WhatisPublicRelations?

Theplannedandsustainedefforttoestablishand maintaingoodwillandmutualunderstandingbetween anorganizationanditspublics {CIPR} Publicrelationsisthenamegiventothemanaged processofcommunicationbetweenonegroupand another.Initspurestform,ithasnothingtodowith marketing,advertisingorcommercialisation.Itwill howeveroftenpromoteonegroupsendeavoursto pursuadeanothergrouptoitspointofviewanditwill useanumberofdifferentmethodsother than{althoughalongside},advertisingtoachievethis aim {Publicrelationsconsultantsassociation PRCA}

Whatisthescopeofpublicrelations?
Governments;nationalandinternational Businessandindustry; small,medium,large. Communityandsocialaffairs Educationalinstitutionse.g.Universitiesand colleges Hospitalsandhealthcare Charitiesandgoodcauses Internationalaffairs.

Whatactivitiesdoespublicrelations engagein?
1) Counsellingbasedonanunderstandingof humanbehaviour 2) Analysingfuturetrendsandpredictingtheir consequences 3) Researchinpublicopinion,attitudesand expectationsandadvisingonaction 4) Establishingandmaintainingatwoway communicationbasedontruthandfull information.

PRactivitiescontd;
5)Preventingconflictandmisunderstanding 6)Promotingmutualrespectandsocial responsibility 7)Harmonisingtheprivateandpublicinterest 8)Promotinggoodwillwithstaff,suppliersand customers 9)Improvingindustrialrelations 10}Attractinggoodpersonnelandreducinglabour turnover.

Practivitiescontd;
11)Promotingproductsandservices 12)Projectingacorporateidentity 13)Encouraginganinterestininternational affairs.
(adaptedfromIPRA)

Howtogetexcellentpublicrelationsin anorganization:
PRProgrammesshouldbemanaged strategically Thereshouldbeasingleintegratedpublic relationsdepartment PRManagersshouldreportdirectlytosenior management PRshouldbeseparatefunctionfrom marketing.

SeniorPRpersonsshouldbeamemberofthe organizationsdominantcoalition

Communicationshouldadheretothetwo waysymmetricalmodel.

4ModelsofPR(Gruniq&Hunt;1984)
1) Pressagency/publicity; Mainrolehereispropagada,spreadingthe faithoftheorganizationusuallythrough incompletehalftruthordistorted information. Inthiscase,thecommunicationisoneway.

2)Publicinformation: Mainroleisdisseminationofinformation,not necessarilywithapersuasiveintent. Thisshouldbedoneobjectively{albeithard}.

3)Twowayasymmetric: Mainrolehereisscientificpersuasionusing socialsciencetheoryandresearchabout attitudesandbehaviourtopersuadepublics toaccepttheorganizationspointofview

4)Twowaysymmetric: Mainroleistoserveasamediatorbetweenthe organizationanditspublics. Aimistofacilitatemutualunderstanding betweentheorganizationanditspublics NB//Publicrelationscaneitherbeproactiveor reactive.

GROUPACTIVITY1
Discusspublicrelationstechniquesforvarious projectsareassuchas; Consumermarketing B2B Internal&employees Corporate,external&publicaffairs Financialpublicrelations

ConsumerMarketingtechniques:
Consumerandtradepressreleases Productandserviceliterature Promotionalvideos Specialeventssuchascelebrityopening stores Consumerexhibitions Inhousemagazinesforsalesstaff,customers andtrade Sports,artsetcsponsorship.

B2BTechniques:
Corporateidentitydesign Corporateliterature Corporateadvertising Tradeandgeneralpressrelations,both nationalandinternational Corporate&productvideos Tradeexhibitions sponsorships

Internal&employeetechniques:
Employeesnewslettersandotherinternal magazines Employeerelationsvideos Recruitmentexhibitionsandconferences Companynoticeboards Briefingmeetings Employeecommunicationsnetworksand channelsforfeedback Speechwritingforexecutives

Corporate,externalandpublicaffairs techniques:
Corporateliterature CSRprogrammesandcommunityinvolvement Managementcounselling Localandnationalsponsorships Issuestracking{greenissues,carbon emissions,globalwarming,environmental issuesetc}

Financialpublicrelationstechniques:
Financialmediarelations Designofannualandinterimreports Facilityvisitsforanalysts,brokers,fund managersetc Organisingshareholdermeetings Shareholdertrackingresearch

Groupactivity
Discusshowyoucanevaluatethe effectivenessofpublicrelationsactivities/ campaign.

