Media Mix and Public Relations

Pranav Khullar
Pranav KhullarIntern um Britannia Industries
Presentation on -
Media mix, Public Relations &
Newsletters
By :-
Pranav khullar
Media
Mix
Media mix ?
“ Media mix is the combination of various media
modes used for advertising campaigns or for
the promotional activities of the business.”
Various media modes are :-
1 – Print Media
2 – Electronic Media
3 – Online Media(Modern Media)
Role of Media mix in “ Business ”
 In business , Media mix is used to advertise or promote
the products widely with the help of combination of
various media modes like T.V , Radio , Newspaper and
online advertisement.
 It helps in Planning media strategy, including the specific
types of consumers/audiences the messages will be
directed to.
 It also helps to manage the cost of advertisement and
also to cut the cost of advertisement
 It helps the organisations to reach the target market.
 Media mix is also known as ‘HEART OF BRANDS’.
A guide for making effective Media-
mix !
 Mass reach
 knowing the life style
 Interactive media
 Correct information
 Cost effective
 Composing the best media modes.
Media Mix Modelling
 Concept of Media-Mix Modelling was introduced
in 2001 by “Miss Gloria Rosenberg”(media
analyst of Apple Inc).
Media mix modelling is a process of making a
model of appropriate media mix which can help
the business to grow more with less investment
in the advertising.
 It helps in allocating of best media modes in
different directions for the advertising campaigns
Dimensions of Media-Mix Model
1. Media-mix customisation –
- In this , customisation of various media
modes is done according to the analysis done
by media analyst.
- Media mix customisation is done on the
basis of target market and planned
advertisement budget
- customisation is also done on the basis of
living standard of people and also on the
literacy level of people
2. Microscoping Media-Mix –
- In this a microscopic study is taken by media
analyst , which relates the factor involved in
the advertisement and effect on total sales .
- Some factors are controlled with the help of
microscopic study and they are further
removed for the cost effectiveness.
- It helps to change the media strategy if
required
- Microscoping is the necessary part of media-
mix which helps to compare the results .
Media Mix and Public Relations
What is Public Relation?
“Public Relations is the art and social science
of analyzing trends, predicting their
consequences, counseling organization
leaders and implementing planned
programes of action which will serve both the
organization’s and the public interest.”
Public relation is Two-Way process !
to interpret an organization to
society
it keeps the organization informed
about the expectation of the society
Elements of Public relation :-
 Human relations:
No person can work independently & everyone who works in
an organization directly or indirectly depends on one another.
 Empathy
Empathy means feeling with the other person to analyse
others point of view & is regarded as primary pre-requisite for
a satisfying experience in a relationship where a certain
degree of depth of understanding is expected.
 Persuasion:
If one party compels another to do something instead of
perusing him this is called Depotism. It is against the principle
of proper conduct sanctioned by society. A sense of human
interest on the person who is being persuaded will
understand & appreciate the cause & effect of this action.
 Dialogue:
Dialogue is a reasonable exchange of ideas bringing into view a
new form of knowledge, the use of dialogue is for influencing
behaviour like selling goods or inspiring innovative ideas.
Role, Need & Importance of Public
Relation :-
• The main goal of a public relations department is
to enhance a company’s reputation.
• Public relations provide a service for the company
by helping to give the public and the media a
better understanding of how the company works.
• PR also helps the company to achieve its full
potential. They provide feedback to the company
from the public.
• Purpose of public relations is to show the
company in a positive light no matter what.
• The PR worker must also be able to cope very
well under pressure. He or she must have the
ability to cope with a barrage of questions
from the media and the public.
Process of Public Relation
1. The first step is "defining public relations problems," usually
in terms of a "situational analysis," or a "SWOT analysis"
(strengths, weaknesses, opportunities, threats).
This should answer the question, "What's happening now" ?
2. The second step in the public relations process is "planning
and programming," where the main focus is "strategy."
This step should answer the question "what should we do
and say, and why?"
3. The third step in the public relations process is "taking
action and communicating," also known as
"implementation";
This step should answer the question, "How and when do we
do and say it?“
4. The forth step is "evaluating the program," making a final
"assessment,“.
