PUBLIC RELATIONS

DEFINITION

Communication of information to

consumers through the strategic use of

media

The shaping of public opinion through

persuasive communication

CHARACTERISITICS

More subtle than advertising

Cost-free

Communication reliant

PUBLIC RELATIONS NEED

To manage the communication between an organisation and its public

To shift attitudes

To integrate PR with marketing, advertising and sponsorship

PUBLIC RELATIONS NEED cont.

To build community relationships

To generate ‘free’ publicity

To inform

PUBLIC RELATIONS NEED cont.

To gain public acceptance

To promote perspectives, services, products...

To combat public perceptions and views

WHO ARE THE PUBLIC?

Community

Potential clients

Opinion leaders

Fans

WHO ARE THE PUBLIC cont.

Investors, financiers, money markets

Specific groups & target audiences

Decision makers

Government

CLUB PUBLIC RELATIONS

All clubs need positive public relations

The president, CEO or head coach is critical

Have a clear PR and media plan

Monitor other clubs’ successes

CLUB PUBLIC RELATIONS cont.

Good reputations are earned

Good impressions are investments

Establish credibility

Plan communications and responses

PUBLIC RELATIONS MODES

Branding

Annual reports

Newsletters

Media releases

P R MODES cont.

Direct mail

Presentations

Using celebrities

Letters to the editor

P R MODES cont.

Community service

Personal contact

Photographs

Websites and social media

THE MARKETING FIT

Marketing is the trading of services and products

Advertising is the purchase of space for placing a message

PR is a planned process to shape public attitudes and opinions

HAVE WE...

Seen a rise in sales?

Seen a growth in perceptions of our image?

Enhanced our brand awareness?

Made effective use of the media?