Public Relations & Personal Selling - Promotion Tools, Marketing Management | Marketing Management - B Com PDF Download

PR or public relations is nothing but the practice of protecting as well as enhancing the reputation of any particular organization/firm or for that matter any individual. In today’s world of fierce competition, where every organization strives hard to work toward its brand image, public relations has become the need of the hour. It is essential for every organization to communicate well with its public/target audience. The correct flow of information is essential. Here comes the importance of public relations.

What is Public Relations ?

The practice of maintaining a healthy relationship between organization and its public/employees/stakeholders/investors/partners is called public relations. 

Public relation activities ensure the correct flow of information between the organization and its public also called its target audience. Public relations goes a long way in maintaining the brand image of an organization in the eyes of its audience, stake holders, investors and all others who are associated with it.

For schools, the target audience would be students and their parents/guardians, for retailers the target audience would be customers and so on.

In the above examples, Public Relations ensures a smooth two way communication between the school authorities and its target audiences (students and their parents).Retailers must address their customers well for a positive word of mouth and a strong brand positioning. It is really important to create a positive image of any particular brand in the minds of consumers for it do well. Public relations experts not only help in the flow of information from the organization to its public but also from the public to the organization.(Two way communication).The flow of information from the public to the organization is generally in the form of reviews, feedback(positive/negative),appreciation and so on. Public relations strengthens the relationship between the organization and its target audience, employees, stakeholders, investors etc.

Public Relation Activities

Here are some ways of enhancing an organization’s brand image:

1. Addressing the media
2. Speaking at various press conferences, seminars.
3. Advertisements to correctly position the brand, Pamphlets, Brochures, magazines notices, newsletters and so on.
4. Corporate Social responsibility(CSR Activities)
5. Introducing various loyalty schemes for customers like membership cards, premium clubs so as to retain the customers.
6. Various events, shows and activities.

Spin

Public relation experts sometimes turn a bad situation into the organization’s favour.Such a situation is called as spin. Spin refers to a situation where public relation experts tactfully utilize an unfavourable situation for company’s benefits and publicity.

Negative PR

In cases of negative PR, public relation experts instead of focussing on enhancing their organization’s image,concentrate on tarnishing the reputation of business rivals. Negative PR also called as dirty tricks involves extensive research and information gathering.

Effective Public Relations

Public Relations is said to be effective under all the below circumstances:

• Awareness: To create a positive image of an organization, the message must reach the public. Information must reach in its desired form for effective public relation.
• Acceptance: The audience must understand what the message intends to communicate. They ought to agree with the message.
• Action: The audience ought to give feedback to the organization accordingly.

To conclude public relations is nothing but an effort to present one’s organization in the best light.

Definition of 'Personal Selling

Definition: Personal selling is also known as face-to-face selling in which one person who is the salesman tries to convince the customer in buying a product. It is a promotional method by which the salesperson uses his or her skills and abilities in an attempt to make a sale. 

Description: Personal selling is a face-to-face selling technique by which a salesperson uses his or her interpersonal skills to persuade a customer in buying a particular product. The salesperson tries to highlight various features of the product to convince the customer that it will only add value. However, getting a customer to buy a product is not the motive behind personal selling every time. Often companies try to follow this approach with customers to make them aware of a new product. 

The company wants to spread awareness about the product for which it adopts a person-to-person approach. This is because selling involves personal touch, a salesperson knows better how to pitch a product to the potential customer. Personal selling can take place through two different channels - through retail and through direct-to-consumer channel. Under the retail channel, a sales person interacts with potential customers who come on their own to enquire about a product. The job of the salesperson is to make sure that he understands the need of the customers and accordingly shows various products that he keeps under that category. Under the direct channel, a salesperson visits potential customers in an attempt to make them aware about a new product that the company is launching or it may have a new offer which the customers may not get from the open market.