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					Marketing Essentials
      n Promotional Concepts and Strategies


      Public Relations



                                      Chapter 17 n Promotional Concepts and Strategies   1
                Public Relations

 What You'll Learn

 The nature and scope of public relations
 The different audiences for public relations
 The duties of public relations specialists
 How to prepare a news release




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             Public Relations


 What do you think Public Relations is?




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             Public Relations


Public relations is image-building. Create
goodwill for the company.


–Public Perceptions
     Employees
     Customers
     General Public/Community
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                         Public Relations
Public Relation Activities
   Grand opening of a new mall
   Interview with a company official about hiring plans
   Launch a new product or product line
   Announcement of employee promotions or retirements
   Presentation of an award to the company or to one of its
    employees
   Company-sponsored sports event
   Community activity, such as a scholarship program
    sponsored by the business
   Charitable activity, such as a walkathon for a local
    charity, in which the business participates
   Cultural activity, such as support for a new exhibit at a
    museum
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             Public Relations
The Nature and Scope of Public Relations

  Well-planned and organized public
   relations efforts can
      increase sales
       reinforce a good reputation
       increase the willingness of
      consumers to respond to advertising
      efforts for a company’s products.

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                            Public Relations
 Customer Relations
               Good communication between employees
               and customers is vital.

               As a customer, what do you expect from the
               employees in the store you are shopping?




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                                  Public Relations
 Customer Relations
                Courtesy
                Helpfulness
                Interest
                Tolerance
                Friendliness
                Special services (gift wrapping, on-premise restaurants,
                 child-care facilities, check-cashing, fax and copying
                 services, free delivery


          It leads to repeat business and customer
          loyalty.

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               Public Relations
Employee Relations
 Successful businesses have loyal and well-motivated
 employees who feel they are important to the
 company. Some examples of programs for
 employees include providing:
     Tuition reimbursement for college courses
     Newsletters for and about the company and its
      employees
     Recreational programs
     Employee recognition programs for
      improvements in performance and efficiency

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               Public Relations
Community Relations

 Community relations refers to the activities
 that a business uses to acquire or maintain the
 respect of the community, such as participating
 in and sponsoring activities that benefit the
 community's civic, social, and cultural life.
  Example: Sponsoring the Special Olympics,
   or providing mentors for students.


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               Public Relations
Public Relations Group Activity
  Working in groups of 2 and working with
  someone you have not worked with before,
  complete the worksheet: What Public
  Relations Activity?




                           Chapter 17 n Promotional Concepts and Strategies   11
               Public Relations
The Role of Public Relations Specialists

 The principal task of a public relations
 specialist is to publicize the good news about
 a company and its products—and to control
 the damage done by any negative news.
 Public relations specialists work in the public
 and private sector.




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              Public Relations
The Role of Public Relations Specialists

 However, the PR Specialist has many job
 duties. See handout!




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                      Public Relations
Other Public Relations Duties
  Public relations specialists also perform these tasks:
      Prepare annual reports, brochures, and responses
       to customer inquiries.
      Write feature articles for trade magazines.
      Develop press kits, which are folders containing
       articles, news releases, feature stories, and
       photographs. These are given to the media to assist
       in reporting.
      Conduct press conferences, which are meetings
       where a business invites media members to hear an
       announcement about a newsworhty event.


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                              Public Relations
               Writing News Releases

                A news release is a prewritten story
                about a company that is sent to the
                media containing information about the
                company’s employees, stores,
                operations, products, corporate
                philosophy, or participation in an event or
                program.



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                              Public Relations
               Writing News Releases

                A news release must contain newsworthy
                information in order to be picked up by the
                media.

                It should be properly formatted and answer
                five basic questions: who, what, where,
                when, and why.

                See News Release Handout
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     ASSESSMENT


Thinking Critically
 What is meant by this following statement?
 "To the customer, the employees are
 the company."




                         Chapter 17 n Promotional Concepts and Strategies   17

				
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posted:12/29/2011
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