SPECIALIST PR
Apart from its traditional areas of operations PR is also used in innumerable specialized areas. Following are three of these specialized areas:
i. Marketing Public Relations (MPR): Marketing Public Relations is the use of public relations strategies and techniques to achieve marketing objectives. The purpose of MPR is to gain awareness, stimulate sales, facilitate communication, and build relationships between consumers and companies and brands. The principal functions of MPR are the communication of credible information the sponsorship of relevant events and the support causes that benefit society.
Marketing public relations is the process of planning, execution and evaluation of programmes that encourages purchase and consumer satisfaction through credible communication of information and impression that identify companies, their products with needs, wants, concerns and interest of consumers. PR is used in marketing specifically:
To build and maintain product brand image or awareness
Repositioning the brand in a different slot
Overcoming negative perceptions
It is a cost – effective targeted communication process that leverages news media, and other communication vehicles to enhance reputation and create “compelling interest and purchase intent” amongst key stakeholders for a brand.
ii. Brand PR: Brand PR as the name suggests is about building brand reputation through PR. Seen as a relatively new concept in the market today, Brand PR is a very old practice in the industry. The main aim of Brand PR is to bring about credibility to the company and its product. Brand PR can be defined in the following manner:
BRAND MANAGEMANT+ PUBLIC RELATIONS= BRAND PR
Brand PR emerges from the combination of two different terms ‘Brand’ and
‘PR’. Before defining the term BRAND PR lets look at its each of the two words individually:
BRAND = PRODUCT + IMAGES
PR = IMAGE OF THE BRAND + EFFECTIVE COMMUNICATION
The meanings being clear now we can say that Brand PR is about promoting a
brand and building its image in the market.
iii. Online PR: With the technology advancement at its peak today, PR is also keeping its pace. That one reason why online PR has tremendous growth potential in the market. A very popular way of online PR is through ‘Blogs’. Blogs are nothing but online journals. These are sent across by various promoters to the target audiences for promotion. These journals contain complete information about the product. It has proved to be a widely accepted form of Online PR.
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