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Publicity & Public Relations. The Marketing Mix Product Price Place Promotion.

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Presentation on theme: "Publicity & Public Relations. The Marketing Mix Product Price Place Promotion."— Presentation transcript:

1 Publicity & Public Relations

2 The Marketing Mix Product Price Place Promotion

3 Communicating the benefit of your product or service to the market Overall goal is to stimulate the consumer to make a purchasing decision Involves activities such as: Sales Promotions (Buy 1 get 1 Free) Contests (Roll up the Rim) Advertising Public Relations

4 Promotion No TEST! Next week we will be doing an “ad campaign assignment” You will need to chose a school event to advertise for – Examples: Mustang Day, Baseball games, Rugby games, Soccer Games, Coffee House, etc. You will be able to chose your own groups of 4

5 Promotion The most obvious and in our face form of promotion is advertising Promotion also includes a variety of areas that are more subtle – Coupons – “Deals” – Newspaper Articles – Event Marketing

6 Publicity & Public Relations “All publicity is good publicity”

7 Publicity & Public Relations Publicity is the media coverage for a business that is not paid for Negative publicity – Hurts sales – Example: Defective products, social issues (obesity for fast food restaurants) Positive Publicity – Will help the image of your business – Charity work, brining awareness to social issues, etc.

8 Publicity & Public Relations Firms will often hire public relations companies or individuals to manage the publicity surrounding the company The public relations company will: – Coordinate media relations – Lobby government – Prepare Brochures and Annual Reports – Manage Crises

9 Publicity & Public Relations

10 Media Relations – Prepare press releases Print-ready stories about positive things their clients are doing – May have a press conference Media representatives are allowed to ask the company questions – Often create events that ensure press coverage

11 Publicity & Public Relations Lobbying – May try and convince public officials to vote certain ways – May try and encourage public support for issues

12 Publicity & Public Relations Brochures – Sent to potential customers Advertise and emphasize the benefits of the product/service – Can be very similar to junk mail – but often a much more concentrated effort to give to specific individuals Annual Reports – Prepared using the financials from accounting – Attempt to convince investors to give their money – Give facts and figures of the business

13 Publicity & Public Relations Crisis Management – When things go wrong with a business – the PR representatives will try to control the damage done to the business and brand name – A couple years ago, we saw one of the biggest PR disasters with the oil spill in the Gulf of Mexico

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16 PR Spin Providing an interpretation of an event or campaign to persuade public opinion in favor or against a certain organization or public figure. Sometimes a company’s spin on a story can be blatantly dishonest, which contributes further to negative PR However, the business may just be telling their side of things and letting the public decide for themselves

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18 PR SPIN ACTIVITY You are to form a group of 2 (or work by yourself) You will be given a PR disaster from 2012 and you must work as a public relations manager to put a positive “spin” on the story. How do you get the public to forgive your business?


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