Public relations (PR) involves managing communication between an organization and the public. PR departments perform activities like press relations, product publicity, corporate communication, and advising management. Marketing PR can contribute to launching new products, repositioning mature products, building interest in product categories, and influencing target groups. Choosing PR messages and vehicles involves identifying interesting stories about products that reflect the desired image. PR tools include publications, events, news, speeches, public service activities, and social media.

1. PUBLIC RELATIONS
PROMOTION
UNIT NO. 5
MARKETING MANAGEMENT
VIM

2.  Public relations (PR) is a the practice of managing
the flow of information between an individual or an
organization and the public.

3.  Public-relations department is typically located at
corporate headquarters; and its staff is so busy
dealing with various publics- stockholders,
employees, legislators, community leaders-that PR
support for product marketing objectives tends to
be neglected.

4. PR DEPARTMENTS PERFORM FOLLOWING FIVE
ACTIVITIES
 Press relations- place newsworthy information in
news media
 Product publicity- publicize specific products
 Corporate communication- internal and external
communications and promotes understanding of
the organization
 Dealing with legislators and Government officials
 Counseling- advising management about public
issues ad company position and image

5.  Marketing PR goes beyond publicity
 Publicity is seen as a task of securing editorial
space- as opposed to paid space- in print and
broadcast media to promote or “hype” a product

6. MARKETING PR CAN CONTRIBUTE TO THE
FOLLOWING TASKS
 Assist in the launch of new products
 Assist in repositioning a mature product
 Build up interest in a product category
 Influence specific target groups
 Defend products that have encouraged public
problems
 Build the corporate image in a way that projects
favourably on its products

7. CHOOSING THE PR MESSAGES AND VEHICLES
 Identify or develop interesting stories to tell about
the product
 Chosen stories should reflect the image the image
institution wants
 If the number of stories is insufficient, the PR
practitioner should propose newsworthy events
 Each event is an opportunity to develop a multitude
of stories directed at different audiences

8. EVENT CREATION
 Celebrations
 Art exhibits
 Games
 Contests
 Dances
 Dinners
 Fashion shows
 Parties in unusual places
 Marathons

9. PR TOOLS
 Publications
 Events
 News
 Speeches- speaking at the conferences
 Public- service activities
 Written material
 Audio-visual material
 Telephone information services
 Winning awards

10. Use of Social Media for PR