HOW TO LEVERAGE

PUBLIC RELATIONS
FOR MAXIMUM VALUE
SHAHBANO KHAN

DEFINITION

Communication of information to
consumers through the strategic
use of media

The shaping of public opinion

through persuasive communication

CHARACTERISITICS

More subtle than advertising

Cost-free

Communication reliant

PUBLIC RELATIONS NEED

To manage the communication

between an organisation and its
public

To shift attitudes

To integrate PR with marketing,

advertising and sponsorship

PUBLIC RELATIONS NEED CONT.

To build community relationships

To generate free publicity

To inform

PUBLIC RELATIONS NEED CONT.

To gain public acceptance

To promote perspectives, services,

products...

To combat public perceptions and

views

WHO ARE THE PUBLIC?

Guru

Influencers

Decision makers

Naysayers

Mass buyers

Community
Potential clients
Opinion leaders
Fans

WHO ARE THE PUBLIC CONT.

Investors, financiers, money

markets

Specific groups & target audiences

Decision makers

Government

CLUB PUBLIC RELATIONS

All clubs need positive public relations

The president, CEO or head coach is

critical

Have a clear PR and media plan

Monitor other clubs successes

CLUB PUBLIC RELATIONS CONT.

Good reputations are earned

Good impressions are investments

Establish credibility

Plan communications and responses

PUBLIC RELATIONS MODES

Branding

Annual reports

Newsletters

Media releases

P R MODES CONT.

Direct mail

Presentations

Using celebrities

Letters to the editor

P R MODES CONT.

Community service

Personal contact

Photographs

Websites and social media

THE MARKETING FIT

Marketing is the trading of services

and products

Advertising is the purchase of

space for placing a message

PR is a planned process to shape

public attitudes and opinions

APPLICATIONS OF PR
Crisis

management

Reputation
Issue

management

management

OBJECTIVES
Credibility

Status-conferral

function of media
News vs. advertising
Publicity
Management of product or brand related
communications between the firm and the
general public
Informative activity (as opposed to a persuasive
one)
Aimed at obtaining favourable press coverage
for a companies products

THANK YOU