Public relations

Public relations counselors should have the opportunity to be involved in the development of market research report. When research concerning factors such as competence company, service, product or market its brands, public relations will have played a role in the creation of this authority. Equally likely to play a role in development and further to the study, so it is natural that those whose work will be directly affected by research to have a say.

The contribution of each element can be identified through research. Some believe that the major difficulty in terms of public relations has always been the contribution and efficiency measurement mentioned above. Consider the following: the company runs an advertising campaign and control exactly when and how the advertisements. The new product out on the market and is somewhat direct connection. But the effects of a public relations campaign can be built over time, with influences prevalent in different types of audiences. If sales increase, for example, following a campaign, how can you know for sure if the contribution of public relations and not advertising or sales was the main cause?

A proven technique is to ensure that one or more key messages are worn only through public relations. Research can be planned to add value to public relations. Another reason for the involvement of consultants in public relations, research analysis is that sometimes can be added to certain questions that will be answered values ​​public relations representative.

For example, a manufacturer could tie market research to find out how often men neckties buy and where you buy. The company also would like to know how often ties are offered as gifts. All this information is useful in planning marketing, but is unlikely to be of any interest outside industry ties. Another question to be added as how many men receive ties that have not ever worn and from whom they received. This might create information that would be irresistible for many journalists. And another question which might arise would compare the ties that gate in the north or south of a country in young or older, or neckties worn home or office. In this way public relations opportunities are expanding.

Of course a serious market research should not give answers to questions of public relations, frivolous, but not lose the possibility to add an important element of public relations program. Since the initial phases of project development, public relations counselors can develop complementary ideas. They can also introduce elements which operate in parallel with research. For example, the study's hypothesis about the relative buying habits ties and neckties, the consultant may suggest organizing an auction of ties, the proceeds to be donated for the benefit of a public fund that ties maker said that it supports. A letter to celebrities to donate a tie you do not wish for such an auction, meaning there will be only for advertising, but will help raise funds for a good cause.

Public relations can create targeted studies on advertising in the sense that sometimes public relations consultants can suggest research on your own, which is oriented strictly to public relations. This is not a study that measures the effectiveness of public relations but one that is designed to gather material for writing an article. Although some might argue that it is a technique that has no originality overrated, it is still true that such a survey is of interest to the media and may have substantial coverage. It is less important if they contribute to the knowledge and understanding of the market in a particular market sector.

In the public relations industry, many believe that if a campaign of this kind has a superficial approach, or a proposal require additional arguments, then a survey will be developed into a recommendation. There are a few large consulting firms who have a real expertise in this area and although this did not lead to increased their reputation, were not at the expense of their customers. The idea of a survey of public relations should not be discouraged simply because it is not a new idea. However, if marketing management specialists seeking to protect and build a solid reputation for the company, they want to avoid being perceived as superficial, manipulative and cynical. In other words, the company should ask questions beyond the ordinary "will generate impact in the media?"

Management specialists may wonder whether the study will strengthen the company's position or authority in which it operates. Also would like to know if it helps improve the company's position and create a differentiation from competitors.

A simple test to test whether a proposed study is a good idea or is not used with any promotional concept, ie a planned sponsorship. It is to ask how you react if your biggest competitor announces that it took work. If the reaction would be to blame you were not first then there is probably a good idea. If the reaction is indifference, carelessness then the idea is not worth being materialized.

What is interesting is that the company recognizes its own needs public relations through a series of awards for the best companies in the field. Public relations of any kind requires market research  but market research needs public relations.

Public relations have not always a role in the development of new products and services, certainly not in the design phase, but public relations advisors are valuable sources of information and should be involved in planning discussions.

Of all those involved in marketing, who handles public relations are often the most complex relationships within the relevant public for new products: customers, vendors, suppliers, public relations bodies or trade ministries, consumer groups, environmental academic, investment environment and more. These insights may help in the planning of the product.

Product Launch

In a company with strong orientation towards the market, public relations played a key role in the design values ​​that are associated brand (brand), through articles, demonstrations, sampling, preparation and many other technical services. It is also preferable as public relations specialists have a personal opinion on the market. This could breathe new life into the discussion about new products or developing others to meet the idea of change.

