Showing posts with label Public Relation. Show all posts
Showing posts with label Public Relation. Show all posts

Public Relation in Marketing for Maintaining Image or Reputation of the Company

Meaning of Public Relation


The institutional advertisement done for maintaining image or reputation of the company is called public relation. Public relation is an important tool for sales promotion. In order to maintain image of the company, different promotional programs are conducted. Such programs can have positive effect on target group or potential customers.
This communicates true information to customers, distributors, employees, local communities, suppliers etc. about the company and its programs through different media.
According to Prof. William J. Stanton, "Public relation is a management tool designed to favorably influence attitude towards an organization, it s products and its policy."
This definition makes it clear that public relation creates an environment to understand the company's programs, policy and strategy positively. Such views, expression or attitudes may come out through books, writings, press or house publication.

Generally, the task of presenting positive information or news about organization is public relation. It tries to make wide publicity about products by seeking sponsors. Besides this, public relation establishes good understanding between organization and people. Similarly, it provides true information, suggestion, advice etc. about the issue of public concern and position of the company. So, public relation is very important.

Nature of Public Relation


In this modern age, public relation is very important task of marketing. It is used for the bright future of a business organization. It creates positive environment/atmosphere for conducting business. It also maintains good understanding between customers and company. It has its own nature and forms which are mentioned as follows:

1. Press relation


News and information about the organization are disseminated through press media. Press media publish positive aspects of the company. While giving true and factual description of the company, the company gives emphasis on its objective, philosophy, policy and programs. Here press media means, specially, booklets, pamphlets, reports, literary writings, magazines etc. The main role of articles is also to point out the form of public relation. Similarly, both the house and outside publication can strengthen public relation.

2. Public service relation


Publicity about company's activities can be made through different sponsors. This can establish public relation without cost or with little cost. Similarly, any organization may help to disseminate information to promote understanding. The tactical policy of influencing parliament, government or rules and regulations, legal provision and helps in promoting them also serve public relation. It helps to heighten the image of the company. Counseling, suggestion, advice of any party or group may greatly help management. Similarly, raising voice for the interest of public and related subjects also helps management. Such nature appears in the public relation. They also become beneficial to the company.

Objectives of Public Relation


Public relation/contact plays an important role in creating positive image of the company. This task gives effective confidence to the local community, customers, employees, stockholders and government. Such creative activities need some objectives which are mentioned as follows:

1. Awareness


Public relation provides sufficient information and news about any company and its products. It also provides sufficient information about the company's leadership and its role. This makes concerned sides aware. So, marketing expert should determine awareness as its first objective.

2. Established Credibility


Various information and news about the company and its products are provided through different media such as newspapers, magazines etc. The editorial columns provide real position of the company. This gives confidence to the concerned sides of the company and products.

3. Creation of favorable/positive image


Public relation creates positive image of the company. This also encourages the manpower and dealers engaged in selling. They feel proud thinking, "We are involved in dealing in quality goods of reputed company." This encourages the employees to discharge their duty successfully and play important roles to maintain good image of the company.

4. Reduction of promotion cost


Leaders, opinion, researchers and publisher carry out informative articles about the company. This costs much lesser cost than the cost for advertisement. The saved promotion cost can be used in other works. So, the objective of public relations is to reduce/minimize the promotion cost.
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Publicity: Meaning, Objectives and Types of Publicity in Marketing

Meaning of Publicity


The other important element/factor of promotion is publicity. This can be known as public relation. In order to achieve any organizational goal/objective, social organizations, persons, group, government bodies, organizations, offices, banks, and other financial organizations can play important role. The task of publicizing/propagating the policy, programs, strategy,
products etc. by any business organization is called publicity. Budget arrangement is not necessary for such publicity. Publicity of goods can be made through press conference, speech, newspapers etc.

Publicity of the goods or services intended to sell also influences social, cultural, political, intellectual sectors besides business sector. So, objective of marketing, selection of the message and its implementation aspect should be seriously considered. Speaking about the product at any public forum or gathering can leave positive effect. So, description of goods or services should be based on logic and true data. Real publicity becomes meaningful only after mentioning important matter.

