The Process Of The Public Relations Transfer Process

968 Words2 Pages
bulb-icon

Recommended: Public perceptions influenced by the media

“The Public Relations transfer process” is an example of how an “negative situation” from a point of view converted to a “positive situation” by the public relations. This is the result of how public relations frame problematic situations and change them in a clear situation (Jefkins 1982:201-202). Moreover, this table is also providing an example about how PR evaluating the situations in its environment. 2.1.2 Channels of Public Relations Public relations has to use the advantage of media in order to catch the attention of the public. But the most important thing rather then the usage of media is to “match the audience with the public” (Wilcox, Ault and Agee,1998:240). According to (Wilcox, Ault and Agee, 1998), the most effective medias to communicate with the desired public are: “Print media” which are according to the usability and effectivity on the public are “newspaper, magazine and books”. “Television”, which is compared to the print media have a better effect on public because of its “visual advantage”. Moreover, radios are the quickest way to reach the desired audience if the desired audience is in the right place and time. Finally, “online media” that is mostly popular among the public (Wilcox, Ault and Agee, 1998:240-241). Public relation tools are important for organizations to achieve their short and long term objectives. According to (Kotler,1982) “ public relations tools are; written material, audio-visual material, corporate identity media, news, events, speeches and telephone information service” (Kotler,1982:389). In order to understand these tool’s main aims in organizations, we provide explanations.“Written materials” are crucial for “public relations” to provide an information between “an organization and i... ... middle of paper ... ...fields will be given and afterwards it will be covering marketing, public relations and advertising main points and this way providing a comparison. “Marketing mix” serves as a connector between “target market” and “target consumers” for companies to achieve their marketing aims (Kotler, Armstrong,Wong and Saunders, 2008:49). “Marketing mix” is the key desicion part of marketing to implement their goals (Jobber, 2010:17). Moreover, the “4-Ps of the marketing mix” consists of: 1-“Product: what goods or services should be offered to the customers? 2-Price: what the company receives for the product or service that is being marketed? 3-Promotion: advertising, personal selling, sales promotion, public relations, direct marketing and online promotion 4-Place: distribution of channels, location of outlets, method of trasnportation, inventory level” (Jobber, 2010:17-19).

Show More
Related

  • Case Study Of Claire's Chocolates

    1199 Words  | 3 Pages

    The 4 Ps of the marketing mix are: Product, Promotion, Price, and Place. The marketing mix puts the right products, at the right price point, in the right place, at the right time. The following examines how Claire’s Chocolates optimizes its marketing mix (Yoo, Donthu, & Lee, 2000, 195-196).

    Read More

  • Using The 4 Ps To Market Ultimate Fighting

    1277 Words  | 3 Pages

    Marketing is a process of determining a consumer’s needs, devising a product or service to satisfy those needs, and trying to focus customers on the goods and services you are offering. Marketing is extremely important, and a fundamental building block for business growth. A marketing team is given the task of creating customer awareness through a variety of different marketing techniques. If a business does not pay close attention to their consumer demographic and needs, they will eventually fail over time. Two important aspects of marketing include acquiring new customers, and the preservation and growth of relationships with current customers. Marketing has always been viewed as a creative outlet, which encompassed advertising, distribution, and the selling of goods and services. Marketing staff will also try to anticipate what customers will want in the future, often being accomplished with market research. In summation, a good marketing plan should be able to create a favorable proposition or series of benefits that a customer can value through goods or services. The marketing mix is normally described as the strategic positioning of a product or service in the marketplace, using the specification of the four Ps. During the early 1960’s, Professor E. Jerome McCarthy of Harvard Business School stated that a marketing mix contains four elements. The four key points are product, pricing, promotion, and placement. It is recognized that all these aspects must be present to ensure a successful business model within a given industry. We will now take a thorough look at the four marketing mix points.

    Read More

  • Monster Beverage Corporation Business Case Study

    1887 Words  | 4 Pages

    The marketing mix, which is basic to any organization, can be considered the ‘controllable’ variables that every business encounters. These controllable variables can be modified based on the uncontrollable variables (external factors found in Environmental Scan) that directly affect business operations. A company focuses on four elements in the marketing mix: Product, Price, Place, and Promotion, which are managed and coordinated through marketing programs in efforts to appeal to their target market. Marketers strive to understand what motivates consumers to purchase certain products. The marketing mix helps to break down some of these questions: What will consumers buy? How much will they spend? Where will they buy? And will they buy again?

