UNIT -2 BY – Ms.

Hansika Jain
Assistant Professor

SUBJECT-

ADVERTISING MANAGEMENT
PUBLIC RELATION AND
PUBLICITY
What Is Public Relations?

Public relations is a strategic

communication process
companies, individuals, and
organisations use to build
mutually beneficial relationships
with the public.
Definitions of public
relations:

As a part of marketing, Public Relations is

tasks to promote a product or service at little or
no cost. The objective is to complement paid
marketing by communicating a firm’s trust and
credibility toward appropriate traditional and
digital channels. Paul Mosenson
What is Public Relations – 5 Major
Objectives
Department of public relations aims to develop the
positive image of the company, its products and
policies.
It achieves following objectives for the
organisation:
(i) It facilitates smooth functioning of business and
achievement of organisational objectives.
(ii) It builds corporate image and creates a
favourable impression and creditability of
company’s products.
(iii) It helps in launch of new products and
maintain interest and confidence in the existing
products.

(iv) It acts as a supplement to advertising in

promoting existing and new products. Thus, it
helps business and its associates to sell products
easily.

(v) It lowers the promotional cost as it has to

simply maintain staff to develop and circulate
information with media or manage events.
Role of public relation

i. Press relation
ii. Product publicity
iii. Corporate communication
iv. Lobbying
v. counseling
The public relations department performs
following functions:

(i) Press relations – The public relations department

works with the media to present true facts about the
company to ensure that information about the
company is presented in a positive manner.

(ii) Product publicity – The public relations

department sponsors events and programmes to
publicise new or existing products. For example,
many companies adopt a park, a school, an
orphanage or sponsor sports and cultural events
likes seminars, exhibitions, news conferences etc
(iii) Corporate communication – The company
issues newsletters, annual reports, brochures, audio-
visual materials to influence the public and the
employees. For example, company’s top leaders may
give a speech or message or give an interview to
media.

(iv) Lobbying – The company has to maintain

healthy relations with government officials, ministry
in charge of corporate affairs, industry, finance
association of commerce and industry etc. The
company also has to take the opinion of
shareholders while formulating industrial, taxation
policies etc. to keep them satisfied.
(v) Counseling – The public relations department
also advises the management on issues that affect
the image of the company and guide them to
involve in various social welfare activities to
increase presence in the public domain and gain
confidence of society at large.
What Is RACE In PR?

RACE is an effective process to follow when

developing a strategic PR plan if you want to have
a strong and mutually beneficial relationship with
your publics. The R.A.C.E process encompasses
the following 4 phases: Research, Action and
planning, Communication and relationship
building and Evaluation
Research
Both formal and informal research with internal
and external stakeholders is required to define the
problem or opportunity.
You should be able to answer the “Who?” “What?”
and “Why?” for your organization’s situation. A
good starting point in gathering research is noting
what other organizations have done in the past
given similar circumstances. How can you ensure
your findings are reliable? Make sure you are
gathering your information methodically..
Action And Planning

This step is essentially strategizing and creating

the plan. Dr. Hongmei Shen, PR author and
researcher, recommends using S.M.A.R.T.
objectives to set goals for a program based on
research and analysis. Shen recommends having
a:
Specific (purpose)
Measurable (outcomes)
Attainable (objective)
Realistic (goal)
Time (available and necessary)
Communication And Relationship Building
Relying on that two-way symmetrical
communication, build mutually beneficial
relationships with your publics. Full disclosure,
honesty, and transparency are vital to building
consumer trust. It’s not enough to just send
messages anymore, there should be an ongoing
conversation. Maintaining focus on social
responsibility should be a high priority in creating
positive relationships.
Evaluation
The evaluation phase should focus on your campaign
results, be aligned with your primary objectives, and
guide you in preparing any additional steps for the
future. It should be an ongoing process that is
measured against your previously set goals to
analyze overall effectiveness.
•Secondary Data – (PRSA, IPR, etc.)
•Case Studies – Best practices, methods of crisis
communication
•Press Clippings – How much coverage was
generated
•Advertising Value Equivalent – Editorial coverage
value (Column length/air time x Ad rate)
Advantages and Disadvantages
of Public Relations

