Public relations- page 8 Flashcards
Public Relations
Involves building and maintaining an enterprise reputation- it’s image through the media
Purpose of public relations
- Encourage positive views of the enterprise among the general public and other organisations
- Protect and enhance the brand image
Brand image definition
A set of beliefs and opinions associated with a product/service in the minds of consumers
Name the three types of public relations methods
- Exhibitions
- Sponsorship
- Press release
What is a press release?
A word article produced by an enterprise and sent to news agencies highlighting something newsworthy about a new or existing product/service.
This covers the five W’s (who,what,when,why) and maybe photos
What is a exhibition?
These are commercial events where many enterprises exhibit their products or explain the services they offer.
Newsworthy stories may be published by local and national news.
What is a sponsorship?
Enterprises pay to have their name and brand displayed at major events. Can also use celebrity endorsements to show off goods and services.
What is a promotional stunt?
Some enterprises use one-off publicity stunts to catch the attention of the media and general public.
Advantages of all public relation methods
- Improve brand image
- Reaches a wide audience
- Free positive publicity from a neutral source such as a newspaper
Disadvantages of all public relation methods
- News story may not be picked up by the media
- Difficult to measure impact of reputation
- Enterprises have no control over how journalists may write up the story- if negative can effect brand image
Advantage of press release
Press release distribution is fairly inexpensive
Disadvantage of sponsorship
Expensive and no financial guarantee afterwards
Advantages of exhibitions
Meet and connect with potential clients
Disadvantages of press release
Unlikely it gets attention or reach their target market
Advantage of sponsorship
Raise brand awareness