The meaning of publicity becomes clearer from the definition made by different experts and writers of marketing as follows:
According to Prof. William J. Stanton, "Publicity is nay communication about an organization, its products, or policies through the media that is not paid for by the organization."
According to Prof. Philip Kotler, "Publicity is the activity to promote a company or its products by planning news about it is the media not paid for by the sponsor."
Publicity is made not through organization but through outside sectors. The organization does not have to bear its expenses. News about the organization and its products and prices are disseminated through person, group, customers, consumer association, government bodies/organizations etc. After the information has been communicated, the consumers become confident about the product. So, this method becomes more effective than advertisement. The organization can play great role to encourage publicity. Company/firm can organize inauguration program by inviting celebrated/famous personalities, etc. for publicity. The company may also organize annual program inviting ministers each year. A company can make publicity and propagation about the organization and its products through such different programs and activities.

Objectives of Publicity


Publicity is supposed as the important element of promotion mix. It is made through different media without expenses. The objective of publicity can be mentioned as follows:

1. Announce new product


New product should be publicized much as soon as possible. Publicity can be used to bring the new goods in market. Press media provide special column to announce the new product. For instance, the Kantipur Newspaper has allocated columns for commerce and finance, advertisement, features etc. Such matters are entertained in proper place according to the nature of the advertisement and information. Company or firm company can publish notices, information, messages about features, quality, development of new product, services, price utility etc. of the products. Such publicity draws attention of the customers towards new products.

2. Announce new policy


Changed and new policies also can be announced through media. The organization/firm may adopt a new policy on allowance, or dividend distribution, or revise or improve the old policy. Information about such things should be given to all the concerned parties and people. If such information is communicated through publication/media, it gains popularity, and new policy is announced to make the people know about the new products.

3. Announce technical development


Every business organization may develop new technology and make experimental practices. If such development has been made, they should be publicized. Such publicity makes the people/customers know that the organization is able to develop new technology. Such communication and messages increase popularity and peoples' trust towards the organization.

4. Report the performance


Every business organization needs to give information to its shareholders and concerned parties about its performance. Such information can be communicated in the form of reports different media. For this purpose, proper media can be selected. Generally, this type of publicity is made by organizing annual general meeting at which report about the present condition, future program, plan, financial position, etc. of the organization is presented.

5. Counter the negative publicity


Competitors may involve in every market. They may propagate against the organization and its products. So, such negative propagation should be immediately refuted countered. While refuting or countering such propagation, the organization should publish financial position, transaction, sales plan, etc. For this proper media should be selected. Special articles/features also can be published through effective media and press conference, pamphlets distribution etc. program may be organized for such purpose. Mass communication media also can be used for such purpose. It makes the customers' confusion clear about the organization and its products.

Types of publicity

There are different styles of publicity. Among them news release, feature articles, press conference and publication are mostly practiced. They are mentioned as follows:

1. News release


News can be released through different media. Generally, much practiced media are radio, television, newspapers, magazines etc. Message about goods or services can be publicized. Specially, messages about policies and programs of the organization, features, quality product development, technical aspects etc. of the products can be disseminated through these media. The most suitable as well as popular media is press. Photograph publication adds more attractiveness.

2. Feature/articles


The second important method for publicity is publication of feature/articles. In such feature/articles the objective/mission of the organization, its policy, programs, research reports, used technology, progress report etc. are described. Such feature article is written specially by an experienced person working in the organization. This feature article is published through proper media. As details of the organization, products, features etc. are included in feature article, it becomes longer and descriptive than news publication. It also becomes reliable and dependable.

3. Press conference


Press conference is organized to say some important things to press media. Organization and its products, policy, program, strategy can be advertised through press conference. The media men are invited and clear information is given to them about subject wanted to publicize. Answers should be given to the questionnaire asked by the media men. Besides, the subject intended to publish is also distributed to them. In this way, the information of the company is disseminated at a time through different news reporters. As the newsmen involved in the conference positively present the news about the company and its products, press conference becomes effective medium for publicity.