Advantages of Public Relations

Public relations offers several advantages not found

with other promotional options. These advantages
include:
•Considered a Credible Form of Promotion –
A key part of a PR promotion is to obtain mentions
of an organization in independent media outlets
(e.g., television, online) as the target market
generally views the mention as being more credible
since it is not based on payment (i.e., advertisement)
but on the media outlet’s judgment of what is
newsworthy.

•Can Offer More Detail – A well-structured

public relations campaign can provide the target
market with more detailed information than they
receive with other forms of marketing promotion
(e.g., details on a special event).
•Information May Spread Quickly – A story
mentioning an organization may be quickly picked
up by a large number of additional media outlets
(e.g., spread rapidly by bloggers and social media).

•May Be Lower Cost Than Other Methods –

When compared to the direct cost of other
promotions, in particular advertising, the return on
promotional expense for well-executed PR can be
quite high.
Disadvantages of Public Relations
While public relations holds many advantages for
marketers, there are also concerns when using this
promotional technique. These disadvantages
include:

•Lack of Control Over Message Release –

While public relations often uses the same print,
digital and broadcast media outlets as advertising,
it differs significantly from advertising in that
marketers do not have direct control over whether a
message is delivered.
May Be Higher Cost Than Other Methods –
While a PR campaign has the potential to yield a high
return on promotional expense, it also can have the
opposite effect (e.g., few attend a presentation by a
company-paid spokesperson).

Message May Not Appear at All –

When dealing with the media, there is always a
chance a PR content item (e.g., TV interview with the
company president) will get “bumped” from planned
media coverage because of a more critical breaking
news story (e.g., earthquake).
Special Skills May be Needed to Do PR
Effectively –

Marketers, accustomed to handling many of their

own promotional tasks, may find that public relations
requires a different skill set than other types of
promotion (e.g., skills in dealing with the media), thus
requiring the marketer to spend on a PR professional
What Is Publicity?
Publicity is the communication about a brand,
offering, or a business by placing commercially
significant news about it in the media without
paying for time and space directly.
In simple terms, publicity is the movement of
information to the public via media coverage and
other non-paid mass media sources.
Publicity is not a process but a result of a good
public relations strategy where the marketers
succeed in providing favourable information to
media and other third-party outlets like bloggers,
vloggers, podcasters, etc.
How Does Publicity
Work?
Usually, brands appoint a publicist who is
entrusted with the job to generate and manage
publicity for the brand, offering, business, or a
public figure by persuading the news media to
report about the same in the most positive way
possible.
•Press release: A press release is a short,
compelling story written in a specific format to
inform local media outlets about newsworthy
events or business information. It could be related
to general news, launch release, events, new
products, or expert positions of a brand on a
particular matter.

•Networks: Public relations specialists and

publicists develop media personnel relations to
increase their brand’s media coverage.

•Digital Media: Brands also use digital marketing

strategies like social media marketing to get the
attention of the target audience and media outlets
Objective Of Publicity
The main objective of publicity to garner public
exposure, awareness, and attention to channelise the
information about a brand or an offering to build its
goodwill, stimulate demand, or change public
opinion
Besides this, publicity aims to:

Build Brand Image:

Publicity aims at communicating brand values,
mission, and vision through trustable channels like
news outlets, blogs, and opinion leaders. This helps
the company build its brand image organically.
Remove Misunderstanding:
 Often, a company may be a victim of
misunderstanding or misinformation among
the target audience. Publicity aims at removing
such misunderstanding and maintaining the
goodwill of the company.

