The Importance of Public Relations and Earned Media

2015 ◽  
Author(s):  
Dr. Simon Hudson ◽  
Louise Hudson
Keyword(s):  
Public Relations ◽  
News Media ◽  
Personal Selling ◽  
Persuasive Messages ◽  
Event Management ◽  
Sales Promotions ◽  
Diverse Range ◽  
Negative Publicity ◽  
The Difference ◽  
Tourism And Hospitality

The field of public relations (PR) is growing. In the U.S. alone, the PR industry is comprised of more than 7,000 companies bringing in estimated annual revenues of $11 billion, and offering a diverse range of services from media relations to event management (Pozin, 2014). There are many types of media available to PR specialists, and these fit into three broad categories: owned, paid, and earned media. Owned media is defined as communication channels that are within the organization’s control, such as websites, blogs, or email; while paid media refers mostly to traditional advertising, discussed in Chapter 6. Earned media, on the other hand, is generated when content receives recognition and a following outside of traditional paid advertising, often from publicity gained through editorial influence. Critically, earned media cannot be bought or owned, it can only be gained organically, hence the term ‘earned’. Since most of this earned media is gained through PR activities, this chapter will mainly focus on PR and its various techniques. PR is broader in scope than publicity, its goal being for an organization to achieve positive relationships with various audiences (publics) in order to manage effectively the organization’s image and reputation. Its publics may be external (customers, news media, the investment community, general public, government bodies) and internal (shareholders, employees). The three most important roles of PR and publicity in tourism and hospitality are maintaining a positive public presence, handling negative publicity, and enhancing the effectiveness of other promotional mix elements (Morrison, 2002). In this third role, PR paves the way for advertising, sales promotions, and personal selling by making customers more receptive to the persuasive messages of these elements. Ultimately, the difference between advertising and public relations is that public relations takes a longer, broader view of the importance of image and reputation as a corporate competitive asset and addresses more target audiences.

scholarly journals Komunikasi Pemasaran Terpadu “Lemospirés Batik” dalam Menarik Minat Pembelian Konsumen

2019 ◽  
Vol 9 (1) ◽  
pp. 69-84
Author(s):  
Cindy Andita Kirana
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Direct Marketing ◽  
Personal Selling ◽  
Research Data ◽  
Marketing Communication ◽  
Sales Promotions ◽  
Distinctive Features ◽  
Qualitative Descriptive ◽  
Descriptive Approach

This article examines the marketing communication strategies used by Lemospirés Batik to attract consumer interest. This research uses a qualitative-descriptive approach. The research data were analyzed with the perspective of the marketing communication mix theory. The results of this study describe that the strategy taken by Lemospirés Batik to market and introduce its products is (1) the use of advertisements on social and non-social media, (2) organizing exhibitions to do direct marketing, (3) giving discounts and giveaways. to create sales promotions, (4) creating distinctive features on products that are part of personal selling, (5) using public relations to build relationships, and (6) using social media Instagram and Facebook to market products with the concept of storytelling.

scholarly journals Marketing Communication of South Kalimantan Shari'ah Bank branch of Kayutangi In Attracting Customers' Interests

At-Taradhi ◽  
2020 ◽  
Vol 11 (1) ◽  
pp. 35
Author(s):  
Putri Ayu Hidayatur rafiqoh
Keyword(s):  
Public Relations ◽  
Communication Skills ◽  
Personal Selling ◽  
Marketing Communication ◽  
Islamic Banks ◽  
Marketing Activity ◽  
Sales Promotions ◽  
Banking Competition ◽  
Marketing Activities ◽  
Conventional Banks

Marketing communication is a marketing activity that aims to inform about a product or service offered by a persuasive company to prospective buyers or consumers. Banking competition that is enlivened by conventional banks and Islamic banks makes consumers have many choices to invest. Marketing communication is needed because with marketing communication, it is expected that there are three changes (knowledge, attitude, and desired action). The South Kalimantan Shari'ah Bank Kayutangi conducts sales promotions by conducting field outreach to various agencies , Personal selling by visiting prospective customers directly to their place, Public relations by participating in various events, and Advertising by distributing brochures & calendars. And then, class/training related to communication skills need to be followed by marketers to improve their ability to carry out marketing activities. And the last, supporting facilities also needed in order to optimize the performance of marketing communications.

