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4. Public Relations What is public relations?
71 | P a g e What are the key steps in implementing public relations?Implementing effective public relations activities requires careful planning. The three major steps are outlined below Setting the objectives –what is it you want to achieve and who do you want to reach? Is it to create awareness of a new product or service to your existing clients, to overcome community misconceptions about your business or to create a positive impression with your bank manager? Deciding on the message and the vehicle –what is the major thing you want to communicate and what public relations tools will you use to get the message to its target? Evaluating the results –did you achieve the desired result and did it lead to a positive outcome? Many small businesses do not devote enough attention to public relations in their promotional mix but done properly, it can be a powerful and cost effective business development and marketing tool. Developing a promotional strategy Deciding on a marketing communications strategy is one of the primary roles of the marketing manager and this process involves some key decisions about who the customer is, how to contact them, and what the message should be. These questions can be answered using a three stage process, which is equally relevant for all elements of the marketing mix: Segmentation Dividing the marketing into distinct groups Targeting Deciding which of these groups to communicate with, and how to talk to them Positioning