14.4 Public Relations and Its Role in the Promotion Mix
2 min read•june 25, 2024
is a powerful tool in the , leveraging to build trust and credibility. It complements other marketing efforts by generating positive coverage and word-of-mouth, often seen as more trustworthy than paid advertising.
PR uses various tools like , , and events to engage stakeholders. has transformed the field, enabling real-time communication and through social media and online platforms.
Public Relations in the Promotion Mix
Earned media in promotion mix
Top images from around the web for Earned media in promotion mix
Chapter 4 – Integrated Marketing Communications (IMC) and Public Relations – The Evolving World ... View original
Is this image relevant?
Outcome: Marketing Communication Methods | Principles of Marketing View original
Is this image relevant?
7. Marketing communication mix | Didactic Units DTSE Erasmus project View original
Is this image relevant?
Chapter 4 – Integrated Marketing Communications (IMC) and Public Relations – The Evolving World ... View original
Is this image relevant?
Outcome: Marketing Communication Methods | Principles of Marketing View original
Is this image relevant?
1 of 3
Top images from around the web for Earned media in promotion mix
Chapter 4 – Integrated Marketing Communications (IMC) and Public Relations – The Evolving World ... View original
Is this image relevant?
Outcome: Marketing Communication Methods | Principles of Marketing View original
Is this image relevant?
7. Marketing communication mix | Didactic Units DTSE Erasmus project View original
Is this image relevant?
Chapter 4 – Integrated Marketing Communications (IMC) and Public Relations – The Evolving World ... View original
Is this image relevant?
Outcome: Marketing Communication Methods | Principles of Marketing View original
Is this image relevant?
1 of 3
Public relations (PR) builds mutually beneficial relationships between organizations and their publics by managing the spread of information to create a positive image and reputation ()
Functions as earned media within the promotion mix by generating positive media coverage and word-of-mouth communication about the organization, its products, or services without paid advertising
Earned media often seen as more credible and trustworthy than paid advertising by consumers (press mentions, endorsements, )
Complements other promotion mix elements like advertising, personal selling, and sales promotion to build brand awareness, credibility, and trust while supporting overall marketing communication objectives
Key public relations tools
Press relations manage information flow between an organization and media by developing relationships with journalists, writing press releases, organizing conferences or interviews, monitoring coverage, and managing negative publicity ()
Public affairs manages relationships with key stakeholders (government officials, community leaders, interest groups) through efforts, programs, and initiatives ()
Events engage target audiences and generate positive publicity through product launches, sponsorships of cultural, sporting, or charitable events (Olympics, local festivals), participation, and company anniversaries or milestones
Digital PR and crisis management
Digital and social media enable direct, real-time communication with target audiences through company websites, blogs, email newsletters, and social media channels (Facebook, Twitter, Instagram, LinkedIn)
Online press rooms or media centers provide easy access to company information, images, and videos for journalists
and engagement are essential for effective digital PR by tracking mentions to gauge public sentiment, responding promptly to customer inquiries or complaints, and collaborating with influencers or brand ambassadors
In times of crisis, digital PR can be challenging as negative news spreads rapidly online but also an opportunity to proactively address concerns, correct misinformation, provide updates, engage supportive stakeholders, and leverage user-generated content to restore trust and rebuild reputation
Strategic PR Initiatives
: Positioning the organization or its executives as industry experts through speaking engagements, authored articles, and white papers
: Crafting compelling narratives that connect with audiences emotionally and reinforce brand values
: Identifying and addressing potential challenges or controversies before they escalate into crises