promotion: public relations Flashcards
what can a poor reputation lead to?
reduced sales
a fall in profits
what is an essential aspect of success?
an enterprise’s public image
what does it mean if an enterprise has a positive image?
can maintain or even increase sales
what does PR and OPR involve?
building and maintaining an enterprise’s reputation - its image through the media and online
what is the brand image?
a set of beliefs and opinions associated with a product, service or enterprise in the minds of consumers
purpose:
what can it encourage positive views of?
the enterprise among the general public + other organisations
purpose:
what can it encourage through the media?
positive publicity
purpose:
what can it do to the brand image?
protect or enhance
what is different from direct advertising?
media space generated by PR and OPR activities
what are PR activities aim?
to get the enterprise positive publicity without paying for the time or media space directly
methods: press release
what does it cover?
the 5 Ws - who, what, when, where and why (may include a photo)
methods: press release
what is newsworthy or interesting about a new or existing product or service?
a 150-200 word article produced by an enterprise and sent to news agencies highlighting something newsworthy
methods: sponsorship
what may enterprises say to have?
their name and brand displayed at major events like a sporting venue
methods: sponsorship
why are celebrities sponsored?
to publicise an enterprise’s goods and services - celebrity endorsements
methods: sponsorship
what does it mean if someone is sponsored?
they are getting paid
methods: sponsorship
what may enterprises associate themselves with?
a good cause, such as charity
methods: online PR (OPR)
why do they use the internet?
to communicate with customers
to build relationships with customers
methods: online PR (OPR)
what is its purpose to increase the viewing of?
desirable co,,ents and news about an enterprise’s products by its target customers and decrease the undesirable comments and news
methods: exhibitions
what is it?
commercial events where many similar enterprises exhibit their products or explain the services they offer
methods: exhibitions
what may be publicised by local and national news?
newsworthy stories
benefits:
what does it improve?
brand image and sales
benefits:
what does it reach?
a wide audience
benefits:
what is it a free positive publicity from?
a neutral source such as a newspaper
limitations:
what is it difficult to do?
to measure impact on reputation
limitations:
what may not be picked up by the media?
news story
limitations:
what does enterprise have no control over?
how journalists write up the story - if a sorry is ‘negative; , consumes may not want to be associated with the brand image
promotional stunts:
why might some use one-off publicity stunts?
to catch the attention of the media and general public
