DEPT: MARKETING
FACULTY: MANAGEMENT SCIENCES
COURSE
TITLE: PHYSICAL DISTRIBUTION
COURSE CODE: MKT 363
ABSTRACT
It
starts with the definitions of Public Relation tools and also the types of
public relations tools and there examples. Then the book states the popularity
of Public Relation tools in Nigeria marketing scene.
CONTENTS
·
Dedication……………………………………….i
·
Abstract………………………………………….ii
·
Content………………………………………….iii
·
Definition of
Public Relation………………. 1
·
Types of Public
Relation …………………… 5
·
Why Do We Say
Public Relation is Popular In Nigeria Marketing Seem……15
DEFINITION OF PUBLIC RELATION
Public
relation is the practice of managing the flow of information between an
organization and its public.
Public
relation provides an organization or individual exposure to their audience
using public interest and news, items that do not require direct payment. The
aim is often to persuade the public, investors, partners, employees and other
stakeholders to maintain a certain point of view about the company. It’s
leadership, products or political decisions. Common activities include speaking
at conferences, winning industry awards, working with the press and employee
communication.
The
Public Relations Society of America (PRSA) founded by Richard Rotman, defined
public relations in 1982 as “Public Relations helps an organization and its
public adapt mutually to each other.
According
to the PRSA, the essential functions of public relations include Research,
Planning, Communication, dialogue and evaluation. In 2011/2012 the society developed a crowd sourced
definition which PRSA consider more accurate and descriptive. “Public Relation
is a strategic communication process that build mutual beneficial relationship
between organization and their public.
It
was announced on March 1 2012 after a vote by relations professionals. The
defeated definitions were “Public Relations is the management function of researching, engaging, communicating and
collaborating with stakeholders in an ethical manner to build mutually
beneficial relationships and achieve results” and “Public Relations is the
engagement between organizations and individuals to achieve mutual
understanding and realize strategic goals.
Edwards
Louis Bernays, who is considered the founding father of modern Public Relations
along with Ivy Lee in early 1990’s defined Public Relation attitudes; defines
the policies, procedures and interest of an organization followed by executing
a program of action to earn Public understanding and acceptance”.
Building
and managing relationship with those who influence an organization or individuals
important audiences has a central role in doing public relations.
An
earlier definition of public relations by the first world Assembly of Public
Relations Associations, held in Mexico City in August 1978, was “The Art and
Social Science of analyzing trends, predicting, their consequences, counseling
organizational leaders and implementing planned programs of action which will
serve both the organization and the public interest.
Others
define it simply as the practice of managing communication between an
organization and it’s public. The European view of public relations notes that
besides a relational form of interacting. There is also a reflective paradigm
that is concerned with polities and the public sphere, not only with relational
which can also with public consequences of organizational behavior. A much
broader view of interactive communication using the internet, as outlined by
Philips Young in online Public Relations second edition (2009) describe the
form and nature of internet –mediated public relations.
TYPES OF
PUBLIC RELATIONS TOOLS
As we noted in the public relations tutorial. The
challenges faced in doing public relations will lead many marketers to hire
professionals to handle these activities.
Whether marketer do their own PR or seek outside help,
it is important they be familiar with the tools available to carryout the
public relations function include:
1. Media relation
2. Media tours
3. News letters
4. Special events
5. Speaking engagement
6. Sponsorships
7. Employee relation
8. Community relations & philanthropy
(1) MEDIA RELATIONS
Historically
the care of PRs, media relations, includes all efforts to publicize products or
the company to members of the press TV and Radio, newspaper, magazine news
letter and internet.
In gaining media coverage PR professionals work with
the media to place stones about products, companies and company spokespeople.
This is done by developing interesting and relevant story angles that are
pitched to the media. It is important to remember that media placements come with
good stories and no payment is made for placements, in fact, in order to
maintain, the highest level of credibility, many news originations bar reports
from accepting even the smallest gifts (e.g. free pencils with products logo)
from companies
Key tools used in media relations include:
(1)
Press kits-
include written information such as a news release organization background, key
spokesperson biographies and other supporting materials that provides
information useful to reporters
(2)
Audio or video
news release: these are prerecorded features distributed to news media that may
be included within media programming for instance, a local news report about
amusement parks may include portions of a video news release from a national
amusement park community.
(3)
Website press
room- while hard copies of materials are used and preferred by some media,
marketers are well served by an online press room that caters to media needs
and provides company contacts information.
As PR people know many story ideas
for newspapers magazines and television news often start with a suggestion from
a PR person. It things workout, a reporter or editor will at best write a
positive story with the company as key feature or, of minimum, include the
company’s home somewhere within an industry- focused article.
