Press Release: Press release can be used to distribute information amoung the target audience. It needs to be made interesting and easily passed along. For example a press release informing student of the new rules in a college.
Press conference: Press conference held by corporations can be very effective. The topic must be very interesting to get coverage from journalist, reports and other media. They must be well organized and the speaker must be well prepped for questions if taken. For example Press Conference used by Toyota on the topic of recalling it cars, which main aim was to gain the public’s trust again. When Football players are bought, it is announced through press conferences.
Exclusives: Offering a particular channel an exclusive into the news. For example giving an eviromental organization to look into an alleged pollutant activity of a firm.
Interviews: Personal interview in the press can play a very strong part. Strong question will be asked to which a CEO or spokes person will have to reply.
Community Involvement : Firm are able to mold their image in the community easily through this. The best example is of Tata company in Kutch where due to shortage of drinking water has made all water which is used as waste sea water.
The Internet: Internet is the best way to get personal with the customers. This can be done by answering queries and giving continuous updates
acronym - PENCILS - in which to desribe the dimensions of PR. What does it mean?
ReplyDeleteP - Publications: These are your brochures, annual reports, newsletters, yearbooks, corporate kits.
E - Events: Organising the kind of events to get folks interested in your company.
N - News: Getting a lot of good talk in the various media channels (both old and new).
C - Community relations: Companies tend to be better regarded if they are accepted by the community.
I - Identity media: Business cards, stationery, boilerplates, tag lines, uniforms, and codes of conduct.
L - Lobbying: This would relate to issues of government relations, activism, meeting of legislators.
S - Social investment: PR should be a conduit for Corporate Social Responsibility (CSR) activities for issues that a company cares about. A prime example is Body Shop.
To bring it all into context, do note that PR is one of the key tools in the Integrated Marketing Communications (IMC) strategy of any company. It falls under one of the Push-Pull-Profile Strategies of IMC, which are namely:
Push - Marketing communication largely through channel partners (B2B). This is largely through incentivising your distribution channels through trade discounts, Point Of Sales materials, sales tools etc. Largely done through the sales force.
Pull - Marketing communication largely to end consumers (B2C). This is usually traditional advertising as we know it, as well as roadshows and direct sales targeted at consumers.
Profile - Communications to key stakeholders, and this is where PR comes in. PENCILS will come in handy here.
I thought that its neat that PR now has a greater focus compared to advertising. Traditionally, most firms have considered PR (or corporate communications) as a poor cousin to advertising, which gets the lion's share of the budget. A greater focus on PR and its accompanying focus on the reputation and integrity of an organisation will only do organisations good in the longer run. Its no longer just what you say, but what you do that matters.
acronym - PENCILS - in which to desribe the dimensions of PR. What does it mean?
ReplyDeleteP - Publications: These are your brochures, annual reports, newsletters, yearbooks, corporate kits.
E - Events: Organising the kind of events to get folks interested in your company.
N - News: Getting a lot of good talk in the various media channels (both old and new).
C - Community relations: Companies tend to be better regarded if they are accepted by the community.
I - Identity media: Business cards, stationery, boilerplates, tag lines, uniforms, and codes of conduct.
L - Lobbying: This would relate to issues of government relations, activism, meeting of legislators.
S - Social investment: PR should be a conduit for Corporate Social Responsibility (CSR) activities for issues that a company cares about. A prime example is Body Shop.
To bring it all into context, do note that PR is one of the key tools in the Integrated Marketing Communications (IMC) strategy of any company. It falls under one of the Push-Pull-Profile Strategies of IMC, which are namely:
Push - Marketing communication largely through channel partners (B2B). This is largely through incentivising your distribution channels through trade discounts, Point Of Sales materials, sales tools etc. Largely done through the sales force.
Pull - Marketing communication largely to end consumers (B2C). This is usually traditional advertising as we know it, as well as roadshows and direct sales targeted at consumers.
Profile - Communications to key stakeholders, and this is where PR comes in. PENCILS will come in handy here.
I thought that its neat that PR now has a greater focus compared to advertising. Traditionally, most firms have considered PR (or corporate communications) as a poor cousin to advertising, which gets the lion's share of the budget. A greater focus on PR and its accompanying focus on the reputation and integrity of an organisation will only do organisations good in the longer run. Its no longer just what you say, but what you do that matters.