Marketing Essentials. Section 17.3 Public Relations. Chapter 17 Promotional Concepts and Strategies. Chapter 17 Promotional Concepts and Strategies 1

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1 Marketing Essentials Chapter 17 Promotional Concepts and Strategies Section 17.3 Chapter 17 Promotional Concepts and Strategies 1

2 Before You Begin Burke DECA s Annual Parent Meeting is next Thursday, 9/3. In addition to the letter that was mailed, what else could be done to encourage parents and students to attend the meeting? Be prepared to share. Why is the parent meeting so important? Chapter 17 Promotional Concepts and Strategies 2

3 What You'll Learn The nature and scope of public relations The different audiences for public relations The duties of public relations specialists How to prepare a news release Chapter 17 Promotional Concepts and Strategies 3

4 Why It's Important Public relations is image-building. A company is concerned with how its employees, customers, and the general public (including its stockholders) view it. This section explains how the public relations department of a company fosters goodwill among the public. Chapter 17 Promotional Concepts and Strategies 4

5 Key Terms customer advisory boards consumer affairs specialists community relations news release press kit press conference Chapter 17 Promotional Concepts and Strategies 5

6 The Nature and Scope of Businesses want to present a positive image to their customers, employees, and the general public. Well-planned and organized public relations efforts can increase sales, reinforce a good reputation, and increase the willingness of consumers to respond to advertising efforts for a company s products. Chapter 17 Promotional Concepts and Strategies 6

7 Customer Relations Good communication between employees and customers is vital in promoting a favorable business image. Many businesses go beyond courtesy to offer special services and amenities such as on-site restaurants and child-care facilities in order to maintain good customer relations. Slide 1 of 2 Chapter 17 Promotional Concepts and Strategies 7

8 Customer Relations Customer advisory boards are panels of consumers who make suggestions about products and businesses. Slide 2 of 2 Chapter 17 Promotional Concepts and Strategies 8

9 Customer Relations National companies often employ consumer affairs specialists to handle customer complaints and to serve as consumer advocates within the firm. Slide 2 of 2 Chapter 17 Promotional Concepts and Strategies 9

10 Employee Relations Successful businesses have loyal and well-motivated employees who feel they are important to the company. Some examples of programs for employees include providing: Tuition reimbursement for college courses Newsletters for and about the company and its employees Recreational programs Employee recognition programs for improvements in performance and efficiency Chapter 17 Promotional Concepts and Strategies 10

11 Community Relations Community relations refers to the activities that a business uses to acquire or maintain the respect of the community, such as participating in and sponsoring activities that benefit the community's civic, social, and cultural life. Chapter 17 Promotional Concepts and Strategies 11

12 The Role of Specialists The principal task of a public relations specialist is to publicize the good news about a company and its products and to control the damage done by any negative news. Public relations specialists work in the public and private sector. Chapter 17 Promotional Concepts and Strategies 12

13 Writing News Releases A news release is a prewritten story about a company that is sent to the media. It usually contains information about the company s employees, stores, operations, products, corporate philosophy, or participation in an event or program. Slide 1 of 2 Chapter 17 Promotional Concepts and Strategies 13

14 Writing News Releases A news release must contain newsworthy information in order to be picked up by the media. It should be properly formatted and answer five basic questions: who, what, where, when, and why. Slide 2 of 2 Chapter 17 Promotional Concepts and Strategies 14

15 Other Duties In addition to writing news releases, public relations specialists also perform these tasks: Prepare annual reports, brochures, and responses to customer inquiries. Write feature articles for trade magazines. Develop press kits, which are folders containing articles, news releases, feature stories, and photographs. These are given to the media to assist in reporting. Chapter 17 Promotional Concepts and Strategies 15

16 Other Duties In addition to writing news releases, public relations specialists also perform these tasks: Meet customers and the public face-to-face Attend public relations events and organize press conferences. A press conference is a meeting in which a business or organization invites media members to hear an announcement about a newsworthy event. Chapter 17 Promotional Concepts and Strategies 16

17 17.3 ASSESSMENT Reviewing Key Terms and Concepts 1. Name three ways in which the goodwill generated by public relations can benefit a company. 2. What are customer advisory boards? 3. What is meant by community relations? 4. What is the primary task of public relations specialists? 5. What are three reasons why a company may call a press conference? Chapter 17 Promotional Concepts and Strategies 17

18 17.3 ASSESSMENT Thinking Critically What is meant by this following statement? "To the customer, the employees are the company." Chapter 17 Promotional Concepts and Strategies 18

19 Marketing Essentials End of Section 17.3 Chapter 17 Promotional Concepts and Strategies 19

Marketing & Communications

Marketing & Communications Marketing Plan Messaging Targeted Marketing Media Public Relations Community Engagement What is marketing? Everything you do to recruit and retain students Why communicate? Tell