(2) MEDIA
TOUR
Some new products can be successfully publicized when
launched with a mediator, on a media tour a company spokes-person travels to
key cities to introduce a new products by being booked on Tv and radio talk
shows and conducting interviews with print and internet reporters or
influencers (eg bloggers). The spokesperson can be a company employee or someone
hired by the company, perhaps a credibility with the target audience. One
common use of the media tour is the book tour, where an author travels the
country to promote a newly released book. A media tour may include other kinds
of personal appearances, speaking engagement or autograph signing opportunities.
(3)
NEWS
LETTERS
Marketers who have captured names and addresses of
customers and potential customers can use a newsletter for regular content with
their targeted audience. Newsletters can be directed at trade customers, final
consumers or business buyers and can be distributed either by regular mail or
electronic means (i.e e-newsletters strive to provides content of interest to
customers as well as information on products and promotions. A bookstore many
include reviews of new books. Information on online book chats and
information on in-store or online
promotions. A food manufacturer may include seasonal recipes, information on
new products and coupons. Online news letters offer the opportunity to link to
stores carrying the markets products effective newsletters are sought out by
and well received by interested audiences.
(4) SPECIAL
EVENTS
These run the gamut from receptions
to elegant dinners to stunts. Special events can be designed to reach a
specific narrow target audience, such as individuals interested in college
savings plans to major events like a strawberry festival designed to promote
tourism and regional agriculture. Stunts, such as building the world’s largest
ice cream sundae during national ice cream month captures the attention of an
audience in the immediate area, but also attracts the attention of mass media
such as TV news and major newspapers, which provides broad reach, the Oscar
Mayer Weiner mobile is a classic example providing a recognizable icon that
travels the country gamering attention whenever it visits. As with all PR
programs special event planners must work hard to ensure the program planned
conveys the correct message and image to the target audiences.
(5) SPEAKING
ENGAGEMENT
Speaking before industry converters, trade association
meeting, and other groups provides an opportunity for company experts to
demonstrate their expertise to potential clients/customers. Generally these
opportunities are not explicitly for company or product promotions & rather
they are a chance to talk on a topic of interest to potential a customers and
serve to highlight the speakers expertise in a field. Often the only mention of
the company or its products is in the speakers biography. Nevertheless, the
right speaking engagement puts the company in front of a good target audience
and offers networking opportunities for generation customers leads.
(6)
SPONSORSHIP
Companies and brand use sponsorship to help build good
will and brand recognition by associating with an event or group marketers can
examine sponsorship opportunities to find those that reach target groups, fit
with in a specified budget and provide sponsorship benefits that suit the
marketer’s objectives. There are numerous local, regional, national and
international sponsorship opportunities ranging from a local art center or
theatre to the Olympics. Most Organization seeking company sponsors provides
information on the variety of data on events audience, exposure opportunities,
which can include signage shirts, public announcements and numerous other
opportunities, repetition much more. Marketers can use this information to help
match sponsorship opportunities with the company’s objectives.
(7) EMPLOYEE
RELATION (COMMUNICATIONS)
Or many companies communicating regular with employee
is important in keeping employees inform of cooperate problems, sales incentives,
personnel issues, as well as keeping them updated on new products and programs.
Companies use a variety of means to communicate with employees, including
internet, email, online and print newsletter. In larger firms and in house PR
department often works in conjunction with the human resources department to
develop employee communication.
(8) COMMUNITY
RELATIONS AND PHILANTHROPY.
For many companies fostering good relations with key
audience includes building strong relationship with their regional community.
Companies implement progrmmes supportive of the community ranging from supporting
local organizations and institutions (eg arts organizations community
activities, parks) to conducting educational workshops (e.g For teachers,
parents) to donating product for community events and charitable fundraisers
the goal is generally to develop a positive relationships with members of the
community (i.e be crown as a good neighbor). Effective community relations can
help a company whether bad publicity or a arises situation that can
unexpectedly arise due to a problem with a product, unethical behaviours by
management, or even by false rumors. Some companies also make on effort to
contribute to charitable organizations often organizations that have some
relationship to the company’s mission or to a key principal of the company.
WHY DO WE SAY PUBLIC RELATING IS POPULAR
IN NIGERIA MARKETING SEEM
Starting from the definition to the end of this book,
we can see that the study of Public Relation is our day to day marketing
activities, organizations used Public relation tools to maintain and make there
organization more effective, in the area of production of goods and services.
REFERENCES
·
Marketing Basics
2nd Edition offers in-depth courage of marketing and is ideal for
the marketing novice, the marketing educator. The marketing professional and
anyone else who needs to know about marketing.
·
Introductory test
on marketing communication.