This steps answer the question "how did we do?" This is where
public relations professionals make a final analysis of the success
of their campaign or communication.
Newsletters
A newsletter is a publication that is distributed
over regular intervals of time to a group of
defined individuals.
It is an effective communication tool utilized
mostly to teach, inform, announce events, and
promote new products and services all together.
It can be either printed or have electronic format.
Newsletter
Rules to write a Newsletter
Create A
Newsletter
Strategy
Know Your
Audience
Create a User
Friendly
Newsletter
Pay attention when
publishing a
Newsletter
Write For
your Audience
Advantages of Newsletter
Credibility &
Relationship
Delivers more
information than
brochures &
posters
Good For reporting
on progress &
achievements
Important tool for
Advertising
Not so Expensive ,
can be done in-
house also
Disadvantages of Newsletter
• Reluctance
of Recipients to must
provide their e-mail
addresses. To
subscribe E-mail
newsletter
Frequent use of
spam filters so the e-
mail newsletter may
be rejected as a
spam
Cannot target
illiterate people
o Email newsletters are very
inexpensive to produce and
distribute.
o Reading long text in an
email is difficult on the eyes
.
o Easy to personalize and
changes can be made as per
requirement.
o Expensive to produce and
distribute.
o Long text can be read with
ease and is not difficult on
the eye.
o once an issue is published,
o it won't be printed again.
Comparison
E-Mail Newsletter Printed Newsletter
Comparison
Newsletter
• a periodical publication with
articles about one main subject
or topic by one or more
authors
• available by subscription to
interested parties or distributed
to members of an organization
|
• written for a group of people
with a common interest
Magazine
• a periodical publication with
articles, stories, or pictures on
multiple subjects by multiple
authors
• available by subscription or
from newstands often heavily
supported by advertising
• written for the general public
Tips to prepare a Good Newsletter
 Identify and stick to an editorial focus
 Establish regular columns and features
 Develop & follow an editorial calendar
 Table of contents
 Give lots of good advice
 Keep your writing things clear and concise
 Link to other articles
 Plan ahead and look back
 Tips and Best Practices
 Reader surveys
Media Mix and Public Relations
Media Mix and Public Relations
1 von 27

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Media Mix and Public Relations

  • 1. Presentation on - Media mix, Public Relations & Newsletters By :- Pranav khullar
  • 3. Media mix ? “ Media mix is the combination of various media modes used for advertising campaigns or for the promotional activities of the business.” Various media modes are :- 1 – Print Media 2 – Electronic Media 3 – Online Media(Modern Media)
  • 4. Role of Media mix in “ Business ”  In business , Media mix is used to advertise or promote the products widely with the help of combination of various media modes like T.V , Radio , Newspaper and online advertisement.  It helps in Planning media strategy, including the specific types of consumers/audiences the messages will be directed to.  It also helps to manage the cost of advertisement and also to cut the cost of advertisement  It helps the organisations to reach the target market.  Media mix is also known as ‘HEART OF BRANDS’.
  • 5. A guide for making effective Media- mix !  Mass reach  knowing the life style  Interactive media  Correct information  Cost effective  Composing the best media modes.
  • 6. Media Mix Modelling  Concept of Media-Mix Modelling was introduced in 2001 by “Miss Gloria Rosenberg”(media analyst of Apple Inc). Media mix modelling is a process of making a model of appropriate media mix which can help the business to grow more with less investment in the advertising.  It helps in allocating of best media modes in different directions for the advertising campaigns
  • 7. Dimensions of Media-Mix Model 1. Media-mix customisation – - In this , customisation of various media modes is done according to the analysis done by media analyst. - Media mix customisation is done on the basis of target market and planned advertisement budget - customisation is also done on the basis of living standard of people and also on the literacy level of people
  • 8. 2. Microscoping Media-Mix – - In this a microscopic study is taken by media analyst , which relates the factor involved in the advertisement and effect on total sales . - Some factors are controlled with the help of microscopic study and they are further removed for the cost effectiveness. - It helps to change the media strategy if required - Microscoping is the necessary part of media- mix which helps to compare the results .
