Public Relations

Public Relations

1. Definition

   • An organisational activity involved with fostering goodwill between a company & it's various publics

2. Proactive PR

   • Dictated by a company's marketing objectives
     • Offensively orientated and opportunity seeking
       • Expensive
         • Hype & excitement
   • Product releases
     • Announce new products
     • Showcase features & benefits
   • Executive statement
     • News releases quoting executives
     • May address a wide variety of issues
   • Feature articles
     • Detailed descriptions of newsworthy items

3. Reactive PR

   • PR in response to outside influences/bad news
     • Repairing the company's reputation, prevent market erosion and regain lost sales
       • PR crisis plan
   • Quick & positive responses are imperative
   • Often product defects & failures are the factors