public relation and publicity
DESCRIPTION
TRANSCRIPT
Bell Ringer
Let’s say that we’re going to have a Marketing Education open house to show students, parents and guardians, and the business community the advantages of participating in a marketing education program. In addition to press releases to announce the event, list some other things we could do to get people to come to the event.
Publicity/Public Relations
Another Element of the Promotional Mix
Review
So far we’ve covered advertising, which was only one element of the promotional mix. This week we’ll talk about publicity/public relations and sales promotion!
Next week we will construct visual merchandise displays and begin our unit on personal selling, which is the final element of the promotional mix!
Objectives
Define and discuss publicity/public relations Compare and Contrast the different
audiences for public relations Discuss how to prepare a news release Prepare an actual news release for promotion
project!!
Why have public relations?
Present a positive image to customers, employees, and the general public
Examples: Grand opening of a mall Interview with a company official about hiring
plans Launch of a new product or product line Announcement of employee promotions or
retirements
Why have public relations?
Examples Cont… Presentation of an award to the company or to one
of its employees Company-sponsored event Community activity, such as a scholarship program
sponsored by the business Charitable activity, such as a walkathon for a local
charity, in which the business participates Cultural activity, such as support for a new exhibit
at a museum
Customer Relations
Customer advisory boardsCustomer advisory boards- panels of consumers who make suggestions about products and businesses
Consultants Consumer Affairs SpecialistsConsumer Affairs Specialists- design
programs to reflect customer needs for information on topics such as nutrition, health and wellness, and product safety
Employee Relations
Loyal and well-motivated employees who feel they are important to the company
Examples: Tuition reimbursement for college courses Newsletters for and about the company and its
employees Recreational programs Employee recognition programs for
improvements in performance and efficiency
Community Relations
Community RelationsCommunity Relations- refers to the activities that a business uses to acquire or maintain the respect of the community
Examples Sponsoring Special Olympics Providing mentors for marketing students Matching employee donations to local charities
Public Relations Specialists
Work with customers, employees, media, civic and professional groups, legislators, government officials, consumer activists, stockholders, environmentalists, and suppliers.
Work in both public & private sector
Public Relations Specialists
Principal task is to publicize good news about a company and its products--- and to control the damage done by any negative news.
Public Relations Duties
Annual reports for investors and interested customers
Brochures and responses to customer inquiries
Short feature articles for trade magazines Web site
Public Relations Duties
Develop press kitspress kits- folder containing articles, news releases, feature stories, and photographs about a company, product, or person
Hold press conferencespress conferences- meeting in which a business or organization invites media members to hear an announcement about a newsworthy event.
Now You’re the Public Relations Specialist
Writing a News Release: News release- a prewritten story about a
company that is sent to the various media Usually contains information about the
company’s employees, stores, operations, products, corporate philosophy, or participation in an event or program
Now You’re the Public Relations Specialist
Writing a News Release: NEVER use the word publicity Answer who, what, where, when, and why Avoid opinions, unless directly quoting Brief, but thorough
NOW…
Create a news release for the product you chose for your promotion project.
Using the handout as a guide, you should include all the necessary elements of a news release.