The topic for this day is Public Relations Integrated Marketing Communication Strategy.
One of the Promotional Tools of Integrated Marketing Communications is Public Relation. According to Kelsey Taylor, publicity is an important aspect of every business. It is the process of managing an organization's interaction with the general public. It is also a two-way communication system in which the general public provides input to the organization. PR is used to build goodwill in the marketplace and to promote a company's product in a positive manner. Press releases, public appearances, event sponsorships, news, and other methods of promotion can be used.
Examples: One of the examples of this is the Coca-Cola Company.
They are using the opportunity to have a public appearance in Career Fiesta 2021 held by Workbean on May 20 and 21, 2021. The Coca Cola company is one of the co-presenters of this event. This is a good strategy to get the attention of the public, not only their future employees but also their prospective buyers. And this can give them a good image because it shows that they support the event without only having a goal of higher profit but also to care for the community.
The second example is the Nestle Philippines, who have held a Nestle Wellness Campus program since 2013 with a goal of helping and educating the students (Elementary and High School) and their parents on how to have a healthy life. The Nestle Philippines cooperates with the DepEd to successfully conduct these events and activities every year. They give gift packs and booklets to each student and organize a fun activity that the students will undoubtedly enjoy. This is a great way to get the trust of the public and also to get feedback about your product. Through this way, every time they see the Nestle Product, they will always think about the happy moment given by the event held by the company.
Identifying Public Relation Stockholders
Stakeholder theory researchers have attempted to identify stakeholders using systematic criteria, including Freeman. However, the emphasis has been on the stakeholders' characteristics in connection to the organization. The organization should try to identify all stakeholders before narrowing them down based on their characteristics, according to the approach described below. There has been minimal attempt in the public relations literature to identify stakeholders based on their relationship with the organization. Internal versus external publics is a simple example of stakeholder segmentation. The linking model created by Grunig and Hunt is perhaps the best effort in the public relations literature to identify all stakeholders. Enabling linkages, functional linkages, diffused linkages, and normative linkages are the four links in this approach that establish stakeholder links to an organization.
Stockholders, board of directors, governmental legislators and regulators, and other stakeholders with some control and influence over the organization are identified by the enabling linkages. These stakeholders allow an organization to operate with resources and authority. When enabling relationships break down, resources are removed and the organization's autonomy is limited. The input functions which provide manpower and resources to make products or services (such as employees and suppliers) and the output functions that utilize the products or services are split into functional linkages that are crucial to the organization's operation (such as consumers and retailers). Associations or groups with which the organization shares a common interest are referred to as normative links. Stakeholders in the normative connection share comparable beliefs, aims, or challenges, and frequently include competitors who are members of professional or industrial associations. Diffuse links are the most challenging to recognize because they comprise stakeholders that do not interact with the organization on a regular basis but get involved as a result of the company's actions. These are the types of people who show up in times of distress. The media, the community, activists, and other special interest groups are all connected in this way. The linking model should assist the company in identifying all of its stakeholders. The diffused linkage stakeholders will vary depending on the circumstance, but the enabling, functional, and normative linkage stakeholders will almost certainly remain consistent.
Proactive PR vs. Reactive PR
Proactive Public Relations refers to an organization's ability to control the PR message that is sent to the public and aims to make it known before something wrong happens. Reactive public relations, by contrast, can be defined as a marketing approach which attempts to fight or defend negative issues or events in an organization. True to its name, it is only after negative 5 or unsatisfactory event that reactive public relations take effect and can harm an organization or a person's reputation.
Example for Proactive PR Facebook gives customers more ways to solve their own problems than relying on support tickets or on connected calls. The social media giant provides information on its site that answers questions frequently asked and users are given some of the features of the system. Its dynamic helps document several topics, together with website overviews for new users. Whenever they roll out, tours of new features are also provided. With the example and success of Facebook, we can see that users want to learn things firsthand as they go. So, through this, Facebook users can surely have a great service because everything has been there, you only have to read and understand it to apply it properly.
Example for Reactive PR
An example of this is Facebook. We all recall an incident involving identity theft on social media, particularly on Facebook, in 2020.A lot of Facebook users experience it and feel alarmed because it can steal your personal information and use it to do bad things to other people. Some are asking for money from the family and relatives of the original owner of the account. So, users reached out to the Facebook owner or Facebook services on how to avoid this issue. And Facebook says sorry for the people who have been victims of it and sends a notification to everyone of how to avoid it and what are the possible ways to use it when you are already a victim.
