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Press Release-Media tools supplying content to the media .Newspapers acquire such content from press agencies such as the Press Association which employ their own journalists, as well as from PR agencies and some intermediate services such as PR Newswire.
The Press Association/Press Trust of India- It is the largest supplier of the content to the Newspaper agencies. It has the reputation for impartiality.
Video and Audio News Releases (VNR/ANR)- These are pre-edited video or audio news stories sent to broadcast news stations in just the same way that press releases are sent to the print media.
Building Relationships- PR and media should depend upon their integrity and independence and must stress on strict adherence to honesty.
Dumbing down the Media- Alarming effects of the rapidly growing PR industrys relationship with media is that it leads to a steady dumbing down of most news outlets.Media is dominated by big corporations.Few newspaper agencies have become more corporate so its emphasis has shifted from traditional news values-investigating and reporting-to market-driven values-profitability and maximum leadrship.
PR on the internet- Virtual marketing ,blogging.
PR TOOLS
Corporate Brochure,Annual Reports, Fliers/Leaflets, Press kit ,House Journals, Handbook ,Bulletin Board, Posters, Newsletter/Articles, Goodwill Letters, Special events and sponsorships, Videos and films, Fairs and Exhibitions, Press Conference, Opinion Poll, Staging an open house, Public Address system, Meetings and Seminars, Webpage
Corporate Brochure: Conveys the reader about the corporate vision and mission, its products,operations,facilities,collaborations etc.It is exclusively designed for partners and government officials.
Annual Reports: Its a form of written financial document which gives financial detail of the company on annual basis..It includes information such as balance sheet,profit and loss account,auditors statement.It is given to the shareholders,clients and suppliers.
Fliers/Leaflets: Prepared for visitors.These provide short piece of information.They are less expensive ,so distributed liberally.
Press Kit: Essential PR tool kit for any media communication such as media conference, press meet and so on.It contains press release,company literature,gift voucher,copmpany photographs,etc.
House Journals: It is the mouth piece of company.It is circulated for employees. It carries messages from the top level management about happenings and proceedings of the company on both professional and personal front.It is known as the voice of the sponsorer.It includes comments,opinions,events,feelings of the members abt.the companny.It is informative,instructive,stimulating,interesting,en tertaining and inspiring tool of comm.
Handbook: Informative form of written communication relating to policies,rules,procedures,practice as well as how to do a particular task.It acts as a ready reckoner gude to the new employees.It includes history ,mission,vision,background,growth,development,stru cture etc.
Bulletin Board: Useful for disseminating the information and official announcements through posters,messages,in meeting places and public gatherings.It is a form of notice board.It is used for reminding the pending or outstanding ventures or assignment.
Posters: It is a document,a play card displayed in public places as an announcement or advertisement.It includes pictures and illustrations.It is external form of comm.meant for bypassers.
Newsletter/Articles: An informal printed report which sends the information over mail regularly to members,selected groups,societies,government,NGO,Insurance companies.
Feature writing leads to the development of opinions and generalised judgements.It includes politics,economics,legal,international matters etc.
Special events and sponsorships: Event marketing and corporate sponsorships are used as promotional strategies to increase sales and enhance image of company.Celebrity adv.,endorsements of products by models,beauty queens,sports.Sponsoring events like IPL,World Cup,Beauty Pageant,Commomnwealth games,Fashion week,Award ceremonies etc.
Videos and films: Public service films and institutional advertisement. Persuasive comm.through audio visuals during product launches,training programs,dealers/brokers meet.
Fairs and Exhibitions: Publicity covering rural as well as urban audience in global market.A temporary arrangement of display of products for public viewing. It is an activity/art of window display of stores,exhibitions at fairs,conventions,trade shows.It gives immediate feedbacks,meet competitors,identify threats.
Press Conference: An event conducted by the company where all the journalist fraternity from press media are invited to assemble and allow an interrogative session with the company.Held during launches,contracts,tie-ups etc.Conducted by the company spokeperson.
Opinion Surveys and Polls: Companies conduct the research to know about the acceptance of the products and policies among the general public. In India, the Times of India opinion poll survey is quite popular. There are various bodies of surveyors such as Public Opinion Research Institute(PORI) conducting opinion Surveys.
Employees opinion survey are also quite common nowadays, wherein questions related to motivation, quality of work life,leadership,pay and promotion like aspects are covered.Informations collected from such surveys are then to the senior authorities to improve the organizations efficiency.
