Communication elements

1
(No Transcript)
2
(No Transcript)
3
(No Transcript)
4
(No Transcript)
5
(No Transcript)
6
(No Transcript)
7
(No Transcript)
8
(No Transcript)
9
(No Transcript)
10
Communication elements

• Advertising
• Sponsorship
• Point of sale
• Direct marketing
• Interactive marketing
• Mass communication
• Sales promotion
• Public Relations
• Exhibitors
• Personal selling
• Personal communication
• Image/theme communication

11
Model of Integrated Marketing communication

• Stage 1 Awareness
• Stage 2 Image integration
• Stage 3 Functional integration
• Stage 4 Co-ordinated integration
• Stage 5 Consumer-based integration
• Stage 6 Stakeholder-based integration
• Stage 7 Relationship management
  
• intergration

12
(No Transcript)
13
Elements of Public Relations planning and
management

• The environment
• The organisation
• The communication planner
• The massage
• The medium
• The target audience or publics
• The effect and effectiveness
• Feedback and feedforward

14
PUBLIC RELATIONS CAMPAIGN
15
Elements of the Public Relations campaign

• Objectives of campaigns
• Types of campaigns
• Stages of effective campaigns
• Criteria for campaign effectiveness

16
The PRISA model

• Text book
• Situation analysis
• Formulating objective
• Identifying target publics
• Formulating message
• Implementing actions
• Draw up a budget
• Conducting an evaluation

• Study guide
• Situation analysis
• Definition of objectives
• Definition of publics
• Selection of media
• Budget allocation
• Assessment of results

17
Marketing, Public Relations and Relationship
marketing
18
Principles that contribute to relationship
building are

• Open communication
• Reliability
• Contact between parties
• Trust, honesty and ethical behaviour

19
The keys to successful relationships

• Trust and commitment
• Interpersonal communication, marketing and social
  psychology
• Intra-organisational collaboration and internal
  marketing
• Shared values
• Developing existing relationships
• Good communication and interaction

20
Public Relations, Marketing and the media

• Controlled media
• Uncontrolled media
• Internal media
• Mass communication media
• Private created media
• Oramedia

21
Internal communication media

• On-line communication
• Print communication media
• Audiovisual communication media
• Interpersonal communication media

22
Mass communication media

• The press
• Broadcast media
• Public and trade exhibitions

23
Internal marketing

• Implications of internal marketing (p188)
• Internal marketing as internal relationship
  management ( p188-194)
• Internal branding and model of brand
  management(p191-193)

24
Internet and Public Relations

• Study the benefits of the internet for Public
  Relations.
• The public Relations tools that a Public
  Relations specialist can use on the internet, eg.
  Websites, e-mails, e-newsletter, online archives
  etc
• Online publics

25
Public Relations Research

• Identify and formulate the problem
• Determine the research objectives
• Develop the research design
• Conduct secondary research
• Select a primary research method
• Determine the research frame
• Gather the data
• Process the data
• Report the research findings

26
READ ETHICS, PUBLIC RELATIONS AND SOCETY

• Public Relations ethics

27
(No Transcript)