12.9 Public Relations Helps Build Goodwill
2 min read•june 18, 2024
plays a crucial role in shaping a company's image and relationships. It manages reputation, builds credibility, and complements other promotional efforts through strategic communication with various . handle , , and .
generates excitement and conversation around a brand, leveraging word-of-mouth promotion and social influence. Tactics include , influencer partnerships, and experiential campaigns. While cost-effective and potentially powerful, buzz marketing requires careful planning to avoid negative outcomes.
The Role of Public Relations in Promotional Strategy
Contribution of public relations
Top images from around the web for Contribution of public relations
Chapter 3 – Public Relations Basics – The Evolving World of Public Relations View original
Is this image relevant?
Chapter 3 – Public Relations Basics – The Evolving World of Public Relations : Beyond the Press ... View original
Is this image relevant?
Promotion: Integrated Marketing Communication (IMC) | Introduction to Business View original
Is this image relevant?
Chapter 3 – Public Relations Basics – The Evolving World of Public Relations View original
Is this image relevant?
Chapter 3 – Public Relations Basics – The Evolving World of Public Relations : Beyond the Press ... View original
Is this image relevant?
1 of 3
Top images from around the web for Contribution of public relations
Chapter 3 – Public Relations Basics – The Evolving World of Public Relations View original
Is this image relevant?
Chapter 3 – Public Relations Basics – The Evolving World of Public Relations : Beyond the Press ... View original
Is this image relevant?
Promotion: Integrated Marketing Communication (IMC) | Introduction to Business View original
Is this image relevant?
Chapter 3 – Public Relations Basics – The Evolving World of Public Relations View original
Is this image relevant?
Chapter 3 – Public Relations Basics – The Evolving World of Public Relations : Beyond the Press ... View original
Is this image relevant?
1 of 3
- Manages company's reputation and relationships with various stakeholders (customers, employees, investors, media, general public)
- Shapes public perception through communication channels (, media interviews, social media, events)
- Enhances company's credibility and trustworthiness by building positive media relationships and promoting transparency
- Complements other elements (advertising, sales promotion) with a subtle, organic approach that reinforces key messages and brand values
- Builds and maintains a positive through consistent messaging and storytelling
Functions of PR departments
- manages relationships with journalists and media outlets (media relations)
- Writes and distributes press releases
- Arranges interviews and media appearances
- Monitors media coverage and sentiment
- Product generates positive media coverage for company's products or services
- Organizes product launches and events
- Provides product samples and information to journalists and influencers
- Leverages user-generated content and testimonials
- Crisis management prepares for and responds to negative events or publicity ()
- Develops crisis communication plans
- Monitors potential issues and risks
- Provides timely and transparent communication during a crisis
- Works to minimize damage to company's reputation
Corporate Social Responsibility and Stakeholder Engagement
- Develops and implements initiatives
- Engages with various stakeholders to build trust and foster positive relationships
- Communicates company's ethical practices and sustainability efforts
- Encourages through meaningful community involvement
Buzz Marketing in Modern Promotional Efforts
Role of buzz marketing
- Generates excitement and conversation around a product, service, or brand
- Encourages word-of-mouth promotion and viral sharing
- Leverages power of social influence and peer recommendations
- Buzz marketing tactics include
- Guerrilla marketing with unconventional, creative, and often low-cost promotional activities (flash mobs, street art)
- partners with social media influencers to promote products or services (sponsored posts, product reviews)
- creates immersive, memorable experiences that engage consumers (pop-up shops, interactive installations)
- Benefits of buzz marketing
- Increases brand awareness and reaches new audiences
- Generates authentic and credible endorsements from consumers
- Can be more cost-effective than traditional advertising (TV commercials, print ads)
- Challenges of buzz marketing
- Requires careful planning and execution to ensure a positive outcome
- Can be difficult to control direction and intensity of buzz
- Negative buzz can spread quickly and damage brand's reputation (product failures, controversial statements)
Key Terms to Review (23)
Brand Advocacy: Brand advocacy refers to the act of consumers actively promoting and supporting a particular brand, often through positive word-of-mouth, online reviews, and social media engagement. It represents a deep level of loyalty and affinity that customers have towards a brand, leading them to become ambassadors and champions for the brand's products or services.
Brand Image: Brand image refers to the perception and impression a customer has about a particular brand. It encompasses the emotional and psychological associations, beliefs, and feelings that a consumer develops towards a brand based on their experiences, interactions, and exposure to the brand's marketing and messaging.
Buzz Marketing: Buzz marketing is a form of word-of-mouth marketing that aims to generate excitement, interest, and discussion around a product or service. It leverages the power of social interactions and influential individuals to create a viral effect, where information about the product spreads rapidly through various channels, like social media, blogs, and personal recommendations.
