Professional Documents
Culture Documents
Public Relations
Public Relations
Theplannedandsustainedefforttoestablishand maintaingoodwillandmutualunderstandingbetween anorganizationanditspublics {CIPR} Publicrelationsisthenamegiventothemanaged processofcommunicationbetweenonegroupand another.Initspurestform,ithasnothingtodowith marketing,advertisingorcommercialisation.Itwill howeveroftenpromoteonegroupsendeavoursto pursuadeanothergrouptoitspointofviewanditwill useanumberofdifferentmethodsother than{althoughalongside},advertisingtoachievethis aim {Publicrelationsconsultantsassociation PRCA}
Whatisthescopeofpublicrelations?
Governments;nationalandinternational Businessandindustry; small,medium,large. Communityandsocialaffairs Educationalinstitutionse.g.Universitiesand colleges Hospitalsandhealthcare Charitiesandgoodcauses Internationalaffairs.
Whatactivitiesdoespublicrelations engagein?
1) Counsellingbasedonanunderstandingof humanbehaviour 2) Analysingfuturetrendsandpredictingtheir consequences 3) Researchinpublicopinion,attitudesand expectationsandadvisingonaction 4) Establishingandmaintainingatwoway communicationbasedontruthandfull information.
PRactivitiescontd;
5)Preventingconflictandmisunderstanding 6)Promotingmutualrespectandsocial responsibility 7)Harmonisingtheprivateandpublicinterest 8)Promotinggoodwillwithstaff,suppliersand customers 9)Improvingindustrialrelations 10}Attractinggoodpersonnelandreducinglabour turnover.
Practivitiescontd;
11)Promotingproductsandservices 12)Projectingacorporateidentity 13)Encouraginganinterestininternational affairs.
(adaptedfromIPRA)
Howtogetexcellentpublicrelationsin anorganization:
PRProgrammesshouldbemanaged strategically Thereshouldbeasingleintegratedpublic relationsdepartment PRManagersshouldreportdirectlytosenior management PRshouldbeseparatefunctionfrom marketing.
SeniorPRpersonsshouldbeamemberofthe organizationsdominantcoalition
Communicationshouldadheretothetwo waysymmetricalmodel.
4ModelsofPR(Gruniq&Hunt;1984)
1) Pressagency/publicity; Mainrolehereispropagada,spreadingthe faithoftheorganizationusuallythrough incompletehalftruthordistorted information. Inthiscase,thecommunicationisoneway.
GROUPACTIVITY1
Discusspublicrelationstechniquesforvarious projectsareassuchas; Consumermarketing B2B Internal&employees Corporate,external&publicaffairs Financialpublicrelations
ConsumerMarketingtechniques:
Consumerandtradepressreleases Productandserviceliterature Promotionalvideos Specialeventssuchascelebrityopening stores Consumerexhibitions Inhousemagazinesforsalesstaff,customers andtrade Sports,artsetcsponsorship.
B2BTechniques:
Corporateidentitydesign Corporateliterature Corporateadvertising Tradeandgeneralpressrelations,both nationalandinternational Corporate&productvideos Tradeexhibitions sponsorships
Internal&employeetechniques:
Employeesnewslettersandotherinternal magazines Employeerelationsvideos Recruitmentexhibitionsandconferences Companynoticeboards Briefingmeetings Employeecommunicationsnetworksand channelsforfeedback Speechwritingforexecutives
Corporate,externalandpublicaffairs techniques:
Corporateliterature CSRprogrammesandcommunityinvolvement Managementcounselling Localandnationalsponsorships Issuestracking{greenissues,carbon emissions,globalwarming,environmental issuesetc}
Financialpublicrelationstechniques:
Financialmediarelations Designofannualandinterimreports Facilityvisitsforanalysts,brokers,fund managersetc Organisingshareholdermeetings Shareholdertrackingresearch
Groupactivity
Discusshowyoucanevaluatethe effectivenessofpublicrelationsactivities/ campaign.
