Marketing I
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: Free mention of a product or
company in the media
 (Placing positive and newsworthy
information about a business, its
products or its policies in the media)
Building Your Image
Who are you building the image for?
 External public: the community and
customers
 Internal public: the employees,
volunteers, manufacturers, and
suppliers.
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
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
Examples of Public Relations
 Grand Opening of a new mall
 Presentation of an award to the
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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
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
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
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
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
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.
What do you want to communicate?
The facts:
 5 W’s and an H
 Who?
 What?
 When?
 Where?
 Why?
 Oh, yeah. How?
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
Class Activity
 How would you apply Public Relations to the School
Store?
 What would be in the Press Kit for the School Store?
 Who would be included in the School Store Press
Conference?