PR AS A COMMUNICATION STRATEGY

PR as a Communication Strategy

What is PR?

Public relations involves cultivation of favorable relations for organizations and products with its key public through various communication channels and tools (Motion Weaver C. 2005 49). Traditionally, this meant public relations professionals will work with members of the media for creating a positive image by publicizing the organization or a product of history in print and electronic media (Moss Vercic Warnaby 2000 132). But today, the role of public relations is much broader and includes:

Increased awareness and positive image of the company or client within stories and articles found in relevant media Closely monitors multiple media channels for public comment on the company and its products

Management of crises that threaten the company or product image

The building of goodwill between the target market through community organizations, charities and special programs and events

Objectives of Public Relations

Like other aspects of the marketing promotion, public relations are used to solve a number of common goals, including:

Building awareness about the product - When introducing a new product or renewal of an existing product, marketers can use a PR element that generates consumer attention and awareness through media placements and special events. Creation of interests - whether it's placing PR is short article or a product is part of the other products in the "roundup" articles, stories in the media can help to stimulate the target audience to try the product. For example, about the holiday season, a special holiday meals can be upgraded with PR through promotional releases sent food media or through special events that the sample product. Providing Information - PR can be used to provide customers with more detailed information about products and services (Moss MacManus Vercic 2007 55). Through articles, promotional materials, newsletters and websites, PR provides information for customers, who can help them get an idea about the product.

To stimulate demand - positive articles in newspapers, on TV news show or mentioned on the Internet, often leads to a significant increase in product sales.

Strengthening the Brand (Mohan Bergman 2005 267) in many companies the functions of public relations is also involved in building the brand while maintaining good relations with key audiences, and thus assists in creating a strong image. Today it is even more important for companies and brands to build a good image. A strong image helps companies build their business, and it can help companies in times of crisis as well.

In this essay, most of our attention on how the relationship marketing support for the product capabilities and image of the company (sometimes referred to as publicity). Nevertheless, it should be noted that there are other companies interested parties is achieved through a public relations function, such as employees and groups of non-target market. Favorable media about the company or product can often reach those audiences, and also may offer potential benefits to the marketer.

Finally, most large companies, investor relations (IR) or financial public relations are a ...