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Week 9 Lecture Notes_Consumer Relations

Week 9 Lecture Notes_Consumer Relations - Updated6Dec06...

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Updated 6 Dec 06 LECTURE Consumer Relations PR is an activity that affects and impinges on virtually every aspect of an organisation's  operations. However, within a profit-making company, a major thrust of PR activity is likely to be  directed towards product or service marketing - directly or indirectly. Consider how PR, a  promotional tool of Marketing contributes to the overall corporate goal of a company.  To say that public relations activity is only confined to marketing support would be misleading too,  but at the same time the importance and status of this function cannot be understated. Public Relations  focuses on the long-term goals of building positive relations with consumers,  suppliers, competitors, and other publics. The main goal of PR is to “build and maintain a hospitable environment for an organisation”.  Customers want to be served, not sold. PR can help an organisation’s corporate climate to be  conducive to customer service.  In terms of consumer relations, PR softens the grounds for the marketers to promote and sell the  organisation’s products and services by supporting activities with the customers and potential  customers. Activities range from product promotion to ‘soft’ consumer advisory services. Marketing , on the other hand, is concerned with the quality, availability, and affordability of the  product or service. Remember, the 4 Ps of Marketing i.e. Product, Price, Place and Promotions.  The primary goal of Marketing is to “build and maintain a market for an organisation’s products or  services”. It concentrates on selling. This specialist area of public relations is referred to as either  Marketing Public Relations  or  Consumer Relations. Public Relations raises awareness, informs, educates, gains understanding, builds trust,  makes friends and gives people reasons to buy and finally creates a climate of acceptance  for the organisation’s products and services among consumers. Thomas Harris - The Marketer's Guide to Public Relations PR therefore creates a conducive environment within which the marketing effort can be  more effective. PR addresses the following elements not  associated with marketing: - Internal publics such as employees, stockholders, and management. Page 1 of 7
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Updated 6 Dec 06 - Reputation or image building - External publics (other than consumers) such as government and suppliers - Crisis management - Public opinion change and social issues - Issues management The positive relationships a company develops through PR with its consumers and other publics  are a means to an end: sales and profits that can be strengthened. 
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