Direct marketing and public relation

1. Direct marketing
&
PUBLIC RELATION
BADMDEPT.

2. WHAT IS DIRECT MARKETING?
“Direct marketing is an approach to attempt
the customer directly. It is personal
approach to reach to the customers
individually on one to one basis. This direct
approach may be through sales letters,
circulars, leaflets, folders, broachers, and
telemarketing, kiosks and websites.”

3. REQUISITES FOR
SUCCESS OF DM
• Comprehensive, reliable and updated database
• Proper targeting of markets/ Prospects
• Marketing of high quality products
• Assurance of proper after sales service and
warrantee.
• Continuous efforts to prospect new market and
retain existing one.

4. FORMS OF DM
• Door to door selling (Home shopping)
• Mail order selling
• Vending machines
• Online or Internet marketing
• Tele marketing
• Multilevel marketing

5. WHAT IS PUBLIC RELATION?
"Public Relations is a management function
which tabulates public attitudes, defines
the policies, procedures and interest of an
organization followed by executing a
program of action to earn public
understanding and acceptance. "

6. PUBLIC RELATION is?
• Deliberate effort
• Planned effort
• Sustained effort
• Mutual understanding
• An organization
• publics

7. The Role of Public Relations
To manage relationships with the public
General
PublicEmployees
Suppliers
Stockholders
Customers
CLIENT

8. NATURE
Public relations is the art and science of managing
communication between an organization and its key
constituents to build, manage, and sustain its
positive image.

9. 1. Evaluation of public attitudes and opinions.
2. Formulation and implementation of an
organization's procedures and policy regarding
communication with its publics.
3. Coordination of communications programs.
4. Developing rapport and good-will through a two
way communication process.
5. Fostering a positive relationship between an
organization and its public constituents.
PUBLIC RELATION INVOLVES-

10. OBJECTIVE
•Public relations provides an organization or individual
exposure to their audiences using topics of public interest
and news items that do not require direct payment.
• The aim is often to persuade the public, investors,
partners, employees and other stakeholders to maintain a
certain point of view about the company, its leadership,
products or of political decisions.
• Common activities include speaking at conferences,
winning industry awards, working with the press, and
employee communication.

11. •It provides relevant information on planning technical
and organizational developments, inventions and their
potential utilization, etc.
•The scope of public relation is wide and also include
political field. Entrepreneurs, teachers, political
leaders, social workers, religions, leaders are all
involved in public relations day in and day out.
•In business public relation is tool of management
like marketing, production and finance. It is
investing and creating asset for an organization
which is finally reflected in improved performance
profitability, and growth of the organization.

12. SCOPE
•Public relation is a window of the corporation through
which management can monitor external changes
• We find regular conflicts between employer-employee
consumer-manufacturer, management-shareholders,
citizens-government and so on due to misconception and
misunderstandings. These are generally the major
challenges where public relation practitioners can play a
crucial role. They should get to know the psychology of the
public mind and acquire skill in solving and also avoiding
such conflicts

13. Other public relations activities
include:
•Publicity events
•Books and other writings
•Collateral literature, both offline and online
•Direct communication
•Blogs
•Social media and social networks

14. FUNCTIONS
1. Press Relations-
Presenting news and information about the
organization in the most positive light.

15. 2. Product publicity-
Sponsoring efforts to publicize specific products.
When new products are introduced to the market the role
that public relations plays is crucial for creating
awareness and differentiating the product in the
public’s eyes from other similar products. When
existing products need a push public relations is often
called on the improve product visibility.

16. 3. Corporate Communication-
Promoting understanding of the organization through
internal and external communication.

17. 4. Lobbying-
Dealing with legislators and government officials to
promote or defeat legislation and regulation.

18. 5. Counseling-
Advertising management about public issues and
company positions and image during good times and
crises.

19. Tools of Public
Relations
1. Press Release
2. Press Kit
3. Photography
4. Feature Article
5. Printed Material
6. House Organs
7. Posters, Exhibits and Bulletin Board
8. Audio-visual Material
9. Speeches
10.Sponsorships
11.Public Service Activities
12.Events

20. Example of Press Release

21. Reebok Used a Press Conference
to Announce the Sponsorship of
Shakira