relations- PR strategies are used to convey that the brand is as much part of the society as the target audience. This builds up a strong relationship of the brand with the public.
- 10. TOOLS OF PUBLICRELATION 1. MediaRelations - Media strategies focus on circulating messages through media channels to manage how your business is portrayed by the media. Your media tools might include releasing media statements and fact sheets, offering on-site media tours to encourage journalists to report positive messages about your business, and using social media to get the attention of journalists and track journalists who report in your market.
- 11. 2. Advertorials Advertorials areadvertisements in the form of news stories or reviews in newspapers. Advertorials allow you to associate your advertising with the credibility of the newspaper. 3. Social media Social media lets you bypass the media and go straight to your customers. Using social networking sites such as Facebook and Twitter allows you to follow and be followed by journalists, drive web traffic, manage issues by responding quickly to criticisms or negative perceptions, and increase exposure for your business brand.
- 12. 4. Brochuresand catalogues •'Take home' or mail-out brochures or catalogues can help keep your customers thinking about your business and its products and services. • Properly designed brochures and catalogues give customers confidence in you and your brand, and help drive customers to your website or store. 5. Business events Events are opportunities for business people to gain exposure for their businesses, promote new products or services and make sure accurate information reaches targeted customers.
- 13. 6. Newsletter Print oremailed newsletters are a good way to promote your business, communicate with customers and keep them informed of new products and services. Regular newsletters can strengthen your personal connections with customers and reflect your business brand and personality. A well written newsletter offers information of value to your customers.
- 14. Public Relations VsAdvertising Public relations deals in communicating expertly drafted messages using non-paid/earned media to build mutually beneficial relationships with the public. Advertising, on the other hand, is a paid communication message intended to inform people about something or to influence them to buy or try something.
- 16. Google’s Fight Ebola Campaign Theoutbreak of Ebola virus in 2014 was critical as it was spread among many countries and took many lives. Google, to help the people in need and to build up a positive brand image, started a donation campaign where it pledged to give $2 for every $1 donated to the cause through its website. The public relations strategy attracted the media attention and resulted to be a huge success as Google raised $7.5 million. SOME PR CAMPAIGNS:-
- 17. JUST EAT &A SICK CUSTOMER Just Eat is an online food ordering application which lets users add comments to their orders . One unwell customer tried her luck to see if she could get the delivery person to stop enroute and get her some medicines. She wrote: “Will you please stop in the Spar on the way and get me some Benylin cold and flu tablets and I’ll give you the money. Only ordering food so I can get the tablets. I’m sick xx.” The delivery person delivered both and this public relations stunt went viral over the media.
- 18. CONCLUSION • Public relationfunction deals with the public opinion and informs the firm about the same . • It also tells people about the resulta and plans and policies of the firm . • It helps the firm in coordinating its activities to keep in tune with public likes and dislikes . • It can help the firm in moulding public opinion in its favour . • PR is also used to help in selling the product as also in managing crisis situations .