    Read More

  • Analysis Of Victoria's Secret

    1016 Words  | 3 Pages

    The marketing mix refers to the set of actions, or tactics, that a company uses to promote its brand of products in the market. Price, Product, Promotion and Place, are known as the 4Ps that make up a typical marketing mix. As marketing evolves, there are additional Ps that can also be included in the marketing mix, however, focusing on the 4 core Ps of the marketing mix, price, place, promotion and Product, taking an in-depth look at the aspects of Victoria’s Secret in general and in terms of the selected product. All the elements of the marketing mix influence each other. They contribute to the business plan for a company and if managed correctly, can give it a great success. In order to successfully master marketing mix, it needs understanding,

    Read More

  • Importance Of Agenda Setting In Public Relations

    922 Words  | 2 Pages

    Public relations practitioners are often described as an organization’s voice, positioning messages in the media to ensure the organization is perceived as beneficial, relevant, and credible. According to Zoch and Molleda (2006), this role is defined as “media relations” and is a pivotal aspect of the public relations profession. Two theoretical frameworks, agenda setting and framing are at the core of effective media engagement. Agenda setting is the process determining which social issues dominate public discourse, and framing is the way each issue is presented to the public (Dearing & Rogers, 1996; Hallahan, 1999). First, public relations practitioners use agenda setting to garner media coverage for its organization and its stakeholders

    Read More

  • Tylenol Case Study

    1454 Words  | 3 Pages

    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

    Read More

  • Public Relations

    817 Words  | 2 Pages

    The book, states "the public relations practitioner serves as an intermediary between the organization that he or she represents and all of that organization's publics. Consequently, the PR practitioner has responsibilities both to the institution and to its various publics. He or she distributes information that enables the institution's publics to understand its policies. Although the PR role "should," reflect a social responsibility as well as a synergy with the company one must remember, loyalties usually lie with the one that signs the paycheck.

    Read More

  • Marketing Mix Strategy to Achieve Marketing Objectives

    779 Words  | 2 Pages

    It basically constitutes 4P’s of marketing mix such as price, place, product and promotion. All these 4P’s have similar repercussion for the promotion of products in various organizations. These justifiable elements of marketing mix can be utilized by a business organization to increase its marketing efficiency. With the marketing mix, a company can have access to marketing information so as to determine the outcomes of the marketing activities on its total sales. The company can evaluate the extent of efficiency of its marketing activities using the information gathered from the marketing mix.

    Read More

  • The Strategic Planning Marketing Process

    761 Words  | 2 Pages

    The marketing mix helps a company define the marketing elements for successfully positioning a market offer. The four P’s model, one of the best-known models, helps a company define its product marketing options in terms, place, price and promotion (MindTools.com, 2010). To enhance their impact with their target market, companies often use this model when you are planning a new venture, or evaluating an existing offer. As companies start out in an industry, many marketers learn about putting the right product in the right place, at the right price, at the right t...

    Read More

  • Essay On Marketing Mix

    906 Words  | 2 Pages

    To create a successful marketing mix you must have all of the following aspects: the right product for your target market, sold to your target market at the appropriate price,in the right place and time, while using the most fitting promotion. ( Marketing Theory 1995.) The product, price, place, and promotion all are of uttermost importance in a business, since all businesses must complete all of these activities, including advertising agencies and research firms, everybody in the business world should understand the marketing mix.

    Read More

  • Strategic Management of Public Relations

    1159 Words  | 3 Pages

    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.

    Read More

  • The Negative Impact Of Public Relations In Popular Culture

    1482 Words  | 3 Pages

    Over the course of time, the idea that surrounds popular culture is mainly the fullness of ideas, perspectives and attitudes. Also within the mainstream of a given culture there are other phenomena’s such as images, videos and outlooks that shape the idea of how public relations is looked upon in the society today (Street 2004). In the past decade or two public relations has been portrayed through different texts, images, movies, shows and ideas that provide a critical analysis of how it is looked upon as a profession (Rhodes and Westwood 2008, 2]). In popular culture public relations is often depicted as being negative and devious (Morris, Goldsworthy and Corporation 2008). Over the period of time, entertainment mediums such as television

    Read More

  • Successful Marketing Strategies

    1006 Words  | 3 Pages

    To be a successful business, the owner of the business should use the marketing mix and the results of market research; having identified its key audience a company has to ensure a marketing mix is created that is targeted specifically to those people. The marketing mix is a term used to describe the four main marketing tools, Price, Product, Promotion and Place (EStartup business blog, 2010). An example of each 4P’s are: which products are well received, what prices consumers are willing to pay, what TV programs, newspapers and advertising consu...

    Read More

  • Business Relations: The Role Of Public Relations In Organization

    939 Words  | 2 Pages

    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.

    Read More

  • Functions Of Public Relations

    1082 Words  | 3 Pages

    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.

    Read More

More about The Process Of The Public Relations Transfer Process

Open Document