public relation
TRANSCRIPT
TC/IS/2011/MS/144R.H.A.T PereraPresentation -01MMT-2033Department of Business and Management studiesFaculty of Communication and Business studiesTrincomalee Campus –Eastern University
Public RelationMarketing Communication
Public relations is the dimension of communications which is specially concerned with establishing and enhancing goodwill between an organization and the various publics with which it seeks to communicate.
What is Public Relation
The deliberate, planned and sustained effort to ESTABLISH and MAINTAIN goodwill and mutual understanding between an ORGANISATION and its PUBLICS
According to……
Objectives of PR
1. Promoting goodwill
2. Promoting a product or service
3. To give information to internal employees
4. Helps to overcome negative publicity
5. Give advice and council
6. Increase awareness of the brand or services
7. Reinforce the business objectives
Different between Advertising and Public Relation
Advertising Public Relation
• The Company pays for ad space. • Get free publicity for the company.
• you have creative control on what goes into that ad.
• You have no control over how the media presents your information
• An ad generally has a longer shelf life than one press release.
• You only submit a press release about a news conference once
• You're looking for your target audience and advertising accordingly
• You must have an angle and hook editors to get them to use info for an article
Benefits of Public Relation
No direct media cost.
Public Relation campaign can achieve substantial effect for relatively little cost.
PR has greater degree of credibility.
PR can address issues outside conventional marketing.
PR may be the only cost-effective means of reaching some audiences.
PR can be used to publicize a company’s name and reputation.
The Function of Public Relation
1.Opinion forming2.Counselling senior management3.Liaison with public officials4.Communications policies5.In house activity6.Product or service publicity7.Financial activity8.Media relation9.Business sponsorship
10.Event management
Different between Publicity and Public Relation
Publicity:• The generation of
information by a company to the news media;
• Publicity has a narrower focus than public relations.
• It is largely and uncountable
Public Relation:• Public relation is
concerned with the gaining of publicity.
• Not all publicity derives from public relation
The “Public” of Public relation
1)Employees and potential employees
2)Shareholders and investor
3)Suppliers to the company
4)Distributors of the company’s products and services
5)Buyers and consumers
6)The local community
7)The national community
8)Opinion former
9)The media
PUBLIC RELATION OFFICERPublic relations officers• Plan,
• Develop,
• Put into place
• Evaluate information
• and communication strategies that present an organization to the public, clients and other stakeholders.
They also promote good information flow within their organization.
Tools of Public Relation
News Papers Speeches
Special events
Written materials
Audiovisual materials
Corporate identity
materials
Public service activities
Press Kit
Social networking
Mobile tour marketing Internet
Buzz Marketing
Financial Public Relation
• Financial public relations has emerged as a specialist function within the broader field of public relations.
• This is a direct consequence of the greater importance of the financial institutions and the financial press to the well begin companies.
Charity PR
Charitable organizations and other non-profit organizations are prime users of public relations activities.
Public relations represents a more cost-effective route to their communications needs.
A primary requirement for charitable bodies is the need to raise funds to finance their main activities
Public Relations Agencies Ranked by 2013/2014
2014 2013 Agency HQ
Fee Income 2013 ($)Million
Fee Income 2012 ($)Million
Growth
(%) Staff
1 1 Edelman USA 746 665
12.2 5,113
2 2 Weber
ShandwickUSA 697 628
11.0 --
3 3 Fleishman
HillardUSA 554 546
1.5 --
4 4 MSLGroup
1Franc
e 547 526
4.0 --
5 6 Ketchum USA 490 440
11.4 --