Media Communication: Reputation of an Organization - Essay Example

26 November 2006 Public Relations A successful company or organization can be measured not only by its monetary success and possible future outlook, but by the reputation it projects and maintains. Their reputations can be maintained and built through many various forms of mass communications such as advertising, marketing, and promotions. This is the job of a public relations practitioner. They must advertise and promote a positive image for their company or organization, which in result, supports good marketing strategies. The employment of public relations specialists is expected to rise throughout the world due to the rise and increase of globalization. Many organizations are now realizing the importance of having a successful public relations specialist. For example, a well managed and informed public relations representative can maximize profits and strengthen a company in a weak economy. (Bureau of Labor Statistics, U.S. Department of Labor, 2006, August 4). How can a public relations representative implement their use of mass communications into their program for overall success and positive outlook for a well managed, sustained and informed public relation A public relation practitioner's job is very broad based and competitive. They have to do more than just inform and educate the public about the company or organization that they represent. (Public relations, 2006). They must understand the needs and wants of their target audience so that they can reach their audience through their various forms and strategic usage of marketing, advertising, and promotions. They may work for and represent governments, large organizations and companies, the media, political campaigns, employees, investors, and celebrities, just to name a few. How can a public relation practitioner implement the use of good marketing skills into their public relations program What factors are involved for successful marketing Public relations practitioners use advertising and sales promotions to support their marketing efforts. They must understand who and what their target market audience is so that their message will catch their attention. The target market audience is a particular group of people that will benefit the most from a particular good or service. A company or organization must cater their promotions, marketing, and advertising schemes to this audience by understanding their overall needs and wants. A good public relations practitioner must realize the importance of successful marketing strategies. Their objective is to move their target market along various stages. Each target market audience must complete these stages: unawareness, awareness, belief/knowledge, attitude, acquisition intention and finally to acquisition. Only then can a marketing, advertising, and promotional strategy become effective. (Public Relations, 2006). Advertising and promotions are two key elements used for success in marketing goods or services. These two elements exist in various mediums. What are the various mediums used in advertising, and how does a public relations practitioner use it these to best benefit their company/organization Advertising is a marketing strategy that involves the use of numerous varieties of media forms to grab the consumer's attention to their product or service. Successful advertising should be persuasive and informational enough to influence the target audience's behavior or thoughts about what is being advertised. It can be used to sustain and develop an overall image to the public. Forms of media items that inform the consumer or client about the goods or services generally will work the best. A company or organization's name, slogan, and/or logo are very important to its image, and therefore, any media attention or promotions should be centered upon them. (Humphries, 2003). Certain forms of advertising are becoming more and more expensive, so most of all practitioners aim at free positive publicity through numerous advertising forms such as through radio and television. (Humphries, 2003). The public relations practitioner must make certain that the media coverage favors their company or organization as this can be seen as an indirect form of advertising as well. (Public relations, 2006). Television is the widest circulated form of advertising so many practitioners find it is important to get as much exposure through that as possible. They must encourage the media to cover their event or air their press release. The downfall to this is that the public relations practitioner has no control over what information the media uses so they must remain in close contact with each other. The public relations practitioner must initiate the first step to make their company or organization known to the media or press, and the best way to do that is to provide them with a media or press package. (Humphries, 2003). This is one the best ways to introduce the company or organization, as well as the public relations representative, to the media and press personnel. This package should contain any important information about the following: the company/organization's new product(s) or services(s), contact information for the public relations representative and the company/organization, samples or brochures of product(s) or services(s), and any published articles related to the company/organization. Institutional advertising strives to portray a positive image of the company or organization. This motive for this form of advertising is directed towards projecting their idea, concept, or benefit. They may choose this form of advertising to inform the public about their sponsorship in a program which benefits the entire community. The main objective is to advertise the company or organization in a positive manner. Sampling can be another successful means of advertising. Showing the public what the good or service is through giving away free samples is a well proven advertising and marketing strategy. This strategy has proven to be so useful that many corporations spend large sums of money to disburse their products to the masses. This is commonly known as a form of specialty advertising. The organization or companies name, logo, and contact information can be placed on various items such as: car bumper stickers and sunshades, pens, key chains, magnets, paper, and many more numerous items. They are then distributed freely to the public. Service based businesses have also become creative in providing samples to their customers or clients. For example, a dentist may provide their patients with a free toothbrush or dental floss. An alternative to sampling would be providing contests or giveaways. A practitioner would be responsible for managing and communicating the information effectively in order to get as many people involved as possible. Sampling in its many forms makes the consumer feel good, and they're likely to return for more or even recommend the goods or services to others. Brochures are a form of direct mail advertising. They are used to advertise detailed information about that particular good or service. It is fast and easy to distribute to a specific target audience by a mailing list or even in public areas. The brochures can be made in many different styles that will catch the public's attentions. Catalogues, flyers, letters, postcards, and other forms of written media can be used as well. This form of advertisement can be rather expensive because of the costs that are accrued for each piece produced. This form of advertising is often considered to be "junk mail". Billboards are a form of