PUBLIC RELATION

Public relation is an attempt to build good relations with the companys various publics by obtaining
favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors,
stories, or events. By focusing on consumer attitudes, awareness, and knowledge of the organization, the
company is better prepared to succeed. Public relations has even been extended to the Internet and
companies are beginning explore ways to increase its effect in the newly emerging world of e-commerce.
FUNCTIONS OF PUBLIC RELATION
Public relations involves building good relations with the companys various publics by obtaining favorable
publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and
events. Major functions are:
1). Press relations or press gentry.
2). Product publicity.
3). Public affairs.
4). Lobbying.
5). Investor relations.
6). Development.
Public relations are used to promote products, places, ideas, activities, organizations and even nations.
ROLE AND IMPACT OF PUBLIC RELATION
Public relations can have a strong impact on public awareness at a much lower cost than advertising.
Despite its potential strengths, public relations are often described as a marketing stepchild because of its
limited and scattered use. This may be changing, however. Many companies today are looking for public
relations to take a more active role in marketing and promotion planning. Marketing public relations
departments are being formed. Public relation tools are being used by the companies in evaluating public
attitudes, identifying the issues of public concern and to execute the different programs that can gain public
acceptance. It means that the public relations is that marketing function which evaluates public attitudes,
identifies areas within the organization that the public may be interested in, and executes a program of
action to earn public understanding and acceptance.
MAJOR TOOLS OF PUBLIC RLATION
Major tools include:
1) News.
2) Speeches.
3) Special events (mobile marketing).
4) Written materials (such as annual reports, brochures, articles, and company newsletters).
5) Audiovisual materials (such as films, slide-and-sound programs, video and audio cassettes).
6) Corporate identity materials such as logos, stationery, brochures, signs, business forms, business
cards, buildings, uniforms, and company cars. Companies also improve public relations by
contributing time and money to public service activities. A companys Web site can be a good public
relations
Advertising is an important promotional tool for any marketing campaign. So much so that whenever we
think of marketing we think of advertising although it is just one of the marketing tools. Today government
bodies as well as nongovernment organizations go for high profile advertising campaigns. The purpose here
is not to increase the sales figure but to increase the awareness of people regarding the relevant topics.
Today the marketing manager has a range of advertising options to choose from- from interpersonal
communication to Internet. Deciding on a correct option calls for detailed analysis aspects like objective
behind advertising (Mission), companys earmarked budget (Money), content of communication through
advertising (Message), advertising vehicle (Media) and impact of advertising (Measurement). These can be
broadly classified as the five Ms of advertising.

MISSION:
First of all the marketing manager must be clear on the companys purpose for advertising. Increase in
sales figure will be a very broad and to a certain context a vague objective. According to Mr. Philip Kotler, a
renowned authority in this field, there can be three possible objectives behind advertising: Information-
when a new product is launched, the purpose should only be to inform people about the product
Persuasion- Persuading people to actually go out and buy the product. This objective is of paramount
importance because of cutthroat competition. Any advertisement must be persuasive in nature, attracting
consumers towards the brand Reminder: This objective is relevant for well-established companies. These
types of advertisements only try to remind the consumers of the brand existence. For instance whenever
we hear or read yeh dil maange more, we tend to think about Pepsi. Same way we tend to associate two
minutes with Maggie noodles. The marketing manager should establish a clear goal as on the purpose of
advertising, information, persuasion or reminder.

MONEY:
After the objective has been decided upon, the next step is to decide upon the budget. There are several
methods for deciding on the advertising budget. The most common among them is the percentage of sales
method. Under this method, a certain percentage of sales are allotted for advertising expenditure. Though
this method is used widely, there are some problems with this method. The first issue is what percentage
the company should take? Even if a company somehow decides a percentage figure, this would mean
increase in advertising expenditure when sales are up and less spending when sales are down. This in some
ways is quite paradoxical, because logically the reverse should happen. The company needs to spend more
on advertising when sales are down. But this method uses circular reasoning and views sales as cause for
promotion. In fact sales are a result of promotion. Another method suggests that a company should spend
as much as its competitors are spending. This method claims that it would prevent promotional wars. But
then like each individual each company is also different. It may not make any sense in spending like your
competitor because competitor might be on a different footing.

MESSAGE
As a common experience, we love some advertisements, while the others just irritate us. An appealing
advertising will win consumers and will consequently induce them to purchase the product. On the other
hand, irritating advertising will create an adverse effect. This is why many companies hand over this task to
advertising agencies, which has professionals to make impact -making ads. The message that company
wants to convey should be put in a manner that will arouse interest. Moreover it should convincingly
highlight upon the products USP. What is said is definitely important but what is more important is how it is
said. The tone should be appealing. Words used should be catchy and retentive. These days both electronic
as well as print media are overflowing with ads. People have no time to read or see them, and therefore
they have to be attractive enough to target audiences attention. This is the job of message.
MEDIA:
Selecting the proper media vehicle for communicating the message goes a long way in the success of any
kind of advertising. Each media vehicle has its positive and negative points with a different reach and
impact. Therefore a company has to be very clear about its target audience. Choices available are Internet,
TV, newspapers, magazines, direct mails, radio and hoardings. Everyone of this has its advantages and
disadvantages. Companies often go in for a media mix, i.e. they select more than one of the available
choices. Timing is of great significance here. Many industries face seasonal fluctuations and pass through
cycles. Therefore advertising should be timed that way to take care of these fluctuations. A limited budget
should be prudently allotted among these media vehicles.

MEASUREMENT:
It is necessary that effectiveness of any advertising be judged. Only on the basis of this measurement, can
further decisions regarding continuation or termination of the particular advertising campaign be taken. An
ad can be judged on the basis of its reach and impact on sales. Good advertising is one that generates
brand awareness and consequently brand preference. How much of sales can be attributed to advertising,
is a difficult question to answer. Sales are influenced by many factors besides advertising. It is not easy to
isolate the impact of advertising on sales. Nonetheless there are some advanced statistical techniques
available that can be used with the help of computer softwares like SPSS. Thus a systematic and balanced
understanding of these five Ms of advertising will help in designing better advertising campaigns that
create a favorable impact on the target audience.