Events Management & Public Relations

The Companys MicroenvironmentActors in the Microenvironment

The Companys MicroenvironmentPublics

Any group that has an actual or potential interest in or impact on an organizations ability to achieve its objectivesFinancial publicsMedia publicsGovernment publicsCitizen-action publicsLocal publicsGeneral publicInternal publics

What is Public Relations ?

Public Relations is a management function which tabulates public attitudes, defines the policies, procedures and interest of an organization followed by executing a program of action to earn public understanding and acceptance. (Edward Bernays)Iqra University

Public Relations, is the overall term for marketing activities that raise the public's consciousness about a product, service, individual or issue. In short, PR is the management of a company's public image that helps the public understand the company and its products What is Public Relations ?Iqra University

Building good relationships with the companys various publics by obtaining favorable publicity, building up a good "corporate image," and handling or heading off unfavorable rumors, stories, and events. What is Public Relations ?Iqra University

If a circus is coming to town and you paint a sign saying "Circus coming to the Fairground on Saturday,"

that's advertising

If you put the sign on the back of an elephant and walk him into town,

that's promotion

If the elephant walks through the mayor's flowerbed,

that's publicity

If you can get the mayor to laugh about it;

that's PUBLIC RELATIONS!

EVOLVING MARKET TRENDS 1960s Product Excellence The decade of a plethora of new products coming onto the market, with manufacturers vying with each other to achieve Product Excellence1970s Branding Excellence Viable, high quality competing products having being established, manufacturers concentrated on brand positioning to try and achieve Branding Excellence1980s Service Excellence With growing competition, even branding excellence proved to be not enough and sellers competed for attaining high service standards and the goal became Service Excellence

EVOLVING MARKET TRENDS1990s Dialogue Excellence With consumers becoming highly well informed, product, brand and service excellence began to be taken for granted. To achieve saliency, brands attempted to establish a dialogue with their clients through a variety of activities, schemes and incentives. The 1990s was the decade of Dialogue Excellence 2000s Relationship Excellence As we entered the new century, increasing globalization and faster communications meant that even dialogue excellence needed to be upgraded to a level where the brand should have a continuous relationship with its target audience. The current decade will therefore be one of Relationship Excellence

PR SOME CONCEPTSthe actions of a corporation, store, government, individual, etc., in promoting goodwill between itself and the public, the community, employees, customers.

is all about reputation - the result of what you do, what you say and what others say about you.

PR DEFINEDPR IS A PLANNED EFFORT TO STRATEGICALLY USE VARIOUS CHANNELS OF COMMUNICATION TO ESTABLISH AND MAINTAIN GOOD REPUTATION BETWEEN AN ORGANIZATION AND ITS TARGET AUDIENCES

PR & ADVERTISING

CredibilityAdvertising is a controlled message whereas PR is not. Therefore PR is more credible..

Third Party Promotion:Advertising is what you say about yourself (your product) and PR is what 'others' say about your company.

Time DurationPR is continuous. Advertising is as and when needed

AssistancePR and Advertising are complementary. One alone cannot reach places where both together can..

PR VS ADVERTISINGAdvertising Is the Wind. PR Is the Sun

Advertising Is Spatial. PR Is Linear

Advertising Uses the Big Bang. PR Uses the Slow Buildup

Advertising Is Visual. PR Is Verbal

Advertising Is Self-Directed. PR Is Other Directed

Advertising Dies. PR Lives

Advertising Is Expensive. PR Is Inexpensive

Advertising Favors Line Extensions. PR Favors New Brands

Advertising Likes Old Names. PR Likes New Names

Advertising Is Brand Maintenance. PR Is Brand Building

Advertising vs. PRProfile & Authority builderSales & marketing toolStory generation & editorial placementProduction of creative materials and space buyingShifting perceptions through re-enforcement through credible third-partiesShifting perceptions through repetition of those creative materialsCreates awarenessBuilds credibilityCharacters, slogans, jingles tell the storyYou tell your own storyAdvertisingPR

What PR Does?

1. Evaluation of public attitudes and opinions.

2. Formulation and implementation of an organization's procedures and policy regarding communication with its publics.

3. Coordination of communications programs.

4. Developing rapport and good-will through a two way communication process.

5. Fostering a positive relationship between an organization and its public constituents. Iqra University

Define Prioritize and Analyze PublicsIf you work in public relation for organization that sells pet-related products, knowing who owns pets can help you target your efforts and make your public relations program more effective

Segmenting each public in to homogeneous segments can help you make communication more targeted and effective

Doing Public RelationsSix main functionsWriting and editingpress releasesInternet materialsbrochures, etc.

Doing Public RelationsSix main functionsWriting and editingMedia Relationspromote a client or organization by securing favorable news media coverage

Doing Public RelationsSix main functionsWriting and editingMedia RelationsSpecial EventsMountain Dew (publicity stunt)

Doing Public RelationsSix main functionsWriting and editingMedia RelationsSpecial EventsResearchResearch the way the company is perceived by the publicFocus groups

Doing Public RelationsSix main functionsWriting and editingMedia RelationsSpecial EventsResearchCommunity and consumer relationsCreate positive image for companye.g., American Express

American ExpressStatue of Liberty RenovationRaised $1.7 millionSpent $6 million promoting itSave Our Strength hunger campaign

Traditional PR ToolsIn-House PublicationsPublic Service Announcements (PSAs)Corporate AdvertisingSpeakers, Photographs, FilmsDisplays, Exhibits, Staged Events

A columnist to whom you sent your product for review sent

regrets, saying he doesn't review products. Two weeks later you

read a column of his about a product. You send a note admonishing

him for misleading you and demanding fairness for your product.Iqra University

2. You send a letter to a reporter, who replies that they recently covered your company. You write back saying that you looked all over the Web site but couldn't find the piece; which one was it? The reporter e-mails back with something that sounds sarcastic, but you're not sure. You reply that sarcasm isn't called for; you're just trying to get your story out.Iqra University

3. You spend an hour being interviewed

by a magazine writer and get just two

paragraphs in the resulting article. You drop a

note to the writer about how disappointed you

feel that your best points were left out of the piece.Iqra University

4. You invite a number of Press

representatives to your product launch.

On the day of product launch you check

you invitation list and find out that a

many of the representatives of the press

are missing. You dont really like this, so

what would be your next step. Iqra University

********************