outdoor advertising that is used when a quick or simple idea needs to be promoted. This form of advertising is only beneficial when placed in certain strategic areas such as common thoroughfares. Other outdoor advertisements can include the use of banners and signs placed in public places. If these are designed and implemented well they can be very effective tools. This form of advertising comprises about one percent of total advertisements, and is the least common. (Advertising, 2006). Non-commercial advertising for an organization is a very strong educational and motivational tool. The media and the public are more inclined to favor this over blatant commercial advertising. The non-commercial advocacy advertisements involve economic, social, or political issues which are meant to persuade and inform their audience. Most of all non-profit organizations use this form of advertising. Technology is quickly becoming a part of everyone's daily lives. Sixty-two percent of households in the U.K. had access to computers during 2005. (Society: Consumer durables, 2005). A large majority of fifty-three percent of computer owners had an internet connection. Therefore, it has become very valuable for a company or organization to have an informational, easy to use, and attractive online web site. This is an excellent way to advertise, and reach a large number of people. A company or organization's web site can be posted on business cards, brochures, the company's product, or even implemented into the company's logo. Many companies and organizations have also now realized the importance of direct contact advertising with their target audiences. The public relations practitioners can accomplish this through public events and surveys and door-to door contacts. There are other forms of mass communication advertising which can also be used by a public relations practitioner in collaborations with direct sales and marketing strategies. Some examples of these include: cooperative advertising involving the sharing of advertising costs between the manufacturers and distributors, informational advertising to introduce a new service or product to the public, persuasive advertising, specific product advertising, reminder advertising for the public to maintain awareness, and point-of-purchase advertising used in retail markets. Advertising can be a very effective tool used by the public relations practitioner to reach a large amount of people to get their message out. (Public relations, 2006). It may not always be focused on the general needs of the public or provide complete and necessary information about the concerned company or organization. The practitioner must take into consideration what forms of advertising are more cost effective and what is the overall objective. They need to know how to best approach the public on behalf of the company or organization, How can public relations practitioners reach their target audience successfully through the use of promotions Promotions are another key form in successful marketing strategies. They involve the use of good advertising and public relations strategies to present information, or to put forth a desired image for a company or organization. A good example of an excellent well-known promotion would be the Pepsi Cola bottling company. They offer their customers free items through collecting points from product purchases or through the direct purchase of points. (Pepsi Stuff, 2006). First, a public relations practitioner must identify what it is they want to promote. Then they must determine what they want their target market audience to do. They must gear their promotion towards obtaining the outcomes which are desired by their company or organization. Perhaps their objective could be to increase public knowledge for a non-profit organization such as Greenpeace International. Greenpeace International is an organization that strives to protect the environment and our planet, now and in the future. (What we do: The issues we work on worldwide, n.d.). They encourage the public to become involved through volunteering and donations. In this particular case, a public relations practitioner can implement the use of their web site to promote their cause. They can use it to promote their cause. There are numerous ways a public relations practitioner can use promotions for their managed program(s). Giving a seminar is a good way for the company or organization to reach the public and inform the media. A good public relations practitioner may choose to volunteer their time for a company or organization, which provides many benefits for both parties. It is an excellent way for the practitioner to develop good relationships between the community and the company or organization that is being represented. Meeting and interacting with new contacts to form a stronger network is also an added bonus for the public relations practitioner. A good practitioner can use, develop, and grow this own personal network of people to promote the good or service they are representing. This network can consist of people they may already know such as their doctor or next door neighbor. These people can make links between them and the public relations practitioner, hence making more contacts via word of mouth. The public relations practitioner can also use this network to promote their own personal services as well. A public relations practitioner can be very valuable to the company or organization in which they represent. They use numerous forms of marketing, advertising and promotional skills and strategies to successfully inform their specific target audience. In order to accomplish this they must know the needs and wants of their public so they can tailor these disciplines to satisfy them. Also, public relations practitioners must identify which of these various disciplines will be best beneficial for their company. These practitioners must know what will reach their target audience in the best way to project and manage a positive image about the company/organization that they represent. A well managed and sustained program, which is produced and carried out successfully by a public relations practitioner will reflect highly upon them as well as the company or organization they represent. Works Cited Advertising. The Encyclopedia of Business. (2006). Retrieved November 26, 2006 from http://www.answers.com/topic/advertising Bureau of Labor Statistics, U.S. Department of Labor. (2006, August 4). Public relations specialists. Occupational Outlook Handbook, 2006-07 edition. Retrieved November 25, 2006 from http://www.bls.gov/oco/ocos086.htm Humphries, Dr. Jim. (2003). 13 low cost promotions you should be doing right now. Retrieved November 25, 2006, from http://www.publicity123.com/ess/4%20_13_low_cost_promotions_123.pdf Miller, Blake. (2006). The new rules for public relations. About: Advertising. Retrieved November 25, 2006, from http://advertising.about.com/od/publicrelationsresources/a/guestnewrulespr.htm Pepsi Stuff. (2006, November 15). Wikipedia: The Free Encyclopedia. Retrieved November 28, 2006 from http://en.wikipedia.org/w/index.phptitle=Pepsi_Stuff&oldid=88084793 Public relations. (2006, November 27). Wikipedia: The Free Encyclopedia. Retrieved November 28, 2006 from http://en.wikipedia.org/wiki/Public_relations Society: Consumer durables. (2005, November 29). National Statistics. Retrieved November 28, 2006 from http://www.statistics.gov.uk/cci/nugget.aspid=868 What we do: The issues we work on worldwide. (n.d.). Greenpeace Interntaional. Retrieved November 27, 2006 from http://www.greenpeace.org/international/footer/copyright2 Read More