What is Public Relations? •
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‘The planned and sustained effort to establish and maintain goodwill and mutual understanding between an organization and its publics’ {CIPR} ‘Public relations is the name given to the managed process of communication of communication between one group and another. In its purest form, it has nothing to do with marketing, advertising or commercialisation. It will however often promote one group’s endeavours to pursuade another group to its point of view of view and it will use a number of different of different methods other than{although alongside}, advertising to achieve this aim’ aim’ {Publi {Publicc relations consultants association PRCA} ‐
What is the scope of public of public relations? •
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Governments; national and international Business and industry; small, medium, large. Community and social affairs Educational institutions e.g. Universities and colleges Hospitals and healthcare Charities and good causes International affairs. ‐
What is the scope of public of public relations? •
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Governments; national and international Business and industry; small, medium, large. Community and social affairs Educational institutions e.g. Universities and colleges Hospitals and healthcare Charities and good causes International affairs. ‐
What activities does public relations engage in? 1) Coun Counse selli lling ng based on an understanding of human behaviour 2) Anal Analys ysin ing g future trends and predicting their consequences 3) Rese Resear arch ch in public opinion, attitudes and expectations and advising on action 4) Establ Establish ishing ing and maintaining a two way communication based on truth and full information.
PR activities contd;
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5) Preventing conflict and misunderstanding 6) Promoting mutual respect and social responsibility 7) Harmonising the private and public interest 8) Promoting goodwill with staff, suppliers and customers 9) Improving industrial relations 10} Attracting good personnel and reducing labour turn over. ‐
Pr activities contd;
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11) Promoting products and services 12) Projecting a corporate identity 13) Encouraging an interest in international affairs. (adapted from IPRA)
How to get excellent public relations in an organization: ‐
PR Programmes should be managed
strategically There should be a single integrated public
relations department PR Managers should report directly to senior
management PR should be separate function from
marketing.
Senior PR persons should be a member of the
organization’s dominant co alition ‐
Communication should adhere to the two
way symmetrical model.
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4 Models of PR (Gruniq & Hunt; 1984) 1) Press agency/ publicity;
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Main role here is propagada, spreading the faith of the organization usually through incomplete half truth or distorted information. In this case, the communication is one way.
2) Public information: Main role is dissemination of information, not necessarily with a persuasive intent. This should be done objectively {albeit hard}.
3) Two way asymmetric: ‐
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Main role here is scientific persuasion using social science theory and research about attitudes and behaviour to persuade publics to accept the organization’s point of view
4) Two way symmetric: ‐
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Main role is to serve as a mediator between the organization and its publics. Aim is to facilitate mutual understanding between the organization and its publics NB// Public relations can either be pro active or re active. ‐
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GROUP ACTIVITY 1 •
Discuss public relations techniques for various projects areas such as; ‐
Consumer marketing B 2 B ‐
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Internal & employees Corporate, external & public affairs Financial public relations
Consumer Marketing techniques: •
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Consumer and trade press releases Product and service literature Promotional videos Special events such as celebrity opening stores Consumer exhibitions In house magazines for sales staff, customers and trade Sports, arts etc sponsorship. ‐
B 2 B Techniques: ‐
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Corporate identity design Corporate literature Corporate advertising Trade and general press relations, both national and international Corporate & product videos Trade exhibitions sponsorships
Internal & employee techniques: •
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Employees newsletters and other internal magazines Employee relations videos Recruitment exhibitions and conferences Company notice boards Briefing meetings Employee communications networks and channels for feedback Speech writing for executives
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Corporate, external and public affairs techniques: ‐
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Corporate literature
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CSR programmes and community involvement
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Management counselling
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Local and national sponsorships
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Issues tracking {green issues, carbon emissions, global warming, environmental issues etc}
Financial public relations techniques:
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Financial media relations
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Design of annual and interim reports
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Facility visits for analysts, brokers, fund managers etc
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Organising share holder meetings
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Share holder tracking research
Group activity •
Discuss how you can evaluate the effectiveness of public relations activities / campaign.
What is Personal selling? •
‘the presentation of products and associated persuasive communication to potential clients, which is employed by the supplying organization. It is the most direct and longest established means of promotion within the promotional mix’
{Baron et al, Macmillan dictionary of retailing, 1991}
Selling should be a team effort involving: ‐
Top management; involved with big orders and ‐
KAM Technical sales personnel; who supply technical information and service to the customer before, during or after the sale of product Customer sales reps; who provide installation, maintenance and other services to the customers Office support ; includes sales analysts, administrators and secretarial staff ‐
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{Kotler 1999}
Various tasks in the selling process:
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Order collector; deals with routine orders usually through telemarketing
ii. Order takers; collects placed orders iii. Pre order taker; builds goodwill and educate ‐
iv. Order supporter; application of his technical knowledge relating to the product v. Order getter; stimulate demand and creatively sell tangible or intangible products
Some sales person activities:
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Prospecting Communicating Selling Servicing Information gathering Allocating; assisting in evaluating customer
profitability, credit worthiness, allocation of products to customers in times of product shortages Shaping; build and sustain relationships with major customers
NB// The mix of sales task will depend on purchase decision making, marketing strategy and prevailing economic conditions. ‐
Personal selling is particularly crucial for B 2 B markets. ‐
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What is Sales Promotions? •
‘a range of tactical marketing techniques, designed within a strategic marketing frame work , to add value to a product or service in order to achieve a specific sales and marketing objective’
(adapted from Institute of sales Promotion)
What are the objectives of sales promotions?
