Professional Documents
Culture Documents
Corporate
Advertising
Introduction
In India PR means
To get good write ups about the company or
Definition
It is the process of engaging the target
Traditional media
Print
Television
Radio
Internet
Events
Exhibitions
Lobbying
Social
activities
Strength of public
relations
Personal touch
Unlike advertising PR talk with customers with
personal touch.
Communication in a news paper through
advertisements v/s favorable write up in news
paper by the journalist.
Exhibition v/s medical journal
Conts
Diversity of tools
Traditional media
Social activities
Conferences meetings
Conts
Cost effectiveness
United states v/s India (nuclear energy for
peaceful purpose )
Recency of domain
New
filed in India
Underdeveloped
Two decades old
Training schools
Learning trading on the job
Theories are hard to find
Conts
Paucity of good professionals
Hard to find good professionals
Learn the job on trade
Publics
Internal publics
Organization (corporate organization -employees)
Segmentation sex, location, hierarchy
External publics
Outside the organization
Homogenous
IPO
Brokers, stockists, customers
Existing share holders, company employees
Media relations
Projected positively through the media
Understands the media functioning
Two functional streams
Editorial
side
Advertising side
Crisis management
Natural disaster
Jan 2001
Employee relations
Employee satisfaction study
Awareness about the goals brand
ambassadors
WOM
Financial relations
Bottom line
Charitable organizations
Debt
Equity
Marketing relations
Sale of company's product and services
Prerogative
Organise interviews with marketing
executives
Annual reports
Financial details
Annual b/s, P/L A/c, auditors statement
Share holders
Promotional tool
Posters
Different from marketing dept.
marketing dept for trade
PR for the internal communication
Fliers /leaflets
Promotional pieces
Company, product
Not as elaborate as corporate brochure
Cheap and distribute liberally
House journal
Information about the happenings in the company,
both the professional and personal
Carries information about birth days, anniversaries,
deaths
Create a feeling with in the company
Press kit
Tool kit for media conference
Includes press release , company literature, gift
voucher
During pres s conference
Training films
Undertake on behalf of HR dept.
Production of training films for the employees
Meetings
Internal publics
Held annually or even frequently
Motivate employees
External publics
Social events
ENGAGE SOCIAL EVENTS
PICNICS, WEDDING OF CHAIRMANS DAUGHTER
Implementation of
programme
IPO
Identification of locations
Identification of brokers and investors
Selecting the avenue
Invitations
Ad campaign
Promotional material
Travel arrangements
Media will need to be invited
Evaluation programme
Depend on the size of the issue and market
characteristics
Corporate image that the company has in the
market
Nature of the instrument and the price brands
Kind of money that has been put in the
promotional activities
Secondary research
publicity
Any reference one is able to obtain through
the media
Credibility factor
Corporate advertising
Done over mass media
Promote companys image
Often brand image