Marketing Management
Promotion Mix: Public Relationship (B)
What is the role of public relationship within promotion mix? What are the basic channels for building public relationship?
Posted: Dec 2009
Public relationship is one of the elements of company promotion within activities of marketing mix. Public relationship represent communication of company and establishment of relationship with different stakeholder groups: consumers, employees, shareholder, government and different social groups.
Contemporary market trends require companies to move from occasional communication to continuous public relationship communication in organized and planned manner. The main goal of public relationship is building of prestige and image through formal communication.
The medias for public relationship communication are:
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Newspaper & magazine Articles
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Press conferences
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Sponsored events
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Press releases
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Animation of Experts for purposes of PR
Publicity is spontaneous manifestation of positive information publishing, not initiated by company. Publicity is considered as a part of public relationship, since it serve to the common goal. Publicity is shown through news, stories, newspaper columns, editor's comments, ...
Unfortunately, there is negative publicity too. Negative news, articles or comments can be published occasionally, as a result of different factors.
Negative publicity can result with sales decrease, image deterioration or even lead to serious business crisis. The goal of public relationship is to alleviate negative effects of negative publicity by planned PR activity.
The main problem with positive and negative publicity is the fact that there is no real control of media. The only way of influencing the media and public opinion is choosing a right corporate social responsibility policy and PR approach that will minimize possibility for negative publicity and maximize positive public opinion of the company.
More About:
Marketing Mix
Marketing Mix: Price
Marketing Mix: Promotion
Marketing Mix: The Product
Marketing Mix: Product Distribution
Promotion Mix: Public Relationships
Promotion Mix: Advertising
Promotion Mix: Personal Sales ( Soon )
Promotion Mix: Sales Promotion ( Soon )
