Types of Promotion 1. Public Relations

The “public” Who is the public? What to communicate to them? The target audience What to communicate to them? New products, company changes, research findings, sports trades, etc.

Traditional Promotional 1. Public Relations The activities that help an organization to influence a target audience Create a favorable public image for: Person Organization / Company Product Policies

3 Types of Public Relations NEWS RELEASE Announces newsworthy developments about a company’s goods/services, distribution channels, facilities and operations, partners, revenues/earnings employees, and events The GOAL of a press release is to attract the media’s ATTENTION and get them to WRITE about the NEWS

A. News Release Typically results in 1 of 3 things: An interview between the client and a journalist, resulting in “coverage” The press release in its entirety, or in part, will be used in an ARTICLE Nothing!

3 Types of Public Relations SOCIAL MEDIA Interaction with customers in order to get FEEDBACK on company, products or services The GOAL is produce content that users will SHARE with THEIR social network to increase brand exposure and broaden customer reach

B. Social Media Helps get DIRECT feedback from customers (and potential customers) while making the company seem more personable Gives customers opportunity to: Ask QUESTIONS Voice COMPLAINTS and FEEL they are being heard

3 Types of Public Relations Through news releases and social media, businesses GAIN publicity PUBLICITY Involves bringing news or newsworthy information about an organization to public’s attention The GOAL is to develop a POSITIVE perception or awareness of organization and its products in the marketplace

C. Publicity Publicity is FREE (unlike Advertising) Examples: Sponsoring cultural events Awarding scholarships Donating money/land/equipment for public use Recording artist is interviewed on the radio (artist is trying to publicize their music) Appears in TV media story or part of a larger story or report

PR vs. Advertising What is the difference? PR is more credible PR is more risky PR is typically less expensive PR often reaches more people with a specific unbiased message

The PR Process Generally speaking, it works like this… A group, individual or company determines a NEED (objective) for publicity The PR professional determines the AUDIENCE and the best OUTLET (media) for the information The PR professional WORKS with the outlet (media) to DELIVER the info

Public Relations Publicity News Release Social Media