How can companies exploit the potential of public relations?

How Can Companies Exploit The Potential Of Public Relations And Publicity?

Kotler Chapter 17Aayushi Aggarwal IIT Kanpur

Public Relations and Publicity

Variety of programs directed to promote or protect a company's image.Highly credible than ads

Impress by telling the story behind your company

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Public relations (PR) is the practice of managing the spread of information between an individual or

an organization (such as a business, government agency, or a nonprofit organization) and the public.

The aim of public relations is to inform the public, prospective customers, investors, partners,

employees, and other stakeholders and

ultimately persuade them to maintain a certain view about

the organization, its leadership, products, or of political decisions.

How Can Companies Exploit The Potential Of Public Relations And Publicity?

A wise company takes concrete steps to manage successful relationships with it’s key public to build goodwill

They have Public relations departments who perform the following 5 functions:

Role of

PR Dept

Press relations Product Publicity Corporate Communications Lobbying Counselling

Press relations

The activity of developing and keeping good relationships with media in order to make them more aware of a product or service, or of a company or organization Presenting news and information in the most positive light.

Product Publicity

Sponsoring efforts to publicize specific products

Corporate Communications

A set of activities aimed at creating favorable point of view among stakeholders on which the company depends.

Lobbying Lobby groups are created to

influence government policy, corporate policy or public opinion, typically in a way that benefits the sponsoring organization.

Counselling

Advising management to adopt positive programs and eliminate questionable practices, so negative publicity does not arise in the first place.

Example

Apple

Steve Jobs’ heavily anticipated Macworld keynote speeches helped Apple to create an innovative image.

He gave more than 30 speeches in various parts of world.