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- 1. Public Relations as part of the 4th P - Promotion
- 2. ∗ Product ∗ Place ∗ Price ∗ PROMOTION ∗ Advertising ∗ Public Relations ∗ Direct Selling ∗ Word of mouth What are the 4 Ps?
- 3. If you don’t understand people, you will never understand business
- 4. Not only promotion, but the whole concept, the whole story behind launching one product/service ∗Through USP ∗Unique Selling Proposition ∗Unique Story Proposition How do we create the promotion in the easiest way
- 5. How do we create the promotion in the easiest way
- 6. ∗ To Promote ∗ To Inform ∗ To sustain the reputation of the company ∗ To keep the brand’s promises ∗ To have proactive approach with the media and the public ∗ To tell a story/mission/cause Functions of PR
- 7. Not only promotion, but the whole concept, the whole story behind launching one product/service ∗Through USP ∗Unique Selling Proposition ∗Unique Story Proposition How do we create the promotion in the easiest way
- 8. How do we create the promotion in the easiest way
- 9. ∗ Is Promotion all that matters? ∗ Financial Results, Investment ∗ Production ∗ Better environment policy, production standardization ∗ Brand Concept ∗ CSR ∗ Top management PR in the company
- 10. ∗ PR person ∗ PR tools ∗ PR team ∗ PR methods ∗ PR PR core terms
- 11. PR Tools ∗ Press Conference ∗ Interview ∗ Media articles ∗ Press release ∗ Media Briefing ∗ Editorials ∗ Media monitoring ∗ Internal communication ∗ Newsletter ∗ Letters ∗ Annual report ∗ Sponsorships ∗ Events ∗ Surveys ∗ Loyalty program ∗ Crisis management According to one research the most popular PR tools in Macedonia are: ∗ Press Conference ∗ Press release ∗ Media Briefing ∗ Editorials ∗ Annual Report The least used tool is the crisis management prevention
- 12. PR Tools ∗ Press Conference
- 14. PR Tools ∗ Media Briefing
- 15. Publics ∗ Wide Public ∗ Internal Public ∗ Government ∗ NGOs ∗ Competition ∗ Chambers ∗ Suppliers
- 16. THE FUNCTIONS OF PR ∗ Writing ∗ Media relations ∗ Planning ∗ Counseling ∗ Researching ∗ Publicity ∗ Marketing communication ∗ Community relations ∗ Consumer relations ∗ Employee relations ∗ Government affairs ∗ Investor relations ∗ Special public relations ∗ Public affairs and issues management ∗ Web site development and Web interface
- 17. PEST diagnosis: Back 2 the Basics ∗ Political ∗ Economy ∗ Society ∗ Technology Communication is still vital
- 18. PR Practitioner as both sided brain person Left side •Target oriented •Execution •Precise •Logic •Consistency •Focus •Within the frame Right side •Creativity •Innovation •Impressive •Intuition • o-o-b thinking
- 19. Business Communication ∗ Dress code ∗ Body language ∗ Financial results, the way we present them ∗ HR policy ∗ Exterior ∗ Interior ∗ Promotion of product/service ∗ Company mission ∗ Credo ∗ The story ∗ Personalization
- 20. From basics to specific... ∗ New tools ∗ New approach ∗ Specific expertise ∗ Inspirational adviser ∗ Opening of the business “chakras”
- 21. Motivation!
- 22. ∗ Professional mutual relationships ∗ Mutual confidence ∗ Relevant source for information – link between receiver an sender of the information а ∗ Reliable party ∗ We prove competition Positive Stories
- 23. ∗ Building and positioning news ∗ We enrich the facts affirmative context message factsfacts Positive Stories
- 24. ∗ We detect the potential crisis ∗ We act preventive ∗ We set „crisis“ in a neutral and correct media connotation ∗ We cooperate, as advocates ∗ We are relevant source Potential Crisis Issues
- 25. НЕУТРАЛНА И КОРЕКТНА МЕДИУМСКА КОНОТАЦИЈА ПРЕВЕНЦИЈА ПОТЕНЦИЈАЛНА КРИЗНА КОМУНИКАЦИЈА Prevention/redefining crisis issues Crisis Issues Potential Crisis Issues Prevention Neutral Crisis Issues