WhatisPersonalselling?
thepresentationofproductsandassociated persuasivecommunicationtopotential clients,whichisemployedbythesupplying organization.Itisthemostdirectandlongest establishedmeansofpromotionwithinthe promotionalmix
{Baronetal,Macmillandictionaryofretailing,1991}
Sellingshouldbeateameffort involving:
Topmanagement; involvedwithbigordersand KAM Technicalsalespersonnel; whosupplytechnical informationandservicetothecustomerbefore, duringorafterthesaleofproduct Customersalesreps; whoprovideinstallation, maintenanceandotherservicestothecustomers Officesupport; includessalesanalysts, administratorsandsecretarialstaff
{Kotler1999}
Varioustasksinthesellingprocess:
i. Ordercollector;dealswithroutineorders usuallythroughtelemarketing ii. Ordertakers;collectsplacedorders iii. Preordertaker;buildsgoodwillandeducate iv. Ordersupporter;applicationofhistechnical knowledgerelatingtotheproduct v. Ordergetter;stimulatedemandand creativelyselltangibleorintangibleproducts
Somesalespersonactivities:
Prospecting Communicating Selling Servicing Informationgathering Allocating;assistinginevaluatingcustomer profitability,creditworthiness,allocationofproducts tocustomersintimesofproductshortages Shaping;buildandsustainrelationshipswithmajor customers
WhatisSalesPromotions?
arangeoftacticalmarketingtechniques, designedwithinastrategicmarketingframe work,toaddvaluetoaproductorservicein ordertoachieveaspecificsalesand marketingobjective
(adaptedfromInstituteofsalesPromotion)
Whataretheobjectivesofsales promotions?
Increaseawarenessandinterest Achieveaswitchinbuyingbehaviour Incentiviseconsumerstomakeaforward purchase Smoothenaseasonaldip Generateaconsumerdatabasethroughmailin applications Increasedisplayspaceofabrandatchannels place
Objectivesofsalespromotionscontd;
Increaseshorttermsales Encouragerepeatandmultiplepurchase Encouragenewproductoralternativebrand trial Motivatesupplychain
Whatarethetechniquesusedinsales promotions?
Freegifts B.O.G.O.F Discounts Coupons Prizedraws Samples Incentiveslinkedtocharitableorganizations/ donations Salesforce&retailercompetitionsandrewards, businessgiftsetc.
WhatisPointofsale?
WhataretheobjectivesofP.O.S?
Attractiveattention Maximisingdisplayspace Aidingproductrecognition Aidingbrandrecognition Adding/providinginformation Branddifferentiation.
P.O.STechniques:
Racks Shelftags Posters Mobiles Balloons Carrierbags
WhatisDirectMarketing?
theplannedrecording,analysisandtracking ofcustomerbehaviourtodeveloprelational marketingstrategies {IDMU.K.} aninteractivesystemofmarketingwhich usesoneormoreadvertisingmediatoeffecta measurableresponseand/ortransactionat anylocation {DMA USA} aimofdirectmarketingistoacquireand retaincustomers {TheodoreLevitt}
Componentsofdirectmarketing:
Television Radio Directmail Directresponseads Telemarketing Inserts Electronicmedia Doortodoor Mailorder Homeshopping
Whatistelemarketing?
Itistheplannedandcontrolleduseofthe telephoneforsalesandmarketing opportunities.Unlikeallotherformsofdirect marketingitallowsforimmediatetwoway communication.
Whatistheroleoftelemarketing?
Building,maintaining,cleaningandupdating databases Marketevaluationandtestmarketing Dealersupport Trafficgeneration Directsalesandaccountservicing Customercareandloyaltybuilding Crisesmanagement.
Whatispublicity?
Publicityreferstoanyformofnonpaid,non personalcommunicationbetweenan organizationanditspublics.
