Marketing Communications 15

15. Why is public relations different to other promotional activities?

      • Activities designed to build relationships with stakeholders

      • Some definitions

        • “the craft of the projection of the personality of an organisation” Haywood
        • “the organised two-way communications between and organisation and the audiences critical to its success” Kotler
        • “putting the facts of the client to what ever jury is appropriate” Black
      • Build an image
      • Reinforce and further an organisation’s reputation
      • Raise awareness
      • Educate
      • Increase understanding
      • Build credibility
      • Influence opinion
      • Motivate your audience to action
      • Change behavior leaders

Tools used:

      • Press activities
      • Special events & Exhibitions
      • Advertising
      • Crisis Management
      • Personality Management
      • ·Brochures, newsletters etc
      • Opinion Leaders

Press activity can include:

      • Press releases
      • Press conferences
      • Photo opportunities
      • Offering your organisation’s viewpoint