Increase awareness and interest Achieve a switch in buying behaviour Incentivise consumers to make a forward purchase Smoothen a seasonal dip Generate a consumer database through mail in applications Increase display space of a brand at channels place ‐
Objectives of sales promotions contd; Increase short term sales Encourage repeat and multiple purchase Encourage new product or alternative brand
trial Motivate supply chain
What are the techniques used in sales promotions? Free gifts B.O.G.O.F Discounts Coupons Prize draws Samples Incentives linked to charitable organizations/
donations Sales force & retailer competitions and rewards, business gifts etc.
What is Point of sale ?
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It is the place, usually in store where goods are bought and paid for. By extension, POS refers to the promotional materials displayed in store to stimulate purchase decisions
What are the objectives of P.O.S? Attractive attention Maximising display space Aiding product recognition Aiding brand recognition Adding/providing information Brand differentiation.
P.O.S Techniques: Racks Shelf tags Posters Mobiles Balloons Carrier bags
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What is Direct Marketing? •
‘the planned recording, analysis and tracking of customer behaviour to develop relational marketing strategies’ {IDM U.K.} ‘an interactive system of marketing which uses one or more advertising media to effect a measurable response and /or transaction at any location’ { DMA USA} ‘aim of direct marketing is to acquire and retain customers’ {Theodore Levitt} ‐
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Components of direct marketing: • •
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Television Radio Direct mail Direct response ads Telemarketing Inserts Electronic media Door to door Mail order Home shopping ‐
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What is telemarketing? •
It is the planned and controlled use of the telephone for sales and marketing opportunities. Unlike all other forms of direct marketing it allows for immediate two way communication. ‐
What is the role of telemarketing? Building, maintaining, cleaning and updating
databases Market evaluation and test marketing Dealer support Traffic generation Direct sales and account servicing Customer care and loyalty building Crises management.
What is publicity? •
Publicity refers to any form of non paid, non personal communication between an organization and its publics. ‐
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Media coverage; such as editorials, reviews, news items etc can be stimulated by: Networking with media contacts e.g. Via PR agency Sending media/ press releases to editors & jounalists Holding photo calls and conferences Sending product samples for trial/review or giveaway •
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Arranging publicity ‘stunts’ and events e.g.
Around the world on a balloon or sailing then publicising the event through TV interviews etc Offering spokesperson and experts for
interview and comments Offering news and technical articles to
publications
What benefits can be gained from publicity? a) Raises awareness of wider audiences b) Generates word of mouth { free promotions} ‐
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c) Implies endorsement, recommendation and credibility d) Supports paid for e.g. advertising and promotion
Disadvantages of publicity:
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a) In ability to control editorial content b) Media agenda may conflict with positive messages c) Mistakes and crises more ‘newsworthy’ than positives d) Negative publicity magnified by word of mouth.
What is advertising? •
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Any paid for form of mass communication Advertising can be above the line or below the line Examples include television, radio, posters, signs, banners, freebies, news papers, magazines, internet etc.
Sampling •
What is a sample?
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Why not interview everyone like in a census?
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How can one develop a sampling frame?
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What method may be used to decide on the size of the sample?
Deciding on the sampling procedure:
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1) Probability sample: everyone from the population of interest have an equal chance e.g. Simple random{ every nth person picked from the databases}, Stratified random { divide the population into mutually exclusive groups then random samples used to pick the sample}, Multi stage sampling {i.e. area divide area into regions then pick a sample from each region} ‐
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2 ) Non probability : not everyone have an equal chance of being selected such as ; Quota sample{ the researcher finds and interviews a prescribed number of people in each of several categories}, Judgement sample { researcher selects population members who are good prospects for taking part in the research for accurate information}, Convenience sample {the researcher selects the most accessible population members}, Cluster sample { take only one cluster from the population of interest and use it as a sample hoping that they represent all other clusters eg. A university} ‐
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How to develop a questionnaire:= 1. Decide on question topics 2. Decide on the type of questions to ask 3. Decide on the question format including funnelling{i.e. From the general to the more specific} 4. Decide on the question layout; how many questions?, which question follow which?, how many questions?. 5. Pilot test the questionnaire which will help identify any faults 6. Administer the questionnaire.
Question requirements: Should not be leading Keep it short and simple Avoid double meaning Avoid jargon Avoid 2 questions in one Be clear and conscice
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Types of questions 1) Closed questions: ‐
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Dichotomous { 2 possible answers such as yes/No Multiple choice questions Likert scales{ strongly agree, agree, neither agree nor disagree, disagree, strongly disagree} Semantic differential: a scale connecting 2 bi polar words. The respondent selects the point that represent his/her opinion e.g large vs small, experienced vs in experienced, modern vs old fashioned. ‐
Important scale; a scale that rates the
importance of some attribute{ e.g. Extremely important, very important, somewhat important, not very important, not at all important} Rating scale; a scale that rates some attribute from ‘poor’ to ‘excellent’{excellent, very good, good, fair, poor} Intention to buy scale;{ definitely buy, probably buy, not sure, probably not buy, definitely not buy}
Open ended questions: ‐
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Completely unstructured; a question that
respondents can answer in an almost unlimited number of ways.{e.g. What is your opinion on the existence of God?} Word association; {e.g. What comes to mind when you hear the following kenya, airline, safari?} Sentence completion; {e.g. When i choose a holiday, my most important consideration is } ‐
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Story completion; {e.g. ‘i saw mr Bean come
out smiling, this aroused in me the following thoughts and feelings ’} ‐‐‐‐‐‐‐‐‐
Picture and cartoons completion Thematic Apperception Test{T.A.T}; A picture
is presented and respondents are asked to make up a story about what they think is happening or may happen in the picture.
How do you administer questionnaire? •
Postal {advantages & disadvantages}
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Telephone { advantages & disadvantages}
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On line {advantages & disadvantages}
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Personal interviewing e.g. At home, streets, shopping malls etc { advantages and disadvantages of each}
