PowerPoint Presentation

Niraj Kumar Nayan (PGP30003)Divya Jaiswal (PGP30018)Sanjay Kujur (PGP30222)B. Shivakotesh (PGP30305)

Comes of Age!!...

Group- 5

1

Contemporary definition of public relations : It is part of the promotional mix that involves communication between the firm and its public constituencies

Is public relations meant for handling only crisis management ?

An applied social science that influences behavior and policy, when communicated effectively, motivates an individual or group to a specific course of action by creating, changing or reinforcing opinions and attitudes. Its ultimate objective is persuasion that results in a certain action which, to succeed, must serve the public interest -Modern definition of Public relations

Goal of successful PR activity can be via two intermediate results1. Media mentions 2. Word of mouth

An editorial mention is defined as any positive reference to the firm in the text of an article or on a radio or television program.

Mentions in news articles

Mentions in tweetsPromoted Tweets are ordinary Tweets purchased by advertisers who want to reach a wider group of users or to spark engagement from their existing followers.

Promoted Tweets are clearly labeled as Promoted when an advertiser is paying for their placement on Twitter. In every other respect, Promoted Tweets act just like regular Tweets and can be retweeted, replied to, liked and more.

Word of MouthThe act of consumers providing information to other consumers

Word of Mouth MarketingGiving people a reason to talk about your products and services, and making it easier for that conversation to take place.

Word of mouth marketing isnt about creating word of mouth It's learning how to make it work within a marketing objective

Word of mouth can be encouraged and facilitated * make people happier * listen to consumers * make it easier to tell friends * make certain influential individuals know about you

WOMM in actionGive your customers a voice: Provide something worth talking about and provide tools that make it easier for them to share their opinions

Engage the community: Find the right people and connect them to each other

Help form new communities

Participate in and support existing communities and conversations

MODERN PUBLIC RELATION ACTIVITIES

Event SponsorshipSponsoring major sporting, cultural and civic events such as cricket, IPL, beauty contest, concerts, college fests etc. Buying naming rights of stadiumsProvides the corporate with name recognitionThe corporate sponsor is perceived in a favorable context

Few Sponsors of Sporting Events

Few Sponsors of non-sporting events

Why Sponsor an event?

Effective Sponsorshiphttp://www.iplt20.com/videos/media/id/4254504351001/m60-mi-vs-csk-post-match-presentation

What is stunt marketing?A planned event designed to attract public attention that are professionally organized.

By: Microsoft

Stunt MarketingPseudo-event aimed at attracting press coverageProvokes positive emotional responseBest suited for early part of product life cycleAttract people of target groupShould serve some social purpose Cannot convey complex information

https://www.youtube.com/watch?v=ZrDXSuS-RLE

Coca-Cola happiness without borderhttps://www.youtube.com/watch?v=ts_4vOUDImE

ALS ice bucket challengehttps://www.youtube.com/watch?v=d3woRu4biM0&amp#t=12

Charitable Donations

Strategic charitable givingFocus the firms donation in few areas Initiative by Tata in Jamshedpur, India

Funding of sports academies

Promotion of CSR activities

Promotion of CSR activities

Encourage employee participation

Schedule regular reviews of effectiveness

Product placement

Dabang and Xoom.com

Successful Product placementDevelop possible list of target celebrities

Clear plan for the right entertainment context

Examples of placements in Bollywood movies

Fortis placement in 3 idiots

Actively seek out reporters to cover the placements

Tie-in mass media advertising, personal selling and sales promotion

How to incorporate modern PR techniques?Think through the desired end result: AIDA framework

Have a clear vision of target audience and match the promotional strategy

Thank You!