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Purpose of public relations
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In the case of Coke Scores a Goal at The World Cup, the intent of marketing and public relation is more of a hybrid. Coke Scores a Goal at The World Cup is clearly convergence of marketing and public relations. Evident in the video presentation both marketing and public relations can be seen in progressive corporations.
Bill Sledzik, Associate Professor of Public Relations states-“Public Relations build relationship and reputation through two way communication and responsible policy. Marketing supports sales through distribution promotion and pricing strategies. Convergence is a good thing and bad thing depending on the context.
Dr. Bob Batchelor, Associate Professor of Public Relations states-“Public Relations is all of organizations relationships with all of its potential audiences. Marketing is the umbrella term used for all communication that goes on in a corporation or organization. Convergence has already taken place and it will continue.
Convergence is a good thing. When companies sell products, they need help from a marketing, public relations, and financial point of view. Traditional marketing and public relations when done well all service the same master-- the customer.
Ultimately whether and organization uses public relations or marketing initiatives the real test of what occurred will be the final outcome of the initiative.
Convergence will continue based on technology and social media. Never in the world’s history has there been a time where technology has retracted. In the contemporary world, as technology becomes a more vibrant part of peoples’ lives as consumers, that forces marketing and public relations to become even more hand and hand than they already are. –Dr. Bod Batchelor
After viewing the video presentation in my opinion Coke Scores a Goal at The World Cup made both marketing and Public Relation efforts. The sponsor of The World Cup is both from marketing and public relations stand point. For example, selling products during the games. In addition, they changed to a colorful eye catching packaging. In terms of public relations, they are reaching out internationally, to communities and sports camps in a charitable manner. This builds trust, loyalty and commitment.
To further popularize their brand, participants were admitted by presenting a COKE can.
In this case, COKE not only increased their sells but built relationships as well.
If effectiveness and productivity is the main goal, ultimately it is vital for organizations and corporations to collectively employ both marketing and public relations initiatives. Sells and relationships go hand and hand.
We now live in a liberal democracy were public opinion influences political action. So as public opinion has sustained an influential presence within politics we have now seen the emergence of public relations within politics. According to Moloney public relations is “the discipline which looks after reputation, with the aim of earning the understanding, support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain good will and mutual understanding between organisations and its publics” (Moloney, 2:2006). In relation to politics public relations is about maintaining a positive relationship with the public. Public relations main concern in relation to politics would be the reputation and image...
Social media marketing is a simple option to add to the current promotional tactics being used by an organization. It is no longer optional; social media is mandatory for nonprofit organizations (Stengel). Studies have shown that many people think social media techniques complement traditional media; even more believe that blogs and social media influence the news coverage in traditional media tactics (Wright and Hinson 2008). There are a number of professionals that believe embracing social media is the only way for public relations to continue in the digital age. For example, Robert J. Key explains, “Public relations in the digital age requires understanding how your key constituents are gathering and sharing information and then influencing them at key points; doing so requires strategies that embrace the digital age” (Wright and Hinson 2008). Larry Weber, a renowned professional in implementing global public relations campaigns, also agrees that the communications world is moving in a drastically digital direction and in order to communicate effectively, one must understand this transformation (Wright and Hinson 2008).
Catchy jingles are what persuades consumers to buy more and more products that they hear about every day. This concept has been around for years and the Coca-Cola Company is no stranger to it. Back in July of 1971, Coca-Cola released the commercial, “I’d like to Buy the World a Coke” that sent their customers into chaos with over 100,000 letters being sent to the company asking for more. This leaves many people asking: how did this one commercial have such an impact on the audience? And what did Coca-Cola use that drew so many people in? Here we will discover the method behind what is “I’d like to buy the World a Coke.”
The discipline of public relations is a modern profession which has been in existence for only close to a century; however, it has already taken an important role in the fields of business, government, entertainment and non-profit organizations including educational institutions and healthcare organizations. Public relations professionals are required to have excellent organizational, interpersonal and communication skills and have the ability to persuade the public. It is imperative for PR professionals to effectively communicate with its public in order to establish and maintain a positive relationship. Furthermore, public relations professionals must have the ability to work under pressure and effectively manage crisis which may have detrimental effect on the company and the public it serves. State purpose of paper and an overview of what will be covered in the introduction
... the media and promotional culture is a very important issue, they converge. For it to happen, this convergence ‘requires responsive changes to be made not only by the promotional industries, but also by the media in which their promotional messages are positioned.’ (Powell,2013:4) Moreover, according to Dwyer, media convergence is shortly described as ‘the process whereby new technologies are accommodated by existing media and communication industries and cultures.’ (Dwyer,2010:2) Likewise, Helen Powell in her book ‘Promotional Culture and Convergence: Markets, Methods, Media’ stressed that:
Q1. Grunig and Repper (1992) proposed a model of strategic management of public relations. Sung (2004) commented that the model emphasizes Public relations has a significant role in the process of an organization’s strategic management by identifying stakeholders, publics, and issues around the consequences facing the organization.
