How Can Companies Exploit The Potential Of Public Relations And Publicity? Kotler Chapter 17 Aayushi Aggarwal IIT Kanpur
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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
Charitable Donations
Seminars
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.
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