4. Publication


Newspapers, brochure, news, letter etc. also can be used to propagate and communicate information about the organization and its products. This includes annual reports, bi-annual reports, audio visual materials etc. However, publication media should be used according to the nature of products, capacity and suitability. Media should be without cost. This method can be used in service oriented program.
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Personal Selling: Types, Importance and Objectives of Personal Selling

Personal Selling

Personal selling is very important part of promotion mix. It is the eldest media of sales promotion. Although being old, this is the most popular media for sales promotion. So, all the organizations mostly use this media for sales promotion. Personal selling is, however, costlier than other factors of promotion mix. 
The task of convincing and persuading customers to buy products through personal contacting or face to face talks is called personal selling. In other words, the task of having direct contact and talks with the customers and encouraging them, assuring, giving confidence, etc. to buy product is personal selling.

The customers themselves may also come to the sales centers. Just the opposite, the seller may go to the customers' houses or offices. Demand should be created at the meeting / talks with the customers. The seller should also be able to convince the customers. As there takes place a dialogue between seller and customers, wrong concept of them towards the company / firm, if any, should be cleared off their mind. Besides, face to face talks between possible buyers, telephone talks, fax, e-mail, Internet etc. also become effective media in personal selling.

To be much clearer about personal selling, definitions of different writers and experts have been given as follows:
Prof. William J. Stanton has defined personal selling as, "Personal selling is the personal communication of information to persuade a prospective customers to buy a service or idea."

 

American Marketing Association has defined it as, "Personal selling is an oral presentation in a conservative with one or more prospective customers for the purpose of making sales."

 

Prof. Philip Kotler has defined personal selling as, "Personal selling is face to face interaction with one or more prospective purchasers for the purpose of making presentation, answering questions, and procuring orders."

 

The above mentioned definitions also make it clear that personal selling is the process of face to face talks and of persuading the customers to buy products, and as a result, receiving / procuring purchase order from prospective buyers. Personal selling is compulsory for the heavy machines and technical equipment including special products. In personal selling, the seller makes customers know about quality, utility, price, features etc. of the product. Similarly, the personal seller quenches the curiosity of the customers by giving logical and convincing answers to their questions. So, the need of personal selling is felt every time. In short, personal selling should be understood as the subject endowed with the following qualities and features.

1. Persuasion


In personal selling, the prospective customers are reassured. Personal seller stimulates the prospective customers to buy products.

2. Personal communication


Personal interactions may take place between customers and seller. Talks may also be held through telephone, fax, e-mail, Internet etc. Such exchange of information is called personal selling.

3. Selling process


Effective and goal seller should adopt certain process of selling goods. Indoor seller should complete the process such as drawing attention of the customers, politely welcoming, inquiring, presenting goods, solving customers' doubts, help them in selecting goods, giving chances for selection, selling additional goods and seeing off with respect. Outdoor sellers should complete the process such as prospecting, making pre-approach, and approach, display of product meeting objectives, close the sale and follow up about the goods or services.

Objectives of Personal Selling


Personal selling provides information to prospective customers about goods or services. In order to attract them towards ones' own goods or services, personal seller presents confidential as well as strong logics. Besides this, the personal seller gives convincing answers to the questions put forth by the customers and explains the quality, features, price, utility and importance of the goods to the prospective customers. Any curiosity, if expressed by the customers, is satisfactorily answered. The significance and objectives of personal selling are as follows:

1. Awareness of need


Personal sellers reach target markets for selling goods. They give detail information and explain clearly the feature, quality, price, utility, importance of the goods to the prospective customers and conduct different activities for persuading them to buy. Such activities, information and programs make customers feel need of the goods or services. As a result, they may take decision to buy the products / goods.

2. Solution of the problem


Seller reaches targeted markets, gives information to the prospective customers about the goods or services intended to sell. If necessary, product is also presented among them. After the presentation, the customers may raise problems about the goods. At that time the seller clearly, sincerely and convincingly gives answers with evidence about the way of solving the possible problems. For such activities, the sellers should present true and dependable records of the company. So, one of the main objectives of personal selling is to solve any problems if arise while using the products.

3. Persuading the customers


The targeted customers should be fully assured by the personal sale. The personal sellers should provide clear information about quality, features, price, utility, using methods etc. of the product to the customers. The possible customers should be converted to real customers from such information. So, personal selling aims to reassure all the customers about the product.

