Public relations
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Public relations involves programs to promote and protect a company's image and products. PR is usually unpaid and works alongside advertising to defend a company during difficult times. The functions of PR include promoting goodwill, products, services, corporate image, communications, lobbying, and countering negative publicity. When used for marketing, PR is called marketing public relations and can help launch products, reposition mature products, build interest, and counter negative publicity. For PR to be effective, a company must have employee and community respect, justify profits, and work for the community as a good corporate citizen. PR is used to address customer complaints, cement customer relations in service industries, and combat rumors by confronting them with facts in the media. PR professionals
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Advertising is used to persuade consumers to purchase goods and services. It applies various techniques through different media like newspapers, radio, television, and the internet to convince consumers of a product's benefits and differentiate it from competitors. The goals of advertising are to enhance product benefits, position brands through psychological techniques, and increase sales by making products and services known. Effective advertising defines the target audience, highlights what sets the product apart, and measures campaign response.
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This document summarizes the key differences between public relations (PR), journalism, and marketing. It notes that PR involves managing relationships with various publics through targeted messaging, while journalism involves objective reporting to gather and share information with the public. PR professionals strategically inform specific audiences using various communication channels, while journalists decide what information to share more broadly through traditional media outlets. The document then provides an example of Red Bull's integrated marketing communications approach which combines advertising, PR, sales promotions and other tactics to build their brand across audiences.
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Businesses use promotion strategies to increase sales through various promotional mix elements like advertising, personal selling, sales promotions, and publicity. The goals of promotion are to inform, persuade and remind customers. Each element has its own advantages and disadvantages for businesses. Factors like the target market, objectives, competition, budget, product, and life cycle stage determine the appropriate promotional mix.
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There are several types of advertising agencies:
- Full-service agencies handle almost all advertising needs for clients.
- Limited-service agencies offer only one or two basic services like creative or media.
- Specialist agencies focus on specific industries or ad types like healthcare, recruitment, or yellow pages.
- In-house agencies operate within companies to handle their own advertising.
- Interactive agencies specialize in digital marketing services.
The main departments within agencies are the creative department which develops ads, account services which manages client relationships, and media services which works with media suppliers. Other specialized teams may focus on areas like production, planning, or research.
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This document provides an overview of advertising and public relations. It discusses setting advertising objectives like informing, persuading, or reminding target audiences. Developing an advertising strategy involves creating messages, selecting media, and evaluating effectiveness. Public relations aims to build good relations through favorable publicity and managing corporate image using tools like news, speeches, events and social media. Both advertising and public relations are examined in terms of their roles, major decisions, and impact on organizations.
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Total control over message content and presentation versus limited editorial control. Higher costs for advertising versus lower costs for public relations placements. Advertising messages have lower credibility while public relations in media can achieve greater appeal through third party endorsement.
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1. Identifying the target audience, such as potential buyers, current users, or influencers.
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- 2. What is Public Relations ? PR involves a variety of programmes designed to promote or protect a company’s image or its individual products
- 3. PR is usually unsponsored and unpaid It acts synergistically along with advertising
- 4. PR is essentially defensive It is a corporate armour that the company can wear which would protect the company during adverse times
- 6. When PR is used for the purpose of marketing its product and services, it is known as Marketing Public Relations (MPR) It can be a very important component of the entire communications mix of the company
- 12. PR changes attitudes. Institutional ads which present facts do not change attitudes You need to involve the reader by emotionalising the information
- 14. Biased information shall bring in more resistance than acceptance. Credibility of media as an unbiased reporter must be maintained . Therefore most media have their own editorial policies where all such information is suitably edited before it goes on print