Anyone who has corrected the spelling of a statement or a newspaper reporter interviewed intuition means that drafted. If you wrote a letter or an email, you have written. If you exposed to ideas written in a communication, have initiated a degree of relationship and gradually you will have a permanent connection to language and an earnest desire to communicate ideas efficiently and effectively to people. If you match the person in the interrelation interactive human conduct business means PR.
This paper proposes a particular focus on the role and importance of the field of Public Relations, regarded in some measure of economic and essential link of this area with one of its terminals, namely market, also known as the marketing .
Experts say that public relations suddenly became the most powerful marketing discipline put into service. They still give a role of advertising, but only as a mechanism to support existing brands and products on the market and not launching new ones, their image can be built more efficiently through public relations.
The Rise and Rise Laura made some statements in their book The Fall of Advertising and the Rise of PR, which are far from exhilarating advertising industry. The authors say that advertising is heading towards a new period of decline in favor of PR. But not all public relations professionals agree Ries, some of them saying that volume The Fall of Advertising and the Rise of PR is a generalization that exacerbates the role of public relations in communicating the brand and raise a conflict between advertising and PR that there in fact. Here are some key objectives and mechanisms of PR.
* Interviews and press conferences. Interviews and press conferences can highlight the usefulness of PR. In most cases, interviews and press conferences are allowed in cases of crisis, but firms were often successful press conference, announcing important scientific discoveries, or explaining details of an expansion of the corporation. The press conferences have an air of importance and credibility because they use the media to present information on the corporation.
* Sponsored events. Sponsored events were considered as an important form of PR. A company can get involved in community events through sponsorship. Fundraising for nonprofit organizations all kinds of companies offer a positive image.
* Publicitatea.Publicitatea is free exposure in the media activities of the company or its products and services. Advertising PR but are responsibilities except press releases, can be controlled as other methods used by the PR department. A major advantage of advertising, if the information is positive, is it credible. Advertising has worn true stories of topics in television and radio, in newspapers and magazines, giving an air of credibility in the context of mass media credibility. Non profit organizations often use stories published as public information and earn interest at rates of nothing or sometimes even free.
Of course once these means, they have and put into practice. Since building reputation and relationship with the various communities is the essence of PR activity, hot topic remains, however, how can measure the effectiveness?
The effectiveness of PR campaigns is a hot topic in the world of public relations on either side of the fence you are either producer or consumer of this type of activity. Following statements are commonly accepted: A brand value and reputation includes; a company worth in the eyes of investors different from strict accounting details; trust relationship with the environment in which an organization operates, is a building complex and not easy to quantify. Since building reputation and relationship with the various communities is the essence of PR activity,
hot topic remains, however, how can measure the effectiveness?
A first step in making an accurate determination is the relationship between purpose and objectives, instruments used and their targets. Compared they can get a first control key. At this moment, in practice, this is the most common form of evaluation. Therefore, once taking a brief detail of PR agencies are extremely careful in defining themes by means of various instruments.
Strategic development and integration of all elements is also necessary to use specific market studies. In parallel with these studies evaluating the trends and benchmarking are also useful as a tool for measuring and coordination with the general situation of the market and competitors. Finally, we obtain such a complex audit of the communication process and the perception of the organization, from which to build the road to objectives. Analysts and field practitioners advocates this tool as essential
indispensable: Comprehensive ante and obviously post campaign. At the same time they reject increasingly more violent methods of measuring the activity of PR through assimilation with other
activities in the field of communication. The main problem is the budgeting of this evaluation process. Even more mature markets is a challenge to allocate 10-15% of the total budget for PR (frequently mentioned as the percentage required) for these activities.
The Romanian market is also connected to these trends, increasingly more customers are adept monitoring and control programs effectiveness or by allocating resources to research, either by studying trends and benchmarking, or by introducing enhanced reporting formulas precise, shorter time periods.
Public relations is much more than communication. Because public relations is often seen as a sub-discipline of communication, it is understandable that those dealing with marketing professionals strive to turn to when it comes to marketing communication planning, often professionals in advertising or sales promotion. Of course that public relations is reflected in all aspects of marketing and involvement from the outset ensure maximum benefit from the investment. In addition, often in terms of public relations marketing can add new dimensions and values.
Initial marketing has evolved as a discipline separate sales business. More recently became the subject umbrella under which sales are only a part. Important in an effective marketing analysis and planning are phases. The first question should always be marketing There is a market and, if so, what is it? Only then can be put other questions like that are market needs, competition, price levels, distribution channels etc. Public relations should be considered from the beginning. Specialists can help to analyze opportunities and markets both their experience and to eventual acceptance of options. Initial research can help define, for example, research and development phase with a considerable effect.
Because public relations should be a two-way process, initial research of the market, based on experience specialists can help planning.
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