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Direct marketing and public relation

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Direct marketing and public relation

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Direct marketing
&
PUBLIC RELATION
BADMDEPT.
WHAT IS DIRECT MARKETING?
“Direct marketing is an approach to attempt
the customer directly. It is personal
approach to reach to the customers
individually on one to one basis. This direct
approach may be through sales letters,
circulars, leaflets, folders, broachers, and
telemarketing, kiosks and websites.”
REQUISITES FOR
SUCCESS OF DM
• Comprehensive, reliable and updated database
• Proper targeting of markets/ Prospects
• Marketing of high quality products
• Assurance of proper after sales service and
warrantee.
• Continuous efforts to prospect new market and
retain existing one.
FORMS OF DM
• Door to door selling (Home shopping)
• Mail order selling
• Vending machines
• Online or Internet marketing
• Tele marketing
• Multilevel marketing
WHAT IS PUBLIC RELATION?
"Public Relations is a management function
which tabulates public attitudes, defines
the policies, procedures and interest of an
organization followed by executing a
program of action to earn public
understanding and acceptance. "
PUBLIC RELATION is?
• Deliberate effort
• Planned effort
• Sustained effort
• Mutual understanding
• An organization
• publics

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Direct marketing and public relation

  • 2. WHAT IS DIRECT MARKETING? “Direct marketing is an approach to attempt the customer directly. It is personal approach to reach to the customers individually on one to one basis. This direct approach may be through sales letters, circulars, leaflets, folders, broachers, and telemarketing, kiosks and websites.”
  • 3. REQUISITES FOR SUCCESS OF DM • Comprehensive, reliable and updated database • Proper targeting of markets/ Prospects • Marketing of high quality products • Assurance of proper after sales service and warrantee. • Continuous efforts to prospect new market and retain existing one.
  • 4. FORMS OF DM • Door to door selling (Home shopping) • Mail order selling • Vending machines • Online or Internet marketing • Tele marketing • Multilevel marketing
  • 5. WHAT IS PUBLIC RELATION? "Public Relations is a management function which tabulates public attitudes, defines the policies, procedures and interest of an organization followed by executing a program of action to earn public understanding and acceptance. "
  • 6. PUBLIC RELATION is? • Deliberate effort • Planned effort • Sustained effort • Mutual understanding • An organization • publics
  • 7. The Role of Public Relations To manage relationships with the public General PublicEmployees Suppliers Stockholders Customers CLIENT
  • 8. NATURE Public relations is the art and science of managing communication between an organization and its key constituents to build, manage, and sustain its positive image.
  • 9. 1. Evaluation of public attitudes and opinions. 2. Formulation and implementation of an organization's procedures and policy regarding communication with its publics. 3. Coordination of communications programs. 4. Developing rapport and good-will through a two way communication process. 5. Fostering a positive relationship between an organization and its public constituents. PUBLIC RELATION INVOLVES-
  • 10. OBJECTIVE •Public relations provides an organization or individual exposure to their audiences using topics of public interest and news items that do not require direct payment. • The aim is often to persuade the public, investors, partners, employees and other stakeholders to maintain a certain point of view about the company, its leadership, products or of political decisions. • Common activities include speaking at conferences, winning industry awards, working with the press, and employee communication.
  • 11. •It provides relevant information on planning technical and organizational developments, inventions and their potential utilization, etc. •The scope of public relation is wide and also include political field. Entrepreneurs, teachers, political leaders, social workers, religions, leaders are all involved in public relations day in and day out. •In business public relation is tool of management like marketing, production and finance. It is investing and creating asset for an organization which is finally reflected in improved performance profitability, and growth of the organization.
  • 12. SCOPE •Public relation is a window of the corporation through which management can monitor external changes • We find regular conflicts between employer-employee consumer-manufacturer, management-shareholders, citizens-government and so on due to misconception and misunderstandings. These are generally the major challenges where public relation practitioners can play a crucial role. They should get to know the psychology of the public mind and acquire skill in solving and also avoiding such conflicts
  • 13. Other public relations activities include: •Publicity events •Books and other writings •Collateral literature, both offline and online •Direct communication •Blogs •Social media and social networks
  • 14. FUNCTIONS 1. Press Relations- Presenting news and information about the organization in the most positive light.
  • 15. 2. Product publicity- Sponsoring efforts to publicize specific products. When new products are introduced to the market the role that public relations plays is crucial for creating awareness and differentiating the product in the public’s eyes from other similar products. When existing products need a push public relations is often called on the improve product visibility.
  • 16. 3. Corporate Communication- Promoting understanding of the organization through internal and external communication.
  • 17. 4. Lobbying- Dealing with legislators and government officials to promote or defeat legislation and regulation.
  • 18. 5. Counseling- Advertising management about public issues and company positions and image during good times and crises.
  • 19. Tools of Public Relations 1. Press Release 2. Press Kit 3. Photography 4. Feature Article 5. Printed Material 6. House Organs 7. Posters, Exhibits and Bulletin Board 8. Audio-visual Material 9. Speeches 10.Sponsorships 11.Public Service Activities 12.Events
  • 20. Example of Press Release
  • 21. Reebok Used a Press Conference to Announce the Sponsorship of Shakira