PUBLIC RELATIONS

- One of the four broad areas of marketing communication activities in the

integrated communications mix model is…
- It builds a planned and sustained effort to establish and maintain mutual
beneficial relationships between organizations and their publics
- PR initiatives such as promoting company news and conducting media outreach is one of the
integral parts to maximize brand awareness.

What is public?
PUBLICS
o Referred to as the groups of people or target audiences that
communications may be focused on (opinion leaders, influencers,
consumers)
o They are the one who’s go’nna be the one to receive or the main
subject/target for the activities enough for them talk about the product
which in the end also known as promotion.

- Pr activities tackles| also incudes;

 Advice and counselling –
 Relations with employees during redundancy and closure-
 Relations with the local community and interest groups-
 Lobbying-
 Developing goodwill among all publics, and
 Monitoring public opinion to:
 Publicity
 Sponsorship and donations
 Dealing with negative publicity and ‘crisis management’
situations
 The preparation of press releases and publications
 Helping to develop and maintain the corporate image
 Arranging events, and many more.

- “PR is part of Marketing” | “Marketing is part of PR”
o Marketing as solely profit-focused
o PR has longer-term implications and fewer financial imperatives
o It is primarily seen as a range of marketing communication tools that
needs to be integrated with total marketing communications effort
 o They also have something in common, which is becoming an invaluable
additional discipline for those organizations looking outside themselves to
consider a wider world that doesn’t restrict solely for its own benefits and
keeps the outside world at bay.
o This happens as a result of the ever-growing influence of an organization’s
publics for those who demand for orgs to accept wider social
responsibility to forcing change which PR plays a major role.
- PR event can make use of all elements of the marketing communications mix.
- PR Programs themselves often composite marketing communications
campaigns involving a wide range of integral promotional activities focus on a
range of target audience publics
o PR events may be organized involving sales promotion, merchandise,
and exhibition activities
 Can be used in hosting and personal selling
 Direct mails may be used for invites
 Publicity may accompany events and sponsorships may support
them.
 Advertising may use to announce them.

 Fundamentally it’s about enhancing corporate reputation and

generating and maintaining goodwill hence this should be
separated from marketing

The point of public relations is to make the public think favorably about
the company and its offerings. Commonly used tools of public relations
include news releases, press conferences, speaking engagements, and
community service programs.
1) PR Concepts:

How PR overlaps with Advertising

Actually, Advertising is only one part of the components used by the PR as a part of
disseminating the information to the public.
Advertising creates favorable impressions through paid messages, while public relations does
not pay for attention and publicity. 
PR strives to earn a favorable image by drawing attention to newsworthy and attention-worthy
activities of the organization and its customers.

- However, publicity should never be considered as “free advertising”

- Because it still requires salaries, expenses with the events, sponsorships, and
other activities
o Expenses doesn’t directly involve with advertising but to building
relationship with influential individuals
- PR activities can be cost efficient but making it happens require substantial
efforts and resources.

Benefits of PR includes relative low cost, high credibility, and extensive visibility it
renders far and wider scope that focuses on the area that increasingly described
as MPR

MPR- elements of PR that directly benefit marketing communications

Pr overlaps sponsorships, product placement, …

CORPORATE ADVERTISING- it attempts to create an image, address an issue, or

communicate with specific audiences, including a company’s own employees, about
matter important to the company.

- Basically, it focuses on the overall image or goodwill of the company.

- Thus The difference with the normal advertisements is that it focuses on
promoting and sales, corporate advertising is more like the public relations
w/c also aims for the goodwill of the company.

PRODUCT PLACEMENT – a process of arranging for a company’s product or name to be

seen and referred to the public through medias.

- Often known as endorsement

- Seen usually on videos as a product or brand most commonly used
- It overlaps with public relations coz though sometimes in a film/movie, a
product used can be shown prominently in which as a form or sponsorships.