Whatbenefitscanbegainedfrom publicity?
a) Raisesawarenessofwideraudiences b) Generateswordofmouth{freepromotions} c) Impliesendorsement,recommendationand credibility d) Supportspaidfore.g.advertisingand promotion
Disadvantagesofpublicity:
a) Inabilitytocontroleditorialcontent b) Mediaagendamayconflictwithpositive messages c) Mistakesandcrisesmorenewsworthy than positives d) Negativepublicitymagnifiedbywordof mouth.
Whatisadvertising?
Anypaidforformofmasscommunication Advertisingcanbeabovethelineorbelowthe line Examplesincludetelevision,radio,posters, signs,banners,freebies,newspapers, magazines,internetetc.
Sampling
Whatisasample? Whynotintervieweveryonelikeinacensus? Howcanonedevelopasamplingframe? Whatmethodmaybeusedtodecideonthe sizeofthesample?
Decidingonthesamplingprocedure:
1) Probabilitysample: everyonefromthe populationofinteresthaveanequalchance e.g.Simplerandom{everynthpersonpicked fromthedatabases},Stratifiedrandom{ dividethepopulationintomutuallyexclusive groupsthenrandomsamplesusedtopick thesample},Multistagesampling{i.e.area divideareaintoregionsthenpickasample fromeachregion}
2)Nonprobability: noteveryonehaveanequalchance ofbeingselectedsuchas;Quotasample{the researcherfindsandinterviewsaprescribednumberof peopleineachofseveralcategories},Judgement sample {researcherselectspopulationmemberswho aregoodprospectsfortakingpartintheresearchfor accurateinformation},Conveniencesample{the researcherselectsthemostaccessiblepopulation members},Clustersample{takeonlyoneclusterfrom thepopulationofinterestanduseitasasample hopingthattheyrepresentallotherclusterseg.A university}
Howtodevelopaquestionnaire:=
1. Decideonquestiontopics 2. Decideonthetypeofquestionstoask 3. Decideonthequestionformatincluding funnelling{i.e.Fromthegeneraltothemorespecific} 4. Decideonthequestionlayout;howmanyquestions?, whichquestionfollowwhich?,howmanyquestions?. 5. Pilottestthequestionnairewhichwillhelpidentify anyfaults 6. Administerthequestionnaire.
Questionrequirements:
Shouldnotbeleading Keepitshortandsimple Avoiddoublemeaning Avoidjargon Avoid2questionsinone Beclearandconscice
Typesofquestions1)Closed questions:
Dichotomous{2possibleanswerssuchas yes/No Multiplechoicequestions Likertscales{stronglyagree,agree,neither agreenordisagree,disagree,stronglydisagree} Semanticdifferential: ascaleconnecting2bi polarwords.Therespondentselectsthepoint thatrepresenthis/heropinione.glargevssmall, experiencedvsinexperienced,modernvsold fashioned.
Importantscale;ascalethatratesthe importanceofsomeattribute{e.g.Extremely important,veryimportant,somewhatimportant, notveryimportant,notatallimportant} Ratingscale;ascalethatratessomeattribute frompoor toexcellent{excellent,verygood, good,fair,poor} Intentiontobuyscale;{definitelybuy,probably buy,notsure,probablynotbuy,definitelynot buy}
Openendedquestions:
Completelyunstructured;aquestionthat respondentscananswerinanalmostunlimited numberofways.{e.g.Whatisyouropiniononthe existenceofGod?} Wordassociation;{e.g.Whatcomestomind whenyouhearthefollowing kenya,airline, safari?} Sentencecompletion;{e.g.Whenichoosea holiday,mymostimportantconsiderationis }
Howdoyouadministerquestionnaire?
Postal{advantages&disadvantages} Telephone{advantages&disadvantages} Online{advantages&disadvantages} Personalinterviewinge.g.Athome,streets, shoppingmallsetc{advantagesand disadvantagesofeach}
Otherresearchapproaches:
Observation,forexamplepersonal/individual observatione.g.Inasupermarketbya researcher,observationusingdevicessuchas CCTV Mysteryshopping.