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    All About Public Relations!

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    Syed Jahanzaib
    This document discusses public relations (PR) and how it differs from advertising. It defines PR as a planned effort to strategically use communication channels to establish and maintain good reputation between an organization and its audiences. PR builds credibility through third-party promotion, has a continuous and long-term impact, and is a lower-cost and more effective way to build brands compared to advertising alone. The document also outlines PR tools like media relations, events, and publications, as well as tactics focused on generating momentum, participation, and positive associations.

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    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd

    All About Public Relations!

    Uploaded by

    Syed Jahanzaib
    51 views37 pages
    This document discusses public relations (PR) and how it differs from advertising. It defines PR as a planned effort to strategically use communication channels to establish and maintain good reputation between an organization and its audiences. PR builds credibility through third-party promotion, has a continuous and long-term impact, and is a lower-cost and more effective way to build brands compared to advertising alone. The document also outlines PR tools like media relations, events, and publications, as well as tactics focused on generating momentum, participation, and positive associations.

    Original Description:

    Introduction to Public Relation

    Original Title

    PR

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    This document discusses public relations (PR) and how it differs from advertising. It defines PR as a planned effort to strategically use communication channels to establish and maintain good reputation between an organization and its audiences. PR builds credibility through third-party promotion, has a continuous and long-term impact, and is a lower-cost and more effective way to build brands compared to advertising alone. The document also outlines PR tools like media relations, events, and publications, as well as tactics focused on generating momentum, participation, and positive associations.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    51 views37 pages

    All About Public Relations!

    Uploaded by

    Syed Jahanzaib
    This document discusses public relations (PR) and how it differs from advertising. It defines PR as a planned effort to strategically use communication channels to establish and maintain good reputation between an organization and its audiences. PR builds credibility through third-party promotion, has a continuous and long-term impact, and is a lower-cost and more effective way to build brands compared to advertising alone. The document also outlines PR tools like media relations, events, and publications, as well as tactics focused on generating momentum, participation, and positive associations.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 37

    ALL ABOUT PUBLIC RELATIONS!

    If a circus is coming to town


    and you paint a sign saying

    "Circus coming to the Fairground on


    Saturday,"

    that's advertising
    If you put the sign on the back of an elephant
    and walk him into town,

    that's promotion
    If the elephant walks through the mayor's
    flowerbed,

    that's publicity
    If you can get the mayor to laugh about it;

    that's PUBLIC RELATIONS!


    EVOLVING MARKET TRENDS
    • 1960s – Product Excellence
    The decade of a plethora of new products coming onto the market, with
    manufacturers vying with each other to achieve Product Excellence

    • 1970s – Branding Excellence


    Viable, high quality competing products having being established,
    manufacturers concentrated on brand positioning to try and achieve
    Branding Excellence

    • 1980s – Service Excellence


    With growing competition, even branding excellence proved to be not
    enough and sellers competed for attaining high service standards and the
    goal became Service Excellence
    EVOLVING MARKET TRENDS
    • 1990s – Dialogue Excellence
    With consumers becoming highly well informed, product, brand and service
    excellence began to be taken for granted. To achieve saliency, brands
    attempted to establish a dialogue with their clients through a variety of
    activities, schemes and incentives. The 1990s was the decade of Dialogue
    Excellence

    • 2000s – Relationship Excellence


    As we entered the new century, increasing globalization and faster
    communications meant that even dialogue excellence needed to be upgraded
    to a level where the brand should have a continuous relationship with its
    target audience. The current decade will therefore be one of Relationship
    Excellence
    PR … SOME CONCEPTS
    • …the actions of a corporation,
    store, government, individual,
    etc., in promoting goodwill
    between itself and the public, the
    community, employees,
    customers.

    • …is all about reputation - the


    result of what you do, what you
    say and what others say about
    you.
    PR …DEFINED
    PR IS A PLANNED EFFORT TO STRATEGICALLY
    USE VARIOUS CHANNELS OF
    COMMUNICATION TO ESTABLISH AND
    MAINTAIN GOOD REPUTATION BETWEEN AN
    ORGANIZATION AND ITS TARGET AUDIENCES
    PR & ADVERTISING
    Credibility

    Advertising is a
    controlled message
    whereas PR is not.
    Therefore PR is more
    credible..
    Third Party Promotion:

    Advertising is what you


    say about yourself (your
    product / your
    company) and PR is
    what 'others' say about
    you.
    Time Duration

    PR is continuous.
    Advertising is as and
    when needed
    Assistance
    PR and Advertising are complementary. One
    alone cannot reach places where both
    together can..
    PR VS ADVERTISING
    • Advertising Is the Wind. PR Is the Sun

    • Advertising Is Spatial. PR Is Linear

    • Advertising Uses the Big Bang. PR Uses the Slow Buildup

    • Advertising Is Visual. PR Is Verbal

    • Advertising Is Self-Directed. PR Is Other Directed

    • Advertising Dies. PR Lives

    • Advertising Is Expensive. PR Is Inexpensive

    • Advertising Favors Line Extensions. PR Favors New Brands

    • Advertising Likes Old Names. PR Likes New Names

    • Advertising Is Brand Maintenance. PR Is Brand Building


    Advertising vs. PR
    Advertising PR

    Creates awareness Builds credibility

    Sales & marketing tool Profile & Authority builder

    Production of creative materials and Story generation & editorial


    space buying placement

    Shifting perceptions through Shifting perceptions through re-


    repetition of those creative enforcement through credible
    materials third-parties

    Characters, slogans, jingles tell the You tell your own story…
    story
    PR DIMENSIONS
    • Media relations
    • Marketing/Brand
    communications
    • Corporate
    communications
    • Government relations
    • Financial
    communications
    PR TOOLS
    PR Tools
    • Media Relations
    • Press/Photo releases/VNR
    • Interviews
    • Articles & write-ups
    • Media tours
    • Press conferences
    • Press kits
    • Surveys
    PR Tools
    • Events
    • Seminars
    • Conferences
    • Workshops
    • Exhibitions
    • Road shows
    • Product launches
    • Entertainment events (concerts, fashion shows, dinner theatre,
    variety shows, cultural shows, etc)
    PR Tools
    • Publications
    • Newsletters
    • Brochures
    • Flyers
    • Special reports
    • Annual reports
    • Supplements
    PR Tools

    • Endorsers

    • Sponsorships
    PR TACTICS
    PR TACTICS
    Build One
    High Central
    Momentum Theme

    Encourage
    Generate
    Mass
    Goodwill
    participation

    Evoke
    Positive
    associations
    WHAT PR DOES…
    • Educate target audiences
    • Build credibility & remove misconceptions
    • Build positive image
    • Provide long term mileage to company
    • Create a market environment to increase receptivity of new
    concepts, ideas, procedures or products
    • Extend promotions or advertising
    • Leverage brand properties
    • Help manage issues or crisis
    • Make company personalities recognized
    • Capitalize on positive opportunities
    • Build relationships
    Target Audiences
    Internal
    –Employees,
    –Management

    External
    –Consumers
    –Government
    –Shareholders
    –Financial institutions
    Influencers

    • Media

    • Opinion formers

    • Community leaders

    • Others
    PR Objectives
    • Create awareness

    • Build credibility

    • Build hype, anticipation, excitement

    • Create empathy

    • Build relationships
    Thank You!

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