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Publicity and Public Relation
Public relations concerns about building good relations of company with customers, suppliers,
dealers & distributors, and at large extent with the society and public. First Assembly of Public
Assembly of Public Relations Associations in 1987 defined “Public Relations practice is the art of
social science in analyzing trends, predicting their consequences, counseling organization leaders
and implementing planned programs of action, which serve both the organizations and the public
interest”.
The old name for public relations was publicity, which was seen simply as activities to promote a
company or its products by planting news about it in media not paid by the marketers. Public
relation (PR) involves a variety of programs designed to promote or protect a company's image or its
individual products.
Public relation (PR) is having much wider boundaries than publicity. PR includes publicity as well as
many other activities. Public relations departments use many different tools;
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Press relations or press agency. Creating and releasing newsworthy information in the media
to attract attention.
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Product publicity: Publicizing specific products.
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Public affairs: Building and maintaining local, national and international relations.
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Lobbying: Building and maintaining relations with legislators and government officials to
influence legislation and regulation.
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Investor relations: Maintaining relationships with .shareholders and others in the financial
community.
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Development: Public relations with members of non-profit organizations to gain financial or
volunteer support.
Public relations must be sensitive to two general types of publics: internal and external. Internal
publics are the people who are already connected with an organization, and with whom the
organization normally communicates in the ordinary routine of work. Typical internal publics in an
industry are the employees, stockholders, suppliers, dealers, customers, and plant neighbors. For
example, employees want good wages and working conditions, opportunities for advancement, and
a secure retirement. Customers want a dependable supply of quality products provided at a fair
price and supported by convenient services. Stakeholders want dividends, growth, and a fair return
on their investments.
External publics are composed of people who are not necessarily closely connected with a particular
organization. For example, members of the press, educators, government officials, or the clergy
mayor may not have an interest in an industry. The leaders of the industry cannot assume any
automatic interest and, to some extent, must choose whether to communicate with these groups.
Objectives of Public Relations
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To create as well as retain goodwill
To promote product, people, and organization
To build up good corporate image in the minds of stakeholders of the company.
Public relations can have a strong impact on public awareness at a much Lower cost than
advertising. The company does not pay for the space or time in the media. Rather, it pays for a staff
to develop and circulate information and to manage events. If the company develops an interesting
story, it could be picked up by several different media, having the same effect as advertising that
would cost a lot more money. And it would have more credibility than advertising.
Advantage of Publicity and Public relations
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increases the profile of your organization
improves brand awareness
updates the public about your recent activity
attracts and impress people e.g. funders and business partners
gives you the opportunity to spread your message
promotes better mental health awareness.
Major Tools in marketing Public Relation
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Publications: Organizations can rely extensively on published materials to reach and
influence their target markets. These include annual reports, brochures, articles, company
newsletters and magazines, and audiovisual materials.
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Events: Marketers can draw attention to new products or other company activities by
arranging special events like product launching events, news conferences, seminars,
trade shows, exhibitions, contests and competitions, and anniversaries that will reach
the target publics. For example, Apple products
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Sponsorships: Companies can promote their brands and corporate name by sponsoring
sports and cultural events and highly regarded causes.
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News: Creating favorable news about the company, its products, and its people, and
getting media attention through press conferences.
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Speeches: Increasingly, company executives must field questions from the media or give
talks at trade associations or sales meetings, and these appearances can build the
company's image.
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Public-Service Activities: Companies can build goodwill by contributing money and time to
good causes.
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Identity Media: Companies need a visual identity that the public immediately recognizes.
The visual identity is ' carried by company logos, stationery, brochures, signs, business
forms, business cards, buildings, uniforms, and dress codes.