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Chapter 10 Public Relations - Coggle Diagram
Chapter 10 Public Relations
Budget
Past budgets, new product + , less competition -
Management--> resources need it./ action costing --> PR programme/ no long-term . /Competitive tendering --> programme and PR agencies file proposal and budget./ Income proportion --> lack of focus / industry comparison --> benchmark to decide budget. / capitation rating --> audiences to be reached and objectives defined. most useful method.
PR is in charge of
Internal employees, family of employees, trade unions, shareholders.
external: general public, local community/ government , trade associations, pressure groups.
Financial: investors, bankers consultants, stock exchange.
Media: Television, radio press, trade press
Marketing: Suppliers , distributors/competitors, wholesalers, retailers
Public Relations
managing how others see and feel about a brand, or company
in charge of: create and maintain a corporation image / good corporation citizen / media relations / exhibitions and public contacts. / internal relations
marketing commercial and short term
PR long-term
weakness: lack of control ( press and content)
Financial Public Relations: potential shareholders, investors, advisers : financial consultants/ banks.
Public affairs: Societal and political relations
Media Public Relations: TV, Radio, intermediate public, press.
Marketing Public Relations: selling products/ supporting brands. Support the sale of a. product.
Measuring Public Relations Results
Input indicators
output indicators
Achievement indicators