Public Relation in marketing business:
- ๐๐๐๐๐๐ ๐๐๐๐๐๐๐๐
The business needs to communicate effectively to customers suppliers and dealers as they play a crucial roleย in increasing sales and profit of the firm. In addition to them there are other members of the ‘Public’ whose voice your opinion is equally important as they may be interested in the company and its products and have an impact on the business ability to achieve its objectives.
Similarly consumer activist groups needs to be satisfied because they can impose restrictions on the sales of the firm’s products directly by urging customers to refrain from buying them or through the imposition of lows. Thus, it becomes very important to manage public opinion and companies relation with the public on a regular basis.
๐ท๐๐๐๐๐ ๐น๐๐๐๐๐๐๐๐ ๐๐๐๐๐๐๐๐ ๐๐ ๐ ๐๐๐๐๐๐๐ ๐๐ ๐๐๐๐๐๐๐๐๐๐ ๐๐ ๐๐๐๐๐๐๐ ๐๐๐ ๐๐๐๐๐๐๐ ๐ ๐๐๐๐๐๐๐’๐ ๐๐๐๐๐ ๐๐ ๐๐๐ ๐๐๐๐ ๐๐๐๐ ๐๐ ๐๐๐ ๐๐๐๐ ๐๐ ๐๐๐ ๐๐๐๐๐๐.
The concept of public relations involves a variety of programmes to promote and protect a company’s image or its products. It means to strengthen relations with various stakeholders like customers, shareholders, employees, suppliers, investors etc. It is done through news, speeches by corporate leaders, organising events like sports events, concerts and seminar at etc.
๐๐๐๐๐๐๐๐๐ ๐๐๐๐๐๐ ๐๐๐๐๐ ๐๐๐๐๐๐ ๐๐๐๐๐๐๐๐:-
โ Most organisations have a separateย department to manage public relations. They may also utilise the services of anyย outside public relations agency. Their mainย task is to disseminate information andย buildย Goodwill about the business. Theyย ย monitor the attitude of the general publicย and generate positive publicity.
โข Public Relations Department is especiallyย useful when there is negative publicityย about the company or its products. At thatย time they have to act as smartly to protectย company’s image and to ensure thatย negative publicity is avoided.
โข They also advise top management to adopt certain programs which will add to their public image and ensure that negative publicity does not take place at all.
โข Public Relations cover a wide range of statistics.
# It usually involves providing information to independent media sources in the hope of gaining favourable coverage.
# It also involves a mix of promoting a specific product services and events and promoting the overall brand of an organisation which is an ongoing tact.
โข Good Public Relation helps in:
(i) Smooth functioning of business andย achievement of objective.
(ii) Building corporate image that affect favorably on its products. For example, upkeep of parks or sponsoring sportsย activities creates a positive image of the company and its products.
(iii) Building interest in the establishedย product and help in launching products.
๐๐๐๐ ๐๐ ๐๐๐๐๐๐ ๐๐๐๐๐๐๐๐๐
The role of Public Relations can be discussed with respect to the functions which the department performs. The public relations department performs 5 functions:
1. ๐๐ซ๐๐ฌ๐ฌ ๐๐๐ฅ๐๐ญ๐ข๐จ๐ง๐ฌ:ย Information about the organisation needs to be presented in a positive manner in the press.
โข Generating news requires skill in developing and researching a story andย getting the media to accept press releases is a difficult task.
โข Public Relations Departmenthelps toย provide true facts and correct pictureย about the company as it maintains directย contact with the media. Otherwise, news can get distorted if obtained from some other source.
2. ๐๐ซ๐จ๐๐ฎ๐๐ญ ๐๐ฎ๐๐ฅ๐ข๐๐ข๐ญ๐ฒ: When a new product is launched it requires special promotional efforts the company can launch the product by arranging sports and cultural events like news conferences seminars and exhibitions the public relations department manage the sponsoring of such events.
3. ๐๐จ๐ซ๐ฉ๐จ๐ซ๐๐ญ๐ ๐๐จ๐ฆ๐ฆ๐ฎ๐ง๐ข๐๐๐ญ๐ข๐จ๐ง: The image of the organisation needs to be promoted through communicating with the public and the employees.
โข This is usually done with the help ofย newsletter,annual reports, brochures, articles andย audio-visual materials.ย Companies rely onย these materials toย reach and influence their target markets.
โข Speeches by the company’s executivesย at a meeting of trade associations andย interviews with TV channels also help in promoting public relations.
4. ๐๐จ๐๐๐ฒ๐ข๐ง๐ : An organisation interacts with different government officials and different ministers with respect to policies relating to business and the economy.
5. ๐๐จ๐ฎ๐ง๐ฌ๐๐ฅ๐ฅ๐ข๐ง๐ : The Public Relations department advisors the management on general issues which help in promoting Public Relations and building goodwill.
For example, ๐๐๐๐๐๐๐๐๐๐๐๐ ๐๐๐๐๐ ๐๐๐ ๐๐๐ ๐๐๐๐ ๐๐ ๐๐๐๐๐๐๐ ๐๐๐๐๐๐ ๐๐๐๐ ๐๐๐๐๐๐๐๐๐๐๐, ๐๐๐๐ ๐๐๐๐, ๐๐๐๐๐ ๐๐๐’๐ ๐๐๐๐๐๐, ๐๐ ๐๐๐๐๐๐๐ ๐๐ญ๐. ๐บ๐๐๐ ๐๐๐๐๐ ๐๐๐๐๐๐๐ ๐๐๐๐๐๐๐๐๐๐ ๐๐๐๐ ๐๐ ๐๐๐๐๐๐๐๐๐ ๐๐๐๐๐๐ ๐๐๐๐๐๐๐๐๐.