It is useful public relations specialists to participate since the early stages of development when designing file for regular evaluation of a new product or marketing team when reviewing the development plan for a new product. New types of approaches to public relations can sometimes help to keep alive a product that is real decline in the market - or to help one another to find new opportunities for affirmation.

Potential good ideas can fail because they can be launched in the wrong time, price inappropriately in an unfavorable market sector, the wrong messages. Public relations can not prevent these disasters. But the whole world experience and the market can greatly help in planning. And if public relations specialists are paid anyway why not invited to the talks before plans are finalized? Who can say how many troubles can be avoided by proper questions put at the right time?

Innovation in product is one of the most important activities undertaken by a modern and it is wise to involve all those who have expert insight in planning and evaluation phases. Public relations can have a smaller or larger role to play in developing and introducing new products and services, but it depends on the context in which these products are new. As the product is less innovative, both need to be more creative public relations activities or other marketing strategies.

An important function of marketing is to add value to the product or service. Both advertising and public relations may assist in transmitting values ​​that increase the attractiveness of the proposal and build a brand image. As the media has various channels of information dissemination, packaging can play an increasingly important role in adding value to the brand. If design is not suitable, then he can act negatively on the product and brand values. This approach is reflected in the increasing attention paid to all forms of packaging and design. Printing and Packaging Technology has improved and costs have decreased. Increasingly more sellers expose their products even in the packaging and it can send a message to family and friends. More and more products are delivered in color offset printed laminated packaging since it is known that these messages may have a higher value not only in the initial phase of the acquisition but also in maintaining loyalty to the brand and encourage repeat purchases.

An intelligent design can make a significant contribution in building a brand:

* The shape of container

* A great way packaging

* Packing material

* Finish packing material

* Any other physical features

* Color packaging

* The logo and style

* Use one symbol

* Use a personality

* Any other feature intentionally used

Public relations activities should be structured to use these values ​​to reflect not only the design of materials for public relations, but using them as a central element in competition, sponsorship, sampling and any other promotional activities. In practical terms the creation of the link between packaging and product design is recommended to be polled designers to handle and release materials. This presentation may include articles in the media, packaging, advertising exposures, materials for various competitions etc.

It is well known in marketing as pricing a product or service is an important decision involves instinct and knowledge. Because pricing is an important element in product positioning in the market, it will have a direct influence on the assistance provided by public relations that are actually part of the marketing initiative to position the product on the market.

Some marketing experts believe that many products fail due to undervaluation pretului.Unele products that are now considered cheap everyday things such as pens, digital clocks, printed shirts were introduced originally as exclusive products and sold at prices mari.Uneori This is because the manufacturer is trying to achieve maximum profit from investment in product development, minimizing the risk of launching an unknown product on the market, but sometimes proved a failure due to misunderstanding pricing mechanisms operating on the market. It is unlikely that a public relations consultant or want to be able to make recommendations on pricing, but the knowledge of experience in customer attitude towards the company and competitor's reputation could be a big help.

Research and experience suggest that consumers do not have detailed knowledge of product prices but know the limits between which can fit. There is always an upper limit beyond which the product will be considered expensive. Equally there is a lower limit below which begin to appear doubts about product quality. When the consumer is considering a new product which has no knowledge, he appreciates according to other similar products.

Public relations efforts in defining a product price and value will be better accepted by consumers when they are confirmed by third parties with enhanced credibility . Pricing strategy adopted for the product or Seviciu constitute a major part of the analysis and it will define approaches and messages in the proposed action plan.

Conclusions

The fact is that PR will always be a perfect competitor or an employee welcome in terms of advertising, advertising campaigns, promotions credibility of products will continue to appear on the world market, or even individuals, companies, etc. .

As Rise says in his book, advertising is seen only as a helper arm placed in service public relations. Personally I would add that advertising is in some measure the most important link of PR terminal or the individual himself. And this is achieved only by large-scale mass media, TV, radio, internet etc.

PR has a role in our economic life everyday? More than likely yes.