TC/IS/2011/MS/144

R.H.A.T Perera

Presentation -01

MMT-2033

Department of Business and Management studies

Faculty of Communication and Business studies

Trincomalee Campus –Eastern University

Public RelationMarketing Communication

Public relations is the dimension of communications which is

specially concerned with establishing and enhancing goodwill

between an organization and the various publics with which it seeks to

communicate.

What is Public Relation

The deliberate, planned and sustained effort to ESTABLISH and

MAINTAIN goodwill and mutual understanding between an

ORGANISATION and its PUBLICS

According to……

Objectives of PR

1. Promoting goodwill

2. Promoting a product or service

3. To give information to internal employees

4. Helps to overcome negative publicity

5. Give advice and council

6. Increase awareness of the brand or services

7. Reinforce the business objectives

Advertising Vs. Public Relation

AD

PR

We are Grate Company

They are grate

Company

Advertisements

Public Relation

Different between Advertising and Public Relation

Advertising Public Relation

• The Company pays for ad space. • Get free publicity for the

company.

• you have creative control on

what goes into that ad.

• You have no control over how

the media presents your

information

• An ad generally has a longer

shelf life than one press release.

• You only submit a press release

about a news conference once

• You're looking for your target

audience and advertising

accordingly

• You must have an angle and

hook editors to get them to use

info for an article

Benefits of Public Relation

No direct media cost.

Public Relation campaign can achieve substantial effect for

relatively little cost.

PR has greater degree of credibility.

PR can address issues outside conventional marketing.

PR may be the only cost-effective means of reaching some

audiences.

PR can be used to publicize a company’s name and

reputation.

The Function of Public Relation

1.Opinion forming

2.Counselling senior management

3.Liaison with public officials

4.Communications policies

5.In house activity

6.Product or service publicity

7.Financial activity

8.Media relation

9.Business sponsorship

10.Event management

Different between Publicity and Public Relation

Publicity:• The generation of

information by a company

to the news media;

• Publicity has a narrower

focus than public relations.

• It is largely and

uncountable

Public Relation:

• Public relation is

concerned with the

gaining of publicity.

• Not all publicity derives

from public relation

1)Employees and potential employees

2)Shareholders and investor

3)Suppliers to the company

4)Distributors of the company’s products and services

5)Buyers and consumers

6)The local community

7)The national community

8)Opinion former

9)The media

PR Campaign Development Process

/Opportunities

PUBLIC RELATION OFFICERPublic relations officers

• Plan,

• Develop,

• Put into place

• Evaluate information

• and communication strategies thatpresent an organization to the public, clientsand other stakeholders.

They also promote good information flowwithin their organization.

Types of Public Relations

1.External Relationships

2.Internal Relationships

3.Media Relationships

Tools of Public Relation

News Papers Speeches

Special events

Written materials

Audiovisual materials

Corporate identity

materials

Public service activities

Press Kit

Social networking

Mobile tour marketing Internet

Buzz Marketing

Mobile tour marketing

News PapersSocial networking

Speeches

Audiovisual materials

Press Kit

Internet

Buzz Marketing

Financial Public Relation

• Financial public relations has emerged as a

specialist function within the broader field of

public relations.

• This is a direct consequence of the greater

importance of the financial institutions and

the financial press to the well begin companies.

Charity PR

Charitable organizations and other non-profit organizations

are prime users of public relations activities.

Public relations represents a more cost-effective route to

their communications needs.

A primary requirement for charitable bodies is the

need to raise funds to finance their main activities

Public Relations Agencies Ranked by 2013/2014

2014 2013 Agency HQ

Fee

Income

2013 ($)

Million

Fee Income

2012 ($)

Million

Growth

(%) Staff

1 1 Edelman USA 746 665 12.2 5,113

2 2 Weber

ShandwickUSA 697 628 11.0 --

3 3 Fleishman

HillardUSA 554 546 1.5 --

4 4 MSLGroup

1

Franc

e 547 526 4.0 --

5 6 Ketchum USA 490 440 11.4 --