4. Two-way communication

The seller keeps direct contact with the customers of target market. In this way, the sellers and buyers may meet and have talks. In this way, while providing information, the sellers can also get some information about goods or services as a feedback. Two-way communication becomes possible between sellers and buyers through meeting, sales talks, sales display, public contact etc. This helps the company to form new market strategy. So, personal selling makes the two-way communication objective, which becomes beneficial to both sides.

Types of personal selling


Personal selling is very effective sale function. Such sale can also be done with different methods. It does not only make two-way communication about goods or services but also educates the customers. There are different types of sale function as mentioned below:

1. Indoor personal selling


The seller who sells goods or services living at certain place is called indoor seller. Such seller tries to sell his goods or services to different customers by establishing contact with them. Different types of customers enter the shop to buy various goods or different qualities. So, they should be impressed by attractive activities and they should make them buy the goods or services immediately. So, this function is very difficult and challenging. Special attention should be paid towards selling goods to the customers by identifying their needs and interest.

2. Outdoor personal selling

Identifying customers and by walking in different geographical regions and selling goods to them is called outdoor personal selling. Customers should be sought reaching several market segments. Such sellers should be clever, smiling, and smart and be able to establish relation with people. Besides, the seller should be able to make feel necessity of the goods, propagate new products and create demand of the goods. The customers should be able to get information about the quality, features, price, utility benefits etc. and procure purchase order and make arrangement for sale of goods. As such seller can have direct communication and contact with customers, any problem arisen should be promptly solved.

3. Sales representative


Big business forms or companies appoint their sales representatives to sell their products. Big firms / companies select clever sellers, who are experienced, educated and able to establish public relation efficient in business dealings, as their representatives. Such capable sales representatives can sell goods or services to different markets giving full satisfaction to the customers. Mostly manufacturers' sales representatives, wholesalers' sales representatives, retailers' sales representatives can be involve in selling. Such representatives are appointed to sell new goods, industrial goods and consumers' goods.
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Importance of Communication within the Management Group

Communication is an essential function and an important problem of management. Since the job of a rational manager is to secure the willing co-operation of his subordinates in the accomplishment of goals, communication is an indispensable part of management. Communication is a continuous and pervasive activity and a manager spends the major portion of his time in communicating. To be more specific communication offers the following advantages.
  1. Basis of decision-making: Communication is essential for decision making and planning. The quality of managerial decisions depends on the quality of communication. At the same time, decision and plans of management need to be communicated to the subordinates. Effective communication is also helpful in the proper implementation of plans and policies of the management. It is the basis of effective leadership because it makes the leader’s idea and opinions known to the subordinates.
  2. Facilitates co-ordination: Communication is the most effective means of creating cooperation among individual efforts. Exchange of ideas and information helps to bring about unity of action in the pursuit of common purpose. Communication binds people together.
  3. Sound industrial relations: Effective communication helps to create mutual understanding and trust between the employer and the employees. It enables the management to come into close contact with workers. It serves as a bridge between management and labour and creates team spirit in the organization. Thus, an effective communication system is a prerequisite of good labour management relations.
  4. Smooth and efficient operations: An effective communication system serves as a lubricant, fostering the smooth and efficient functioning of the enterprise. The achievement of enterprise goals is of paramount importance and communication is one of the important tools available to the manager seeking to attain them. It is through communication that a manager changes and regulates the behavior of subordinates in the desired direction. Effective communication promotes managerial efficiency.
  5. Industrial democracy: Communication is essential for worker’s participation in management. It is helpful in delegation and decentralization of authority. Effective communication is the basis of training and development of managerial personnel. The process of leadership itself depends upon effective communication.
  6. Employee motivation and morale: Through communication, management can keep the employees fully informed of plans, job changes, etc. The motivation and morale of employees tend to be high when they clearly understand what they are supposed to do. Communication is the means by which employees can brings their suggestions, difficulties and grievances to the notice of the management. Upward communication ensures greater job satisfaction and stimulates worker’s enthusiasm and loyalty to the enterprise. Effective communication satisfies personal and social needs of employees.
  7. Public relations: In the today’s time, every business enterprises must create and maintain a good corporate image in the society. Communication is an indispensable means of developing a favorable public opinion. It is through communication that management can keep cordial relations with the government, trade unions, customer and the community.
Thus, communication is the heart of the management process. It serves as the nerve system of the organization.
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