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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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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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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