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INTERNATIONAL PUBLIC RELATIONS:Media Used, Within Store Contacts

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Fundamentals of Public Relations ­MCM 401
VU
Lesson 24
INTERNATIONAL PUBLIC RELATIONS
Overview
Public Relations now ­a-days has become very important in view of the rapid changes taking place in the
global economics and political circumstances. In this lecture it is this role and its significance which the
students will be explained besides its applications and utility in this perspective. In view of the population
explosion specifically in the developing countries retail business has become very popular and useful. How
can public relations help the retailers both large and small will be explained too?
International Public Relations
·Rapid changes in world economies require greater interchange of techniques.
·Understanding differing attitudes.
·Increase in importance of foreign trade.
Basic PR Role
1. To counteract unfavorable government, political, or consumer attitude.
2. To build company's prestige abroad.
3. To reinforce those groups of "pro-company" people who form the hard core of favorable opinion
(about) & knowledge of the company.
4. To support its overseas advertising & selling program.
Public Relations For Retailers
Large Retailers.
Basically, it is reasonable to ask
" What do people think of the store?"
Policy Outline
·It is an upcoming organization with a solid background of history & accomplishments.
·A liberal, progressive policy.
·Merchandise fairly priced & widely used.
·Fair salary range.
·Progressive & efficient executives.
·Proper operation & only reasonable profits.
·An intelligent hiring & employee training program & policy of promoting from within the store wherever
possible.
·Part of the life of the city, interested & wanting to be helpful in everything that pertains to the general
welfare of the community.
What Are Publics Of Retailers.
1. EMPLOYEES.
2. CUSTOMERS.
3. COMMUNITY.
4. RESOURCES.
5. PRESS, RADIO & TV.
6. SHAREHOLDERS / PARTNERS.
Media Used
·Paid advertising, including institutional ads. Newspapers, radio, TV & magazines.
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Fundamentals of Public Relations ­MCM 401
VU
·Printed information, bulletins, catalogs & leaflets.
·Store suggestion service.
·Window & interior displays.
·Store promotions ­ fashion and civic.
·Direct Mail.
·Visitors open house, entertainment.
·Employees' treatment of public.
Within Store Contacts
·Salespeople to public.
·Credit department to public.
·Delivery department to public.
·Telephone operators.
·Adjustment department to public.
·Elevator operators to public.
·Mail order department to public.
Small Retailers.
·Be fair to all customers.
·Set a price on each item.
·Be scrupulously honest.
·Provide liberal guarantees.
·Offer as much service as you can afford.
·Remember little things that please
·Customers.
Briefly, a question
What does PR do for Retailers?
·Public Relations produces sales & profits
·Public Relations produces more net profit for everyone engaged in retailing.
·Good Public relations plan is insurance for success or it acts as "stabilizer" for business.
·It helps in the growth of the retailer/store.
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Table of Contents:
  1. INTRODUCTION & BRIEF HISTORY:Definitions Of Public Relations
  2. HOW DOES PR WORK?:OVERVIEW, Formulation of policy
  3. PUBLIC RELATIONS DISTINGUISHED:Size of a PR Department.
  4. PUBLICS OF PR:Expanded Publics, Few Examples Of Publics
  5. PLANNING PUBLIC RELATIONS PROGRAMMES:Print Media, Electronic Media
  6. MEDIAS OF PR:Media for External Publics, Principles of Good Press Relations
  7. PRESS RELATIONS IN PR:What is News, Secrets Of Good News Release.
  8. CREATED PRIVATE MEDIA:Private Media, New Forms of House Journals
  9. SPECIAL USES OF PUBLIC RELATIONS:Crisis Management, Skills Of PR
  10. BUDGETING IN PR:Labour, Office Overheads, PR & Photographs
  11. PUBLIC RELATIONS PROBLEMS:Defining PR problems, C’s of PR explained
  12. METHODS OF COMMUNICATION:Psychology of Public Relations
  13. PR IN VARIOUS ORGANIZATIONS:Techniques of Trade Association PR
  14. PR IN LABOUR UNIONS & RELIGIOUS GROUPS:Community Public Relations
  15. PR IN EDUCATIONAL INSTITUTIONS & IN MEDIA CHANNALS
  16. USING ADVERTISING FOR P R COMMUNICATION:Role Of PR
  17. ROLE OF PUBLIC RELATIONS IN MARKETING:How To Educate The Market
  18. PUBLIC RELATIONS AND CORPORATE STRUCTURE:Corporate Identity Essentials
  19. E-PR & ITS TOOLS:Immediate Points To Consider, Using Email As PR Tool
  20. SPONSORSHIP—AN IMPORTANT PR TOOL:PR & Communication Audit
  21. HOUSE JOURNALS:Possible Publics Of House Journals, Exhibitions & PR
  22. CRISIS MANAGEMENT IN PR:Plan Of Action Adopted, Interview at your place
  23. ADVERTISING IN PR:Broad Objectives Of Advertising, Direct Advertising.
  24. INTERNATIONAL PUBLIC RELATIONS:Media Used, Within Store Contacts
  25. PUBLIC RELATIONS CONSULTANCY:Disadvantages, Mass Communication
  26. PUBLIC RELATION’S ROLE IN MARKET EDUCATION:Kinds Of Markets
  27. MODERN DAY VALUES OF PR:Ethics Of Public Relations
  28. CHOICE OF MEDIA FOR PR COMPAIGN:Communication Channels & Media
  29. PR TECHNIQUES:Tactics & Techniques
  30. DESIGNING PR COMPAIGNS:Definitive Mission statement, Reputation.
  31. PUBLIC OPINION:Identifying Priority Publics, If Goal Is Attitude Change
  32. PUBLIC RELATIONS AND RESEARCH:Planning Phase Of Research
  33. PR AND RESEARCH:Unobtrusive Measures, Questionnaires For Survey
  34. PROBLEMS SOLVING STRATEGIES:Communicate results
  35. PERSUASION & COMMUNICATION THEORIES:Message Orientation
  36. COMMUNICATION CONCEPTS & THEORIES:Research and Persuasion
  37. PUBLIC RELATIONS & LAW:How To Stay Out Of Trouble
  38. PUBLIC RELATIONS & CASE STUDIES:Case Analysis, Images Of Public Relations
  39. PR AND PRINTING PROCESSES:Fundamentals Of Printing
  40. PUBLIC SPEAKING -- A PR TOOL:Key Benefits, How To Prepare
  41. PR -- COPING WITH UNEXPECTED:Some Possible PR Ideas
  42. DREAMS & REALITIES OF PR:Who Takes Charge Of Identity?
  43. CHANGING INTO OVERDRIVE:How International Is PR?
  44. GETTING ON WITH PR:Where does PR fit in the structure?
  45. FUNDAMENTALS OF A SUCCESSFUL NEWSLETTER:RESEARCH, WRITING