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The use of free advertising platforms and channels has its advantages. This is not
taken with suspicion by the public like paid advertising.
It’s not easy to figure out what PR or public relations is. They cannot be fully
linked to marketing or advertising. In 2012, the American Public Relations Society
(PRSA) reviewed the definitions of more than a thousand PRs before making a final
decision on what PR is and concluded:
"Public Relations (PR - Public Relations) is a strategic
communication process
that allows you to establish mutually beneficial relationships between organizations
and the public." The difference between PR and marketing and advertising.
PR is different from advertising. PR agencies do not specialize in paid
promotions. Instead, they promote the brand through content close to local advertising
that appears in magazines, newspapers, news channels, websites, blogs, and television.
Advertising is a form of marketing aimed at raising awareness of a product or product,
increasing sales and customer revenue. Often this is a direct paid advertisement. PR
works a little differently. PR is more subtle and creates a positive image of the
company, rather than demand, based on the interests of consumers, partners and even
the state. The public relations specialist helps the client create a story that reflects his
or her idea, product, position, or achievement. So, in a sense, PR people are storytellers.
Unlike advertisers who claim to be rewarded on advertising platforms, PR people
resort to other methods. In this case, advertising methods
include traditional media,
social media, or speech, which reach a particularly wide audience. Keep in mind that a
publicist only wants to reach a paid customer - he wants to convey that idea to
everyone.
Let's look at how to do PR on the example of a small company. Consider a small
company that has just won the Best Interior Design Company award. The PR manager
may ask the reporter to write a note about this achievement to a local source to bring
the news to the public and increase trust among partners and customers.
In addition to building a strong business reputation, the public relations specialist
also helps the public learn about the award itself. They publish this information on
social networks and on their websites. They will also start promoting it in the media
and on television. In this way, they instill company values
and achievements in the
minds of customers. The main purpose of these events is not to increase sales, but to
improve the company's relations with customers, to remind them about themselves and
to provide them with more information.
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PR as a protection against risks. PR is not just used to tell a positive story in a
broad sense. It also works to repair damage that a customer's reputation may be harmed
by adverse events.
Types of PR. Let's take a closer look at the types of PR. This will help you better
understand what it is.
In PR, color classification is used in every sense. This conditional classification
allows you to intuitively understand how this or that PR is done.
White PR is a classic form of customer reputation based on positive news,
responses and other information about it.
For example, corporate social responsibility is a great way for a company to
present itself as a community of citizens who care about the well-being and well-being
of others and are not indifferent to what is happening around them.
The PR season for politicians begins before the election. Any deputy or official
begins to travel through the territory entrusted to him, communicates with the
population, listens to problems and participates in solving them.
Black PR - Its goal is to tarnish the image of competitors as much as possible. For
this purpose, the
ordered materials are written, the other side is exposed in an
unpleasant light, provocations are organized.
Gray PR - Like other classifications, it combines elements of white and black PR,
unlike the latter, which is less specific and indirect.
Khaki-type PR refers to the influence of information during combat operations.
Yellow PR - like the yellow press - represents the scandals and hot facts in the
most credible press.
Green PR is the involvement of environmental activists to destroy anything that
threatens the environment, consumer opinion and reputation. For example,
factory
construction by a competitor.
Types of PR by focus. Depending on the functions of the PR department or
agency, public relations can be divided into 7 types:
1. Relations with the media. Establish good relations with the media and act as a
source of their content.
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2. Investor relations. Organizing investor events, publishing financial statements
and regulations, investor, analyst, media and grievance redressal.
3. Government Relations (GR): Presenting the brand to the government in the
context of corporate social responsibility, fair competition, consumer rights and health
and safety.
4. Relations with society. Managing the social aspects of the brand and gaining a
positive image in the social sphere: environmental protection, education and other
issues.
5. Internal relations. Advise staff on the organization's policies, responsibilities,
and self-advice. Collaborate with employees during product sales and events.
6. Customer relations. Target market and key customer relationship management.
Conduct marketing research to learn more about customer interests and relationships
and priorities, and to develop a strategy for influencing media publications.
7. Marketing communications. Support marketing campaigns
related to product
launch, brand awareness, image and positioning.
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