  • 10. What is Public Relation? “Public Relations is the art and social science of analyzing trends, predicting their consequences, counseling organization leaders and implementing planned programes of action which will serve both the organization’s and the public interest.”
  • 11. Public relation is Two-Way process ! to interpret an organization to society it keeps the organization informed about the expectation of the society
  • 12. Elements of Public relation :-  Human relations: No person can work independently & everyone who works in an organization directly or indirectly depends on one another.  Empathy Empathy means feeling with the other person to analyse others point of view & is regarded as primary pre-requisite for a satisfying experience in a relationship where a certain degree of depth of understanding is expected.
  • 13.  Persuasion: If one party compels another to do something instead of perusing him this is called Depotism. It is against the principle of proper conduct sanctioned by society. A sense of human interest on the person who is being persuaded will understand & appreciate the cause & effect of this action.  Dialogue: Dialogue is a reasonable exchange of ideas bringing into view a new form of knowledge, the use of dialogue is for influencing behaviour like selling goods or inspiring innovative ideas.
  • 14. Role, Need & Importance of Public Relation :- • The main goal of a public relations department is to enhance a company’s reputation. • Public relations provide a service for the company by helping to give the public and the media a better understanding of how the company works. • PR also helps the company to achieve its full potential. They provide feedback to the company from the public.
  • 15. • Purpose of public relations is to show the company in a positive light no matter what. • The PR worker must also be able to cope very well under pressure. He or she must have the ability to cope with a barrage of questions from the media and the public.
  • 16. Process of Public Relation 1. The first step is "defining public relations problems," usually in terms of a "situational analysis," or a "SWOT analysis" (strengths, weaknesses, opportunities, threats). This should answer the question, "What's happening now" ? 2. The second step in the public relations process is "planning and programming," where the main focus is "strategy." This step should answer the question "what should we do and say, and why?"
  • 17. 3. The third step in the public relations process is "taking action and communicating," also known as "implementation"; This step should answer the question, "How and when do we do and say it?“ 4. The forth step is "evaluating the program," making a final "assessment,“. This steps answer the question "how did we do?" This is where public relations professionals make a final analysis of the success of their campaign or communication.
  • 19. A newsletter is a publication that is distributed over regular intervals of time to a group of defined individuals. It is an effective communication tool utilized mostly to teach, inform, announce events, and promote new products and services all together. It can be either printed or have electronic format. Newsletter
  • 20. Rules to write a Newsletter Create A Newsletter Strategy Know Your Audience Create a User Friendly Newsletter Pay attention when publishing a Newsletter Write For your Audience
  • 21. Advantages of Newsletter Credibility & Relationship Delivers more information than brochures & posters Good For reporting on progress & achievements Important tool for Advertising Not so Expensive , can be done in- house also
  • 22. Disadvantages of Newsletter • Reluctance of Recipients to must provide their e-mail addresses. To subscribe E-mail newsletter Frequent use of spam filters so the e- mail newsletter may be rejected as a spam Cannot target illiterate people
  • 23. o Email newsletters are very inexpensive to produce and distribute. o Reading long text in an email is difficult on the eyes . o Easy to personalize and changes can be made as per requirement. o Expensive to produce and distribute. o Long text can be read with ease and is not difficult on the eye. o once an issue is published, o it won't be printed again. Comparison E-Mail Newsletter Printed Newsletter
  • 24. Comparison Newsletter • a periodical publication with articles about one main subject or topic by one or more authors • available by subscription to interested parties or distributed to members of an organization | • written for a group of people with a common interest Magazine • a periodical publication with articles, stories, or pictures on multiple subjects by multiple authors • available by subscription or from newstands often heavily supported by advertising • written for the general public
  • 25. Tips to prepare a Good Newsletter  Identify and stick to an editorial focus  Establish regular columns and features  Develop & follow an editorial calendar  Table of contents  Give lots of good advice  Keep your writing things clear and concise  Link to other articles  Plan ahead and look back  Tips and Best Practices  Reader surveys