19781726-Building-Successful-Public-Relations-Campaigns

19781726-Building-Successful-Public-Relations-Campaigns -...

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www.demandmetric.com Call a Principal Analyst: (866) 947-7744 How To Guide Building Successful PR Campaigns Executive Summary: Building successful Public Relations (PR) campaigns is essential for Marketing Directors in mid-sized enterprises. Managing budgets and resources for PR can be difficult, especially when there is no clear understanding of the value, function, or tools that you may need to procure. This very concise report will: Define Public Relations Outline typical PR activities Differentiate PR from Advertising Illustrate various PR elements Provide PR Best Practices Help you select the right PR tools Although PR agencies will tell you that the PR function is too difficult to manage internally, having the right strategy, tools, and knowledge, will save you money and further develop your marketing skill set.
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www.demandmetric.com Call a Principal Analyst: (866) 947-7744 2 Table of Contents Page Public Relations Defined 3 Public Relations vs. Advertising 4 Public Relations Elements 4 Public Relations Best Practices 6 Selecting the Right PR Tools 7 Conclusion 8
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www.demandmetric.com Call a Principal Analyst: (866) 947-7744 3 Public Relations Defined What Is Public Relations? Public Relations (PR) is the act of managing communication between an organization and its key public stakeholders, with a focus on building and maintaining a positive image. PR professionals execute campaigns targeted at specific audiences, to influence opinions and measure public perception. Typical Public Relations Activities Involve: 1. Evaluating public exposure, opinions, and attitudes 2. Developing policies for communicating with the public 3. Implementing communication programs across media channels 4. Integrating communications with Marketing programs and brand 5. Creating goodwill by managing a two-way communication process 6. Building a positive relationship between the public and the organization
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www.demandmetric.com Call a Principal Analyst: (866) 947-7744 4 Public Relations Elements Public Relations vs. Advertising Public Relations Advertising Free Placement Paid Placements Slant from journalist Full Creative Control Creates Credibility Creates Visibility Only mentioned in a story Obvious to consumers Viewed more objectively Will run when you pay for it Takes time, and no guarantees Simple, if you have budget It is essential that you create a comprehensive and measureable public relations plan before starting any public relations activities. Use our Public Relations Plan Template to document and formulate your PR strategy. While doing so, it is important to keep the following elements
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This note was uploaded on 01/08/2011 for the course PUR 3000 taught by Professor Oyer during the Spring '07 term at University of Florida.

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19781726-Building-Successful-Public-Relations-Campaigns -...

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