Public relation in marketing

Public relation in marketing

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  PRESENTATION OF PrinciplesOf Marketing Topic: Public Relation
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  Group: PHOENIX
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  Group Profile Serial No.Name Roll No. 1. Md. Mahady Hasan 10 2. Fuad Al Azad 26 3. Md. Asraful Islam 32 4. Tonmoy Mazumder 80 5. S. M. Shibli Mahmud 154 6. Md. Jahid Hasan 166 7. Sayeed Ahmed 174 8. Md. Ekram Hossain 198 9. Sajal Dey 206 10. Zahidul Islam 262
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  Pubic Relations Public relationsinvolves building good relations with the with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events.
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  Public Relation (Cont’d) Publicrelations (PR) is the practice of managing the flow of information between an individual or an organization and the public. The aim of public relations by a company often is to persuade the public, investors, partners, employees, and other stakeholders to maintain a certain point of view about it, its leadership, products, or of
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  What is aPublic Relations Plan?
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  The Four StepPlan  Step 1: Define the public relations problem/goal/opportunity. Situation Analysis: “What’s happening now?”  Step 2: Planning and Programming. Strategy “What should we do and say and why?”  Step 3: Take Action and Communicate. Implementation: “How and when do we do it?”  Step 4: Evaluate the Program. Measureable Results: “How did we do?”
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  Marston’s four-step “RACE”model describes the PR process:  R = Research  A = Action  C = Communication  E = Evaluation
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  Pubic Relations Public relationsis used to promote:  product  people  ideas  activities
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  Public relations departmentfunctions : Press relations or press agency Product publicity Public affairs Lobbying Investor relations Development
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  Press relations or pressagency involves the creation and placing of newsworthy information to attract attention to a person, product, or service Product publicity involves publicizing specific products
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   Public affairs involvesbuilding and maintaining national or local community relations Lobbying involves building and maintaining relations with legislators and government officials to influence legislation and regulation
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  Investor relations involves maintaining relationshipswith shareholders and others in the financial community Development involves public relations with donors or members of nonprofit organizations to gain financial or volunteer support
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  Advantages of PR Credibility Cost Avoidanceof Clutter Lead Generation Ability to reach specific groups Image Building
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  Disadvantages of PR Difficultto quantify PR benefits Lack of control ‘Deft’ management required
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  Process of PublicRelations: The process of PR, understandably implies a series of steps but essentially quality is in focus. Process of PR Fact Finding Planning Communication Research Evaluation
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  Fact Finding: A PRperson particularly after joining must understand the corporate objectives, know various publics. It has to find out the problems and challenges, strengths and weakness of the organization by personal as well as collective efforts. Planning: There are at least four primary reasons for planning PR programmes. •To estimate costs and man-hours involved •To decide priorities among multitude of operations • To set targets for PR operations •To consider the feasibility of carrying out the intended objectives according to available resources.
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  Communication: One of themost important human innovations in the new millennium is the increasing speed of information transfer. In essence, innovation in information transfer are bringing PR practitioners closer to stakeholders who will ultimately utilize the information of relevance to them. Research and Evaluation: Research and Evaluation will undoubtedly strengthen the PR profession. Research in PR is not a separate subject. The whole purpose of fact finding and planning will go haywire unless the Research and Evaluation objectives are kept constantly in view. Those are the very essence of successful PR activity.
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  Major Public RelationsTools Newsletters Speeches Business Events Written materials Audiovisual materials
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  Major Public RelationsTools Corporate identity materials Public service activities Buzz Marketing Social Media Mobile Tour Marketing Internet
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  Major Public RelationsTools  Newsletters: Print or emailed newsletters are a good way to promote your business, communicate with customers and keep them informed of new products and services. Social Media: Social media helps in bypassing the media and go straight to the customers. Using social networking sites such as Facebook andTwitter 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.
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   Business events: Eventsare opportunities for business people to gain exposure for their businesses, promote new products or services and make sure accurate information reaches targeted customers.  Buzz Marketing: Buzz marketing is a viral marketing technique that is focused on maximizing the word-of-mouth potential of a particular campaign or product, whether that is through conversations among consumers' family and friends or larger scale discussions on social media platforms.
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  Evaluating a PRProgram 3 Stages to Evaluating a PR Program Preparation Evaluation Implementation Evaluation Impact Evaluation. No evaluation is complete without addressing criteria at each level.
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  Adequacy of backgroundinformation base for designing the program. Appropriateness of message and activity content. Quality of message and activity presentations. Number of messages sent and activities designed Number of messages placed and activities implemented. Number who receive messages and activities. Number who attend to messages and activities. Number who learn message content. Number who change opinions. Number who change attitudes. Number who behave as desired. Number who repeat behaviour. Social and cultural change. Blue – Preparation Orange – Implementation Red - Impact