L 13 public relations and corporate advertising(1)

L -13
PublicRelationsand
CorporateAdvertising
Dr Rajdeep Bakshi
Director
Scintillance
Education and
Consulting (Pvt.)
Ltd.

Public Relations
© Prof.( Dr.) R.Bakshi-No part of this ppt presentation canbe usedfor
any other puropseapart from classroomteaching and training.
Illustrations and screenshotsare propertyrights of respective
companies as applicable.

Public
relations
(Definition)
"Public relations is a strategic
communication process that builds
mutually beneficial relationships
between organizations and their
publics."

Goals of
Public
relations
1. Reputation management, deal with the
identity and perception of the
organization.
2. Relationship management, focus on
how the organization connects with its
stakeholders.
3. Task management, concerned with
achieving tasks.

Functions
of public
relations
Function of PR
1. Connect with public using various means
like press releases, social media,
products and events to facilitate the
building and managingrelationships.
2. Buildingrelationships with customers
and responding to inquiries from the
public fall under the PR functionof
corporate communications.

Roles of
public
relations
1. Social Media. One emerging function of
public relations is to maximize
an organization’s positive use of social
media to build its image.
2. Monitoring public comment about the
organization on the Internet can also
give PR professionals early warning of
any emerging trends or problems.

Benefits of
Public
Relations
 Corporate public relations departments help
companies communicate with their stakeholders.
Public relations department employees are involved in
a variety of tasks, ranging from writing press releases
to managing the company’s brand. Corporate public
relations tends to be fast paced, and PR practitioners
must be able to adapt quickly to changing priorities.
 Public relations department employees are involved in
a variety of tasks, ranging from writing press releases
to managing the company's brand.

Merits and
Demerits of
PR
Demerits
1. Marketers do not have direct
control over the message
location during delivery.
2. Generally information is
conveyed to a member of the
news media , thus, the final
message may not as per the
marketer’s plan.
3. The campaign has the potential
to produce low return if the news
media carrying the message feel
the there is little value in running
the story.
4. There is always a chance that a
well devised news event or
release will get pushed away
from planned media coverage
because of a more critical
breaking news story.
Merits
1. PR helps to establish credibility
for a product, company or
person in the minds of targeted
customer groups by capitalizing
on the influence of a third-party.
2. A well-structured campaign can
result in the target market being
exposed to more detailed
information.
3. Depending on the media outlet,
a story mentioning a company
may be picked up by a large
number of additional media,
thus, spreading to many
locations.
4. Public relations objectives can be
achieved at very low cost when
compared to other promotional
efforts.
© Prof.( Dr.) R.Bakshi-No part of this ppt presentation
canbe used for anyother puropse apart fromclassroom
teaching andtraining. Illustrations and screenshots are
property rights ofrespective companiesas applicable.

Tools and
Techniques
Attendance at public event. Enables the PR executives to directly
reach the public attending the event and indirectly, a much larger
audience.
Press release. Press release is therefore one of the oldest and most
effective PR tool as people at times consider information sent through
paid advertisements as not trustworthy.
Newsletter. PR specialists use it to share news and general information
interest to the target audience rather than merely promoting
products/services.
Blogg’s. Allows the PR specialist to create and maintain a relationship
with the target audience and establish a two-way communication.
Social media. Social media networks are utilised by a growing number
of PR specialists to establish a direct communication with the public,
consumers, investors and other target groups.© Prof.( Dr.) R.Bakshi-No part of this ppt presentation canbe usedfor

Case:Airtel
My Story

Case of
:”ITC
Classmate –
spell bee
campaign”

Case
Dabur –
Immune
India

PR
(WhoWorks
There?)
There should be no debate about the strategic place
of PR and Corporate Communication placed directly
under the CEO. PR should be part of CEO’s meetings
for strategic decisions.
1. A manger or director often heads the
department.
2. The head of the PR might be a vice president.
3. PR specialists or associates might be assigned
to handle specific areas, such as media or
publications, or might work as PR generalists

Job of PR
When a PR employee receives a call or email requesting
information or clarification, he/she researches the issue
and prepares an appropriate response.
In some cases, they might act as the company
spokesperson, in others, they might set up an interview
for a reporter or media representative with a company
executive or manager.
PR employees also contact the media to pitch stories
that present the company in a positive light.

JobsV/S
Positions
(empathy is
needed)
 Top management communicates with
 Politicians
 Media
 Stakeholders
 Police
 Marketing managers communicates with
 Customers
 Distributors
 Advertising partners
 Lawers

Managing
Crisis
1. PR must handle difficult
situations with sensitivity
2. PR employees must have
ability to convey
information thoughtfully
and tactfully.
3. Responsible for crafting
the companystrategy in
crisis.
4. PR Staff provide
information and advise
executives acting as
spokespersonduring crisis.

Case of
facebook
post

Corporate Advertising

Corporate
Advertising
(Definition)
A form of advertising
focusing on the
organizationitself with
the purpose of
promotingthe name,
image, personnel, or
reputation of the
company,organization,
or industry, it does not
promote a specific
product or service.

Strategy for
Corporate
Advertising
What? – Message
Whom? –Target segment
When? –Timing
Where? - Media

When?
Timing
Long term
commitment
for maximum
benefit and ad
spends
No Ad hoc
decisions

Eg.

Benefits?
1. It creates a long term favourable image about an
organization.
2. Today’s organizations find conflicting views of their
roles, responsibilities and performances.
3. Acts as a powerful tool
4. Builds corporate identity, credibility, confidence
5. Communicates company goals
6. Removes mistrust through familiarity
7. Improves acceptance of the brand

Goals
1. To create awareness about the existence of the
company & purpose for which is had been
established.
2. To give it a recognizable identity.
3. To give a sense of belonging to the employees &
the internal public.
4. To project an image of the organization amongst
the external publics as one, which was helping to
ensure a fair distribution of vital but scarce
commodity.

What – the
message
Improve / Restore
confidence
Highlight effort of social
responsibility
Correct misconception
Improve public attitude
Generate understanding

Sample
© Prof.( Dr.) R.Bakshi-No part of this ppt presentation
canbe used for anyother puropse apart fromclassroom
teaching andtraining. Illustrations and screenshots are
property rights ofrespective companiesas applicable.

Whom? –
target
segments
Internal (employees , managers, staff, trade
unions)
Commercial (customers, suppliers, trade
channels, partners, business associates)
Financials (shareholders, banks, merchant
bankers, stockbrokers)
Government (legislators, bureaucracy,
committee, local bodies)
Overseas (customers, government, banks,
media, associates)
Others (opinion leaders, pressure groups,
media, public)

Where -
Media
Media (daily, magazines, television,
cinema, radio, outdoor, direct mail)
Annual reports
In-house journal
Chairman’s review
Financial
Recruitment

Types of
Corporate
Advertising
Corporate ad looking like a product
ad which encourages people to trust
and enjoy dealing with the company.
Corporate ad act to convey specific
information to the public & at the
same time to promote the
organization.
Image advertising allows companies
to differentiate themselves from
rivals.

ThankYou
BestWishes

L 13 public relations and corporate advertising(1)

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Was ist angesagt?

Was ist angesagt? (20)

Ähnlich wie L 13 public relations and corporate advertising(1)

Ähnlich wie L 13 public relations and corporate advertising(1) (20)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

L 13 public relations and corporate advertising(1)