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Public Relations

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by

Andrea Lopera Velez

on 22 October 2013

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Transcript of Public Relations

Public Relations
Major mass-promotion tool
Andrea Lopera Vélez
PUBLIC
RELATIONS
Marketing Course
Mariana Giraldo Moreno
David Velasquez Correa
Daniel Bustamante Valdés
Verónica Vazart Ortiz
Definition
Building good relations with the company's various publics by obtaining favorable publicity, building up a good corporate image and handing or heading off unfavorable rumors, stories, and events.
PR Department
Has
Press relations or press agency
A director
Some specific functions
In charge of
Creating and placing information
in
The news media
in order to
attract attention to 3 main targets
People
Product
Service
Product Publicity
means
Publicizing specific products
Public Affairs
Its objective is
To build or maintain relationships
with
National community
Local community
Lobbying
Its purpose is
To build or maintain relationships
with
Legislators and government officials
influence legislation and regulation
Investor Relations
In charge of
maintain relationships
in order to
with
Shareholders and the financial community
Development
involves
Donors or non profit organization members
with
the company
in order to
Gain financial or volunteer support
that include
Publics
Oriented basically to
4 types of public
Consumers
Investors
Media
Community or society
in charge of
Mariana Mejía Durango
Esteban Asmar Lopez
Tools
Press Conferences
Press releases
Media Alerts
For timely/breaking news
Backgrounders
Meetings to build relationships
Educate
Especial
Events
Planned meetings and shows
Created events for key audiences
Speeches
“Pitch” letters
Calls to media
Propose coverage
Photos
B-roll videotape
Other visuals
Materials given to media to help tell your story
Corporate identity
materials
Logos, signs
Business cards
Uniforms
Brochures
Newsletters
Public Service
activities
Contribute money for a social cause
Web site
content
Blogs
Discussion boards
Types
Proactive
Take active steps before the event occurs
Plan an organization's strategy
Achieve a goal
to
usually
build up a good corporate image
Develop preventive strategies and plans to be prepared for crisis or unexpected events. Coherence and good communication is crucial in proactive strategy.
A proactive approach
gives
more control over their public relations planning
enables them to set the agenda. They decide how best to present the image of the company.
and
Reactive
Responding to a happening after the event occurs. Usually handling or heading off unfavorable rumors
control to someone else, with the company merely responding
gives
Key to success
Think like the audience
“consumers”
Reporters
Legislators
Community leaders
Club Members
Know what makes news
Creating controversy
Making a change: new, unique or unusual
Relevance
News you can use (tips)
Link to emerging trend
Timeliness
Event this weekend :(TV/daily newspapers)
Event in two-three months (local magazine/monthlies)

References
http://www.cfa.org/Portals/0/documents/iams_cat_pr_101.pdf

KOTLER Philip, ARMSTRONG Gary - “Marketing” México: Pearson 14th Edition.

CONCLUSION
Remember the three key steps to putting PR to work for you
Know what you want to say
Tap the PR tool box to create opportunities to deliver your message
Be prepared for the media interview – this is your chance to tell your story
Full transcript