Public relation/ Publicity

PUBLIC RELATIONPublic relations (PR) is a management function which deals with public issues. An important component of public relations is publicity. Publicity deals with news coverage of events relating to companies products and servicesMeaning of PRA systematic act of building an image of a product/service/idea/company among the target group/general public/stake holders through a well–designed promotion on a regular basis.

Objectives of PR

1. Promoting goodwill2. Promoting a product or service3. To give information to internal employees4. Helps to overcome negative publicity5. Lobbying6. Give advice and council

Tools of PR

• Press release• Exclusive stories• Company newsletter• Interviews and press conference• Sponsored event

Public relation strategies

• Proactive PR strategy 1.Public relation audit 2.Public relation plan a)Situation analysis b)Programme objective c)Programme purpose d)Communication e)message• Reactive PR strategy a)Public relation audit b)Weak area identification

Publicity Publicity is a subset of public relation.

Publicity can be done through a print or broadcast media. publicity is a form of non personal unpaid, mass communication.

Publicity is the technique or process of attracting public attention to people, products, etc., as by the use of the mass media.

Goals of publicity

• Merchandising or sales orientation The main purpose of this of publicity is to increase sales

• Entertainment oriented These are events whose main aim is to generate goodwill, image etc.

• Educational oriented Holding a programme, the proceeds of which is given to a

development activity

Goals of publicity

• To Create A Favorable Image• To Attract Attention• To Arouse Interest• To Stimulate Involvement• To Explain The Program• To Communicate Ideas• To Provide Opportunities For Being Creative• To Target An Audience• To sell The Program• To Bring People Together• The Publicity Campaign

Corporate Advertising

• Corporate advertising is a promotional strategy that is designed to not only interest consumers in products and services offered by the company, but also to cultivate a positive reputation among consumers and others within the business world.

• The main function of corporate advertising is to generate and enhance a sense of confidence and appeal among vendors and consumers. Depending on the exact nature of the corporate marketing approach, the advertising may also be developed with an eye of enhancing the reputation of the company among its peers in a community or within a given sector of the marketplace.

Corporate advertising role

• It provides value addition to product services• Building trust among stake holders• To hold decreasing consumers uncertainty• To upkeep employees morale and maintain

proper labour relations

Types of Corporate Advertising

1.Image advertising2.Advocacy advertising3.Cause- related advertising

Image advertising

Promote the organization’s image through ads,. image advertising may have a number of objectives such as generating resources both human and financial.

Advocacy advertising

• Promote a position on an issue rather than the firm

• directly

Cause- related advertising

Sponsor of a charity or non-profit organization

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Advantages and Disadvantages of Corporate Advertising

Advantages:– Excellent vehicle for positioning the firm–Takes advantages of benefits of PR–Reaches a select target market

Disadvantages:–Questionable effectiveness–Constitutionality and/or ethics

PR Vs Publicity Publicity Public relation 1. It is short term strategy

2. Publicity may be positive or negative3. It is not always under the control of

the person about whom publicity is made

4. It need not be paid by the organization

5. Creates impact by deeds6. Uses press release to achieve the

purpose7. Controlled by the firm. It can control

the amount of impact that the event makes

1.This is a long term strategy, PR programme extends over a long period of time2.PR is always positive3.It is under the control of the firm or its agent

4.It is paid by the organization for doing PR5.Creates impacts by proclamation6.Uses sponsored event to achieve the purpose7.The company is under the obligation to the press for the release of information