Adaptive Strategies of Tobacco Firms Subsequent to the 1998 Master Settlement Agreement: An Examination of Emergent Tobacco Promotional Mix Efforts

2003 ◽  
Vol 9 (1) ◽  
pp. 3-17 ◽  
Author(s):  
Andrew J. Czaplewski ◽  
Eric M. Olson
Keyword(s):  
Public Relations ◽  
Direct Marketing ◽  
Personal Selling ◽  
Adaptive Strategies ◽  
Sales Promotion ◽  
Popular Press ◽  
Sales Promotions ◽  
Settlement Agreement ◽  
Comprehensive Picture ◽  
Promotional Efforts

This article uses the promotional mix framework to examine tobacco promotional efforts in five distinct categories: advertising, sales promotion, direct marketing, personal selling, and public relations. We specifically explore how tobacco companies are adapting their promotional efforts in each category subsequent to the 1998 Master Settlement Agreement (MSA) among the five largest tobacco companies and 46 states. We utilize primarily marketing popular press literature and a comparison between 1998 and 1999 tobacco promotional expenditures to provide a comprehensive picture of emergent tobacco promotional efforts in response to the new restrictions. Numerous adaptations within each category are examined. In particular, substantial new expenditures in the areas of trade-oriented sales promotions, direct marketing, and public relations activities are revealed. Specific tactics being used in each of the five promotional mix categories are discussed.

scholarly journals Information Technology as Tools of Public Relations Inform in Health Services

2017 ◽  
Vol 2 (4) ◽  
pp. 96
Author(s):  
Tanti Hermawati ◽  
Prahastiwi Utari
Keyword(s):  
Health Services ◽  
Public Relations ◽  
Direct Marketing ◽  
Personal Selling ◽  
Sales Promotions ◽  
Private Hospitals ◽  
Public And Private ◽  
The Public ◽  
Public And Private Hospitals ◽  
Marketing Methods

Internet usage in Indonesia has jumped from just 2 million in 2000 to 45 million in 2011. The use of communication technology has impacted on all aspects of life in Indonesia, including the marketing of medical services by public and private hospitals. This paper reports on a survey ofthree private hospitals in Surakarta, Indonesia, that have usedfive types of marketing communications including: advertising, personal selling, sales promotions, public relations and direct marketing. One of direct marketing methods used is internet marketing with the development of hospital website. This paper describes ICT used by RSU PKU Muhammadiyah Delanggu in informing the public of its health services.

5. Promotions (marketing communications) and social media

2021 ◽  
pp. 63-79
Author(s):  
Kenneth Le Meunier-FitzHugh
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Direct Marketing ◽  
Personal Selling ◽  
Digital Marketing ◽  
Marketing Communication ◽  
Sales Promotions ◽  
Communication Tools ◽  
Brand Values ◽  
Potential Customers

This chapter explores promotions, which are made up of a range of marketing communication tools that are critical in supporting the organization’s offer and conveying their brand values. They are designed to reach, interest, and engage customers in conversations and to encourage them to purchase their products. Promotional tools include advertising, sales promotions, public relations, direct marketing (on- or offline), sponsorship, and personal selling. Today, communication activities are being totally reinvented by the growth of social media and digital marketing. Indeed, the development of different types of social media has created opportunities to develop digital marketing that has an immediacy of interaction and increased intimacy with potential customers.

scholarly journals Assessing the Influence of Branding and Promotion Activities to the Business Growth in Rwandan Hotel Industry. A Case of Kigali Serena Hotel

2020 ◽  
Vol 2 (4) ◽  
Author(s):  
Mudahemuka William ◽  
Ntahemuka John ◽  
Munyanziza Clement
Keyword(s):  
Public Relations ◽  
Qualitative Data ◽  
Sampling Methods ◽  
Direct Marketing ◽  
Hotel Industry ◽  
Personal Selling ◽  
Simple Random Sampling ◽  
Target Population ◽  
Business Growth ◽  
Sales Promotions