WhatisPersonalselling?
thepresentationofproductsandassociated persuasivecommunicationtopotential clients,whichisemployedbythesupplying organization.Itisthemostdirectandlongest establishedmeansofpromotionwithinthe promotionalmix

{Baronetal,Macmillandictionaryofretailing,1991}

Sellingshouldbeateameffort involving:
Topmanagement; involvedwithbigordersand KAM Technicalsalespersonnel; whosupplytechnical informationandservicetothecustomerbefore, duringorafterthesaleofproduct Customersalesreps; whoprovideinstallation, maintenanceandotherservicestothecustomers Officesupport; includessalesanalysts, administratorsandsecretarialstaff
{Kotler1999}

Varioustasksinthesellingprocess:
i. Ordercollector;dealswithroutineorders usuallythroughtelemarketing ii. Ordertakers;collectsplacedorders iii. Preordertaker;buildsgoodwillandeducate iv. Ordersupporter;applicationofhistechnical knowledgerelatingtotheproduct v. Ordergetter;stimulatedemandand creativelyselltangibleorintangibleproducts

Somesalespersonactivities:
Prospecting Communicating Selling Servicing Informationgathering Allocating;assistinginevaluatingcustomer profitability,creditworthiness,allocationofproducts tocustomersintimesofproductshortages Shaping;buildandsustainrelationshipswithmajor customers

NB//Themixofsalestaskwilldependon purchasedecisionmaking,marketingstrategy andprevailingeconomicconditions. PersonalsellingisparticularlycrucialforB2B markets.

WhatisSalesPromotions?
arangeoftacticalmarketingtechniques, designedwithinastrategicmarketingframe work,toaddvaluetoaproductorservicein ordertoachieveaspecificsalesand marketingobjective

(adaptedfromInstituteofsalesPromotion)

Whataretheobjectivesofsales promotions?
Increaseawarenessandinterest Achieveaswitchinbuyingbehaviour Incentiviseconsumerstomakeaforward purchase Smoothenaseasonaldip Generateaconsumerdatabasethroughmailin applications Increasedisplayspaceofabrandatchannels place

Objectivesofsalespromotionscontd;
Increaseshorttermsales Encouragerepeatandmultiplepurchase Encouragenewproductoralternativebrand trial Motivatesupplychain

Whatarethetechniquesusedinsales promotions?
Freegifts B.O.G.O.F Discounts Coupons Prizedraws Samples Incentiveslinkedtocharitableorganizations/ donations Salesforce&retailercompetitionsandrewards, businessgiftsetc.

WhatisPointofsale?

Itistheplace,usuallyinstorewheregoods areboughtandpaidfor.Byextension,POS referstothepromotionalmaterialsdisplayed instoretostimulatepurchasedecisions

WhataretheobjectivesofP.O.S?
Attractiveattention Maximisingdisplayspace Aidingproductrecognition Aidingbrandrecognition Adding/providinginformation Branddifferentiation.

P.O.STechniques:
Racks Shelftags Posters Mobiles Balloons Carrierbags

WhatisDirectMarketing?
theplannedrecording,analysisandtracking ofcustomerbehaviourtodeveloprelational marketingstrategies {IDMU.K.} aninteractivesystemofmarketingwhich usesoneormoreadvertisingmediatoeffecta measurableresponseand/ortransactionat anylocation {DMA USA} aimofdirectmarketingistoacquireand retaincustomers {TheodoreLevitt}

Componentsofdirectmarketing:
Television Radio Directmail Directresponseads Telemarketing Inserts Electronicmedia Doortodoor Mailorder Homeshopping

Whatistelemarketing?
Itistheplannedandcontrolleduseofthe telephoneforsalesandmarketing opportunities.Unlikeallotherformsofdirect marketingitallowsforimmediatetwoway communication.

Whatistheroleoftelemarketing?
Building,maintaining,cleaningandupdating databases Marketevaluationandtestmarketing Dealersupport Trafficgeneration Directsalesandaccountservicing Customercareandloyaltybuilding Crisesmanagement.

Whatispublicity?
Publicityreferstoanyformofnonpaid,non personalcommunicationbetweenan organizationanditspublics.