Stimulate Interest and Demand:

When the product information reaches the target
audience organically, it automatically stimulates
their interest and increases the product’s demand.
Communicate Reliable Information: There are
certain information that can’t be communicated
through advertisements. Such information is often
propagated through publicity.

Characteristics Of Publicity
Publicity has the following five characteristics:
Non-Paid Form: Publicity is a non-paid form of
promotion. All of the media coverage is organic.

Driven By Media: Publicity depends on media outlets

that give a viral blow to the shared informatiaon by
publicising it.

No Control: The brand has no control over message,

time, frequency, information, and medium.

Focuses On A Broader Audience: Publicity isn’t targeted

marketing. It focuses on the shot term approach, where
the information is publicised to a broader audience
Credible:
The target audience considers publicity to be a more
credible form of communication as it uses
trustworthy channels like news outlets.

Short-Term Focus:
Publicity is a promotional strategy focused on
fulfilling short-term goals like a product launch,
event promotion, etc.
Advantages And
Disadvantages Of Publicity
Like other elements of the promotion mix, publicity
comes with its own set of advantages and
disadvantages. These are:

Advantages
Publicity is considered an effective form of
promotion as it can make the brand go viral within
hours or days. It has the following advantages
Economical: Publicity brings in free attention
from the media and the public. Hence, the only cost a
business incurs is to strategise and execute the
activity or stunt, which will result in public
exposure, awareness, or attention.

Credible: Since publicity uses trustable channels

like news outlets, influencers, and opinion leaders, it
is considered to be a more credible form of
communication compared to advertising and other
paid forms.
Innovation: An activity, conference, or stunt
needs to be innovative in order to gain publicity.
Hence, publicity always come with innovation.

Viral: Virality is a characteristic feature of

publicity. A publicity stunt, event, or activity
always spread like wildfire without the brand
paying for the same
Disadvantages
Publicity also comes with its own set of
disadvantages. These are:

No Control:
When it comes to publicity, the brand has no
control over the message, medium, or the narrative
of the publicised information. It could even
backfire on the brand.
No Guaranteed Results: It’s not guaranteed
that an event will be publicised. Hence, there’s
always a chance that the cost of the preparations
may go in vain.
Requires Specialized Skills And Efforts:

Not everything receives positive publicity. It

requires specialized skills and efforts to get the
needed attention and make something go viral.
1. what is
advertising?
A. publicity
B. sales promotion
C. paid information
D. all the above
2. Dividing the market
based on age, income,
educational qualification,
is known as
A. profile
B. census
C. target audience
D. demography
3. Sponsorship belongs
to the promotional tool to
____.
A. Business marketing
B. Marketing.
C. Marketing management
D. Advertising
4. Copywriting is the act of
writing copy for the purpose
of selling or marketing a
_______, business, or idea.
A. price
B. product
C. material
D. concept
5. Mass marketing is
otherwise known as
A. Undifferentiated marketing
B. Differentiated Marketing
C. concentrated marketing
D. customised marketing
6. Advertising in a directory is
__.
A. Delivery advertising.
B. Directory advertising.
C. Direct advertising.
D. Dynamic advertising.
7. An ______ is a long-
format television
commercial, typically five
minutes or longer.
A. infotainment
B. entertainment
C. informercial
D. advertorial
8. ____________ is about
bringing your product/service
to the notice of your target
market, and reminding them or
persuading customers to
purchase that product/service.
A. Production.
B. Promotion.
C. Budget.
D. Image.
9. What is AIDA?
A. Advertisement, Interest, Demand,
Acquire.
B. Advertisement, Interest, Desire,
Attention.
C. Advertisement, Interest, Desire,
Attention.
D. Attention, Interest, Desire, Action
10. _____________ is commercially
significant news regarding a
product/service, which appears in
the commercial media at no cost to
the business. It is not considered
to be advertising.
A. Publicity.
B. Public relations.
C. Advertising tools.
D. Promotion