You are not alone

1
You are not alone Public Relations

• By the end of this session you should
• Understand how Public Relations are different
  from, but related to, marketing
• Realise how and why Public Relations matters
• Be aware of practical matters related to writing
  press release statements

2
Plan

• Why promote?
• What promotional tools are available and how
  does this fit with marketing and planning?
• What exactly is Public Relations? How does this
  fit with advertising? Strengths and
  differences of each.
• What is the role and scope of public relations?

3
What exactly is PR? How does this fit with
advertising?

• ADVERTISING What a company says about itself
• PUBLIC RELATIONS
• What others say about the company (or the
  management of reputation)
• PR- Public Relations is about reputation- the
  result of what you do, what you say and what
  others say about you. PR practise is the
  discipline which looks after reputation with the
  aim of earning understanding and supporting and
  influencing opinion and behaviours
• What are the differences? Strengths and
  differences of each.

4
What does the style convey?
5

• What does the style convey?
• Who is the audience?
• Are you interested?
• What would make you interested?

6
What does this say about the company?
An advertising agency is handing out free posters
of supermodel Heidi Klum to prevent her German
fans tearing them from billboards. BBC, 22
May 2003
HM swimwear ad
7

• With Orange Student,communicate even more with
  your friends
• Student is valid for 12 months at a time and can
  easily be renewed using our online form. We will
  of course remind you to do this in good time.
  Your application must therefore be accompanied
  by a valid apprentice or student ID card, or in
  the case of minors, by an identity card. Student
  is then valid for 12 months, after which it must
  be renewed. We will of course remind you to do
  this in good time.

8
Images and messages need constant refreshing.
Its obvious with adverts. But you need to keep
other stakeholders regularly briefed too.
Public relations keep you in the public eye, in
the right way.
9
Advertising Public Relations

• Advertising
• Broader audiences
• Costly
• Specific messages
• Function
• to close a deal
• awareness of new products
• awareness of established products
• controlled and consistent messages

• Public Relations
• Specific target audiences
• Free?!
• Impartial greater weight
• Function
• educate
• create and change opinions
• create and maintain opinions and goodwill
• makes the most of news opportunities

10
Why promote?

• To reach customers who may not be direct
  customers and have an interest indirectly but
  hard sell approaches might not be so relevant
• To establish a relationship and a dialogue
• Communicate ideas effectively to key audiences
• To enable a business to be more competitive
• Look at the first two example - press releases.
  How do these achieve the 4 aims here.
• Work in twos - Make some notes on them