Public relations, publicity and corporate advertising

2. Introduction
 In India PR means
 To get good write ups about the company or its brand
in the print media.

3. Definition
 It is the process of engaging the target segment in an
interesting way so that it responds favorably to the
intended communication and thus develops a
favorable image of the brand and/ or the company.
 In simple it means developing good relations with
people

4.  Traditional media
 Print
 Television
 Radio
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Internet
Events
Exhibitions
Lobbying
Social activities

5. Role of public relations
 Correct negative image
 Enhance positive image of the company in the mind
set target segments.
 Eg; human organization, aggressive past faced
organization, ethical company. (decide the PR
strategy)

6. Strength of public relations
 Personal touch
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Unlike advertising PR talk with customers with personal
touch.
Communication in a news paper through advertisements
v/s favorable write up in news paper by the journalist.
Exhibition v/s medical journal

7. Conts…
 Diversity of tools
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Traditional media
Social activities
Conferences meetings

8. Conts…
 Cost effectiveness
 United states v/s India (nuclear energy for peaceful
purpose )

9. Weakness of public relations
 Measurability results

isolate the impact of public relations
 Recency of domain
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New filed in India
Underdeveloped
Two decades old
Training schools
Learning trading on the job
Theories are hard to find

10. Conts…
 Paucity of good professionals
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Hard to find good professionals
Learn the job on trade

11. Public relations publics
 Important aspects
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Public
Relations

12. Publics
 Internal publics
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Organization (corporate organization -employees)
Segmentation – sex, location, hierarchy
 External publics
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Outside the organization
Homogenous
IPO
 Brokers, stockists, customers
 Existing share holders, company employees

13. Types of public relations
 Reason why a particular campaign
 Target segment
 Media
 Tools

14. Media relations
 Projected positively through the media
 Understands the media functioning
 Two functional streams
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Editorial side
Advertising side

15. Corporate public affairs and
community relations
 Corporate social responsibility (CSR)
 Health care
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Eg; TATA, Birla

16. Crisis management
 Natural disaster
 Jan 2001

17. Employee relations
 Employee satisfaction study
 Awareness about the goals – brand ambassadors
 WOM

18. Financial relations
 Bottom line
 Charitable organizations
 Debt
 Equity

19. Marketing relations
 Sale of company's product and services
 Prerogative
 Organise interviews with marketing executives

20. Tools of public relations
 Corporate brochures
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Mission, vision, products, operations, R&D
facilities, collaboration, key people
Customers, share holders, opinion leaders, govt, trade
partners

21.  Annual reports
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Financial details
Annual b/s, P/L A/c, auditors statement
Share holders
Promotional tool

22.  Posters
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Different from marketing dept.
marketing dept for trade
PR for the internal communication

23.  Fliers /leaflets
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Promotional pieces
Company, product
Not as elaborate as corporate brochure
Cheap and distribute liberally

24.  House journal
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Information about the happenings in the company, both the
professional and personal
Carries information about –birth days, anniversaries, deaths
Create a feeling with in the company

25.  Press kit
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Tool kit for media conference
Includes press release , company literature, gift voucher
During pres s conference

26. Videos and films
 Corporate films
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Audio visual medium
Used on product launches, training programs for the new
employees, dealers meets, bankers/investors meet

27.  Training films
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Undertake on behalf of HR dept.
Production of training films for the employees
 Investor /broker films
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The PR dept. is responsible for the production of AV
presentations of the company for brokers /investor when ever
there is a public issue

28. Special events and company
sponsorships
 Sponsor the events involves film
stars, cricketers, sports stars.
 World cup – buy sponsorships
 Femina miss India contests

29. Fund raising dinners
 More in west countries – India
 Hosted by political parties to raise funds for the parties
for campaigning purpose.

30. Meetings
 Internal publics
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Held annually or even frequently
Motivate employees
 External publics
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Trade meets, investor meets, share holders meets

31.  Social events
 ENGAGE SOCIAL EVENTS
 PICNICS, WEDDING OF CHAIRMANS DAUGHTER

32. Managing public relations
 Genesis Burson and Masteller
 Good relations
 Hanmer and partners
 Perfect relations

33. Planning public relations campaign
 Define objective

Possible, specific, measurable, achievable, realistic, time
bound
 What we want achieve from the campaign
 PR should clarify right at the beginning what is
possible to achieve and what is not.
 Budget

34. Implementation of programme
 IPO
 Identification of locations
 Identification of brokers and investors
 Selecting the avenue
 Invitations
 Ad campaign
 Promotional material
 Travel arrangements
 Media will need to be invited

35.  Final report will need to be prepared
 Follow up mailers

36. Evaluation programme
 Depend on the size of the issue and market
characteristics
 Corporate image that the company has in the market
 Nature of the instrument and the price brands
 Kind of money that has been put in the promotional
activities

37. Public relations and research
 Primary research
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Field work
Pre testing
Post testing
 Secondary research
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Up to date data base

38. publicity
 Any reference one is able to obtain through the media
 Credibility factor


39. Corporate advertising
 Done over mass media
 Promote company’s image
 Often brand image