Promotion- PR

Question 1

What are the 8 methods of PR?

Answer 1

Press conferences
Press releases
Donations to charities
Sponsorship
Company visits
Promotional merchandise
Product endorsement
Product placement

Question 2

What are press conferences?

Answer 2

The media are invited to a business presentation, where they are given information or news.

Question 3

What are the advantages of press conferences?

Answer 3

Businesses can send a message or update out to a wide audience while keeping control, to a certain extent, of what is reported.

It can help to get the media ‘on side’ and allows the press the opportunity to ask questions to the business directly.

Question 4

What are the disadvantages of press conferences?

Answer 4

Could have to face difficult questions and be put on the spot.

The business could end up making the situation worse in front of the press if they are under-prepared.

Question 5

What are press releases?

Answer 5

The media are provided with a written account of a business’s newsworthy activities or events.

Question 6

What are the advantages of press releases?

Answer 6

This can be used to counteract bad publicity.

Businesses can send out messages or updates without being subject to further questioning.

Question 7

What are the disadvantages of press releases?

Answer 7

Can take a long time to ensure wording is perfect, especially if the business is already under pressure due to a mistake.

Question 8

What are donations to charities?

Answer 8

Some businesses donate anonymously, while others will take the opportunity for a good public relations event.

Question 9

What are the advantages of donations to charities?

Answer 9

Promotes the CSR aims of the business and can make them seem ethical.

This can help the business achieve a positive image.

Question 10

What are the disadvantages of donations to charity?

Answer 10

Some shareholders may prefer money is invested in growing the business.

Question 11

What is a sponsorship?

Answer 11

Some businesses pay to sponsor an event, team or venue.

Question 12

What are the advantages of sponsorships?

Answer 12

Businesses can benefit from the successes of those that they sponsor.

This can help businesses to become popular with customers who visit/support the sponsored event, team or venue.

Question 13

What are the disadvantages of sponsorships?

Answer 13

It can cost a lot to sponsor big events. Virgin Money, for example, paid over £15m to sponsor the London Marathon.

If an event or team suffers bad PR itself then the business will be associated with it.

Question 14

What are company visits?

Answer 14

Businesses may choose to open up their factories to the public for a limited period.

Question 15

What are the advantages of company visits?

Answer 15

Customers are able to get a sense of what the business is like and how it is run.

Question 16

What are the disadvantages of company visits?

Answer 16

A dedicated staff member or team will have to show visitors around, affecting their productivity elsewhere.

Question 17

What is promotional merchandise?

Answer 17

This is giving out free stationary, key rings, even items like golf balls with the company logo and contact information on them.

Question 18

What are the advantages of promotional merchandise?

Answer 18

Customers are reminded of the company each time they use the item.

Everyone likes a free gift. Customers feel rewarded and are more likely to return to the business.

Merchandise such as pens can be passed on to other people which means repeat exposure to the brand name, web address etc.

Question 19

What are the disadvantages of promotional merchandise?

Answer 19

Merchandise can be expensive to provide and has no immediate return.

Cheap-looking free gifts can adversely affect the image of the business, even if they are given out for free.