Transcript
USING ADVERTISING FOR P R COMMUNICATION
Public Relations and advertising work in very close coordination in various activities. We will establish as to why advertising is used for PR communication and how does advertising help PR. We will also study corporate public relations and its importance. PR counsel service is also becoming popular, which will also be dealt with in this lecture.
. Why Advertising?
Developed in to an important technique long before most of the other matured.
It financially supports so many of the media of communication.
It is always immediately apparent to be a communication from an interested party seeking to reach the public.
It is essential to the sale of vast quantities of goods produced.
It is always clearly visible & often measurable.
How Does Advertising Help PR?
Conveys information like
Company planning to establish a new plant.
Notifying personnel of changes in work schedules, layoffs or recalls.
Explanation of interruptions in service & what the public should do.
A report on change of company name & why?
Explanation of the issues in a strike or work stoppage.
Reports on company’s activities to desired public.
Contributing to the company’s image.
Corporate Public Relations
Role Of PR
Basically creating & maintaining corporate Goodwill --- protecting that which the company has & building sustained goodwill for the future.
Two Different Postures.
Defensive in the face of an attack.
Positive in the effort to enhance goodwill.
PR To Provide 4 Basic Services
ADVICE & COUNSEL
COMMUNICATION SERVICE
PUBLIC RELATIONS RESEARCH & ANALYSIS – PUBLIC RELATIONS PROMOTION.
Functions of PR Department.
Public Relations Advice & Counsel.
Corporate Publicity.
Product Publicity.
Community relations. 5. Shareholder relations.
Public Relations Programs.
Corporate donations.
Government relations.
Guest relations.
Internal communications
Place & Function Of Public Relations Counsel
Who should be a PR counsel?
Man with extensive training.
Man with good judgment.
Man with the ability to think in sharp, logical patterns.
Ability to express himself clearly, both orally & in writing.
Ability to plan on a broad scale – going below the surface far beyond the immediate horizon.
Executive ability to direct extensive operations involving much detail & many abstract elements.
Sales ability, to know how to put over an idea, a product or a cause.
Constant objectivity --- keeping himself in the background, able to evaluate any situation from the outsider’s view point.
Open-mindedness – even after almost all the facts seem to lead to one conclusion.
Humility, to be able to acknowledge that his judgment may be wrong.
Courage to be willing to lose a client if continuing would require compromising his convictions & judgment.
Ability to put just as much stress on details as on vast plans.
Interest in people, in their ideas, in why they do things.
Lively imagination, tempered by good judgment.
ROLE OF PUBLIC RELATIONS IN MARKETING
This lecture will explain various functions and roles of public relations in marketing and how does it provide support in this effort. The students will also be apprised of the role of public relations in market education, besides providing a guide line in relation to the market mix and for devising an effective market education strategy.
Public Relations has become a very important profession as it provides the desired support as and when needed for the implementation of various programs including marketing. In fact marketing now a days primarily depends upon the support provided by the public relations department .The major components of the support provided by PR in marketing are enumerated below:
Publicizing news & events.
Promoting established products or services.
Creating a favorable reputation of the company.
Arranging & publicizing public appearance of marketing spokespersons.
Probing public opinion. (research)
Attracting news media coverage of sales conferences, trade shows &other sales promotion events.
Assisting in programs concerning consumerism.
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The following figure will explain the role of PR in marketing by using four P’s signifying different segments of this role.
The basic purpose of dividing the role in four “P’s” as illustrated in above figure is to explain the scope in which PR provides support to marketing.
The first “P” denotes Product meaning thereby the PR determines the features by ascertaining its quality and standard.
The second “P” pertains to the place of origin and the territory of marketing.
The third “P” determines the price keeping in mind the market trend, acceptability and the prevalent competition. and ;
The fourth “P” ascertains the role in the promotion of the product.
PR And Marketing Mix.
Conception, innovation or modification of new product.
