Chapter 16 Public Relations and Publicity - Prof. _Dr._ SL Gupta by nyut545e2


									                                Public Relations and Publicity

      16     Chapter
                       Public Relations
                       and Publicity

16-1 Dr S.L Gupta
                                                          Public Relations and Publicity

“Public relations practice is the deliberate, planned, and sustained effort to
establish and maintain mutual understanding between an organisation and its

16-2   Dr S.L Gupta
                                                         Public Relations and Publicity

Marketing Public Relations (MPR) programmes create impact in many
      Generate Excitement in Market Before Advertising Campaign
      Introducing a New Product
      Advertising Itself Becomes the News
      Influence the Opinion Leaders
      Defend Adverse Product Consequences and Convince Consumers
      Build the Company Image and Create Favourable Brand Opinion

16-3    Dr S.L Gupta
                                                               Public Relations and Publicity

Well-planned public relations offer some major advantages that include:
      Can be very effective in new product launch.
      It is a highly targeted way of reaching the desired audience.
      It is far more cost effective than advertising.
      It gets endorsements from independent, objective third party having no
       association with the product or company.
      It is viewed as highly credible.
      It breaks through advertising clutter.
      It supports advertising campaigns.
      It bypasses consumer resistance to company sales efforts.
      It helps image building.
      It can generate immediate inquiries about new products.

16-4     Dr S.L Gupta
                                                       Public Relations and Publicity

The disadvantages include:
      It has no control over media.
      There is no guarantee of media time or space.
      Lacks standard effectiveness measures.

16-5    Dr S.L Gupta
                                                           Public Relations and Publicity

Managing Public Relations
Four steps for planning a public relations programme:

       (1) Identify and define public relations problem,

       (2) Develop a plan and programme,

       (3) Implement the programme, and

       (4) Evaluate the programme effectiveness.

16-6     Dr S.L Gupta
                                                    Public Relations and Publicity

The target audiences may be internal or external.

  Internal Audiences         External Audiences
Employees.               Channel members.
Unions.                  Customers.
Shareholders.            Media.
                         Financial Institutions.
                         Special-interest groups.
                         Local community.

16-7      Dr S.L Gupta
                                                         Public Relations and Publicity

Setting Objectives
Marketing Public Relations (MPR) can serve to accomplish a variety of
promotional objectives. Some of them are:
      Build Excitement Prior to Product Introduction.
      Build Strong Consumer Awareness and Launch Product.
      Influence Opinion Leaders.
      Build Company and Brand Image.
      Counter Negative Publicity.

16-8     Dr S.L Gupta
                                                             Public Relations and Publicity

Programme Implementation
After conducting research, identifying target audience, and setting objectives,
programmes are developed and delivered to audiences to accomplish the

      Press release and press conferences

      Personal interviews

      Event sponsorship

      Community involvement

      Corporate advertising

16-9     Dr S.L Gupta
                                                              Public Relations and Publicity

Publicity is an important tool of public relations effort and both terms are used
as synonymous. Publicity is concerned with generation of news about a
company, product, service, or person in print or broadcast media.

Advantages of publicity include high credibility, news value, significant word-of-
mouth messages from interpersonal sources, and perception of having media
endorsement of media.

Disadvantages include lack of control by the concerned company most of the
time, the timing of news release is almost entirely up to media, not always
reported the way provider wants it, and there might be errors due to omissions,
and inaccuracy.

16-10 Dr S.L Gupta
                                                          Public Relations and Publicity

Measuring Results
The measurement at the basic level evaluates actual PR activities
undertaken, next level concerns measuring audience perception and
comprehension of message, and the final stage relates for measuring the
resulting changes in terms of perceptual and behavioural aspects.

16-11 Dr S.L Gupta

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