PowerPoint Presentation

Niraj Kumar Nayan (PGP30003)Divya Jaiswal (PGP30018)Sanjay Kujur (PGP30222)B. Shivakotesh (PGP30305)

Comes of Age!!...

Group- 5

1

Contemporary defines public relations as part of the promotional mix that involves communication between the firm and its public constituencies

Is public relations meant for handling only crisis management ?

An applied social science that influences behavior and policy, when communicated effectively, motivates an individual or group to a specific course of action by creating, changing or reinforcing opinions and attitudes. Its ultimate objective is persuasion that results in a certain action which, to succeed, must serve the public interest -Modern definition of Public relations

Goal of successful PR activity can be via two intermediate results1. Media mentions 2. Word of mouth

An editorial mention is defined as any positive reference to the firm in the text of an article or on a radio or television program.

MODERN PUBLIC RELATION ACTIVITIES

Event SponsorshipSponsoring major sporting, cultural and civic events Buying naming rights of stadiumMention of corporate name on the signage, and in press and broadcast reportsSponsors are perceived in favorable context

What is stunt marketing?A planned event designed to attract public attention that are professionally organized.

By: Microsoft

When is there a perfect stunt?Grabs attention by something novelAchieves some good social purposeProvokes a positive emotional responseReaches the target audienceComes early in the product life cycleIs simple and elegant

Grabs attention by something NovelA bet to save Albatrosses by Bookmarker Ladbrokes.

Achieves some good social purpose

Provokes a positive emotional response

Reaches the target audience

The BMW placement through internet based strategy.

Is simple and elegantBy: Google

Charitable Donations

Strategic charitable givingFocus the firms donation in few areas Initiative by Tata in Jamshedpur, India

Encourage employee participation

Schedule regular reviews of effectiveness

Product placement

Successful Product placementDevelop possible list of target celebrities

Clear plan for the right entertainment context

Consider free goods as souvenirs at an event

Actively seek out reporters to cover the placements

Tie-in mass media advertising, personal selling and sales promotion

How to incorporate modern PR techniques?Think through the desired end result: AIDA framework

Have a clear vision of target audience and match the promotional strategy

Thank You!