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Public Relations
Why is it important to have a PR campaign? Give an example of a situation that illustrates the importance of a PR campaign and how is the effectiveness of public relations best measured? Explain your answer.
A good PR campaign is important for many reasons (Elements of a PR plan). It can increase a company's credibility because of a consumer's respect for the media. Media coverage can establish a company as a major player in an industry and because it can bolster public image it can sometimes allow a company to charge more for its products. A PR campaign can also stretch a company's marketing budget because the media does not charge for news coverage. Nothing illustrates the importance of a PR campaign more than the launch of a brand or a new product through a media outreach campaign. The media likes to write about something new because they view it as news worthy.
The type of public relations activity largely dictates how the results can best be measured. The list below illustrates common measurements (Lubber, 1996). Levels I through III deal with the production, distribution and placement of the communication tactics. Levels IV and V report...
Measurement of Production
II. Measurement of Distribution
III. Measurement of Message Exposure
Topics include: gross impressions, dollar value, cost per person, systematic tracking, requests, audience attendance, pilot tests and split messages.
IV. Measurement of Message Accuracy
V. Measurement of Audience Acceptance
VI. Measurement of Attitude Change
VII. Measurement of Audience Action
VIII. Measurement of Supplemental Activities
Topics include: communication audit, meetings, events, newsletters, content analysis, readership interest surveys, article recall, readability, advisory boards
2. What are some differences between advertising and publicity?
There are many differences between advertising and publicity as outlined by Your Guide to Advertising (Duncan). The most obvious is that advertising involves paying for space while publicity is typically free (note, the company may spend a…
Bibliography
Duncan, A. 10 differences between advertising and public relations. Your Guide to Advertising. Retrieved November 10, 2005 from Web site: http://advertising.about.com/od/careersource/a/10advpr_2.htm
Elements of a PR plan. Retrieved November 10, 2005 from Web site: http://66.102.7.104/search?q=cache:rPmfCrkpCCsJ:pr.e-agency.com/pdf/elementsofaPRplan.pdf+%22why+public+relations+is+important%22& hl=en
Lubber, C.A. Assessing corporate public relations campaigns: attempting to demonstrate fiscal responsibility. Journal of Integrated Marketing Communications. Retrieved November 10, 2005 from Web site: http://jimc.medill.northwestern.edu/1995-1996/lubbers.htm
Public Relations So what is a business? A business is an organization that operates to generate profits, usually for its owners. Those owners may be a private individual or individuals, a group of individuals who form a partnership, or a wider group of people with a financial interest in the business and its profits because they are shareholders or members. The things a business does to generate those profits are varied.
Public Relations Policies of a Private Company in Kuwait Public Relations Policies Mais Alghanim Restaurant Kuwait Mais Alghanim Restaurant is a Kuwait-based private business corporation owned and controlled by Barakat family. The company offers all kinds of food, restaurant, and catering services to every kind of customers. Mais Alghanim Restaurant is recognized for its highest quality of food and excellence in customer services. Emile Barakat (Abu Edmond) carried forward the vision of his
Public Relation The concept of 'public relations' with which we are familiar in the modern world is less than hundred years old. Even though it has a considerably short period of history, the concept has been defined in several varying ways. (About Public Relations) Public Relations are a means of communication which is basically focused toward achieving public understanding and acceptance. Public relations usually focus on issues in contrast to goods
Public relations is an integral part of today's business world, being one of the catch-phrases associated with professional success. Having good "PR" is essential to the growth of a company, and a good PR representative is worth his or her weight in gold. Yet most professionals of many trades whose job stability is largely dependent on the public relations aspects of the company honestly have no idea what a public
From this point-of-view the PR campaign's objectives in this case are: Increasing the company's market share up to 6% Increasing the company sales up to11% Identifying the target customer segments Identifying different categories of public relies on identifying values, behaviors, ideals, expectations, involvement degree or possibilities of acceptance of the ideas promoted by the campaign. Basically, for the new line of products for summer use, L'Oreal is targeting the same customer segments that
They did this by stressing the engineering expertise that the company is well-known for, coupling it with their well-respected Toyota Production System (TPS) which unifies suppliers to their internal supplier quality management standards. It is common knowledge that the TPS is a complex set of processes for coordinating with suppliers, and often requires up to a year of coordination between Toyota and a given supplier before a single product