TC/IS/2011/MS/144R.H.A.T PereraPresentation -01MMT-2033Department of Business and Management studiesFaculty of Communication and Business studiesTrincomalee 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 forming2.Counselling senior management3.Liaison with public officials4.Communications policies5.In house activity6.Product or service publicity7.Financial activity8.Media relation9.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

The “Public” of 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

A B

/Opportunities

PUBLIC RELATION OFFICERPublic relations officers• Plan,

• Develop,

• Put into place

• Evaluate information

• and communication strategies that present an organization to the public, clients and other stakeholders.

They also promote good information flow within 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

1Franc

e 547 526

 4.0 --

5 6 Ketchum USA 490 440 

11.4 --