Public relations and media mgt

Chapter 4
INTRODUCTION TO PUBLIC RELATIONS
AND MEDIA MANAGEMENT
MANU H NATESH MBA,M.Com. BMSEAC
manu@bmsec.ac.in

Public relations
• "Public relations is a
strategic
communication process
that builds mutually
beneficial relationships
between organizations
and their publics.“
• Public relations can
also be defined as the
practice of managing
communication
between an
organization and its
publics. MANU H NATESH MBA,M.Com. BMSEAC
manu@bmsec.ac.in

Nature of public relations
• Objective
• Message
• Targeting
• Credibility
• Uncontrollable
• Low cost
manu@bmsec.ac.in

Objectives :
awareness creation
providing information
goodwill promotion
creating interest
changing attitudes
manu@bmsec.ac.in

Public relations planning
• It offers a model which is meant to be both
logical and easy to follow.
• "Tomorrow's communicators will be people who
can think strategically and deliver tactically. A
well-written annual report or brochure is of no
strategic value if it does not contribute to
meeting corporate goals and objectives."
-- Keith Sheldon
IABC Communication World (Oct. 1993)
manu@bmsec.ac.in

manu@bmsec.ac.in

Public relation strategy
• Refers to the communication process that
follows the guidelines for action to be
communicates for policy intervention in
consistent ways that meets the objectives of
communication.
• PRS should be simple and clear.
manu@bmsec.ac.in

Public relations writer
• The Role of the Writer Public relations writers
must be knowledgeable not only about publics
and channels but about all aspects of their
institution as well. The PR writer for a social
services agency must understand welfare
eligibility rules and federal funding guidelines.
• PR writers must know enough about the financial
aspects of a business to prepare the right
message for securities analysts and to develop an
annual report that stockholders can comprehend
and auditors will approve.
manu@bmsec.ac.in

Types of PR Writing
• Business correspondence
• Corporate & internal
communication
• Publicity writing
• Marketing communications
• Advocacy writing
manu@bmsec.ac.in

Introduction
• The media plays a very important role in most
community, public policy, national, and
international conflicts. Depending on the nature
and the amount of media coverage, the situation
can be made better or worse. If the media does a
good job of presenting the issues clearly, from
both sides' points of view, much can be done to
correct misunderstanding and avoid escalation
borne from rumors and fear. Coverage of
moderate, rather than extreme positions is also
helpful, as is coverage of attempts to de-escalate
or resolve the conflict.
manu@bmsec.ac.in

Meaning
• Media management is a term used for several
related tasks throughout post-production. In
general, any task that relates to processing
yourmedia is considered to be media
management, such as capturing, compressing,
copying, moving, or deleting media files.
manu@bmsec.ac.in

Roles of media
manu@bmsec.ac.in

Types of media
manu@bmsec.ac.in

Media planning
• Is the series of decisions involved in delivering
the promotional message to the prospective
purchasers of the product.
• It is also a process which means a number of
decisions to be made regarding the
advertising time space to achieve marketing
goals
manu@bmsec.ac.in

Factors to be considered in media
planning
• Nature of product
• Nature of customers
• Advertising objectives
• Nature of the message
• Advertising budget
• Media to be used
• Media availability and image
• Media coverage, frequency and cost
manu@bmsec.ac.in

Factors affecting selection of media
• Class of audience
• Extent of coverage
• Nature of product
• Nature of competition cost of media
• Time and location
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Outdoor advertising media
• billboards
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• Mobile bill boards
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• Vehicular advertising
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• Field signs
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• Electric light signs
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• Neon signs
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• sandwich men
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• Aerial advertising
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• In flight advertising
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• kiosks
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Direct advertising media
• Post cards
• Booklets
• Catalogues
• Sales letters
• Gift advertising
• Sampling
• Leaflets
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Internet advertising
• online advertising, also called online
marketing or Internet advertising or web
advertising, is a form of marketing and
advertising which uses the Internet to
deliver promotional marketing messages to
consumers.
• It includes email marketing, search engine
marketing (SEM), social media marketing, many
types of display advertising (including web
banner advertising), and mobile advertising.
manu@bmsec.ac.in

Methods of online advertising
• Banner ads
• Tickers
• Pop up ads
• Video ads
• Floating ad road blocks
• Email ads
• Wallpaper ads
manu@bmsec.ac.in

Public relations and media mgt

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