This part of marketing focuses on how to improve the image of the business/person in the eyes of the general public or community (rather than just a specific market or own customers). It is NOT usually product specific.

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​What is Public Relations?

PR and PROMOTION may be sounding very similar at the moment. And PR can be a tool in PROMOTION.

But it isn't advertising. Ad placement is paid for. PR is not.

The message is communicated via traditional or social media avenues as 'news' or 'content'.

​Public Relations

Benefits of good PR:

- Promotes goodwill
- Improves business reputation
- Provides info about the business and its values
- Enhances credibility
- Gives a competitive edge
- Increases customer base
- Has some costs but is 'free' compared to advertising

​Public Relations

Good proactive PR is planned so that it meets business objectives such as:
- Increasing website traffic
- Being spoken about more (high in trends for sites)
- Improving sales
- Communicating CSR values

PR can also be reactive after a crisis that impacts reputation.

​Public Relations

A PR campaign plan may consider some of the following activities, based on their business objectives:

- Free publicity via the media reporting
- Write media/press releases that can be turned into news stories
- Public information sessions/free tours
- Distribute newsletters
- Use social media to demonstrate good business activities
- Sponsorship and donations to charity

​Planned PR

A crisis is something that poses a threat to the reputation of the business and the goodwill of the community:

- Defective products/safety issues
- Workplace accidents
- Unacceptable/criminal behaviour from owners

Ideally, they need to be prevented.

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​PR CRISIS!!!

If not prevented, the crisis must be resolved QUICKLY and HONESTLY in a well coordinated manner.

The impact on reputation must be minimised.

Good, timely, responses may also help improve reputation overall. Late, defensive or angry reactions will worsen the damage.

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​PR CRISIS!!!

All businesses should have a Crisis Management Plan.

This outlines what steps to take if there is a certain crisis.

It increases effectiveness and timeliness of the response, while reducing the chances that employees will react on their own.

Here are CMP elements.

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​PR CRISIS!!!

Corporate Social Responsibility is also important in marketing.

Remember, sometimes CSR is an important business value and sometimes its purpose is mostly for good PR/reputation.

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CSR in Marketing

Reasons for CSR:

- Increases reputation of business values and builds community goodwill/trust
- Creates positive brand image and raises awareness of brand
- Provides competitive advantage

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CSR in Marketing

CSR can be promoted through ethical advertising or PR:

- Green advertising to highlight activities to help the environment
- Recycled materials or potential pointed out on packaging
- Show CSR activities to the public
- Protect privacy of customers
- Avoid ads that lean into outdated stereotypes

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CSR in Marketing