Public promotions (PR)
Public Relations (PR) is a promotional technique used to gain media coverage. It is free and is generated through:
- events
- activities
- news-worthy stories
Common PR activities include having celebrities opening a new store and supporting a charity or community venture which generates positive publicity for an organisation
The main aim of the public relations department is to:
- build awareness of the brand
- create a positive image for the organisation
This can be done through:
Sponsorship
Sponsorship occurs when companies pay to have their name associated with an event or another organisation like a football club. Sponsors pay for media exposure gained through the event such as:
- the Olympic Games
- the FIFA World Cup
Press conferences
This is when members of the press are invited to a presentation given by the company to impart information. This could be:
- about the launch of a new product or promotional campaign
- to help manage bad press
Press releases
Press releases are written statements that are given to the media to inform them about any information or events that the company wishes to communicate to customers.
They can also be used to help manage bad press.
Charity donations
Letting the public know that your company donates to or supports a charity can encourage them to view the company in a positive light. This may encourage customers to purchase their products over rival companies.