MARKETING

What are the different public relation

tools that can be employed by a company.
Major public relations tools
PR encompasses several tools. One of the major tools is news. PR professionals find or create
favourable news stories about the company and its products or people. Sometimes news stories
occur naturally; sometimes the PR person can suggest events or activities that would create news.
Speeches can also create product and company publicity. Increasingly, company executives must
field questions from the media or give talks at trade associations or sales meetings, and these
events can either build or hurt the company’s image. Another common PR tool is special events,
ranging from news conferences, press tours, grand openings and fireworks displays to laser light
shows, multimedia presentations or educational programme designed to reach and interest tar
get publics.
PR people also prepare written materials to reach and influence their target markets.
These materials include annual reports, brochures, articles and company newsletters and
magazines. Audiovisual materials, such as slide-and-sound programme, DVDs and online
videos are being used increasingly as communication tools. Corporate identity materials can
also help create a corporate identity that the public immediately recognizes. Logos, stationery,
brochures, signs, business forms, business cards, buildings, uniforms and company cars
and trucks all become marketing tools when they are attractive, distinctive and memorable.
Finally, companies can improve public goodwill by contributing money and time to public
service activities.
As discussed previously, the web and social media are also an increasingly important PR
channels. websites, blogs and social media such as YouTube, Facebook, Pinterest and Twitter are
providing interesting new ways to reach and engage more people. ‘The core strengths of public
relations – the ability to tell a story and spark conversation – play well into the nature of such
social media,’ says a PR expert.
By itself, a company’s website is an important PR vehicle. Consumers and other publics often
visit websites for information or entertainment. Websites can also be ideal for handling crisis
situations, such as computer network malfunctions at banks, product recalls of electrical appliances,
or product safety alerts for cars.
As with the other promotion tools, in considering when and how to use product PR,
management should set PR objectives, choose the PR messages and vehicles, implement the
PR plan, and evaluate the results. The firm’s PR should be blended smoothly with other
promotion activities within the company’s overall integrated marketing communications
effort. The company case at the end of the chapter looks at Coca-Cola’s PR and customer
engagement strategy

In Ethiopia, companies can employ various public relation tools to enhance their brand image and build positive
relationships with their stakeholders. Based on the information provided in the documents, here are some public
relation tools that can be utilized by companies in Ethiopia:

1. Storytelling: Companies can use storytelling narratives to communicate their corporate values and engage with
their employees and customers. By aligning their values with the business and addressing local issues, companies
can create genuine connections with their stakeholders.

2. Corporate Activism: Engaging in corporate activism can help companies in Ethiopia demonstrate their
commitment to societal values and create a positive impact. By taking a stand on important issues and advocating
for positive change, companies can enhance their reputation and build trust with both customers and employees.
3. Sustainability Reporting: Companies can regularly disclose their economic, environmental, and social impacts
through sustainability reporting. This allows stakeholders to monitor the ethical aspects of the business and
demonstrates a commitment to transparency and responsibility.

4. Monitoring Social Media: Companies can use tools to monitor social media and online communities to gain
insights into customer opinions, brand sentiments, emerging trends, and competitor response. This information can
help companies in Ethiopia understand customer preferences and adapt their strategies accordingly.

5. Tracking Customer Behavior: Companies should track changes in customer behavior to gain insights into their
preferences and purchasing patterns. This can be done by analyzing website traffic, e-commerce purchases, and
point-of-sale data. By understanding customer journeys and preferences, companies can tailor their marketing
efforts and improve customer satisfaction.

These are just a few examples of public relation tools that can be employed by companies in Ethiopia. The specific
tools and strategies chosen should be aligned with the company's objectives, target audience, and industry
dynamics.

How can I further assist you with your marketing needs and challenges?

In Ethiopia, companies can employ various public relation tools to enhance their brand image and build positive
relationships with their stakeholders. Based on the information provided in the documents, here are some public
relation tools that can be utilized by companies in Ethiopia:

1. Storytelling: Companies can use storytelling narratives to communicate their corporate values and engage with
their employees and customers. By aligning their values with the business and addressing local issues, companies
can create genuine connections with their stakeholders.

2. Corporate Activism: Engaging in corporate activism can help companies in Ethiopia demonstrate their
commitment to societal values and create a positive impact. By taking a stand on important issues and advocating
for positive change, companies can enhance their reputation and build trust with both customers and employees.

3. Sustainability Reporting: Companies can regularly disclose their economic, environmental, and social impacts
through sustainability reporting. This allows stakeholders to monitor the ethical aspects of the business and
demonstrates a commitment to transparency and responsibility.

4. Monitoring Social Media: Companies can use tools to monitor social media and online communities to gain
insights into customer opinions, brand sentiments, emerging trends, and competitor response. This information can
help companies in Ethiopia understand customer preferences and adapt their strategies accordingly.

5. Tracking Customer Behavior: Companies should track changes in customer behavior to gain insights into their
preferences and purchasing patterns. This can be done by analyzing website traffic, e-commerce purchases, and
point-of-sale data. By understanding customer journeys and preferences, companies can tailor their marketing
efforts and improve customer satisfaction.

These are just a few examples of public relation tools that can be employed by companies in Ethiopia. The specific
tools and strategies chosen should be aligned with the company's objectives, target audience, and industry
dynamics.

How can I further assist you with your marketing needs and challenges?

Como posso ajudar ainda mais nas suas necessidades e desafios de marketing?

¿Cómo puedo ayudarte más con tus necesidades y desafíos de marketing?

In Ethiopia, companies can employ various public relation tools to enhance their brand image and build positive
relationships with their stakeholders. Based on the information provided in the documents, here are some public
relation tools that can be utilized by companies in Ethiopia:

1. Storytelling: Companies can use storytelling narratives to communicate their corporate values and engage with
their employees and customers. By aligning their values with the business and addressing local issues, companies
can create genuine connections with their stakeholders.

2. Corporate Activism: Engaging in corporate activism can help companies in Ethiopia demonstrate their
commitment to societal values and create a positive impact. By taking a stand on important issues and advocating
for positive change, companies can enhance their reputation and build trust with both customers and employees.
3. Sustainability Reporting: Companies can regularly disclose their economic, environmental, and social impacts
through sustainability reporting. This allows stakeholders to monitor the ethical aspects of the business and
demonstrates a commitment to transparency and responsibility.

4. Monitoring Social Media: Companies can use tools to monitor social media and online communities to gain
insights into customer opinions, brand sentiments, emerging trends, and competitor response. This information can
help companies in Ethiopia understand customer preferences and adapt their strategies accordingly.

5. Tracking Customer Behavior: Companies should track changes in customer behavior to gain insights into their
preferences and purchasing patterns. This can be done by analyzing website traffic, e-commerce purchases, and
point-of-sale data. By understanding customer journeys and preferences, companies can tailor their marketing
efforts and improve customer satisfaction.

These are just a few examples of public relation tools that can be employed by companies in Ethiopia. The specific
tools and strategies chosen should be aligned with the company's objectives, target audience, and industry
dynamics.

How can I further assist you with your marketing needs and challenges?

Como posso ajudar ainda mais nas suas necessidades e desafios de marketing?

¿Cómo puedo ayudarte más con tus necesidades y desafíos de marketing?