Pepsi was introduced in 1893 by Caleb Bradham as “Brads Drink” which then was renamed to “Pepsi Cola” in 1898. There wasn’t many options for advertising in this era due television not being introduced into households till the late 1900’s. One of the first Pepsi Cola advertisements was a black and while flyer that had a few characters laughing and read “Whoope!!! Zoom!! Drink Pepsi-Cola” at an advertisement from Pepsi, the have bright blue, red, and white colors that pop and are eye catching. Comparing this ad with a current ad and modern technology, you can see that Pepsi’s marketing and advertising techniques have come a long way. Reviewing a recent Pepsi advertisement, you can see that they have made groundbreaking changes to their branding techniques. First I will I will note that their choices in colors (red, blue, and white) for their brand are not only eye popping, but in a way symbolize the colors of America. I am not sure if this was their intent but it sure does standout. Next, there slogan in the ad states “Help Kick Off The Pepsi Super Bowl Halftime Show”, this ad targets a very large group people because its directly relating to one of the biggest sports event which is Super
Mass media has evolved in the last century because of technological advances. The advances have created new markets and new ways for the channels of communication to reach its target audience. With the developments of mass media, the American culture has been majorly influenced and changed. However, even with the new mass media advancements, there has not been a complete demolish of the past media connections. Media convergence continues to affect the connection of the media and its distribution. Media convergence has to do with “the technological merging of content across different media channels,” but it also “describes a business model that involves consolidating
The history of the career field of public relations all started when Julius Caesar hired a team to persuade the citizens that he was doing a good job running the area. Caesar’s influence led to public relations in the Unite States beginning in the 1800’s. Newspapers ran friendly columns to reward advertisers with “free publicity.” Then, in the 20th century, the official job title of “public relations specialist” came into play. Those first public relations specialists were publicity agents and mostly former journalists (Mogel). Now, having a career in public relations most nearly means that a person has the job of creating publicity for a specific brand or person (Lila B. Stair).
With social media’s rise in popularity, consumers were given another platform, a viral one, to discuss companies and their products/services. While the main focus of public relations has always been to promote communication and goodwill, the practice also promotes publicity for their clients. With the growth from traditional tools to more sophisticated tactics like video news releases, webcasts, blogs, and social networking, public relations has been able to transform its effectiveness in just a few short years. Any company that does not include the use of social media, is missing the opportunity to obtain valuable information about their brand while also losing a chance to spread its message on a platform that reaches
The definition of “convergence” is originally “the interlinking of computing and ICTs, communication networks, and media content that has occurred with the development and popularisation of the Internet, and the convergent products, services and activities that have emerged in the digital media space” (T Flew, 2008). Many economists consider this definition does not fully describe the scale and root nature of media convergence, since all aspects of our institutional and social life - from art (digital paintings and CG technology) to business (direct selling and consulting via AI assistant, E-commerce marketplace and digital payment), e-government platform to entertainment content providers and streaming
Today, public relations is a complex profession by thousands of thousands of people all the world to practice. Almost all large and small organizations have their own public relations department or they need to outsource their public relations to a company. Public relations practitioners work for schools and universities, companies, governments, professional and trade associations, hospitals, hotels, non-profit charities, and other else more (Grunig, 2001). Therefore, PR is an important department for organizations.
Marketing communications is the best way to appreciate the value of the goods and services offering by organization. Traditional tools of marketing communication disciplines are five: advertising, sales promotion, personal selling (see the EBS Sales Force Management text), public relations and direct marketing. There are also media in which time and space can be bought or used to deliver messages to target audiences. Organisations are planning which appropriate mix of these tools and the choice of media has for a long time been largely predictable.
Public relations is everywhere today. It is a practice that has become an important aspect of any business venture. Whether an organization is not for profit, for profit, or governmental, they still need and desire to communicate their purpose within the community and public relations allows this to happen. There are several publics in which the PR practitioner must correspond with and each requires a different means of communication. Internal publics are inside the organizations such as clerks, managers, and stockholders. "External publics are those not directly connected to the organization: the press, government, educators, customers, suppliers, and the community" (Seitel, 2004). Each public plays a key role in the PR of the organization. The many functions of PR can also be categorized based on what purpose they serve the organization.
Convergence is when two or more things come together, so they are close a common ground between theories or phenomena. The convergence has a big impact on technology and the industry for many years. Convergence between broadcasting and telecommunications is growing a lot, and currently the regulatory in the market environment is on the way. In the 1960 to mass preference televisions, radio film and press wrote the following. ‘’ It is easy for those who hold answers for tomorrow to communicate with each other through the austere narrations of specialized media, Media can build bridges they can also make walls.’’ Many businesses switch to convergence because the service is a lot more effective within the businesses and also because of regulations from the EU. The two most important kinds of convergences at the moment are telecommunication and IT. Technology has changed massively over the decade information and communication technology. Around 4.5 billion people use a mobile phone globally; with the internet that has grown to include more than billion people and the high street broadband network reach more than 400 million subscribers. As Technology grows it plays...