1. Bell Ringer
Let’s say that we’re going to have a
Marketing Education open house to show
students, parents and guardians, and the
business community the advantages of
participating in a marketing education
program. In addition to press releases to
announce the event, list some other things we
could do to get people to come to the event.
3. Review
So far we’ve covered advertising, which was
only one element of the promotional mix.
This week we’ll talk about publicity/public
relations and sales promotion!
Next week we will construct visual
merchandise displays and begin our unit on
personal selling, which is the final element of
the promotional mix!
4. Objectives
Define and discuss publicity/public relations
Compare and Contrast the different
audiences for public relations
Discuss how to prepare a news release
Prepare an actual news release for promotion
project!!
5. Why have public relations?
Present a positive image to customers,
employees, and the general public
Examples:
Grand opening of a mall
Interview with a company official about hiring
plans
Launch of a new product or product line
Announcement of employee promotions or
retirements
6. Why have public relations?
Examples Cont…
Presentation of an award to the company or to one
of its employees
Company-sponsored event
Community activity, such as a scholarship program
sponsored by the business
Charitable activity, such as a walkathon for a local
charity, in which the business participates
Cultural activity, such as support for a new exhibit
at a museum
7. Customer Relations
Customer advisory boards- panels of
boards
consumers who make suggestions about
products and businesses
Consultants
Consumer Affairs Specialists- design
Specialists
programs to reflect customer needs for
information on topics such as nutrition,
health and wellness, and product safety
8. Employee Relations
Loyal and well-motivated employees who feel
they are important to the company
Examples:
Tuition reimbursement for college courses
Newsletters for and about the company and its
employees
Recreational programs
Employee recognition programs for
improvements in performance and efficiency
9. Community Relations
Community Relations- refers to the
Relations
activities that a business uses to acquire or
maintain the respect of the community
Examples
Sponsoring Special Olympics
Providing mentors for marketing students
Matching employee donations to local charities
10. Public Relations Specialists
Work with customers, employees, media,
civic and professional groups, legislators,
government officials, consumer activists,
stockholders, environmentalists, and
suppliers.
Work in both public & private sector
11. Public Relations Specialists
Principal task is to publicize good news
about a company and its products--- and to
control the damage done by any negative
news.
12. Public Relations Duties
Annual reports for investors and interested
customers
Brochures and responses to customer
inquiries
Short feature articles for trade magazines
Web site
13. Public Relations Duties
Develop press kits- folder containing
kits
articles, news releases, feature stories, and
photographs about a company, product, or
person
Hold press conferences- meeting in which a
conferences
business or organization invites media
members to hear an announcement about a
newsworthy event.
14. Now You’re the Public
Relations Specialist
Writing a News Release:
News release- a prewritten story about a
company that is sent to the various media
Usually contains information about the
company’s employees, stores, operations,
products, corporate philosophy, or participation
in an event or program
15. Now You’re the Public
Relations Specialist
Writing a News Release:
NEVER use the word publicity
Answer who, what, where, when, and why
Avoid opinions, unless directly quoting
Brief, but thorough
16. NOW…
Create a news release for the product you
chose for your promotion project.
Using the handout as a guide, you should
include all the necessary elements of a news
release.
Editor's Notes
The goodwill generated by such public relations events benefits the business in many ways. Well-planned and organized public relations efforts can increase sales, reinforce a good reputation, and increase the willingness of consumers to respond to advertising efforts for the company’s products.
Good communication b/w employees and customers is vital in promoting a favorable business image. Courtesy, helpfulness, interest, tolerance, and friendliness help make customers come back. This repeat business is what makes a company successful.
Many businesses go even further. They offer special suervices and amenities in order to maintain good customer relations. These services and amenities may include on=premise restaurants, child-care facilities, gift wrapping, check-cashing services, fax and copying services, and free delivery.
CAB’s============
Manufacturers, wholesalers, and retailers use customer advisory boards to test new products. A supermarket might want to learn about customer preferences regarding store hours and preferred cultural or health food products to stock. It may also want to learn whether customers like in-store promotional devices, such as electronic coupons and videocarts. By consulting with the advisory board, the supermarket can adjust or change policies, products, or promotional efforts to meet customers’ needs.
Some larger dept stores also hire consultants to assist customers with their purchases. Fashion, cosmetic, travel, bridal, and interior decorating consultants, as well as personal shoppers are ex’s of employees with specialized training who are hired by some retail firms.
National companies often employ consumer CAS’s==================
Businesses foster good community relations by participating in and sponsoring activities that benefit the civic, social, and cultural life of a community.
Companies encourage employees to join and remain active in civic organizations, such as the optimists, rotary club, or the lions. In addition, involvement with school community organizations, such as business advisory committees, business and school partnership programs, or the local chamber of commerce, provide recognition for individual employees and present a favorable image for the business.
EX: Brad able to go to Chamber from GEICO
Public: schools, hospitals, universities, government agencies, charitable organizations, and the military
In 1999, two different production problems in Belgium affected the taste, quality, and external odor of some Coca-Cola products. This prompted the Belgium health minister to take precautionary measures. Although no health or safety issues were discovered, the negative publicity affected the overall image and sales of Coke products in Europe. Coca-Cola Belgium removed all old products from the marketplace and destroyed them in an environmentally safe manner. The company also took steps to restart production with all new ingredients, performed more rigorous testing on all production lines, added new equipment, and improved monitoring systems. By acting quickly and responsibly, Coca-Cola was able to overcome the bad publicity.
Press kits are given to the media to assist them in reporting on the intended news item. These save time for public relations specialists b/c faq’s can be covered in one place.
Must carry a certain amount of newsworthy info so as to be picked up by the media!
Media should think of the information as news, not publicity!
