Public Relations

1. Public Relations Marketing Co-Op

2. Public Relations and Publicity • Public Relations- Activities that promote the favorable image and communications a company has with its employees, customers, investors, and the public. • Publicity: Freemention of a product or company in the media • (Placing positive and newsworthy information about a business, its products or its policies in the media)

3. Building Your Image Who are you building the image for? • External public: the community and customers • Internal public: the employees, volunteers, manufacturers, and suppliers.

4. Things to keep in mind about PR/Publicity • Publicity is a tool used by marketers, BUT they can not control how the media will share their story • There is both positive and negative publicity. (Negative publicity can do harm and create a negative image) • Public opinion is one of the most powerful forces in society

5. Why does a business use Public Relations? • Improving public image • Cope with a crisis • Sense of goodwill • Benefits • Increased sales • Reinforce a good reputation • Increase consumers willingness to respond to advertising

6. Examples of Public Relations • Grand Opening of a new mall • Presentation of an award to the company or an employee • Company-sponsored sports event • Company – sponsored scholarship program • Charitable event like a walkathon • Interview with company official about new policies or product

7. Customer Relations • Good customer service brings in repeat business – leading to the success of the company • Courtesy and friendliness • Helpfulness and tolerance • Interest and product knowledge • Some businesses offer special services • Free delivery • Gift wrapping • Layaway

8. Employee Relations • Successful businesses have loyal and well motivated employees • Programs are created to foster positive attitudes • Tuition reimbursement • Recreational programs (gym memberships) • Employee recognition programs

9. Google • Known for focusing on employee relations • Services offered to employees • First-class dining facilities • Gyms • Laundry rooms • Massage rooms • Haircuts • Carwashes • Dry cleaning • Commuting buses

10. Community Relations • The activities a company uses to gain and maintain the respect of the community • Sponsor charitable events like Special Olympics • Provide mentors for local students • Make charitable donations to local charities • Build relationships with local schools

11. Can Publicity Make or Break a Star? Rebecca Black

12. News Release What is a press release? A factual announcement sent to the media to be used as a news item Sent by businesses, organizations, individuals and government agencies (celebrities, sports teams and figures, companies, etc.)

13. What do you want to communicate? The facts: • 5 W’s and an H • Who? • What? • When? • Where? • Why? • Oh, yeah. How?

14. Other Public Relation Duties • Press Kit – folder containing articles, new releases, feature stories, and photographs about a company, product, team or person • Press Conference – meeting in which a business or organization invites media members to hear an announcement about a newsworthy event