Professional Documents
Culture Documents
INDUSTRIES
Since the devolepment of mankind ,after getting civiliazied man has discovered that
he can not Manufacture the things fully he wants slowly trade and commerce began
giving berth to various kinds of services travel, hotels, banking , insurance and
others.the growth of service sector signifies development of economy. In USA
services contribute 75 % of GDP , Phominally though ours is agricultural
economyWe have 45 % of national income from services sector.
IMP ASPECTS OF
In recent times various kinds of services have been evolved as against traditional
services ,like telecommunications, internet, management consultancy, placement
services etc.another interesting aspect of services is that in most of services service
giver and the custmomer are very close to aeach other i.e face to face viz. the
lawyer and client , the consultant and his cutmoer , the insurance agent And his
prospect , the sales man and his buyer are close to each other .this makes the
customer to identify the service with service provider. Few enlighted insurance
agents have got such a high esteem at their policyholders trust them and are
preferred than any other agent that , they can not go for insurance with other
agnet.we can see this phenomenon of identifying the service with the person is
most pronounced in health care.people naturally go only to family physians for
treatments
Another imp aspect service s that when a service fails the it is very difficult win the
customer trust back.unlike a product like aay a torch light which can be repaired or
even replaced a failed serviceCan not be repaired or replaced.we will have to render
a fresh servce to customer and try to make him happy.
MOMENTS OF TRUTH:
These are any incidents ,however small, in which a customer comes into contact
With an org and foems first impression,which is likely to last for ever in his mind.
The moments of truth could be any thing the sigh of post office , the courtesy
shown
Customers desires and expectations have had undergone rapid changes that they
prefer more than
One service to be rendered at single point. From so the single window concept has
been evolved.
They prefer to go for other savings on skock exachenges, mutual funds and so on
along with traditional
Post office savings to be rendered by single agent .The life insurance industry has
been encouraging its agents to try and become financial consultants rather than
remain mere insurance agents.
Courteous and effciant service provides value addition to products, if same type
product ore services
Is provided by different outlets .Interestingly one shop might doing well than the
other because
Of the Courteous provided there in. It all more incumbent upon managers to train
their employees in patience, empathy and courtesy.
CONCLUSION:
All these special features of services casta heavy burden on the service providers
who are none other than the people working in organizations.For this reasons
human resources managers have to pay special attention to the devolpepment anf
motivation of their men angaged in customer service.The staff dealinmg with
customers must also be well groomed good business etiques and manners.
KEY FACTOR:
The special motivating factor of empowerment has to play a distinguished role in
service organizations.
All of these things are true to a greater or lesser degree for some areas of practice and not
others. A party planner may be horrified to believe that her work might be about advising
the organisation on ethics. Each domain of practice has different priorities and forms of
activity. This is true of other professions. Book keepers are not the same as auditors or
cashiers – these are different skills in accounting. As for accounting so too for PR.
It is my thesis that the primary reason for organisations to use PR is to create, sustain,
change and nurture relationships in the optimum interests of the organisation and thereby
change its value.
In managing relationships we use a very wide range of skills and capabilities. We might use
press relations, the web, parties, briefing events and so forth but all are aimed at
management of relationships.
But it is far too important to be added to the duties of a marketing director or chief
executive. It is far too important not to be managed with good metrics, measures, quality
controls and strategy as well and operational planning and execution.
Public relations (PR) is the practice of managing the flow of information between an
organization and its publics.1 PR aims to gain an organization or individual positive exposure to
their key stakeholders. Common activities include speaking at conferences, winning industry
awards, working with the press and employee communications.
Public relations is the management function that establishes and maintains a mutually beneficial
relationship between an organization and the stakeholders
Training objective
• present public relations as an effective management tool which yields business benefits
• present a model application of skills and knowledge gained in this training
• present best practices and trends in global PR
For whom?
Form
interactive workshops with practical exercises based on a maximum number of global case
studies
Results
• advertising campaigns
• advertising rates
• advertising vs. public relations
• getting started in advertising
• press releases
Advertising Ads
PR Promotional Agencies PR and Advertising Creative Advertising Advertising Jobs
If you're searching for a career or trying to promote your company, you may have questions
about advertising vs. public relations. These two industries are very different even though they're
commonly confused as being one and the same. The following ten properties just scratch the
surface of the many differences between advertising and public relations.
• Advertising:
The company pays for ad space. You know exactly when that ad will air or be published.
• Public Relations:
Your job is to get free publicity for the company. From news conferences to press
releases, you're focused on getting free media exposure for the company and its
products/services.
• Advertising:
Since you're paying for the space, you have creative control on what goes into that ad.
• Public Relations:
You have no control over how the media presents your information, if they decide to use
your info at all. They're not obligated to cover your event or publish your press release
just because you sent something to them.
3. Shelf Life
• Advertising:
Since you pay for the space, you can run your ads over and over for as long as your
budget allows. An ad generally has a longer shelf life than one press release.
• Public Relations:
You only submit a press release about a new product once. You only submit a press
release about a news conference once. The PR exposure you receive is only circulated
once. An editor won't publish your same press release three or four times in their
magazine.
4. Wise Consumers
• Advertising:
Consumers know when they're reading an advertisement they're trying to be sold a
product or service.
"The consumer understands that we have paid to present our selling message to him or
her, and unfortunately, the consumer often views our selling message very guardedly,"
Paul Flowers, president of Dallas-based Flowers & Partners, Inc., said. "After all, they
know we are trying to sell them."
• Public Relations:
When someone reads a third-party article written about your product or views coverage
of your event on TV, they're seeing something you didn't pay for with ad dollars and view
it differently than they do paid advertising.