Media Mix and Public RelationsPresentation Transcript
Presentation on -
Media mix, Public Relations &
Media mix ?
“ Media mix is the combination of various media
modes used for advertising campaigns or for
the promotional activities of the business.”
Various media modes are :-
1 – Print Media
2 – Electronic Media
3 – Online Media(Modern Media)
Role of Media mix in “ Business ”
In business , Media mix is used to advertise or promote
the products widely with the help of combination of
various media modes like T.V , Radio , Newspaper and
It helps in Planning media strategy, including the specific
types of consumers/audiences the messages will be
It also helps to manage the cost of advertisement and
also to cut the cost of advertisement
It helps the organisations to reach the target market.
Media mix is also known as ‘HEART OF BRANDS’.
A guide for making effective Media-
knowing the life style
Composing the best media modes.
Media Mix Modelling
Concept of Media-Mix Modelling was introduced
in 2001 by “Miss Gloria Rosenberg”(media
analyst of Apple Inc).
Media mix modelling is a process of making a
model of appropriate media mix which can help
the business to grow more with less investment
in the advertising.
It helps in allocating of best media modes in
different directions for the advertising campaigns
Dimensions of Media-Mix Model
1. Media-mix customisation –
- In this , customisation of various media
modes is done according to the analysis done
by media analyst.
- Media mix customisation is done on the
basis of target market and planned
- customisation is also done on the basis of
living standard of people and also on the
literacy level of people
2. Microscoping Media-Mix –
- In this a microscopic study is taken by media
analyst , which relates the factor involved in
the advertisement and effect on total sales .
- Some factors are controlled with the help of
microscopic study and they are further
removed for the cost effectiveness.
- It helps to change the media strategy if
- Microscoping is the necessary part of media-
mix which helps to compare the results .
What is Public Relation?
“Public Relations is the art and social science
of analyzing trends, predicting their
consequences, counseling organization
leaders and implementing planned
programes of action which will serve both the
organization’s and the public interest.”
Public relation is Two-Way process !
to interpret an organization to
it keeps the organization informed
about the expectation of the society
Elements of Public relation :-
No person can work independently & everyone who works in
an organization directly or indirectly depends on one another.
Empathy means feeling with the other person to analyse
others point of view & is regarded as primary pre-requisite for
a satisfying experience in a relationship where a certain
degree of depth of understanding is expected.
If one party compels another to do something instead of
perusing him this is called Depotism. It is against the principle
of proper conduct sanctioned by society. A sense of human
interest on the person who is being persuaded will
understand & appreciate the cause & effect of this action.
Dialogue is a reasonable exchange of ideas bringing into view a
new form of knowledge, the use of dialogue is for influencing
behaviour like selling goods or inspiring innovative ideas.
Role, Need & Importance of Public
• The main goal of a public relations department is
to enhance a company’s reputation.
• Public relations provide a service for the company
by helping to give the public and the media a
better understanding of how the company works.
• PR also helps the company to achieve its full
potential. They provide feedback to the company
from the public.
• Purpose of public relations is to show the
company in a positive light no matter what.
• The PR worker must also be able to cope very
well under pressure. He or she must have the
ability to cope with a barrage of questions
from the media and the public.
Process of Public Relation
1. The first step is "defining public relations problems," usually
in terms of a "situational analysis," or a "SWOT analysis"
(strengths, weaknesses, opportunities, threats).
This should answer the question, "What's happening now" ?
2. The second step in the public relations process is "planning
and programming," where the main focus is "strategy."
This step should answer the question "what should we do
and say, and why?"
3. The third step in the public relations process is "taking
action and communicating," also known as
This step should answer the question, "How and when do we
do and say it?“
4. The forth step is "evaluating the program," making a final
This steps answer the question "how did we do?" This is where
public relations professionals make a final analysis of the success
of their campaign or communication.
A newsletter is a publication that is distributed
over regular intervals of time to a group of
It is an effective communication tool utilized
mostly to teach, inform, announce events, and
promote new products and services all together.
It can be either printed or have electronic format.
Rules to write a Newsletter
Create a User
Pay attention when
Advantages of Newsletter
Good For reporting
on progress &
Important tool for
Not so Expensive ,
can be done in-
Disadvantages of Newsletter
of Recipients to must
provide their e-mail
Frequent use of
spam filters so the e-
mail newsletter may
be rejected as a
o Email newsletters are very
inexpensive to produce and
o Reading long text in an
email is difficult on the eyes
o Easy to personalize and
changes can be made as per
o Expensive to produce and
o Long text can be read with
ease and is not difficult on
o once an issue is published,
o it won't be printed again.
E-Mail Newsletter Printed Newsletter
• a periodical publication with
articles about one main subject
or topic by one or more
• available by subscription to
interested parties or distributed
to members of an organization
• written for a group of people
with a common interest
• a periodical publication with
articles, stories, or pictures on
multiple subjects by multiple
• available by subscription or
from newstands often heavily
supported by advertising
• written for the general public
Tips to prepare a Good Newsletter
Identify and stick to an editorial focus
Establish regular columns and features
Develop & follow an editorial calendar
Table of contents
Give lots of good advice
Keep your writing things clear and concise
Link to other articles
Plan ahead and look back
Tips and Best Practices