Chamber of Commerce: A Chamber of Commerce is an organization made up of local business members that aims to promote and protect the interests of its business community. It plays a critical role in networking, advocacy, and facilitating business growth within a locality or region.
Corporate Social Responsibility: Corporate social responsibility (CSR) refers to a company's commitment to operate in an economically, socially, and environmentally sustainable manner, while considering the interests of various stakeholders. It encompasses a business's ethical obligations and voluntary actions to contribute to the well-being of its employees, community, and the environment.
Crisis Communication: Crisis communication refers to the process of identifying, addressing, and managing unexpected, negative events or situations that can significantly impact an organization, individual, or community. It involves strategically conveying information to stakeholders, the media, and the public to mitigate the potential damage and restore confidence.
Crisis Management: Crisis management is the process of identifying, assessing, and responding to unexpected events or situations that threaten an organization's operations, reputation, or stakeholders. It involves proactive planning, effective communication, and strategic decision-making to minimize the negative impact of a crisis and restore normal operations as quickly as possible.
Experiential Marketing: Experiential marketing is a strategic approach that focuses on creating immersive, memorable, and engaging experiences for consumers. It aims to connect brands with their target audience on an emotional level, going beyond traditional advertising methods to foster deeper connections and brand loyalty.
Guerrilla Marketing: Guerrilla marketing is an unconventional and creative approach to promoting a product or service, often with limited resources. It focuses on innovative, low-cost tactics to capture attention and generate buzz, rather than relying on traditional advertising methods.
Influencer Marketing: Influencer marketing is a form of marketing that focuses on utilizing key leaders, or influencers, to drive a brand's message to a larger market. These influencers are individuals who have a dedicated following and are viewed as experts within their industry, allowing them to sway the opinions and purchasing decisions of their audience.
Media Relations: Media relations is the practice of managing and maintaining relationships with media outlets, such as newspapers, magazines, television, radio, and online news platforms. It involves strategically communicating with the media to influence public perception, promote an organization's message, and garner positive media coverage.
PR Departments: PR departments are specialized teams within organizations responsible for managing the public image, reputation, and communication efforts of the company. They play a crucial role in building and maintaining positive relationships with various stakeholders, including customers, media, investors, and the general public.
Press Relations: Press relations refers to the strategic management of communication between an organization and the media, with the goal of building goodwill, generating positive publicity, and influencing public perception. It is a crucial aspect of public relations that helps organizations effectively engage with journalists, editors, and other media professionals.
Press Releases: A press release is an official statement distributed to members of the news media for the purpose of providing information, announcing news, or generating publicity. Press releases are a fundamental tool in public relations, helping organizations build goodwill and manage their public image.
Product Publicity: Product publicity refers to the process of generating positive media coverage and awareness for a company's products or services. It is a key aspect of public relations that helps build goodwill and credibility for a brand by showcasing its offerings in a favorable light to target audiences.
Promotional mix: A promotional mix is a combination of marketing tools used by a business to communicate and persuade potential customers about its products or services. It includes advertising, sales promotion, personal selling, public relations, and direct marketing strategies.
Promotional Mix: The promotional mix refers to the combination of various promotional tools and techniques used by a business to communicate with its target audience and promote its products or services. It is a critical component of a company's overall marketing strategy.
Public relations: Public relations is a strategic communication process that organizations use to build and manage relationships with the public, aiming to create and maintain a positive image. It involves various activities such as media engagements, event management, and crisis communication to influence public perception and promote goodwill.
Public Relations: Public relations is the strategic management of relationships and communication between an organization and its various stakeholders, including the public, media, investors, and the government. It aims to build and maintain a positive image and reputation for the organization through effective communication and engagement.
Publicity: Publicity is the act of getting media coverage or attention for a brand, product, or event without direct payment. It is a key element in public relations strategies to foster positive associations and build goodwill among the public.
Reputation Management: Reputation management refers to the process of monitoring, influencing, and controlling an individual's or organization's public image and perception. It involves strategically managing information and communications to build, maintain, or repair the reputation of a person, brand, or entity.
Stakeholder Engagement: Stakeholder engagement is the process of involving and collaborating with individuals or groups who have a vested interest in the activities and performance of an organization. It is a crucial aspect of corporate social responsibility and public relations efforts to build goodwill and trust with key stakeholders.
Stakeholders: Stakeholders are individuals or groups that have an interest or concern in an organization's activities, decisions, and performance. They can directly or indirectly influence or be influenced by the organization's actions. Stakeholders are a crucial consideration across various aspects of business, from understanding the environment and ethical conduct to management and public relations.