 Mediacoverage;suchaseditorials,reviews, newsitemsetccanbestimulatedby: Networkingwithmediacontactse.g.ViaPR agency Sendingmedia/pressreleasestoeditors& jounalists Holdingphotocallsandconferences Sendingproductsamplesfortrial/reviewor giveaway

Arrangingpublicitystunts andeventse.g. Aroundtheworldonaballoonorsailingthen publicisingtheeventthroughTVinterviews etc Offeringspokespersonandexpertsfor interviewandcomments Offeringnewsandtechnicalarticlesto publications

Whatbenefitscanbegainedfrom publicity?
a) Raisesawarenessofwideraudiences b) Generateswordofmouth{freepromotions} c) Impliesendorsement,recommendationand credibility d) Supportspaidfore.g.advertisingand promotion

Disadvantagesofpublicity:
a) Inabilitytocontroleditorialcontent b) Mediaagendamayconflictwithpositive messages c) Mistakesandcrisesmorenewsworthy than positives d) Negativepublicitymagnifiedbywordof mouth.

Whatisadvertising?
Anypaidforformofmasscommunication Advertisingcanbeabovethelineorbelowthe line Examplesincludetelevision,radio,posters, signs,banners,freebies,newspapers, magazines,internetetc.

Sampling
Whatisasample? Whynotintervieweveryonelikeinacensus? Howcanonedevelopasamplingframe? Whatmethodmaybeusedtodecideonthe sizeofthesample?

Decidingonthesamplingprocedure:
1) Probabilitysample: everyonefromthe populationofinteresthaveanequalchance e.g.Simplerandom{everynthpersonpicked fromthedatabases},Stratifiedrandom{ dividethepopulationintomutuallyexclusive groupsthenrandomsamplesusedtopick thesample},Multistagesampling{i.e.area divideareaintoregionsthenpickasample fromeachregion}

2)Nonprobability: noteveryonehaveanequalchance ofbeingselectedsuchas;Quotasample{the researcherfindsandinterviewsaprescribednumberof peopleineachofseveralcategories},Judgement sample {researcherselectspopulationmemberswho aregoodprospectsfortakingpartintheresearchfor accurateinformation},Conveniencesample{the researcherselectsthemostaccessiblepopulation members},Clustersample{takeonlyoneclusterfrom thepopulationofinterestanduseitasasample hopingthattheyrepresentallotherclusterseg.A university}

Howtodevelopaquestionnaire:=
1. Decideonquestiontopics 2. Decideonthetypeofquestionstoask 3. Decideonthequestionformatincluding funnelling{i.e.Fromthegeneraltothemorespecific} 4. Decideonthequestionlayout;howmanyquestions?, whichquestionfollowwhich?,howmanyquestions?. 5. Pilottestthequestionnairewhichwillhelpidentify anyfaults 6. Administerthequestionnaire.

Questionrequirements:
Shouldnotbeleading Keepitshortandsimple Avoiddoublemeaning Avoidjargon Avoid2questionsinone Beclearandconscice

Typesofquestions1)Closed questions:
Dichotomous{2possibleanswerssuchas yes/No Multiplechoicequestions Likertscales{stronglyagree,agree,neither agreenordisagree,disagree,stronglydisagree} Semanticdifferential: ascaleconnecting2bi polarwords.Therespondentselectsthepoint thatrepresenthis/heropinione.glargevssmall, experiencedvsinexperienced,modernvsold fashioned.

Importantscale;ascalethatratesthe importanceofsomeattribute{e.g.Extremely important,veryimportant,somewhatimportant, notveryimportant,notatallimportant} Ratingscale;ascalethatratessomeattribute frompoor toexcellent{excellent,verygood, good,fair,poor} Intentiontobuyscale;{definitelybuy,probably buy,notsure,probablynotbuy,definitelynot buy}

Openendedquestions:
Completelyunstructured;aquestionthat respondentscananswerinanalmostunlimited numberofways.{e.g.Whatisyouropiniononthe existenceofGod?} Wordassociation;{e.g.Whatcomestomind whenyouhearthefollowing kenya,airline, safari?} Sentencecompletion;{e.g.Whenichoosea holiday,mymostimportantconsiderationis }

Storycompletion;{e.g.isawmrBeancome outsmiling,thisarousedinmethefollowing thoughtsandfeelings} Pictureandcartoonscompletion ThematicApperceptionTest{T.A.T};Apicture ispresentedandrespondentsareaskedto makeupastoryaboutwhattheythinkis happeningormayhappeninthepicture.

Howdoyouadministerquestionnaire?
Postal{advantages&disadvantages} Telephone{advantages&disadvantages} Online{advantages&disadvantages} Personalinterviewinge.g.Athome,streets, shoppingmallsetc{advantagesand disadvantagesofeach}

Otherresearchapproaches:
Observation,forexamplepersonal/individual observatione.g.Inasupermarketbya researcher,observationusingdevicessuchas CCTV Mysteryshopping.