Public relations, publicity and corporate advertising

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Public relations, publicity and corporate advertising

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Public relations, publicity and corporate advertising

  1. 1. Introduction  In India PR means  To get good write ups about the company or its brand in the print media.
  2. 2. Definition  It is the process of engaging the target segment in an interesting way so that it responds favorably to the intended communication and thus develops a favorable image of the brand and/ or the company.  In simple it means developing good relations with people
  3. 3.  Traditional media  Print  Television  Radio      Internet Events Exhibitions Lobbying Social activities
  4. 4. Role of public relations  Correct negative image  Enhance positive image of the company in the mind set target segments.  Eg; human organization, aggressive past faced organization, ethical company. (decide the PR strategy)
  5. 5. Strength of public relations  Personal touch    Unlike advertising PR talk with customers with personal touch. Communication in a news paper through advertisements v/s favorable write up in news paper by the journalist. Exhibition v/s medical journal
  6. 6. Conts…  Diversity of tools    Traditional media Social activities Conferences meetings
  7. 7. Conts…  Cost effectiveness  United states v/s India (nuclear energy for peaceful purpose )
  8. 8. Weakness of public relations  Measurability results  isolate the impact of public relations  Recency of domain       New filed in India Underdeveloped Two decades old Training schools Learning trading on the job Theories are hard to find
  9. 9. Conts…  Paucity of good professionals   Hard to find good professionals Learn the job on trade
  10. 10. Public relations publics  Important aspects   Public Relations
  11. 11. Publics  Internal publics   Organization (corporate organization -employees) Segmentation – sex, location, hierarchy  External publics    Outside the organization Homogenous IPO  Brokers, stockists, customers  Existing share holders, company employees
  12. 12. Types of public relations  Reason why a particular campaign  Target segment  Media  Tools
  13. 13. Media relations  Projected positively through the media  Understands the media functioning  Two functional streams   Editorial side Advertising side
  14. 14. Corporate public affairs and community relations  Corporate social responsibility (CSR)  Health care  Eg; TATA, Birla
  15. 15. Crisis management  Natural disaster  Jan 2001
  16. 16. Employee relations  Employee satisfaction study  Awareness about the goals – brand ambassadors  WOM
  17. 17. Financial relations  Bottom line  Charitable organizations  Debt  Equity
  18. 18. Marketing relations  Sale of company's product and services  Prerogative  Organise interviews with marketing executives
  19. 19. Tools of public relations  Corporate brochures   Mission, vision, products, operations, R&D facilities, collaboration, key people Customers, share holders, opinion leaders, govt, trade partners
  20. 20.  Annual reports     Financial details Annual b/s, P/L A/c, auditors statement Share holders Promotional tool
  21. 21.  Posters    Different from marketing dept. marketing dept for trade PR for the internal communication
  22. 22.  Fliers /leaflets     Promotional pieces Company, product Not as elaborate as corporate brochure Cheap and distribute liberally
  23. 23.  House journal    Information about the happenings in the company, both the professional and personal Carries information about –birth days, anniversaries, deaths Create a feeling with in the company
  24. 24.  Press kit    Tool kit for media conference Includes press release , company literature, gift voucher During pres s conference
  25. 25. Videos and films  Corporate films   Audio visual medium Used on product launches, training programs for the new employees, dealers meets, bankers/investors meet
  26. 26.  Training films   Undertake on behalf of HR dept. Production of training films for the employees  Investor /broker films  The PR dept. is responsible for the production of AV presentations of the company for brokers /investor when ever there is a public issue
  27. 27. Special events and company sponsorships  Sponsor the events involves film stars, cricketers, sports stars.  World cup – buy sponsorships  Femina miss India contests
  28. 28. Fund raising dinners  More in west countries – India  Hosted by political parties to raise funds for the parties for campaigning purpose.
  29. 29. Meetings  Internal publics   Held annually or even frequently Motivate employees  External publics  Trade meets, investor meets, share holders meets
  30. 30.  Social events  ENGAGE SOCIAL EVENTS  PICNICS, WEDDING OF CHAIRMANS DAUGHTER
  31. 31. Managing public relations  Genesis Burson and Masteller  Good relations  Hanmer and partners  Perfect relations
  32. 32. Planning public relations campaign  Define objective  Possible, specific, measurable, achievable, realistic, time bound  What we want achieve from the campaign  PR should clarify right at the beginning what is possible to achieve and what is not.  Budget
  33. 33. Implementation of programme  IPO  Identification of locations  Identification of brokers and investors  Selecting the avenue  Invitations  Ad campaign  Promotional material  Travel arrangements  Media will need to be invited
  34. 34.  Final report will need to be prepared  Follow up mailers
  35. 35. Evaluation programme  Depend on the size of the issue and market characteristics  Corporate image that the company has in the market  Nature of the instrument and the price brands  Kind of money that has been put in the promotional activities
  36. 36. Public relations and research  Primary research    Field work Pre testing Post testing  Secondary research  Up to date data base
  37. 37. publicity  Any reference one is able to obtain through the media  Credibility factor 
  38. 38. Corporate advertising  Done over mass media  Promote company’s image  Often brand image

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