Public
Relations can be described as a type of marketing communication, which
is used to project a favorable image of the company to the outside world.
The intention of a PR campaign is to give the company, a face that is
liked and appreciated both by the media and the concerned target audience.
Public Relations firms are involved in discovering ways and means of
popularizing the image of accompany, which is different from the tactics
of a traditional advertising agency.
An Effective Public
Relation campaign consists of figuring out the obvious as well as
the latent needs of the company, objectifying them and then setting
targets and goals to achieve them using all the available mediums. They
may use traditional mediums like the Press and T.V to spread favorable
signals about the company or may create their own mediums to spread
the desired message. This may include events like conferences or taking
out a newsletter or an internal magazine that is sent free of charge
to all concerned stake holders. The new public
relations firms work on the pay for performance structure that increases
accountability. In this model the client signs a contract wherein a
certain amount of cash is deposited every month in the account of the
PR firm during the period of the campaign. The PR firm prepares the
agenda and starts the job.
The client receives a statement at the end of each month which is basically
a report of how the money has been spent and whether the set targets
have been achieved. The payment model is strictly restricted to published
or telecasted messages and is not extended to indefinable concepts such
as theme, concept development and other PR strategies. The unutilized
money is shifted to the next month’s budget. Public relations
firms prefer to use this tactics when Client Company has an unusual
product or service on offer, which can create curiosity among the public
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and accepts, assesses and publishes news worthy press releases and articles
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relations solutions and marketing strategies to its clients. It’s
an excellent medium for Public Relations agencies to get its message
across to the public. Do visit the site www.pitchonnet.com
to more about the various interesting features offered by Pitch.