SPONSORSHIP- it is considered as a part of PR functions, used to fulfil many different

objectives, though not necessarily coz sometimes it just used for showing off about their
products or how good their company could be.
 - It could also be a contribution to an activity by an organization.
- For example, the movie in netfllix, Emily In Paris, there was an episode that
shows example of Public Relation

The point of public relations is to make the public think favorably about the company and its
offerings. Commonly used tools of public relations include news releases, press conferences,
speaking engagements, and community service programs.
Although advertising is closely related to public relations—as it too is concerned with promoting
and gaining public acceptance for the company's products—the goal of advertising is generating
sales, while the goal of public relations is generating good will.

So, When an organization finds itself facing a public emergency or crisis of some sort,
PR professionals play an important role strategizing and managing communications
with various stakeholder groups, to help the organization respond in effective,
appropriate ways and to minimize damage to its public image.

The benefit of a good public relations is to lessen the gap between how an organization sees
itself and how others outside the organization perceive it.

MPR- represents an opportunity for companies tto regain a share of voice in message-
satieted society.

- It doesn’t only delivers a strong share of voice to win share of mind and heart;
delivers a better, more effective voice in many cases.
- Its commonly known as The overlap area between marketing and pr
- Mpr can help support and achieve the full range of marketing communicating
objectives.
- Raise awareness, inform, interest, excite, educate, generate understanding,
build trust, encourage loyalty and even help generate sales – an outcome not
often associated with PR activities
 - It can raise visibility and develop corporate and product credibility an was that
other promotional tools cannot.
- Mpr can have a direct effect on sales as well as indirect effect on sales that are
more usually recognized.

Other RESEARCHES;

The Purpose of Public Relations

Like advertising, public relations seeks to promote organizations, products, services,

and brands. But PR activities also play an important role in identifying and building
relationships with influential individuals and groups responsible for shaping market
perceptions in the industry or product category where an organization operates. Public
relations efforts strive to do the following:

 Build and maintain a positive image

 Inform target audiences about positive associations with a product, service,
brand, or organization
 Maintain good relationships with influencers—the people who strongly
influence the opinions of target audiences
 Generate goodwill among consumers, the media, and other target
audiences by raising the organization’s profile
 Stimulate demand for a product, service, idea, or organization
 Head off critical or unfavorable media coverage

When to Use Public Relations

Public relations offers an excellent toolset for generating attention whenever there is
something newsworthy that marketers would like to share with customers, prospective
customers, the local community, or other audiences. PR professionals maintain
relationships with reporters and writers who routinely cover news about the company,
product category, and industry, so they can alert media organizations when news
happens. At times, PR actually creates activities that are newsworthy, such as
establishing a scholarship program or hosting a science When an organization finds
itself facing a public emergency or crisis of some sort, PR professionals play an
important role strategizing and managing communications with various stakeholder
groups, to help the organization respond in effective, appropriate ways and to minimize
damage to its public image.fair for local schools. PR is involved in publishing general
information about an organization, such as an annual report, a newsletter, an article, a
white paper providing deeper information about a topic of interest, or an informational
press kit for the media. PR is also responsible for identifying and building relationships
with influencers who help shape opinions in the marketplace about a company and its
products.

To illustrate, PR techniques can help marketers turn the following types of events into
opportunities for media attention, community relationship building, and improving the
organization’s public image:

 Your organization develops an innovative technology or approach that is

different and better than anything else available.
 One of your products wins a “best in category” prize awarded by a trade
group.
 You enter into a partnership with another organization to collaborate on
providing broader and more complete services to a target market segment.
 You sponsor and help organize a 10K race to benefit a local charity.
 You merge with another company.
 You conduct research to better understand attitudes and behaviors among
a target segment, and it yields insights your customers would find
interesting and beneficial.
 A customer shares impressive and well-documented results about the cost
savings they have realized from using your products or services.
 Your organization is hiring a new CEO or other significant executive
appointment.
 A quality-assurance problem leads your company to issue a recall for one
of your products.

It is wise to develop a PR strategy around strengthening relationships with any group

that is important in shaping or maintaining a positive public image for your organization:
reporters and media organizations; industry and professional associations; bloggers;
market or industry analysts; governmental regulatory bodies; customers and especially
leaders of customer groups, and so forth. It is also wise to maintain regular, periodic
communications with these groups to keep them informed about your organization and
its activities. This helps build a foundation of familiarity and trust, so these relationships
are established and resilient through the ups and downs of day-to-day business.