Transcript
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 H NATESH MBA,M.Com. BMSEAC manu@bmsec.ac.in
Objectives : awareness creationproviding informationgoodwill promotioncreating interestchanging attitudes
MANU H NATESH MBA,M.Com. BMSEAC 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 H NATESH MBA,M.Com. BMSEAC 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 H NATESH MBA,M.Com. BMSEAC 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 H NATESH MBA,M.Com. BMSEAC manu@bmsec.ac.in
Types of PR Writing
• Business correspondence
• Corporate & internal communication
• Publicity writing
• Marketing communications
• Advocacy writing
MANU H NATESH MBA,M.Com. BMSEAC 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 H NATESH MBA,M.Com. BMSEAC 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 H NATESH MBA,M.Com. BMSEAC 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 H NATESH MBA,M.Com. BMSEAC 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 H NATESH MBA,M.Com. BMSEAC 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
MANU H NATESH MBA,M.Com. BMSEAC manu@bmsec.ac.in
Direct advertising media
• Post cards
• Booklets
• Catalogues
• Sales letters
• Gift advertising
• Sampling
• Leaflets
MANU H NATESH MBA,M.Com. BMSEAC manu@bmsec.ac.in
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 H NATESH MBA,M.Com. BMSEAC 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 H NATESH MBA,M.Com. BMSEAC manu@bmsec.ac.in
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