PUBLic relations or publicity By Mrs sarika singh

Transcript:PUBLic relations or publicity By Mrs sarika singh:
PUBLic relations or publicity By Mrs sarika singh Faculty of management studies mlsu udaipur Public relations Public relations is a strategic communication process companies, individuals, and organizations use to build mutually beneficial relationships with the public. A public relations specialist drafts a specialized communication plan and uses media and other direct and indirect mediums to create and maintain a positive brand image and a strong relationship with the target audience. Major tools of Public Relations and Publicity (a) PUBLICATIONS: Companies rely extensively on communication materials to reach and influence target markets. These include annual reports, brochures, articles, audio-visual materials, and company newsletter and magazines. Company newsletters, and magazines can help build up the company’s image and convey important news to target markets. Audio-visual material, such as films, slides, and video and audio cassettes are coming into increasing use as promotion tools. The cost of audio-visual material is usually greater than the cost of printed material, but so is the impact. b) EVENTS: Companies can draw attention to’ new products or other company activities by arranging special events. These include news conferences, seminars, outings, exhibits, contests and competitions, anniversaries, and Sport and culture sponsorships that will reach the target publics. c) NEWS: One of the major tasks of PR professionals is to’ find or create favourable news about the company, its products, and its people. News generation require skills in developing a story concept, researching it, and writing a press release. (d) SPEECHES: Speeches are another tool for creating product and company publicity. Increasingly, company executive must face questions from the media or give speeches at trade associations or sales meetings. These appearances can build the company’s image. (e) PUBLIC SERVICE ACTIVITIES: Companies can improve public goodwill by contributing money and time to good causes. A large company may typically ask executives to support community affairs where their offices are situated. In other instances, companies may donate a certain amount of money to specified cause out of consumer purchases. (f) IDENTITY MEDIA: Normally, a company’s materials acquire separate looks, which creates confusions and misses an opportunity to- create and reinforce a corporate identity. In an over-communicated society, companies have to compete for attention. They should strive to create a visual identity that the public immediately recognizes. The visual identity is carried by the companies’ logos, stationary, brochures, signs, business forms, business cards, buildings, uniforms and dress codes, and rolling stock. Objective