scholarly journals Research of methods for evaluating the effectiveness of public relations activities

2020 ◽  
pp. 40-46
Author(s):  
A. A. Sazonov
Keyword(s):  
Public Relations ◽  
Economic Efficiency ◽  
Return On Investment ◽  
Current Level ◽  
Marketing Communications ◽  
Top Management ◽  
Use Value ◽  
Communication Policy ◽  
Positive Image ◽  
Correlation Models

The article is devoted to the study of the main methods of evaluating the effectiveness of activities in the field of public relations. The paper indicates the main features that characterize modern PR technologies: innovation, manufacturability, consistency, the guarantee of certain practical results, and so on. Public relations are currently one of the fastest-growing components of the marketing communications complex, which is aimed at forming and strengthening a positive image of the company in the eyes of public groups. The study ascertains that to calculate the effect of PR campaigns and return on investment (ROI), it is necessary to use the construction of special multicomponent correlation models, where media analytical indicators can be correlated with certain financial results. The author considers the metric of the use value norm used to assess the current level and effectiveness of the company’s communication policy, taking into account the complex of various PR activities. The study gives an algorithm for finding an effective commercial offer in the B2B segment. The paper creates a formula that allows calculating the socio-economic efficiency of a PR company. In conclusion of the article, the author presents groups of indicators that should be paid attention to by the company’s top management to evaluate conducted PR campaign.

Prinsip Kearifan Lokal dalam Pengembangan Strategi Kehumasan pada Pemerintah Daerah Kabupaten Bandung

2020 ◽  
Vol 4 (2) ◽  
pp. 229-248
Author(s):  
Betty Tresnawaty
Keyword(s):  
Public Relations ◽  
Local Knowledge ◽  
Case Study Approach ◽  
West Java ◽  
Study Approach ◽  
Positive Image ◽  
The Government ◽  
The Impact ◽  
Public Relations Strategy

Public Relations of the Bandung Regency Government realizes that its area has a lot of potential for various local wisdom and has a heterogeneous society. This study aims to explore and analyze the values of local knowledge in developing public relations strategies in the government of Bandung Regency, West Java province. This study uses a constructivist interpretive (subjective) paradigm through a case study approach. The results showed that the Bandung Regency Government runs its government based on local wisdom. Bandung Regency Public Relations utilizes local insight and the region's potential to develop a public relations strategy to build and maintain a positive image of Bandung Regency. The impact of this research is expected to become a source of new scientific references in the development of public relations strategies in every region of Indonesia, which is very rich with various philosophies.Humas Pemerintah Kabupaten Bandung menyadari wilayahnya memiliki banyak potensi kearifan lokal yang beragam, serta memiliki masyarakatnya yang heterogen. Penelitian ini bertujuan menggali dan menganalisis nilai-nilai kearifan lokal dalam pengembangan strategi kehumasan di pemerintahan Kabupaten Bandung provinsi Jawa Barat.  Penelitian ini menggunakan paradigma interpretif (subjektif) konstruktivis melalui pendekatan studi kasus. Hasil penelitian menunjukkan bahwa Pemerintah Kabupaten (Pemkab) Bandung menjalankan pemerintahannya berlandaskan pada kearifal lokal. Humas Pemkab Bandung memanfaatkan kearifan lokal dan potensi wilayahnya untuk mengembangkan strategi humas dalam membangun dan mempertahankan citra positif Kabupaten Bandung.Dampak penelitian ini diharapkan menjadi sumber rujukan ilmiah baru dalam pengembangan strategi kehumasan di setiap daerah Indonesia yang sangat kaya dengan beragam filosofi. 

BIBLIOGRAFICAL REVIEW OF BOOK EDITIONS OF THE DEPARTMENT OF ADVERTISING AND PUBLIC RELATIONS OF HUMANITARIAN INSTITUTE OF BORYS GRINCHENKO KYIV UNIVERSITY

2016 ◽  
Author(s):  
Olesia Zakharchuk
Keyword(s):  
Public Relations ◽  
Marketing Communications ◽  
Social Communications

In 2014 the scientists of the Department of Advertising and Public Relations of Humanitarian Institute of Borys Grinchenko Kyiv University prepared for publishing three books: «Social communications in intercultural space: an intercontinental dialogue of intellectuals» (a collection of papers, Ukrainian language), «The ABCs of social communications» ( a directory of terminology, Ukrainian language), Kurban O. V. «PR in marketing communications» (a manual, Ukrainian language). Bring to your notice the index to contents of these editions

scholarly journals Reflecting on “Marketing communications in health and medicine: perspectives from Willis-Knighton Health System”: understanding the big picture

2020 ◽  
Vol 20 (S1) ◽  
Author(s):  
James K. Elrod ◽  
John L. Fortenberry
Keyword(s):  
Health Services Research ◽  
Health Services ◽  
Public Relations ◽  
Health System ◽  
Sales Promotion ◽  
Global Perspective ◽  
Marketing Communications ◽  
Services Research ◽  
Special Supplement ◽  
Big Picture