The place of the product in product life cycle.
Marketing research.
Naming & Branding.
Product image.
Market segment.
Pricing.
Product mix, rationalization & standardization.
Packaging.
Distribution.
Sales force.
Market education.
Corporate & financial public relations.
Test marketing.
Advertising.
Industrial relations.
Advertising research.
Sales promotion.
The after market; after sales service, spares, guarantees, instructions.
Maintaining customer interest & loyalty.
Public Relations & Market Education
3 Fold Effect Of Market Education In Advertising.
Will help to make advertising more quickly acceptable & productive in response.
Could make less weighty advertising possible.
Whatever advertising is conducted, it is likely to be more economical.
-- Thus overall marketing expenses could be reduced if more was spent on Public Relations.
How To Educate The Market
2 Kinds of Market Education
One kind of market education prepares the market in advance… Also called pre-selling.
Second kind of marketing education occurs with products & services that are already on the market.
2 Types of Market
1st type of market: The people who sell your products or service --- Trade.
2nd type of market: The people who buy or use your products --- Consumers or users.
Effects Of Adopting Market Education Strategy.
It helps to minimize sales resistance.
Easier for the sales force to achieve ‘adequate distribution’ prior to advertising.
It helps to reduce the cost of advertising.
It makes advertising more effective.
Techniques Adopted For Market Education.
A media relations campaign in press, radio and TV.
Testing of prototype by potential users often providing material for media relations.
Production of slides, videos & other audio & visual aids for use at dealers, customers conventions etc.
Work visits for dealers.
Special campaigns aimed at particular opinion leaders or influential groups.
The production of printed material which may be needed to support these activities.
PUBLIC RELATIONS AND CORPORATE STRUCTURE
Public relations a very vital role in the image building and developing identity in the corporate structure. This lecture will identify and explain various aspects and highlights of public relation relations activity in the achievement of this objective and helps in developing the basic psyche of image and identity. This lecture will also cover elements of corporate image and identify corporate identity essentials and basic components of corporate identity.
Corporate Image & Corporate Identity
These are basically 2 different things.
One should always remember that corporate image is mental i.e.
What one thinks about the company?; while corporate identity is physical . i.e. how one sees or identifies it?
Elements Which Constitute A Total Corporate Image.
The date of founding of company.
It has plants / factories all over the country.
It makes building materials, but diversified in aluminum windows.
It has excellent industrial relations record & has a profit sharing scheme.
Chairman/CEO plays an important role in trade association affairs.
Share prices are steady but rising, dividends are conservative, and profits have been invested in new factory equipment.
Elements Involved In Corporate Identity.
Paint on vehicles & other forms of transportation.
All stationery, invoices, business cards, letterheads etc.
Name displays on factories, head office buildings etc.
Exhibition stands, showrooms, mobile exhibitions etc.
Sales literature, price lists, catalogues, etc.
Labels, packaging & containers.
House journals.
Instructional leaflets, service manuals.
Uniforms, overalls, caps, lapel badges etc.
Point of sales display materials.
Advertisements in all visible media.
Credits on Video tapes & slide presentations.
Diaries & calendars.
Giveaways, company ties etc.
Annual reports.
Checklist Of Things Which Affect Corporate Image.
The after market.
Is advertising credible?
Is your website credible?
How good are your industrial relations?
How convenient is your packaging or delivery services?
How good are your trade relations?
How does the stock market treat you?
How do people like your premises?
How do you deal with the correspondence?
What is the quality of your correspondence?
Are your letters replied the same day?
Corporate Identity Essentials
IT SHOULD BE DISTINCTIVE.
EASILY RECOGNIZABLE.
EASILY REMEMBERABLE.
IT SHOULD BE CHARACTERISTIC.
Basic Components Of Corporate Identity
LOGO
COLOUR
SPECIAL TYPEFACE.
TRADE CHARACTER.
E.PERMANENT SLOGAN.
