← Lessons 07-Marketing Strategies and Principles
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1. INTRODUCTION 2. SWOT ANALYSIS 3. THE MARKETING MIX 4. PRODUCT LIFE CYCLES 5. MARKET SEGMENTATION 6. MARKETING RESEARCH – INTRODUCTION 7. SECONDARY DATA 8. PRIMARY DATA 9. PUBLIC RELATIONS 10. SALES 11. CONCLUSION 12. QUICK EXAM FACTS – MEMORISE THESE 13. FINAL MEMORY CHECKLIST

9. PUBLIC RELATIONS

  • Public relations (PR) involves presenting the business in the most favourable way to customers, the media and the public.
  • PR can operate through positive, ongoing activities and initiatives.
  • Examples include community projects and sports sponsorship.
  • PR is also important when responding to events that may damage the business’s reputation.
  • Example: after an accident involving dangerous-substance spillage, PR activity can communicate positive aspects such as emergency training, safety records and professional driver actions.
  • Press releases can help communicate the organisation’s message.
  • New contracts or significant vehicle orders may be announced through press releases to trade magazines.
  • Press releases can be a cost-effective way of gaining publicity without paying for advertising.
  • Direct mailings and newsletters can help maintain contact with existing clients.