The document discusses the definition, promise, and introduction of public relations. It defines public relations as "the process by which we create a positive image and customer preference through third-party endorsement." It notes that PR is becoming an important promotional tool as advertising costs rise and audience reach declines. PR uses news events, publications, social media and other techniques to distinguish companies and products from competitors. Historically, PR and marketing functions were separate, but they are increasingly being integrated within firms.

1. Welcome to
[ ]Dr. Myrza Rahmanita, SE, M.Sc
Public Relations - Introduction
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PROMOTING PRODUCT
PUBLIC RELATION

2. FIRST LET’S WE SEE ABOUT
The Definition of Public Relations

3. Definitions for public relations differ widely, but
the definition by Hilton International may best
fit the hospitality industry.
THE PROCESS BY WHICH WE
CREATE A POSITIVE IMAGE AND
CUSTOMER PREFERENCE THROUGH
THIRD-PARTY ENDORSEMENT
”
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4. PUBLIC RELATIONS (PR) IS AN IMPORTANT
TOOL THAT UNTIL RECENTLY WAS TREATED
AS A MARKETING STEPCHILD.
PR is moving into an explosive growth stage
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5. http://2z15ag3nu0eh3p41p2jsw 3l1.wpengine.netdna-cdn.com/wp-content/uploads/2015/06/Marketing1.jpg
COMPANIES ARE REALIZING THAT MASS
MARKETING IS NO LONGER THE ANSWER TO
SOME OF THEIR COMMUNICATION NEEDS

6. SECOND, LET’S WE SEE ABOUT
The Promise of Public Relations

7. ADVERTISING COSTS CONTINUE TO RISE,
AUDIENCE REACH CONTINUES TO DECLINE,
AND CLUTTER REDUCES AD IMPACT
Sales promotion costs have increased as channel intermediaries
demand lower prices and better commissions & deals.
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8. PERSONAL SELLING CAN COST OVER
$500 A CALL
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IN THIS ENVIRONMENT, PUBLIC
RELATIONS HOLDS PROMISE AS A
COST-EFFECTIVE PROMOTIONAL TOOL
creative use of news events, publications, social events, and
other PR techniques offer a way to distinguish companies and
their products from their competitors

10. LAST, LET’S WE SEE ABOUT
The Introduction of Public Relations

11. THE PR DEPARTMENT
IS TYPICALLY LOCATED AT CORPORATE
HEADQUARTERS, WITH STAFF IS SO BUSY DEALING
WITH VARIOUS PUBLICS THAT PR SUPPORT FOR
MARKETING OBJECTIVES TENDS TO BE NEGLECTED.
Many chains have corrected this by hiring local PR Managers
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12. IN THE PAST IT WAS COMMON FOR THE
MARKETING FUNCTION AND PR FUNCTION TO
BE HANDLED BY TWO DIFFERENT
DEPARTMENTS WITHIN THE FIRM
today these two functions are increasingly integrated
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13. Marketing for Hospitality and Tourism, Fifth Edition
By Philip Kotler, John Bowen and James Makens
© 2010 Pearson Higher Education, Inc.
Pearson Prentice Hall - Upper Saddle River, NJ 07458
III
14
SOURCE BY:
MARKETING FOR HOSPITALITY AND TOURISM,
FIFTH EDITION
BY PHILLIP KOTLER, JOHN BOWEN,AND JAMES MCKEN
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