Staging an open house: Companies conduct /organize a plant visit on a campus along with the educational institute representatives to give practical know-how about the business to the youth . Community leaders ,customers ,dealers , suppliers ,shareholders are invited to visit the plant site . Open house provides a personal touch which is valuable in developing goodwill.
PAS: Public Address System are installed for special programmes in order to project human voice in large gathering.It is a mechanical system to project voice in a large gathering foreg., sound tracks/speakers are located in several selected points.Meeting,shows,gathering ,mass audience is a platform for PAS for eg., election campaign,preaching by spiritual leaders.
Meeting and Seminars: Large Scale companies host national and international seminars and conferences of professionals, scientists, and research analysts in order to develop links with other org.
Preparation of Website/Webpage: PR professional prepare webpage to connect with the worldwide internet audience to serve the purpose of creating awareness, educate and convince.
PR and the Web: New strategies for communication. A Blog can be an extension or a website or it can be ones own website. It is maintained by one person in a journal type style with the posts appearing in reverse chronological order and are updated regularly. Some corporate blogs are internal and amongst the employees only. External corporate blogs are viewable to the public and are used as PR tool.
Blogging is individual putting their thoughts on web for all to see.Mouthshut.com was among the pioneering companies in the user generated content space which are now popularly known as blog.
Sales Promotion Campaign-PR Communication
The steps are as follows:
Selection Sales promotion Tools: Most critical part ,starts with objectives of S.P,considering the marketing environment and requirement of the brand at that point of time.Scrutinising and evaluating the communication mix will determine the sales promotion tool.
Advertising the sales promotion: Done with mass media advertising.In addition to the normal ad.for the brand.Sometimes also replaces the normal adv.for the brand.
Organizational Issues involved:Head of marketing decides SPC.Brand management team designs the SPC.Sometimes sales promotion agencies may be hired .Companies also runs their own SPC.For eg., Agencies such as kidstuff part of Mudra Group,have developed competencies in running promotional campaigns in school for children.
Evaluating the SPC: It is evaluated over the three basic stages of SPC-Before the commencement of the campaign,during the campaign and after the campaign.Measurement is based on the obj.,for the campaign.One can conduct the pre-test,concurrent test and post test of the campaign.It should be designed in such a way that it does not decrease the brand equity.
The Press Association/Press Trust of India- It is the largest supplier of the content to the Newspaper agencies. It has the reputation for impartiality.
Video and Audio News Releases (VNR/ANR)- These are pre-edited video or audio news stories sent to broadcast news stations in just the same way that press releases are sent to the print media.
Building Relationships- PR and media should depend upon their integrity and independence and must stress on strict adherence to honesty.
Dumbing down the Media- Alarming effects of the rapidly growing PR industrys relationship with media is that it leads to a steady dumbing down of most news outlets.Media is dominated by big corporations.Few newspaper agencies have become more corporate so its emphasis has shifted from traditional news values-investigating and reporting-to market-driven values-profitability and maximum leadrship.
PR on the internet- Virtual marketing ,blogging.
PR TOOLS
Corporate Brochure,Annual Reports, Fliers/Leaflets, Press kit ,House Journals, Handbook ,Bulletin Board, Posters, Newsletter/Articles, Goodwill Letters, Special events and sponsorships, Videos and films, Fairs and Exhibitions, Press Conference, Opinion Poll, Staging an open house, Public Address system, Meetings and Seminars, Webpage
Corporate Brochure: Conveys the reader about the corporate vision and mission, its products,operations,facilities,collaborations etc.It is exclusively designed for partners and government officials.
Annual Reports: Its a form of written financial document which gives financial detail of the company on annual basis..It includes information such as balance sheet,profit and loss account,auditors statement.It is given to the shareholders,clients and suppliers.
Fliers/Leaflets: Prepared for visitors.These provide short piece of information.They are less expensive ,so distributed liberally.
Press Kit: Essential PR tool kit for any media communication such as media conference, press meet and so on.It contains press release,company literature,gift voucher,copmpany photographs,etc.
House Journals: It is the mouth piece of company.It is circulated for employees. It carries messages from the top level management about happenings and proceedings of the company on both professional and personal front.It is known as the voice of the sponsorer.It includes comments,opinions,events,feelings of the members abt.the companny.It is informative,instructive,stimulating,interesting,en tertaining and inspiring tool of comm.
