11. Public relations.ppt - Public relations A public is any...

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Public relations. A public is any group that has an actual or potential interest in or impact on company’s ability to achieve it’s objective. Public relations involves variety of programs designed to promote &/or protect company’s image or it’s individual product.
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Activities – o Press relations. o Product publicity. o Corporate communication. o Lobbying. o Counseling. Important role of public relation – o Assisting in the launch of new products. o Assisting in repositioning a matured product. o Building interest in product category. o Influencing specific target groups. o Defending products that have encountered public problems. o Building the corporate image in a way that projects favorably on it’s products.
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Major decisions in marketing public relations. a. Establishing the marketing objectives. o Build awareness. o Build credibility. o Simulate the sales force & dealers.
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Unformatted text preview: o Hold down promotion cost. o Build market place excitement before advertising breaks. o Build a core consumer base. o Build a person to person relationship with consumers. o Turn satisfied customers into advocates. o Influence the influential. b. Choosing the PR messages & vehicles. 1. Publications – o Annual reports. o Brochures. o News letters & magazines. o Audio – Video – Multimedia material. 2. Events – o News conference. o Seminars. o Outings. o Exhibits. o Contest & competitions. o Anniversaries. o Sport & cultural sponsorship. 3. News. 4. Speeches. 5. Public service activities. 6. Identity media. c. Implementing the MPR plan. d. Evaluating the MPR results. o Exposures. o Awareness / Comprehension / Attitude change. o Sales & profit contribution....
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