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PUBLIC RELATION’S ROLE IN MARKET EDUCATION:Kinds Of Markets

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Fundamentals of Public Relations ­MCM 401
VU
Lesson 26
PUBLIC RELATION'S ROLE IN MARKET EDUCATION
Overview
As public relations play a vital role in proving support in marketing; it is imperative that students should be
apprised with its role in market education. Simultaneously we will also study the importance of public
relations in providing support and help in the exports keeping in mind the global perspectives. We will also
study the latest trends in public relations and will discuss the restructuring of the role of public relations in
modern days.
How To Educate Market
2 Kinds of Market Education
·To prepare the market in Advance.
·For Products & Services already on the market.
2 Kinds Of Markets
·People who sell your product. -- SELLERS
·People who buy your product.-- BUYERS
Effects Of Market Education Strategy
·  It helps to minimize sales resistance.
·  Makes easier for sales force to achieve `adequate distribution' prior to advertising.
·  It helps to reduce the cost of advertising.
·  It makes advertising more effective because market is always well aware of the product or service.
How To Educate Market Techniques To Be Applied
·A media relations campaign ranging over press, radio and TV as appropriate.
·Testing of prototypes by potential users.. This often means providing material for media relations.
·Special slides, videos, CD's, for presentations to dealers, customers & the media.
·Work visits for dealers.
·Special campaigns aimed at particular opinion leaders.
·Production of printed material needed to support these activities.
How To Educate Market Test marketing Program Tactics.
·Training sales staff.
·Providing sales people with counter-top demonstration units e.g. slide video.
·Works visits.
·Dealer conferences with presentations of product & advertising.
·Distribution of dealer magazines. ( If available )
·Trade press receptions.
·Picture stories of the pack, stills from TV commercials & details of media schedules.
How Can PR Help Exports
There is an old English proverb
"One half of the world does not know how the other half lives."
Important Points To Consider
·Determine & Identify any adverse or resistant behavior.
·Identify markets where sales are possible.
·Determine priority markets.
·Analyze opportunities for using PR.
·Define Methods.
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Fundamentals of Public Relations ­MCM 401
VU
Typical Questions To Determine Methods
What should be done?
·Support an existing agency subsidiary or licensee.
·Back up traveling overseas sales force.
·Prepare grounds for entry into new foreign market.
·Determine that not only market demand can be satisfied but that you are welcome.
·Keep on repeating the PR criteria of media relations that your material must be of interest and value to the
target public.
Usual Acceptable Methods
·
Publishing Promotional literature.
·
External house journals.
·
Sales tours.
·
Use of Videos or CD ROMs.
·
On the spot service.
·
Trade fairs & Exhibitions.
Public Relations Trends
Need To Re - Evaluate
What it is and where it is going?
·To find a balance between a) Communications products manufacturing b) strategic counseling & training
of all members of organizations for their responsibility --- since relationship-building is everyone's job.
·PR has to broaden its view of the world we live in & of the institutions that employ us.
·To provide strategic advice to understand the business we are in ­ not only the public relations part , but
the business itself.
New Names For PR
·British practitioners now call PR as "REPUTATION MANAGEMENT".
·Burston Marsteller largest PR firm "PERCEPTION MANAGEMENT"
·Some even call it "BRAND MANAGEMENT" and add "INTEGRATED COMMUNICATION" as
the new name.
Restructuring PR Roles.
Corporate downsizing & subsequent outsourcing is considered to be the order of the day. According to John
Budd PR needs to be "Re - invented rather than re- engineered."
PR now has to emphasize on 2 major functions.
·Editorial ... like PR communication, will attend to high priority, high profile & high leverage needs of the
organization.
·Public policy and programming ...similar to PR management role. It is the heart, soul & nerve centre of the
operation."
Organizational Changes
The important point is that should these organizational changes be in "management & editorial" as per
John Budd or in "Strategy & execution" as opined by Harold Burson.
However,
2 ways of organizing PR functions have emerged.
·In house corporate model, if the company is national or international in its scope. ( A mix of strategist &
tactics)
·A small core of specialists with outside contracting for regional or smaller companies. (primarily
strategist with tactics services bought)
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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