Developing countries today compete to attract foreign direct investment to their local hotel industry. Branding and promotion are the ones of the business activities that can assist to the achievement of good performance. Therefore, this study had a general objective of examining the influence of branding and promotion activities to the business growth, case of Serena Hotel. The target population was Serena hotel employees and its customers. The study adopted purposive and simple random sampling methods to select 133 potential respondents. The quantitative data were collected by using administered questionnaires sent to the customers and employees of targeted population and documentary technique have been used for qualitative data collection. Thereafter, statistical techniques have been used to summarize the information. Data from the field were cleaned, sorted, coded, tabulated and statistically analyzed by using SPSS. Among 133 questionnaires sent to the respondents, only 125 were returned for analysis. In data analysis, descriptive statistic was used to compute the frequency and percentages. The results obtained concluded branding and promotion activities were important variables to influence business growth of Serena hotel. As a conclusion, the findings of the study showed that advertising, sales promotions, public relations, personal selling direct marketing and product branding had stronger impact on business growth in Serena Hotel/Rwanda. The recommendations have been given to different domains and the areas for further researches had been identified.

scholarly journals Advertising

Communication ◽  
2011 ◽  
Author(s):  
Esther Thorson
Keyword(s):  
Mass Media ◽  
Public Relations ◽  
Personal Selling ◽  
Sales Promotions ◽  
Digital Revolution ◽  
Corporate Advertising ◽  
Product Pricing ◽  
Forest Fire Prevention ◽  
The Media ◽  
Retail Organizations

Advertising is defined as paid communication from an identified sponsor using mass media to persuade an audience. There are many ways to promote ideas, brands, politicians, or issues, but advertising involves mostly professionally designed commercials (this word implies video) or advertisements (this word implies print or online display advertising). Mass media, such as television, radio, newspapers, and magazines, are paid to carry those messages to their audiences. Advertisements can also occur via the Internet, and this medium can be more “individualized” than the mass media (for example, email advertising is designed and delivered very specifically). Additionally, a new form of advertising created by ordinary people (“user generated” advertising), rather than by professionals, is now recognized. But in spite of these current variations in messages that are referred to as advertising—a phenomenon caused mainly by the digital revolution—the definition above is generally accepted. Advertising is distinguished from other promotional tools, such as marketing and public relations. Marketing refers to everything that is done to promote a brand: for example, creating the product, pricing it, placing it where it can be purchased, and promoting it. Advertising is a subcategory of marketing. Public relations is usually defined as management activities carried out to enhance the relationships between a company and its stakeholders. Although public relations uses messages, such as press releases to the media, it generally does not involve paid professional messages carried by the media. Sales promotions are incentives that organizations use to temporarily change the perceived value of a brand or idea. Coupons, contests, rewards, and price discounts are all forms of sales promotions. They may be targeted toward consumers or toward retail organizations. Likewise, personal selling is another promotional tool. In general, then, advertising is a subcategory of marketing, and it is one of four categories of persuasive tools. Advertising varies in many ways beyond the media that carry it (for example, television commercials, newspaper advertisements). For example, political advertising promotes candidates for office. Issue advertising promotes ideas from the public service domain (such as forest fire prevention or crime prevention), health advertising promotes behaviors that increase healthiness (such as promotion of vaccines, admonishments to engage in safe sex and to quit smoking), children’s advertising promotes directly to the young, and corporate advertising promotes the viewpoints of companies (for example, that corporations are environmentally responsible, or that they regret product failures or accidents).

scholarly journals Marketing communication analysis of benetton PR campaigns

2018 ◽  
Vol 12 (1) ◽  
pp. 457-465
Author(s):  
Cynthia Bianka Incze ◽  
Alexandra Pocovnicu ◽  
Simona Vasilache ◽  
Nora-Labiba Al Zain
Keyword(s):  
Public Relations ◽  
Direct Marketing ◽  
Personal Selling ◽  
Emotional Reactions ◽  
Communication Analysis ◽  
Sales Promotions ◽  
Fashion Brand ◽  
Complex Phenomena

