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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; Press relations or press agency. Creating and releasing newsworthy information in the media to attract attention. Product publicity: Publicizing specific products. Public affairs: Building and maintaining local, national and international relations. Lobbying: Building and maintaining relations with legislators and government officials to influence legislation and regulation. Investor relations: Maintaining relationships with .shareholders and others in the financial community. 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 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 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 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. 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 Sponsorships: Companies can promote their brands and corporate name by sponsoring sports and cultural events and highly regarded causes. News: Creating favorable news about the company, its products, and its people, and getting media attention through press conferences. 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. Public-Service Activities: Companies can build goodwill by contributing money and time to good causes. 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.