Public Relations involves a variety of programs designed to maintain or enhance a company's image and the products and services it offers. Successful implementation of an effective public relations strategy is a critical component to a marketing plan.
Public relations is one of the most effective methods to communicate and relate to the market. It is powerful and, once things are in motion, it is the most cost effective of all promotional activities. In some cases, it is free.
Effective public relations seeks to communicate information to:
• Launch new products and services.
• Reposition a product or service.
• Create or increase interest in a product, service, or brand.
• Influence specific target groups.
• Defend products or services that have suffered from negative press or perception.
• Enhance the firm's overall image.
Goals and Objectives
• Press relations
Communicating news and information of interest about organizations in the most positive light.
• Product and service promotion
Sponsoring various efforts to publicize specific products or services.
• Firm communications
Promoting a better and more attractive understanding of the organization with internal and external communications.
• Lobbying
Communicating with key individuals to positively influence legislation and regulation.
• Internal feedback
Advising decision makers within the organization regarding the public's perception and advising actions to be taken to change negative opinions.
by T. Berry and D. Wilson |