Question

PUBLIC RELATIONS:

1) Public Relations:

a. Definition and

b. marketing example

2) Publicity:

a. Definition and

b. marketing example

3) Product placement

4) Consumer education

5) Sponsorship

6) Managing Unfavorable Publicity

a. definition

b. Crisis management—marketing example

Answer 1

1) Public Relations:

a. Definition

Public relations is a host of exercises or stance maintained by an individual or a company , with various parties like customers,suppliers ,local & federal governments as well as existing & potential investors.

These exercises are a sort-of building goodwill with whomsoever come into contact with the company--like offer of discounts on settlements,going soft on employee-loans,timely repayment to vendors saving their time & effort,timely remittance of all tax- dues to the governments,ensuring good returns to the investors with good governance ,which also entices new investors.

b. marketing example

A good marketing example may be communicating transparently about the financial & non-financial aspects of the company to the existing investors --who can assess the safety as well as the profitability of their investment,with the company.

2) Publicity:

a. Definition

Publicity is a promotional activity,announcing about the company's entry into the market, its products/services offered ,& its value or price --in a written(newspapers/magazines,etc.) or oral (television,radio,etc.) media.

b. marketing example

Advertising a product's complete details like its nature & uses along with the price --is an example of publicity.

3) Product placement

This is an advertising tactic, whereby a product is placed in a media like television or movie-theatres--making the general public aware of such a product --through some short-visuals enacted-- for which the media company is monetarily compensated by the manufacturer of the said product.there is an agreement between the two , which specifies the length of the visual/audio & the money to be given.

4) Consumer education

This involves educating /equipping the consumers with necessary skills ,for them to know what should be expected from buying a product.ie. To make them a conscious or informed buyer--without being an impulsive buyer.

For example, educating the customer about the product , by giving all product descriptions ,price --also presenting visuals about the product--for a ONLINE buyer.

5) Sponsorship

Sponsoring a sporting event or the like by a manufacturing company ,indirectly makes the public ,to become aware about the existence of the said manufacturer's product

By sponsoring ,the manufacturing company , gives financial support to the event.

Thus both the manufaturer & the event-holder benefit.

6) Managing Unfavorable Publicity

a. definition

Unfavorable Publicity is negative publicity due to some bad experiences of some customers with the product/service offered by the company.

Best way to manage is

first accept the publicity sportingly, in all seriousness--as it may open up an opportunity to eliminate the flaws sited by the customer -- eliminate the same & improve the product --& being transparent & honest through-out.

secondly, interaction with more customers ,who bought the same product , to check if they encountered the same flaw,will definitely go down well with the rest of the lot, enhancing the company's image .

Countering the damage by involving in more of social & charitable work.

b. Crisis management—marketing example

Crisis management is handling a crisis straight without giving excuses or reasons & circumventing the main issue --

It is also the rapidity with which the crisis is owned , counts for the sincerity.

For example, the extremely rapid interaction of the SOUTHWEST Airlines through Facebook & Twitter about the mishap of its Flight 345-from Nashville to LaGuardia--landing nose first.

Their honest communication through the social media, is being appreciated much by the public for its concern for safety of the passengers as well as anxiety of their families.