2. Public relations (PR) is a the practice of managing
the flow of information between an individual or an
organization and the public.
3. Public-relations department is typically located at
corporate headquarters; and its staff is so busy
dealing with various publics- stockholders,
employees, legislators, community leaders-that PR
support for product marketing objectives tends to
be neglected.
4. PR DEPARTMENTS PERFORM FOLLOWING FIVE
ACTIVITIES
Press relations- place newsworthy information in
news media
Product publicity- publicize specific products
Corporate communication- internal and external
communications and promotes understanding of
the organization
Dealing with legislators and Government officials
Counseling- advising management about public
issues ad company position and image
5. Marketing PR goes beyond publicity
Publicity is seen as a task of securing editorial
space- as opposed to paid space- in print and
broadcast media to promote or “hype” a product
6. MARKETING PR CAN CONTRIBUTE TO THE
FOLLOWING TASKS
Assist in the launch of new products
Assist in repositioning a mature product
Build up interest in a product category
Influence specific target groups
Defend products that have encouraged public
problems
Build the corporate image in a way that projects
favourably on its products
7. CHOOSING THE PR MESSAGES AND VEHICLES
Identify or develop interesting stories to tell about
the product
Chosen stories should reflect the image the image
institution wants
If the number of stories is insufficient, the PR
practitioner should propose newsworthy events
Each event is an opportunity to develop a multitude
of stories directed at different audiences
8. EVENT CREATION
Celebrations
Art exhibits
Games
Contests
Dances
Dinners
Fashion shows
Parties in unusual places
Marathons
9. PR TOOLS
Publications
Events
News
Speeches- speaking at the conferences
Public- service activities
Written material
Audio-visual material
Telephone information services
Winning awards
