Chapter 15

On Promoting Products: Public Relations and Sales Promotion

“There are many misconceptions about public relations. One of the most widespread is
that it’s easy.” – Peter Celliers

Outline:
I. Public Relations
II. Major Activities of PR Departments
a. Press Relations
b. Product Publicity
c. Corporate Communication
d. Lobbying
e. Counseling
f. Publicity
III. The Public Relations Process
a. Research
b. Establishing the Marketing Objectives
c. Defining the Target Audience
d. Choosing the PR Message and Vehicles
e. Implementing the Marketing PR Plan
f. Evaluating PR Results
IV. Major Tools in Marketing PR
a. Publications
b. Events
c. News
d. Speeches
e. Public Service Activities
f. Identity Media
V. Public Relations Opportunities for the Hospitality Industry
a. Individual Properties
b. Build the PR Around the Owner/Operator
c. Build PR Around Location
d. Build PR Around a Product or Service
VI. Crisis Management
VII. Sales Promotion
a. Setting Sales Promotion Objectives
b. Selecting Sales Promotion Tools
c. Developing the Sales Promotion Program
d. Pretesting and Implementing the Plan
e. Evaluating the Results
VIII. Local Store Marketing