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What is PR? ◦ When you meet someone, you will greet him/her as per his age, experience, designation, reputation. I think it is a basic method of PR. ◦ Very important subject ◦ Old subject, been there since time immortal ◦ People have been using it in terms of human relationships since time immemorial ◦ Edward Berneys introduced it as a subject in 1904 ◦ He lived for 104 years ◦ He claimed himself to be the founder of PR though I believe PR is in practice since the inception of this world ◦ E.g. Mohenjedaro, Harapa have inscriptions in caves that show ways of people communicating with each other ◦ So it is unfair to say that the field is new ◦ However, Introduction and understanding of PR tools is new ◦ Information of using these tools effectively is new for people Its shape and usage has changed, improved and advanced over time and it is a continuous process Pictogram (inscriptions on rocks i.e. pictures, characters were drawn to leave messages for other civilizations, communities etc) Construction (building mosques, Mughal architectures, temples) For information people of coming times about their culture Second, sending missionaries to convey what humans of a certain part of the world doing Apprise other cultures, other times about their activities In general, PR is a mean/tool to convey activities of one human being, one group, one institution or one organization to other human being, group, institution or organization It is a broader term Marketing, advertising, publicity, propaganda etc are its tiny little fields PR Nowadays: ◦ create favourable image, favourable climate or improve tarnished image of an organization – This is merely marketing or advertisement which is only a segment of PR In Real it means: The Role of PR person is to ◦ Basic function is broader ◦ Create understanding through knowledge ◦ about What product, what policy, what theory, what thought he is going to propagate to public ◦ It applies to any sort of organisation (commercial or non-commercial) in the private or public sector ◦ It is not limited to few functions Edward Berneys had a different notion of PR altogether in 1948 “it is a planned & sustained effort to establish and maintain mutual understanding between an organization & its publics.” It is a advised, continuous effort through which mutual understanding between institutions/groups and their relevant publics. I don’t know of any organization that is not involved in PR Quentin Bell later replaced ‘Mutual Understanding’ with ‘Persuasion’ Nowadays this definition serves the perceived role of PR in the organisations Deciphered the word Public with its initials P P means performance Develop performance of your product, thought, policy within your own organization Your product will first have to perform Once your determine the P R means Results On the basis of performance then there will be favorable or unfavorable results So you have to focus on P and R while working on a PR campaign Examples ◦ Airline (Routes adopted by an airline to increase their revenue. For that first of all they need to do RESEARCH of their competition. Second, what facilities they should be providing to their passengers. By this research they will be able to judge elements that are negatively effecting their performance) ◦ Once they have determined that their routes, configuration, stopovers are the reasons behind losses. They will be able to come up with solutions to improve their results. ◦ Second, way of improving their results is through PUBLICITY. That the airline is has introduced premiere services for their passengers. ◦ Other Performance & Result oriented example would be of a Beverage Drink, when a woman drank from it and it had a tin piece inside it. It was a matter of Quality Control. Which means it was a carelessness from company’s part. The woman sued the company. The company in return personally contacted the woman, addressed her complaint, compensated her and started a rigorous PR campaign to improve brand image. ◦ Customer satisfaction, health, utility were of higher importance for them. No policy or campaign can be successful unless you have knowledge about it You will not be able to highlight the product Knowledge about its features, qualities and public Survey/poll research to get knowledge about the response/feedback about the product in the market It is helpful in convincing public for the product Billboards Handouts Newspapers TV Sponsorships Cigarette companies have started sponsoring sports events In old times, government used to project their message during movies in cinemas Technology & thought is improving day by day Most important medium is visual In older times it was radio, then people used to record messages on tape and send them Polio campaigns, agricultural messages, family planning messages Digital editing age, video age, there are numerous channels – no information can remain behind curtains Proving to people that their thought/product is for their benefit to pass-on an exchange goodness among each other. If you have launched a good campaign you need to have follow-up Launch is first and most important phase of your product Now to check if you product is working well among the public Later follow up campaign is very important to get feedback Then based on the knowledge of feedback received, you will be able to make improvements in your future campaigns and product itself Ignoring/neglecting followup campaign will result in diminishing