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Section 17.3 Public Relations

Learn the importance of public relations in building a positive company image, fostering goodwill, and maintaining relations with customers, employees, and the community. Discover strategies for customer relations, employee programs, community involvement, and writing news releases effectively.

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Section 17.3 Public Relations

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  1. Marketing Essentials nChapter 17 Promotional Concepts and Strategies Section 17.3 Public Relations

  2. SECTION 17.3 Public Relations What You'll Learn • The nature and scope of public relations • The different audiences for public relations • The duties of public relations specialists • How to prepare a news release

  3. SECTION 17.3 Public Relations Why It's Important • Public relations is image-building. A company is concerned with how its employees, customers, and the general public (including its stockholders) view it. This section explains how the public relations department of a company fosters goodwill among the public.

  4. SECTION 17.3 Public Relations Key Terms • customer advisory boards • consumer affairs specialists • community relations • news release • press kit • press conference

  5. SECTION 17.3 Public Relations The Nature and Scope of Public Relations Businesses want to present a positive image to their customers, employees, and the general public. Well-planned and organized public relations efforts can increase sales, reinforce a good reputation, and increase the willingness of consumers to respond to advertising efforts for a company’s products.

  6. SECTION 17.3 Public Relations Customer Relations Good communication between employees and customers is vital in promoting a favorable business image. Many businesses go beyond courtesy to offer special services and amenities such as on-site restaurants and child-care facilities in order to maintain good customer relations. Slide 1 of 2

  7. SECTION 17.3 Public Relations Customer Relations • Customer advisory boards are panels of consumers who make suggestions about products and businesses. • National companies often employ consumer affairs specialists to handle customer complaints and to serve as consumer advocates within the firm. Slide 2 of 2

  8. SECTION 17.3 Public Relations Employee Relations • Successful businesses have loyal and well-motivated employees who feel they are important to the company. Some examples of programs for employees include providing: • Tuition reimbursement for college courses • Newsletters for and about the company and its employees • Recreational programs • Employee recognition programs for improvements in performance and efficiency

  9. SECTION 17.3 Public Relations Community Relations • Community relations refers to the activities that a business uses to acquire or maintain the respect of the community, such as participating in and sponsoring activities that benefit the community's civic, social, and cultural life. • Example: Sponsoring the Special Olympics, or providing mentors for students.

  10. SECTION 17.3 Public Relations The Role of Public Relations Specialists • The principal task of a public relations specialist is to publicize the good news about a company and its products—and to control the damage done by any negative news. • Public relations specialists work in the public and private sector.

  11. SECTION 17.3 Public Relations Writing News Releases • A news release is a prewritten story about a company that is sent to the media containing information about the company’s employees, stores, operations, products, corporate philosophy, or participation in an event or program. Slide 1 of 2

  12. SECTION 17.3 Public Relations Writing News Releases A news release must contain newsworthy information in order to be picked up by the media. It should be properly formatted and answer five basic questions: who, what, where, when, and why. Slide 2 of 2

  13. SECTION 17.3 Public Relations Other Public Relations Duties • In addition to writing news releases, public relations specialists also perform these tasks: • Prepare annual reports, brochures, and responses to customer inquiries. • Write feature articles for trade magazines. • Develop press kits, which are folders containing articles, news releases, feature stories, and photographs. These are given to the media to assist in reporting.

  14. ASSESSMENT 17.3 Reviewing Key Terms and Concepts • 1. Name three ways in which the goodwill generated by public relations can benefit a company. • 2. What are customer advisory boards? • 3. What is meant by community relations? • 4. What is the primary task of public relations specialists? • 5. What are three reasons why a company may call a press conference?

  15. ASSESSMENT 17.3 Thinking Critically • What is meant by this following statement? • "To the customer, the employees are the company."

  16. Marketing Essentials End of Section 17.3

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