ch15PromotingProductsPublicRelationsandSalesPromotion(营销管理,菲利普·科特勒教材)创新.ppt

“There are many misconceptions about public relations. One of the most widespread is that it’s easy”-Peter Celliers Chapter Objectives Understand the different public relations activities Understand the public relations process Know how the different PR tools are used Chapter Objectives Implement a crisis management program in a hospitality business Discuss the growth and purpose of sales promotion, setting objectives, and selecting consumer promotion tools Public Relations Creating a positive image and customer preference through third-party endorsement PR is experiencing explosive growth Offers a way to distinguish your company’s products from another Marketing and PR are becoming increasingly linked Major PR Activates Press Relations Product Publicity Corporate Communications Lobbying Counseling Press Relations The aim of press relations is to place newsworthy information into the news media to attract attention to a person, product, or service Product Publicity Various efforts to publicize specific products Assists in new product launch Assists in product repositioning Creates interest in a product category Corporate Communications Involves communications with internal and external customers Promotes understanding of the organization Lobbying Dealing with legislators and government officials to promote or defeat legislation and regulation Large companies employ their own lobbyists Small companies lobby through local trade associations Counseling Advising management about public issues and company positions and image Important when involving special interests Example: Water scarcity and the mirage in Las Vegas Publicity Secures editorial space, as opposed to paid space, in print and broadcast media to promote a product or a service Influences specific target groups Defends products against public problems Builds the corporate image The Public Relations Process Research Establishing marketing objectives Builds awareness