Abstract In today’s economies the role of marketing cannot be underestimated, just the sole amount of media communications is astonishing not taking in consideration the different marketing and PR strategies involved. The most well-known tools include advertising, public relations, sales promotions, direct marketing and personal selling. There is an increasing number of advertisements that reach our attention by the presence of vulgarity, nudity or moral offenses. The aim of the article is to extensively review the literature of shock advertising namely shockvertising and to pinpoint its evolution in case of Benetton fashion brand. Shockvertising focuses on the idea of selling products through evoking terrifying and repulsive emotions. This type of advertising is used to sensitize people to religion, racism, war, poverty and other taboo topics. The descriptive method is used in order to describe such complex phenomena. The research is conducted in the form of a retrospective qualitative case study focusing on the historical events that are connected to the communications at Benetton. Through the following research a better understanding of shockvertising and its dynamics is reached and emotional reactions of a range of individuals is presented. In addition, the question of ethical considerations and the shock advertising effectiveness is analyzed.

scholarly journals Memahami Strategi Komunikasi Pemasaran Kartu Brizzi PT Bank BRI, Tbk. Kanwil Semarang

2016 ◽  
Vol 7 (2) ◽  
pp. 30
Author(s):  
Widia Febriana
Keyword(s):  
Public Relations ◽  
Public Awareness ◽  
Direct Marketing ◽  
Personal Selling ◽  
Communication Strategy ◽  
Marketing Communication ◽  
Strategy Formulation ◽  
Sales Promotions ◽  
Regional Office ◽  
The Gift

<p><em>With increasing public awareness of the technology, there </em><em>are</em><em> a trend the demand for banking products based on technology, in particular transactions through cards. But the public's knowledge about the e-money making product marketing e-money is still lacking. To overcome this, we need a marketing communication strategy of e-money is appropriate and effective. The cornerstone of the theory used in this study the theories of Kotler Kotler, said that elements of the promotion mix (promotion mix) consists of five main device, namely: Advertising, Sales Promotions, Public Relations and publicity, Personal Selling and Direct Marketing</em><em>. This research</em><em> aims to determine the effectiveness of of the activities of marketing communications strategy that has been done. To analyze the marketing communication strategies, conducted research at PT. Bank Rakyat Indonesia (Persero) Regional Office Semarang. Data collected from various sources consisting of external factors and internal, ie interviews, observation and documentation. Furthermore, these factors were analyzed to get the strategy formulation. Resource persons / informants consists of the CBK offices and the Customer card user Semarang BRIZZI. All of the strategies undertaken in marketing BRIZZI, the most effective way is to give the gift of groceries to customers BRIZZI users when shopping at the supermarket</em><em>s</em><em> in Semarang.</em><em></em></p>

Kajian Bauran Promosi Di Perguruan Tinggi “X”

Liquidity ◽  
2018 ◽  
Vol 1 (2) ◽  
pp. 175-182
Author(s):  
Alida Wahyuni
Keyword(s):  
Higher Education ◽  
Public Relations ◽  
Word Of Mouth ◽  
Personal Selling ◽  
Services Marketing ◽  
Sales Promotion ◽  
Direct Mail

Marketing of higher education falls into the category of services marketing. For “X” School, to attract potential students requires special methods and strategy. The objectives of the study are to: 1) Review and analyze of promotion mix in its effort to promote the institution; 2) review and analyze the most effective promotional mix in its effort to promote the institution. The results showed that: 1) the School has implemented a promotional mix. There are 6 ways to do that: advertising, sales promotion, publicity and public relations, personal selling, word of mouth, direct mail and e-marketing. The six ways are carried out simultaneously; 2) The most effective promotional mix is personal selling. For three years (2007, 2010, and 2011) proved it the most effective method. For 2008, the most effective promotional mix is word of mouth, dan for 2009, the most effective promotional mix is sales promotion. The most effective promotional mix in “Very Strong” category is personal selling could affect 956 students.

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