public relations Flashcards
what are the 8 public relations methods
-Press Conferences
-Press Releases
-Donations to Charities
-Sponsorships
-Company Visits
-Promotional Merchandise
-Product Endorsement
-Product Placement
describe press conferences
The media are invited to a business presentation, where they are given information or news. A new or updated product might be launched.
adv and disadv of press conferences
adv
-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.
dis
-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.
describe press releases
The media are provided with a written account of a business’s newsworthy activities or events. Updated mission statements may also be released to the media.
adv and disadv of press releases
adv
-This can be used to counteract bad publicity.
-Businesses can send out messages or updates without
being subject to further questioning.
dis
-Can take a long time to ensure wording is perfect, especially
if the business is already under pressure due to a mistake.
describe donations to charities
Some businesses donate to charities anonymously, while others will take the opportunity for a good public relations event.
adv and disadv of donating to charity
adv
-Promotes the CSR aims of the business and can make them seem ethical
-This can help the business achieve a positive image.
dis
-Some shareholders may prefer money is invested in growing the business.
describe sponsorships
Some businesses pay to sponsor an event, team or venue. This is popular in the sporting industry.
adv and disadv of sponsorships
adv
-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.
dis
-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.
describe company visits
Businesses may choose to open up their factories to the public for a limited period.
adv and disadv of company visits
adv
-Customers are able to get a sense of what the business is like and how it is run.
dis
-A dedicated staff member or team will have to show visitors around, affecting their productivity elsewhere.
describe promotional merchandise
This is giving out free stationery, key rings, even items like golf balls with the company logo and contact information on them.
adv and disadv of promotional merchandise
adv
-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.
dis
-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.
describe product endorsement
involves businesses using celebrities (also known
as celebrity endorsement) to promote the product. For example, Adidas pay Lionel Messi to wear their football boots and appear in their adverts.
adv and disadv of product endorsment
adv
-The use of a celebrity will make consumers who like the celebrity more likely to purchase the product to be like them.
-The product will be advertised for free every time the celebrity
is spotted wearing or using it in public.
-If a celebrity gets good media coverage (e.g. winning a sports
event), it will provide positive exposure for the product they
are associated with.
-Higher prices can be charged as the use of a celebrity gives the
product exclusivity.
-Brand loyalty can be created for as long as the celebrity is
involved in the endorsement.
dis
-Some consumers will be put off a product if they don’t like the celebrity that has been chosen to endorse it.
-If a celebrity gains bad publicity it will tarnish the image of the products they are associated with.
-It can be very expensive to pay celebrities to endorse
products.
-Poor performance by celebrities (e.g. a sports star losing a sports event or an actor appearing in a box office flop), will result in lower sales of the products they endorse.
