Function of Public Relations

in Marketing

The two programmes that are included by the Public Relations are marketing and corporate dimensions. PR in marketing is utilized in conventional marketing situations so to persuade customers. For instance, it forms a part of marketing communications mix that also includes sales promotion, advertising, direct response and personal selling.

Push and pull strategies are two main strategies on which the decisions are made when formulating a marketing communication plan. The push strategy engrosses directing effort at intermediaries so that they are motivated to direct their promotional effort at clients, thus pushing the product down the distribution channel. Where, as pull strategy engrosses the goal of promotional activities at end user so that they demand the product from intermediaries, thus pulling the product don the distribution channel.

Corporate Public Relations are utilized to persuade the customer and non-customer’s publics and are particularly pertinent in a marketing context when these publics have to be persuaded in order to gain market entry. For instance, the pass strategy that has become progressively significant as public and media attention focus on not only an organization’s products and services however also its response to critical issues facing society at large. When the markets are blocked or protected by parties other than end users then there is a need to applied pass strategy, its examples may contain pressure groups, employees, opinion formers, government. In fact, many of the marketing communication campaign utilize a mixture of both push and pull however; emphasis might be placed on one strategy or the other. Commonly corporate public relations will be working in parallel to put into practice a pass strategy to address markets where right of entry is constrained either by non- customers target audiences or non-product related issues. For instance, it can contain a supporting campaign to modify the regulatory climate or an educational programme to overcome concerns over the introduction of new technology.

Awareness/ informal objective, which are one of the simple objectives of the Public Relations, that are easier to attain however, they can be complex to measure. Another one is motivational objectives which is complex to attain however, easier to measure as they are bottom line oriented and are based on clearly effective measurable which can be quantified. In reality, the behaviour is easier to observe than cognitive results however, it is more complex to prompt.

The mission of the Event Marketing institute is to aid the members so to increase their professional performance by offering complete education, research, and analysis related to emerging trends and insights into its strategy. Where as, Brand Experience marketing refers to a lot of diverse things to many dissimilar people in the advertising industry.

Author Box
Brainwork has 810 articles online

The author is an experienced Content writer and publisher for Business Development. Visit at http://www.smartville.ch/ to know more about Event Management.

Add New Comment

Function of Public Relations

Log in or Create Account to post a comment.
     
*
*
Security Code: Captcha Image Change Image
Related searches:

Function of Public Relations

This article was published on 2011/09/13