Public relation/ Publicity

PUBLIC RELATION
Public relations (PR) is a management function
which deals with public issues. An important
component of public relations is publicity.
Publicity deals with news coverage of events
relating to companies products and services
Meaning of PR
A systematic act of building an image of a
product/service/idea/company among the
target group/general public/stake holders
through a well–designed promotion on a
regular basis.
 Objectives of PR
1. Promoting goodwill
2. Promoting a product or service
3. To give information to internal employees
4. Helps to overcome negative publicity
5. Lobbying
6. Give advice and council
 Tools of PR

• Press release
• Exclusive stories
• Company newsletter
• Interviews and press conference
• Sponsored event
 Public relation strategies
• Proactive PR
strategy 1.Public
relation audit 2.Public
relation plan
a)Situation analysis
b)Programme objective
c)Programme
purpose
d)Communication
e)message
• Reactive PR strategy
a) Public relation audit
b) Weak area
 Publicity
Publicity is a subset of public
relation. can be done through a
Publicity print
broadcast media.
or publicity is a form of non
personal unpaid, mass communication.
Publicity is the technique or process of
attracting public attention to people,
products, etc., as by the use of the mass
media.
 Goals of publicity
• Merchandising or sales orientation
The main purpose of this of publicity is to increase sales

• Entertainment oriented
These are events whose main aim is to generate goodwill,
image etc.

• Educational oriented
Holding a programme, the proceeds of which is given to a development
activity
 Goals of publicity
• To Create A Favorable Image
• To Attract Attention
• To Arouse Interest
• To Stimulate Involvement
• To Explain The Program
• To Communicate Ideas
• To Provide Opportunities For Being Creative
• To Target An Audience
• To sell The Program
• To Bring People Together
• The Publicity Campaign
 Corporate Advertising
• Corporate advertising is a promotional strategy that is
designed to not only interest consumers in products and
services offered by the company, but also to cultivate a
positive reputation among consumers and others within
the business world.

• The main function of corporate advertising is to generate

and enhance a sense of confidence and appeal among
vendors and consumers. Depending on the exact nature of
the corporate marketing approach, the advertising may also
be developed with an eye of enhancing the reputation of
the company among its peers in a community or within a
given sector of the marketplace.
 Corporate advertising role
• It provides value addition to product services
• Building trust among stake holders
• To hold decreasing consumers uncertainty
• To upkeep employees morale and maintain
proper labour relations
 Types of Corporate Advertising

1.Image advertising
2.Advocacy advertising
3.Cause- related advertising
 Image advertising

Promote the organization’s image through

ads,. image advertising may have a number
of objectives such as generating resources
both human and financial.
 Advocacy advertising

• Promote a position on an issue rather than the

firm
• directly
 Cause- related advertising
Sponsor of a charity or non-profit organization
Advantages and Disadvantages of Corporate
Advertising
Advantages:
– Excellent vehicle for positioning the firm
– Takes advantages of benefits of PR
–Reaches a select target market
Disadvantages:
– Questionable effectiveness
– Constitutionality and/or ethics

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 PR Vs
PublicityPPublicity Public relation
1. It is short term strategy
2. Publicity may be positive or negative
3. It is not always under the control of
the person about whom publicity
is made
4. It need not be paid by the
organization
5. Creates impact by deeds
6. Uses press release to
achieve the
purpose
7. Controlled by the firm. It can control
the amount of impact that the event
makes
1.This is a long term strategy, PR
programme extends over a long period of
time
2. PR is always positive
3. It is under the control of the firm or its
agent
4.It is paid by the organization for doing
PR
5.Creates impacts by proclamation
6.Uses sponsored event to achieve the
purpose
7.The company is under the obligation to
the press for the release of information