The Process Of The Public Relations Transfer Process

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“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).

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