Download Slide 1

PUBLIC RELATIONS
MNX202-J
PUBLIC RELATIONS: Definition
Public relations aims at creating a good image
for the enterprise among all the people that
have an interest in the enterprise.
IMAGE
The image of the enterprise is extremely
important because it determines the support from
the community in which the enterprise functions.
A favourable image will determine whether:
• New staff would like to join the enterprise.
• The enterprise has an established and growing
clientele.
• The media will give the enterprise the benefit of
the doubt in times of crisis.
INTEREST GROUPS: Internal
General
General
Management
Management
Operations
Operations
Purchasing
Purchasing
Marketing
Marketing
Employees
Employees
External
External
relations
relations
Human
Human
resources
resources
Administrative
Administrative
Financial
Financial
INTEREST GROUPS: External
Consumers
Consumers
Suppliers
Suppliers
Trade
Tradeunions
unions
Community
Community
External
External
relations
relations
Government
Government
Competitors
Competitors
Media
Media
Capital
Capital
providers
providers
Key concepts in integrated marketing
communication (IMC)
Marketing – is about people and satisfying their
needs and generating more profit
Marketing mix – the 4Ps
Promotional mix- Advertising
- Sales promotion
- Public Relations
- Personal selling
- Direct marketing
- Sponsorship
Communication elements
•
•
•
•
•
•
•
•
•
•
•
•
Advertising
Sponsorship
Point of sale
Direct marketing
Interactive marketing
Mass communication
Sales promotion
Public Relations
Exhibitors
Personal selling
Personal communication
Image/theme communication
Model of Integrated Marketing
communication
•
•
•
•
•
•
•
Stage 1
Stage 2
Stage 3
Stage 4
Stage 5
Stage 6
Stage 7
Awareness
Image integration
Functional integration
Co-ordinated integration
Consumer-based integration
Stakeholder-based integration
Relationship management
intergration
The place of Public Relations in the
organisation
Defining Public Relations (p34-39)
The evolution of Public Relations (p39-44)
The hierarchical role of Public Relations( p45-47)
The Public Relation process (p47-50)
Elements of Public Relations
planning and management
•
•
•
•
•
•
•
•
The environment
The organisation
The communication planner
The massage
The medium
The target audience or publics
The effect and effectiveness
Feedback and feedforward
PUBLIC RELATIONS CAMPAIGN
Elements of the Public Relations
campaign
•
•
•
•
Objectives of campaigns
Types of campaigns
Stages of effective campaigns
Criteria for campaign effectiveness
The PRISA model
Text book
• Situation analysis
• Formulating objective
• Identifying target publics
• Formulating message
• Implementing actions
• Draw up a budget
• Conducting an evaluation
Study guide
• Situation analysis
• Definition of objectives
• Definition of publics
• Selection of media
• Budget allocation
• Assessment of results
Marketing, Public Relations and
Relationship marketing
Principles that contribute to
relationship building are”
•
•
•
•
Open communication
Reliability
Contact between parties
Trust, honesty and ethical behaviour
The keys to successful
relationships
• Trust and commitment
• Interpersonal communication, marketing
and social psychology
• Intra-organisational collaboration and
internal marketing
• Shared values
• Developing existing relationships
• Good communication and interaction
Public Relations, Marketing and the
media
•
•
•
•
•
•
Controlled media
Uncontrolled media
Internal media
Mass communication media
Private created media
Oramedia
Internal communication media
•
•
•
•
On-line communication
Print communication media
Audiovisual communication media
Interpersonal communication media
Mass communication media
• The press
• Broadcast media
• Public and trade exhibitions
Internal marketing
• Implications of internal marketing (p188)
• Internal marketing as internal relationship
management ( p188-194)
• Internal branding and model of brand
management(p191-193)
Internet and Public Relations
• Study the benefits of the internet for Public
Relations.
• The public Relations tools that a Public
Relations specialist can use on the
internet, eg. Websites, e-mails, enewsletter, online archives etc
• Online publics
Public Relations Research
•
•
•
•
•
•
•
•
•
Identify and formulate the problem
Determine the research objectives
Develop the research design
Conduct secondary research
Select a primary research method
Determine the research frame
Gather the data
Process the data
Report the research findings
READ ETHICS, PUBLIC
RELATIONS AND SOCETY
• Public Relations ethics