What are the Four reasons to plan PR-programs?



 

There are four important reasons for planning: (a). formulate goals for PR-operations to be accompanied by an evaluation of the results;(b). indicate the operating time and cost of other resources;(c). select priorities that will control both the total cost and the timedistribution of different procedures planned by the program;(d). take a decision on the feasibility of implementation of the stated objectives in terms of availability: (i) sufficient staff with the necessary training; (ii) material support, such as office equipment, cameras or vehicles; the relevant budget. Remember the following words, which are directly related to planning:working time, priorities, schedule, resources, equipment and budget. We use herethe basic concepts of the economy, ie the science that studies the use of limited (inthe economic sense) resources. These limits are to the organization at its coreexternal, imposed on its activities. As we "pass" through all the stages of theplanning model PR (and their six), we understand that every effort should beapplied to the minimum number of projects.

The organization may not use advertising, but any organization in one way

Or another involved in public relations” – is it true? Why?

To begin with, the main link between advertising and PR is that advertising is successful, if PR-specialists will prepare the ground for the perception of a product or service with the necessary information.This is a great way to maintain a marketing strategy, which in other words is called the education market. Practice shows that it is much more efficient and effective way than using only advertising to reach new markets or introduce a new product or service. Some new products have failed to entry because it does not take into account the educational audience, which is why the money on advertising were wasted.Advertising is a tool for PR and helps reach its own target audience, which is different from the audience, which is oriented marketing.The picture is the following. Companies use advertising for PR purposes when they are not satisfied that they are talked about in the media, when in the opinion of the organization, their view is distorted, when they feel that the public incorrectly identifies the problem, misinterprets what is happening or just set unkindly.By and large, PR has long played the role of one of the functions of marketing, this is especially the case for companies that produce consumer services or provided them.In commerce and economics PR and advertising are closely related to marketing. While marketing - one of the functions of business, PR interacts with the financial side, and with the production component of the process. Therefore, PR has a wide application and can be used with all components of the marketing mix. Advertising as it is just one component. Marketing mix (marketingmix) consists of all the components included in the marketing strategy (such as: packaging, research, pricing, sales, distribution and after-sales service). Each of these has a certain relation to communications and reputation (goodwill). Educating the market would be a great PR contribution to the overall success and prosperity of the company.

 

What is the difference between PR and advertising?

Advertising is any message put up in any medium, and paid for by a known entity. PR was usually understood to be free publicity by goodwill, word of mouth, hype or media buzz. Nowadays, that does exist, but there is also paid PR space now sold in media. Someone once said that advertising is the only truth in media, because at the end of each ad there is someone claiming responsibility for that product, service or idea. In this way, PR could be considered a dangerous weapon for deception and false publicity, as the person who wants any article or news published will not be visible. Advertising is always paid for, whereas PR could be paid-for or can be free. There is always an advertiser visible in advertising. PR is invisible advertising. Advertising consists of media like TV, cinema, hoardings, print, posters, etc. PR consists of news events, press conferences, press kits, press releases, paid-for press articles, as well as image and crisis management.PR executives need to network and maintain contacts with the important people, as well anybody who is just about anybody. They need to juggle people and get things done. Advertising executives are a bit like this too, but there are many variations of the advertising exec ‘“ a) the boss types, big suits, b) the suits, they can bend over for a client, c) the lazy creative, d) the geeky media folk, and e) the usual HR and management departments.

Summary: 1.Advertising is a paid-for medium, while PR can also be for free.2. The budget for advertising can run very high, while for PR it may be just a couple of thousands.3. The PR executives have to maintain a huge social network, which is not the case with advertising.

 


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