your product from the market and result in a failure to your original campaign Two kinds Internal (employees, labor in organization) ◦ Employees are a big tool of PR. To keep them satisfied the organization must use PR tools Internal newsletter (new policies, improvements, announcements, identify good performances, incentives etc) which help in creating acceptable, comfortable working environment which motivates employees Internal newsletter is also circulated with external public to create better impression among external public External (customer, people directly or indirectly related to your product) ◦ These internal newsletter are also shared with external public i.e. Public utility companies, private organizations and people should know how company is treating its employees and what landmarks has it achieved in a particular timeframe. Second source is relationship and interaction with Concerned quarters, segments One source is Media (print and electronic) PR manager/department of repute with media is important factor with PR has to take care of Things to be taken care of with Media ◦ No adverse propaganda against product ◦ If PR manager keeps on informing journalist that your company is performing well ◦ Repute with Press (your meetings with journalists create a personal equation with the journalist. Before publishing a controversy about your company he will talk to you first of all and will mellow down the intensity of the news) Advertising presents the most persuasive possible selling message. While PR role is of informing educating and creating understanding through knowledge. ◦ ADV will be more successful when prior PR activity has created knowledge and understanding of the product or service being promoted --- also known as Market Education ◦ PR activity prepares ground for advertising policy to prosper It is merely a tool of PR ◦ A company desirous to get their message across to the external publics, they use advertising. By Market Research PR determines type of advertising ◦ Many companies have assigned students’ task to conduct market surveys with properly devised questionnaires, feedback forms for the sake of research is conducted and then submitted to the managers to formulate a policy. On the basis of Market Research PR manager determines choice and use of media 1. PR is not a form of advertising, and is in fact bigger activity than advertising - Develop a policy, campaign, make followups, prepare framework required to project image of company. Whereas adv just advertise product. 2. 3. 4. 5. PR relates to all the communications of the total organizations, while advtising is mainly limited to marketing functions. E.g. newsletter, sponsorships, sales promotion. PR implements it. PR is neither ‘Free Advertising’ nor ‘unpaid for advertising’. Infact it is time consuming & time costs money. At times advertising may not be used by an organization, but every organization is involved in PR. PR embraces every one & everything, while adv is limited to special selling & buying tasks. Set up a PR dept for successful coordination with management for result oriented advertisement of a product. When a company is engaged in a lot of PR work then it is recommended that it should be handled through the company’s internal PR department. Writing & distributing news releases, photographs & feature articles to the press, compiling press lists. Organizing press conferences, receptions & facility visits. Maintaining a media information service. i.e. getting information from media outlets. Getting a Ceo’s interview published etc. provide copies of media content to clients. Editing & producing staff magazines or newspapers & organizing other forms of internal communication. E.g. videotapes, slide presentations, wall newspapers etc. Editing & producing external journals aimed at distributors, users, customers etc Writing & producing print material such as educational literature, company histories, annual reports, induction literature for new staff, educational posters for schools etc. Commissioning audio-visuals such as synchronized slide presentations & videotapes together with their distribution, cataloguing, showing & maintenance. Commissioning & organizing PR exhibitions & displays including provision of vehicles. Commissioning & maintaining all forms of corporate identity & house styling e.g. logos, color schemes, print house style & typography, livery of vehicles, distinctive clothing etc. Handling PR sponsorships. Organizing works or similar visits, e.g. facility flights, sailings, site tours etc. Organize special meetings e.g. board meetings to discuss and finalize strategies. Attendance at appropriate meetings of the board & meetings of production, marketing, sales & executives. Attendance at sales & dealer conferences. Representation of the company at trade association meetings. Liaison with PR consultancy if one is employed. Training PR staff. Commissioning opinion surveys (or other research). Supervising advertising – liaison with advertising agency liaison with politicians & civil servants. Official openings of new premises (Inaugurations) – arrangements for VIPs, guests & press. Arranging visits by royalty, MPs, VIPs, foreign visits. Celebrating centenaries, Award for Industry etc. Organizing feedback of press cuttings, radio & television transcripts, monitoring & other reports from outside. Analysis of feedback & evaluation of the results of efforts in relation to the declared objectives. Activity – Promote a fashion show