THHGCS07B Coordinate Marketing Activities Lecture 2

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Public Relations (PR)

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Definition

"Public relations is the managementfunction which evaluates public attitudes,identifies the policies and procedures ofan individual or an organization with thepublic interest, and plans and executes aprogram of action to earn publicunderstanding and acceptance." - Public Relations News

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Examples

• public affairs

• community relations,

• investor relations,

• public press conferences,

• media events,

• internal communications,

• crisis communications

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Examples

• writing of a press release

• coordinating media contacts for an event or conference

• securing credentials

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Effort to influence the public

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Good PR is the telling of a good story

"If a dog bites a man it is not news; but ifa man bits a dog it is news".

- Lord Northcliffe

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The Fall of Advertising and the Rise of PR

• American marketing strategists Al and Laura Ries argue that public relations has become the most effective way to build a brand (e.g., The Body Shop )

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Target Market Relations (TMR)

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PR Strategy

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1. Determine your target

• Newspapers

• TV

• Radio

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2. Develop a database of contacts

• Primary editor or reporter of your target

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3. Determine your PR story

• Is it newsworthy?

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4. Write the press release

• Who, what, where, when, and why

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5. Send your press release

• Knowing your editor’s/reporter’s preference will increase chance of publicity

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6. Use your press release for other things

• Post on web site

• Direct-mail to customers and prospects

• Handouts on sales calls

• Fliers

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7. Establish relationships

• Network! Network! Network!

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PR kit

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Media kit

• An information packet about a business of product

• Like a resume for your company

• Collection of company information and articles to answer media questions

• Also known as Press kit

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The ingredients of a PR kit

• Letter of introduction (pitch letter)

• Introduction of the company

• Product/service information

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The ingredients of a PR kit

• Recent press publications and articles

• Audio/video files of media related contact (e.g., radio interview)

• Sample news story

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The ingredients of a PR kit

• Industry news

• Financial statements

• FAQs

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The ingredients of a PR kit

• Nonprofit and community service

• Recent awards

• Photos

• White papers

• Order form

• etc

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Making a PR story

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PR story

• Anything about your business that you want the public to know

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Making a PR story

• Determine your goals– Increase sales– Increase awareness – Develop goodwill– etc

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Making a PR story

• Choose your media targets

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Making a PR story

• Get creative– Can we tie our

product/service to a celebrity?

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Making a PR story

• Make the pitch

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Making press releases

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Elements of an effective press release

• AIDA (attention, interest, desire, action)

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Attention

• Catchy, creative, and pertinent headline

• Use capital letters

• Short and to the point

• Include some type of action

• Relating to a benefit

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Headline subtitle

• Additional, attention grabbing

• Who, what, where, when

• Don’t beat around the bush

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Add details

• Subject of your announcement

• Benefits/features

• Biography

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Add a quote from a key player

• President of the company

• Spokeperson

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Additional information

• Pricing information

• Contact information

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Resources

• www.entrepreneur.com

• http://www.ssdesign.com/librarypr/content/f4pr.shtml