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Public Relations


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Public Relations

  1. 1. PUBLIC RELATIONS<br />
  2. 2. DEFINITION<br />Communication of information to <br /> consumers through the strategic use of <br /> media<br />The shaping of public opinion through <br /> persuasive communication<br />
  3. 3. CHARACTERISITICS<br />More subtle than advertising<br />Cost-free<br />Communication reliant<br />
  4. 4. PUBLIC RELATIONS NEED<br />To manage the communication between an organisation and its public<br />To shift attitudes<br />To integrate PR with marketing, advertising and sponsorship<br />
  5. 5. PUBLIC RELATIONS NEED cont.<br />To build community relationships<br />To generate ‘free’ publicity<br />To inform<br />
  6. 6. PUBLIC RELATIONS NEED cont.<br />To gain public acceptance<br />To promote perspectives, services, products...<br />To combat public perceptions and views<br />
  7. 7. WHO ARE THE PUBLIC?<br />Community<br />Potential clients<br />Opinion leaders<br />Fans<br />
  8. 8. WHO ARE THE PUBLIC cont.<br />Investors, financiers, money markets<br />Specific groups & target audiences<br />Decision makers<br />Government <br />
  9. 9. CLUB PUBLIC RELATIONS<br />All clubs need positive public relations<br />The president, CEO or head coach is critical<br />Have a clear PR and media plan<br />Monitor other clubs’ successes<br />
  10. 10. CLUB PUBLIC RELATIONS cont.<br />Good reputations are earned<br />Good impressions are investments<br />Establish credibility<br />Plan communications and responses<br />
  11. 11. PUBLIC RELATIONS MODES<br />Branding<br />Annual reports<br />Newsletters<br />Media releases<br />
  12. 12. P R MODES cont.<br />Direct mail<br />Presentations<br />Using celebrities<br />Letters to the editor<br />
  13. 13. P R MODES cont.<br />Community service<br />Personal contact<br />Photographs<br />Websites and social media<br />
  14. 14. THE MARKETING FIT<br />Marketing is the trading of services and products<br />Advertising is the purchase of space for placing a message<br />PR is a planned process to shape public attitudes and opinions<br />
  15. 15. HAVE WE...<br />Seen a rise in sales?<br />Seen a growth in perceptions of our image?<br />Enhanced our brand awareness?<br />Made effective use of the media?<br />