public relation power point presentation

8/2/2019 Public Relation Power Point Presentation

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DR. MAHADEO GHADGE


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WHAT IS P.R?


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The most widely accepted and popular definition of PR isfrom the Institute of Public Relations (IPR), which definesPublic Relations as, the planned and sustained effort to

establish and maintain goodwill and mutualunderstanding between an organisation and its publics.

PR aims to earn understanding and support, influenceopinion and behaviour

Public Relations is a dynamic business communicationtool which can transform the performance of any

company, be it a one-man band or a multinational.


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Publics defined


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PR - marketing and corporate

Marketing PR:

Long-term strategic image building, developing credibility, raisingthe organisations profile, and enhancing other marketing activities.

Corporate PR: Long-term relationship building strategy with various publics.

Short-term tactical response to an unforeseen crisis.


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To promote goodwill Brands launches &brand promotions

To change or neutralize hostile public opinion

To crystallize unformed opinion To conserve positive public opinion


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For example Mumbai Indian promote child

education(empowering India)

ITC created awareness about benefits ofsunflower oil compared to peanut oil &mustard oil through effective PR Campaign,then introduced brand Sundrop.


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PR techniques


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External communication usedfor PRAdvertising.

Publications.

Lobbying.


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Internal CommunicationsUsed For PR

Newsletters

Social Events

Journals


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Functions of Public

RelationsPress RelationsProduct Publicity

Corporate Communication

Public Affairs

Lobbying

Employee and Investor Relations

Crisis Management


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News releases to create positive publicityeffectively (writing a salable news release isperfect art)

Press conference-very effective to launch newproduct or service. Mostly used when newsrelease not able to achieve objectives


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Important PR activity Legal profession in many country.

It is used to influence legislation ,putpressure on government

Common lobbies in India- Tobacco lobbies,Steel lobbies, liquor lobbies


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To create sense of belonging with respect tocompany.

To create healthy environment & relationbetween various department & personnel's

to inform investor various stakeholders(suppliers ,buyers) on current activitiesdevelopment

Now days web newsletters replacedtraditional printed newsletters.


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Managing Unfavorable

Publicity

A coordinated effort to

handle the effects ofunfavorable publicity or of

an unfavorable event.

Crisis

Management


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Sponsorship

A business relationship between a provider of funds, resources orservices and an individual, event or organisation which offers inreturn some rights and association that may be used for commercial

advantage.


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Role of sponsorship

To support the broader PR strategy.

Provide a venue for meeting key customers/suppliers.

Improve awareness and attitudes towards company or individualbrands.

Support employee, government and company relations.

Support wider marketing objectives.

Capture imagination of publics.


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Factors influencing sponsorship choice


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Perception management Institutional advertising

Building corporate image & identity

Customer relation management


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PR generates awareness ,while perceptionmanagement helps to change attitude

PR is tactical , while perception managementis always strategic.

PR do not require research, while perceptionmanagement is research driven

PR is message driven ,while perception

management is benefit driven.


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Begins with situation analysis (knowingexisting perceptions, detail background, whatneed to change)

Source of the existing perceptions

Target segmentation ( analyzing favorableaudience who can used to change attitude ofselected target audience)

Determine what they need to change about

current mindset to achieve desired mindset. Pre testing of campaign, constant appraisal

,post testing ( feedback)


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PR advertising known variously as corporateadvertising ,institutional advertising & publicservice advertising

It helps in corporate identity & brand Imagebuild up

ELEMENTS OF CORPORATE IDENTITY

Name of company ; Trade name; corporate

mark ; standard colour ;slogan


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What is CRM? CRM is a business strategy that aims to

understand, anticipate and manage the needs ofan organisations current and potentialcustomers

It is a comprehensive approach which providesseamless integration of every area of business

that touches the customer- namely marketing,sales, customer services and field supportthrough the integration of people, process andtechnology

CRM is a shift from traditional marketing as itfocuses on the retention of customers in additionto the acquisition of new customers

The expression Customer RelationshipManagement (CRM) is becoming standardterminology, replacing what is widely perceived


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Benefits - Public Relations


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Benefits1. if you dont communicate with your target audiences, you will lose

out to competitors who are using public relations.

2. If you dont manage the information by which people form theiropinions, their views of your company will be based solely on whatthey hear from other sources.

3. PR can help in building a positive image and thus helps tominimise damage when something goes wrong.

4. PR helps to maintain communications with your most importantbusiness audiences.It is cost-effective and credible.

5 Please remember PR takes time It is not an overnight process Itis an on going endeavour

public relation power point presentation

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