The Importance Of Public Relation Exercises
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Public relation forms part of the marketing and advertising strategy of an organization, which could be a commercial enterprise, a government business or something like a sporting enterprise or event.
Public relation is part of the overall promotional part of the 4 P's of marketing. (Product, price, place and promotion) It's really a crucial facet of marketing of a product, event or even a political party, in fact of anything the public should be made aware of in order to promote and sell the specific product, event or political concept. Whilst advertising and marketing is directly paid for, public relation exercises are more subtle of nature and the communication of the concept, image or strategy is promoted through pr releases, sponsorships and other instruments.
Public relations is where the communication is not directly bought and incorporates press releases, sponsorship deals, exhibitions, meetings, training seminars or trade gatherings and events. Public relationship can be focused outward towards the public or inward toward the workers. The aim of public relation is strategic of nature and is directed to the development of mutually valuable relations between organizations and their customers or audiences with the view to develop business. So, rather than spending money on advertising, a business might wish to spend such budget on the advertising of the business and/ or its products and solutions, on public relation exercises instead reaching the same end product. An organization for instance that is engaged in the selling of high value, small volume products could possibly have only 300 customers in the country. The value of the product in question would run into millions of Rands, therefore setting up a multi-million Rands market between few clients. As such a marketing campaign would be considered to be superfluous, as it would be pricey and reach a broad public that would have no fascination with the product - a promotion campaign of high costs misused on an unreceptive market. Instead by investing the same money on public relation exercises, like product roll-outs, conferences, and such like the specific target audience is reached and the campaign becomes practical. It would also be the public relation department that would respond to any negative perception of the corporation or its products by having press seminars or a PR exercise aimed at financial reporters. The PR department would also normally handle company newsletters, staff communication, run blogs and the like.
Public relation is not necessarily eyed favorably by the public at large, particularly when the so called 'spin doctors' are at work. These PR experts actively spin the good qualities only of organizations or products or suggestions to the public and a good illustration is the use of spin doctors by political parties which goal is perceived to be solely to spread party political propaganda as well as to indoctrinate the public to their thought processes. There was the renowned reported case of some years back where the spin doctor in the employment of a British Prime Minister, ruined the reputation of a political adversary in an exercise called 'dirty' PR. He was caught out and sacked.
Article Source: Articlelogy.com
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