Abstract Background Willis-Knighton Health System’s special supplement in BMC Health Services Research, “Marketing communications in health and medicine: perspectives from Willis-Knighton Health System,” focuses on advertising, public relations, sales promotion, and related communicative avenues, associated theory, and more. Across the supplement’s articles, insights from the institution’s experiences are presented, addressing the components of the marketing communications mix, foundational elements of communication, the patronage process, and the necessity for integrating marketing communications. Discussion As an understanding of the big picture is crucial in marketing communications, especially given that many of its components must be effected simultaneously, this particular article takes the insights provided in the supplement and presents them in an operational framework, demonstrating the marketing communications process. This framework concisely summarizes the facets profiled in the associated articles, permitting readers to see how these pieces work in concert with one another in health and medical settings, providing a basic communications structure which healthcare establishments can use to advance their patient engagement initiatives. Conclusions Health and medical providers must ensure that they possess a detailed understanding of core marketing communications facets, but as they acquire associated knowledge, they also must direct attention toward understanding the interrelationships between and among these facets, permitting a global perspective of communicative operations. This particular article summarizes insights from Willis-Knighton Health System’s special supplement in BMC Health Services Research, providing a pathway toward realizing big picture marketing communications perspectives.

Technological Leadership and 5G Patent Portfolios: Guiding Strategic Policy and Licensing Decisions

2021 ◽  
Vol 63 (3) ◽  
pp. 5-34
Author(s):  
David J. Teece
Keyword(s):  
Mobile Phones ◽  
Technology Development ◽  
Deep Understanding ◽  
Top Management ◽  
Use Value ◽  
Patent Licensing ◽  
Technological Leadership ◽  
Autonomous Cars ◽  
Strategic Policy ◽  
Patent Portfolios

Whether it’s mobile phones or autonomous cars or telemedicine, a well-functioning robust 5G ecosystem will require licensing executives to have a deep understanding of the need for timely licensing to support technology development and adoption. It is important that the parties to patent licensing agreements understand that value doesn’t depend on the numerosity of patent portfolios, but on use value. The ecosystem is impaired when parties to licensing transactions are recalcitrant and advance bogus indicia of value. The 5G stakes are sufficiently high that top management oversight is likely required.

SOCIALLY RESPONSIBLE MARKETING AS A TOOL OF ORGANIZATION'S REPUTATION MANAGEMENT

2017 ◽  
Author(s):  
Zoya Ostropolska ◽  
Keyword(s):  
Corporate Culture ◽  
Modern Society ◽  
Reputation Management ◽  
Corporate Ethics ◽  
Special Role ◽  
Communication Policy ◽  
Socially Responsible ◽  
Positive Image ◽  
Long Run ◽  
The Impact

It is noted that in modern socio-economic conditions the problem of social responsibility of business, which is based on the responsibility of the organization for the impact of its decisions on society, its welfare, the environment; the interrelation of such concepts as social corporate responsibility, corporate ethics, corporate culture, business ethics, social and ethical marketing, image, reputation is analyzed. Emphasis is placed on the fact that compliance with the principles of socially responsible marketing directly affects the formation of a positive image and reputation of the company, which in turn are the same assets of the company as others, but do not have a material component. The essence of the concepts "image" and "reputation" is revealed, the interrelation between these concepts is investigated and their fundamental differences are determined. The special role of trust in the process of managing the reputation of the organization is determined; the definition of trust as the basis for the formation of reputation is given; emphasis is placed on the crisis of confidence in modern society and approaches to overcoming this crisis. It is noted that the formation of trust is possible due to the openness of the company and public dialogue, which is based on the organization's communication policy, not only with the use of advertising in all its manifestations or PR technologies, but also certain social actions, active participation in public life. solving social problems, ie all those issues that are outside the scope of business, but indirectly affect it. It is concluded that socio-ethical, environmental, cultural problems have long acquired a global character, solving these problems brings additional benefits to business in the long run, strengthens its reputation and forms a positive image in society, to implement all these intentions designed socially responsible marketing , which becomes a tool in managing the reputation of the organization. It is noted that the problem of reputation management as an asset of the organization, which is becoming increasingly important and requires a strategic approach, needs special attention.

The interaction of journalism and public relations in Russia: A self-perception

2018 ◽  
Vol 15 (1) ◽  
pp. 3-25
Author(s):  
Greg Simons ◽  
Dmitry Strovsky
Keyword(s):  
United States ◽  
Public Relations ◽  
Russian Federation ◽  
Mass Communication ◽  
The United States ◽  
Current Level ◽  
Communication Studies ◽  
Conceptual Level ◽  
The World ◽  
The Russian Federation

