PR (public relations, public affairs) is the management of information flows between the organization and the public. The goal of PR is to create a positive image of the organization in the minds of potential consumers, as well as other interested parties. Instrumentation PR is broad and diverse: presentation with reports at conferences, participation in competitions and festivals, working with the press and resolving personnel issues can be listed for as long as you like.
Public affairs in marketing
As can be seen from the definitions – advertising and PR are an integral part of marketing management. In practice, in the United States, Reno, especially in the provinces, in small organizations. That do not aim at reaching a mass consumer on a national or even more global scale. Managers arrogantly assume the managerial functions of marketing, leaving an advertisement specialist (or public relations officer) ) is only. A communicative component. About research and analysis in such organizations, as a rule, do not even think. The expert-marketer is not allowed to the process of forming an assortment and pricing but is forced to “promote what is”, in fact, dealing exclusively with PR and advertising. Some unusually gifted bosses, after reading a few books, for example, in the psychology of sales. Believe that only a leader can establish favorable public relations and do not allow an advertising specialist to PR-sphere. Others, having studied literature on advertising and based on personal tastes and preferences, try to promote their products in the mass media independently, completely rejecting both PR and marketing in general.
At the same time, the more authoritative the leader, the more firmly he is confident that he is well versed in marketing, in PR, and in advertising. Often, professionals who work even in large companies, are forced to seek compromises between their professional confidence in something and the opinion of the boss. In such cases, as a rule, the manager manages to insist on his own, the employee is humbled or dismissed, and business as a whole incurs losses, if not material, then image-making for sure.
Public relations examples
Experience shows that a marketing expert can perform the functions of an advertising specialist without additional training – for creative work, in this case, relevant agencies are involved in the task, who develop several versions of mock-ups or scenarios and implement them after approval by the manager. But public relations – the texts of the leader’s speeches in the media, speeches at events, competitive applications, press releases, booklets, prospectuses, etc. neither a marketer nor an advertiser cannot create. As a rule, they are engaged in PR professionals – professional journalists who, among other things, have useful contacts in the most diverse spheres of public life. If you involve such a specialist on the staff of an enterprise, rather than on one-off projects, he can help to reduce advertising expenses and increase efficiency, organizing the participation of the manager in various public events, other information reasons for free publications in the press and news programs. However, if an advertising specialist, a PR man (due to the right links with newspaper editions, design, and PR agencies, printing houses) can replace, then the marketer – in rare cases.
Types of PR
Modern society knows such types of PR:
- Viral PR.
Black PR hardly needs any introduction, as it is used everywhere and anywhere as a means of deceiving. Denigrating the reputation and propaganda of unconfirmed information about someone or something. Black PR refers to the publication of offensive statements in the form of newspapers, leaflets. As well as demonstrations on television and the Internet. Of videos aimed at creating and consolidating certain harmful myths in the human mind. Such information can be used with great success to manipulate the opinion of a vast number of people.
The concept of white PR appeared as a contrast option to the idea of black PR.
Gray PR is positive or negative information, often presented by an unknown source, maybe a variation of black indirect PR. White PR is advertising, distribution of open information from a particular person or company.
Yellow PR is the use of prohibited elements in the form of distribution of pornographic images and videos. Publications of the yellow press, statements bearing a racist or xenophobic nature.
Green PR is to some extent an aggressive influence on the “green” environmentalists.
The brown PR concept is close to the propaganda of fascist and neo-fascist ideology.
A self-PR is a self-promotion of an individual in any convenient way, often even anonymously.
Viral PR – is close to the ordinary understanding of PR, i.e., when people share with each other or simply gossip. At the same time, information can spread independently by itself.