Public Relations Flashcards
Public Relations: Definition
“The function or activity that aims to establish and protect the reputation of a company or brand, and to create mutual understanding between the organisation and the segments of the public with whom it needs to communicate.” CIM , 2014
Publicity (the result of PR)
“non personal stimulation of demand for a product, service or business unit by planting commercially significant news about it in a published medium or obtaining favourable presentation of it on radio, tv or stage that is not paid for by the sponsor.” P. Kotler
PR includes FREE media coverage
examples:
- Chat show guest publicises their book
- X factor guests perform their latest single, promote their album
- Experts from industry and academics speak on the radio about issues and raise the profile of their organisation
- Media coverage at the BAFTAs and OSCARseg Jennifer Lawrence: Christian Dior gown Brian Atwood shoes, Roger Vivier clutch.
Creating and exploiting PR opportunities ( adapted from Armstrong G, Kotler P, Harker M, Brennan R, (2013)Marketing an Introduction, Pearson )
Successes
New products, large orders/contracts, new logos, export success
Achievements
Productivity achievements, new jobs
Financial Issues
Sales/profit achievements, acquisitions
Events
Visits by famous people, new appointments
Other opportunities eg
Conferences, seminars, events and anniversaries
Creating & exploiting a PR opportunity
example:
A design company is celebrating after winning two major contracts, together worth about £1 million. Mynt says one of the contracts is to re-design parts of the National Space Centre, in Leicester. The other, worth up to £500,000, is to design Adidas Originals’ stand at Europe’s biggest fashion trade show in Berlin.
In the same week, Mynt, based in Rearsby, near Melton, also achieved a prestigious gold award for the Interflora stand it designed at the Chelsea Flower Show.
http://legacy.thisisleicestershire.co.uk/Design-firm-wins-major-Adidas-contract/story-19111905-detail/story.html#ixzz2lqmaFT8L accessed 27.11.13
Who is the target audience(s)? (The Publics)
“audiences which are important to the organisation , have influence on it or are influenced by it.” Chartered Institute of P.R.
FINANCIAL :Shareholders, investors, bankers,
COMMERCIAL: Customers, suppliers, wholesalers, agents/distributors
MEDIA: TV, radio, press, internet; local/ national/ international
INTERNAL: Employees, management, unions, potential employees
COMMUNITY & GOVERNMENT: General public, local community,National/ local government, pressure groups , opinion leaders
The Publics -
Examples:
Employees: A major stakeholder group who can influence external stakeholders and influence the strength of corporate brands
Financial groups:
Customers: Information is directed through the media in order to shape attitudes, perceptions and images.
Organisations and communities:
The Work of Public Relations
- Research and analysis and evaluation of
trends, opinions and feedback ( now 24/7) - The environmental context- active analysis
Of political, economic, social issues of impact - Communication which ensures
Contact with all relevant media: local, national, international
Contact with all relevant publics
Appropriate and consistent messages - Constant attention to corporate identity
Awareness of corporate image and impact of any communication by or about the organisation
Analysis of publics’ concerns and expectations
To represent the organisation effectively to its publics
How publicity differs from advertising: compare a press release with an advert:
Advantages
- A press release in full sentences and written in 3rd person, therefore, to a reader can be seen as more credible
- Advertising is easier to predict as a sales technique with consumers already predicting its placement on television, newspapers and even online.
How publicity differs from advertising: compare a press release with an advert:
dvantages
- Not directly paid for that space, so have to work hard to have it involved in newspapers (press release)
- News events could occur which would move the PR off the schedule
- No control over time or content
- Could be less persuasive in theory (not as repetitive as advertising)
Perceived Risk: Public Relations
- Public relations is the marketing communications tool which can reduce consumers’ perceived risk
- PR messages carry greater ‘perceived credibility’ than those which use paid media ie adverts
- PR presents an opportunity to increase customer confidence in the brand/ company
What is Perceived Risk?
- “Risk may be defined as the ‘ perceived probability of loss interpreted by the decision- maker’ and presumes an element of consumer vulnerability in the exchange “( Rousseau et al, 1998, p.395 cited in Egan J, Relationship Marketing, p.117)
- The customer may be seeking reassurance and reduction of cognitive dissonance ( the gap between performance & expectations, Festinger, (1957)
- High perceived risk purchases are often high involvement
- Consumer balances benefit/ value of purchase against risk/ cost
How can PR reduce Perceived Risk?
- Positive news stories about the organisation/ brand
- Interviews/ comments by specialists from the organisation showing expertise in that field
- Demonstrating the company/ brand as a reliable source of product information and guidance by providing useful CONTENT on the web site
- Providing 24/7 interactive features to answer questions and so improve trust/ reduce risk
- EARNED media coverage such as reviews, testimonials, blogs can build a brand’s reputation/ reduce perceived risk
What are the key aspects of a Public Relations campaign?
- Clarify the aims/ objectives
- Identify the key audiences/ publics
- Decide on the key message(s)
(Consider how to get media coverage – focus? ) - Pinpoint the most effective communications (media) channels/ and tools
- Implementation: Plan timings, personnel (+ agency?), budget
- Control : Monitor and evaluate the results
Impact of Digital Age on PR
- The PR function of an organisation has less control & must be proactive to make the most of all opportunities &avoid PR disasters
- Can no longer just focus on one way communication of good news
- Should take every opportunity and to encourage user generated content to reach a wider audience
- Requires multi media activity 24/7 reaching a wide range of stakeholders or publics
- Interactivity – monitoring & responding 24/7
- Must be Credible/transparent
accept and enable two-way not one way comms - Exploit opportunities through multiple channels
( embrace &) Enable user generated content eg user reviews, blogs - Build relationships with wider range of stakeholders/ publics through increased dialogue