There is an increasing amount written on the decline of professional journalism around the world. One of the factors that are used to illustrate the decline of journalism is the interaction and collaboration between journalists and public relations (PR) practitioners in the production of mass media news content. On a theoretical and conceptual level, the aims and goals of the two professions are quite different, even though there are a number of superficial similarities between these forms of mass communication. Studies of the interaction between journalism and PR in the United States reveal a certain underlying tension, yet simultaneous mutual dependency. An indicative survey was conducted across different cities in the Russian Federation to understand the perception of professional journalists and PR practitioners on the current level of interaction between their professions. The answers were remarkably similar and reveal a deep concern for the direction of journalism, which many viewed as being subordinated to PR.

scholarly journals AKTIVITAS INTEGRATED MARKETING COMMUNICATION PT BLUE BIRD TBK DALAM MEMPERKENALKAN APLIKASI MY BLUEBIRD 5 DI MASA PANDEMI COVID-19

2021 ◽  
Vol 1 (1) ◽  
pp. 17
Author(s):  
Wulan Muhariani
Keyword(s):  
Public Relations ◽  
Media Coverage ◽  
Direct Marketing ◽  
Secondary Data ◽  
Sales Promotion ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
The Public

ABSTRACTSomething new from the company, whether it is innovations, policies and the latest achievements from the company, should ideally be communicated and marketed to the public under any circumstances, including during a pandemic. At this time, all companies are challenged to market their products and services, a special strategy is needed to achieve the company's goals. For this reason, this study aims to analyze the implementation of Integrated Marketing Communication (IMC) activities carried out by PT Blue Bird Tbk in introducing the company's latest innovation, namely the My Bluebird 5 application during the COVID-19 pandemic. This research was conducted qualitatively with a case study method and data collection was divided into two, namely primary through interviews and observations; as well as secondary data through literature studies and media coverage results. The conclusion of this research is that PT Blue Bird Tbk has implemented an integrated marketing communication concept to introduce the My Blue Bird 5 application in the midst of a pandemic through various tactics such as from advertising, public relations, internet marketing, sales promotion and direct marketing activities.Keywords: Marketing Communications, Integrated Marketing Communication, Pandemic  ABSTRAKSesuatu yang baru dari perusahaan, entah itu inovasi, kebijakan dan pencapaian terbaru dari perusahaan, idealnya harus dikomunikasikan dan dipasarkan kepada masyarakat dalam kondisi apapun, termasuk di masa pandemi. Pada masa ini, semua perusahaan mendapat tantangan untuk memasarkan produk dan jasanya, dibutuhkan strategi khusus agar tujuan perusahaan tercapai. Untuk itu penelitian ini bertujuan menganalisis penerapan aktivitas Integrated Marketing Communication (IMC) yang dilakukan oleh PT Blue Bird Tbk dalam memperkenalkan inovasi terbaru perusahaan, yaitu aplikasi My Bluebird 5 di masa pandemi COVID-19. Penelitian ini dijalankan secara kualitatif dengan metode studi kasus dan pengumpulan data terbagi menjadi dua yaitu primer melalui wawancara dan observasi; serta data sekunder melalui studi pustaka dan hasil liputan media. Kesimpulan dari penelitian ini adalah PT Blue Bird Tbk telah menerapkan konsep komunikasi pemasasaran terpadu untuk memperkenalkan aplikasi My Bluebird 5 di tengah masa pandemi melalui berbagai macam taktik mulai dari kegiatan periklanan, public relations, pemasaran internet, promosi penjualan dan pemasaran langsung.Kata Kunci: Marketing Communications, Integrated Marketing Communication, Pandemi

Ways and forms of overcoming crisis situations in PR: change of PR strategies under the influence of COVID-19 worldview

2021 ◽  
Vol IX(254) (46) ◽  
pp. 51-53
Author(s):  
N. S. Ukhalina
Keyword(s):  
Public Relations ◽  
Theoretical Research ◽  
Positive Image ◽  
Crisis Situations

The proposed article systematizes the experience of research on public relations, as well as the change and construction of PR strategies under the influence of COVID-19, its features and ways of implementation. The experience of previous strategies and the latest approaches to public relations are considered. Based on theoretical research and practical developments, measures are proposed to create an effective PR strategy that will work on a positive image of the company or person in a pandemic.

Integrated Marketing Communications of Beekeeping Farms

2020 ◽  
Vol 12 (2) ◽  
Author(s):  
Lyubomir Lyubenov ◽  
◽  
◽  
Keyword(s):  
Public Relations ◽  
Direct Marketing ◽  
Sales Promotion ◽  
Added Value ◽  
Marketing Communications ◽  
Integrated Marketing Communications ◽  
Integrated Marketing ◽  
Media Environment ◽  
Know How ◽  
The One

The study finds that on the one hand beekeeping is difficult to implement integrated marketing communications due to more difficult application of communication tools – advertising, personal sales, and sales promotion. On the other hand, they also have less well-represented advertising constants. EU agricultural policy supports the implementation of integrated marketing communications from beekeeping farms through the formation of infrastructure and services, legislation, media environment and bee products with high added value. Beekeeping farms must invest primarily in public relations and direct marketing, and as advertising constants can use regional varieties, breeds, technologies, geographical indications, know-how, certification to a certain standard, as they represent the uniqueness of regional bee products.

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