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Contemporary
market trends require companies to move from
occasional communication to continuous public
relationship communication in organized and
planned manner. The main goal of public
relationship is building of prestige and image
through formal communication.
The
medias for public relationship communication are:
Publicity
is spontaneous manifestation of positive
information publishing, not initiated by company.
Publicity is considered as a part of public
relationship, since it serve to the common goal.
Publicity is shown through news, stories,
newspaper columns, editor's comments, ...
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Unfortunately,
there is negative publicity too. Negative
news, articles or comments can be published
occasionally, as a result of different
factors. Negative publicity can result with
sales decrease, image deterioration or even
lead to serious business crisis. The goal of
public relationship is to alleviate negative
effects of negative publicity by planned PR
activity.
The
main problem with positive and negative
publicity is the fact that there is no real
control of media. The only way of
influencing the media and public opinion is
choosing a right corporate social
responsibility policy and PR approach that
will minimize possibility for negative
publicity and maximize positive public
opinion of the company.
More
About:
Marketing
Mix
Marketing Mix: Price
Marketing
Mix:
Promotion
Promotion Mix: Public Relationships
Promotion Mix: Personal Sales ( Soon )
promotion
Mix: Sales
Promotion (
Soon ) |
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