Handbook: Informative form of written communication relating to policies,rules,procedures,practice as well as how to do a particular task.It acts as a ready reckoner gude to the new employees.It includes history ,mission,vision,background,growth,development,stru cture etc.
Bulletin Board: Useful for disseminating the information and official announcements through posters,messages,in meeting places and public gatherings.It is a form of notice board.It is used for reminding the pending or outstanding ventures or assignment.
Posters: It is a document,a play card displayed in public places as an announcement or advertisement.It includes pictures and illustrations.It is external form of comm.meant for bypassers.
Newsletter/Articles: An informal printed report which sends the information over mail regularly to members,selected groups,societies,government,NGO,Insurance companies.
Feature writing leads to the development of opinions and generalised judgements.It includes politics,economics,legal,international matters etc.
Special events and sponsorships: Event marketing and corporate sponsorships are used as promotional strategies to increase sales and enhance image of company.Celebrity adv.,endorsements of products by models,beauty queens,sports.Sponsoring events like IPL,World Cup,Beauty Pageant,Commomnwealth games,Fashion week,Award ceremonies etc.
Videos and films: Public service films and institutional advertisement. Persuasive comm.through audio visuals during product launches,training programs,dealers/brokers meet.
Fairs and Exhibitions: Publicity covering rural as well as urban audience in global market.A temporary arrangement of display of products for public viewing. It is an activity/art of window display of stores,exhibitions at fairs,conventions,trade shows.It gives immediate feedbacks,meet competitors,identify threats.
Press Conference: An event conducted by the company where all the journalist fraternity from press media are invited to assemble and allow an interrogative session with the company.Held during launches,contracts,tie-ups etc.Conducted by the company spokeperson.
Opinion Surveys and Polls: Companies conduct the research to know about the acceptance of the products and policies among the general public. In India, the Times of India opinion poll survey is quite popular. There are various bodies of surveyors such as Public Opinion Research Institute(PORI) conducting opinion Surveys.
Employees opinion survey are also quite common nowadays, wherein questions related to motivation, quality of work life,leadership,pay and promotion like aspects are covered.Informations collected from such surveys are then to the senior authorities to improve the organizations efficiency.
Staging an open house: Companies conduct /organize a plant visit on a campus along with the educational institute representatives to give practical know-how about the business to the youth . Community leaders ,customers ,dealers , suppliers ,shareholders are invited to visit the plant site . Open house provides a personal touch which is valuable in developing goodwill.
PAS: Public Address System are installed for special programmes in order to project human voice in large gathering.It is a mechanical system to project voice in a large gathering foreg., sound tracks/speakers are located in several selected points.Meeting,shows,gathering ,mass audience is a platform for PAS for eg., election campaign,preaching by spiritual leaders.
Meeting and Seminars: Large Scale companies host national and international seminars and conferences of professionals, scientists, and research analysts in order to develop links with other org.
Preparation of Website/Webpage: PR professional prepare webpage to connect with the worldwide internet audience to serve the purpose of creating awareness, educate and convince.
PR and the Web: New strategies for communication. A Blog can be an extension or a website or it can be ones own website. It is maintained by one person in a journal type style with the posts appearing in reverse chronological order and are updated regularly. Some corporate blogs are internal and amongst the employees only. External corporate blogs are viewable to the public and are used as PR tool.
Blogging is individual putting their thoughts on web for all to see.Mouthshut.com was among the pioneering companies in the user generated content space which are now popularly known as blog.
Sales Promotion Campaign-PR Communication
The steps are as follows:
Selection Sales promotion Tools: Most critical part ,starts with objectives of S.P,considering the marketing environment and requirement of the brand at that point of time.Scrutinising and evaluating the communication mix will determine the sales promotion tool.
Advertising the sales promotion: Done with mass media advertising.In addition to the normal ad.for the brand.Sometimes also replaces the normal adv.for the brand.
Organizational Issues involved:Head of marketing decides SPC.Brand management team designs the SPC.Sometimes sales promotion agencies may be hired .Companies also runs their own SPC.For eg., Agencies such as kidstuff part of Mudra Group,have developed competencies in running promotional campaigns in school for children.
Evaluating the SPC: It is evaluated over the three basic stages of SPC-Before the commencement of the campaign,during the campaign and after the campaign.Measurement is based on the obj.,for the campaign.One can conduct the pre-test,concurrent test and post test of the campaign.It should be designed in such a way that it does not decrease the brand equity.