How PR Generates Awareness Interest and Trial

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timer Asked: Mar 3rd, 2019
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Question Description

Part 1 Write a discussion post.

"How can the PR function help to generate awareness, interest and trial? Cite Examples"

Part 2 Reply to both of the following posts.

Post 1: Public Relations (PR) is all about creating a positive image and creating a great relationship between the company and the public. PR has a broad range of responsibilities, that it practically its own branch within a company. PR functions can generate awareness, interest, and trial by assessing the corporate reputation, auditing corporate social responsibilities, and preventing or reducing image damage of a company (Clow & Baack, 2018). PR tries to promote the company, its clients, or its products.

Public Relations are most effective when they work together with the marketing team. It is the best method to determine the right ways to communicate and discover strategies for targeting to market to and will give the greatest results. Some examples are cosmetic lines providing free samples, public schools working to make business partnerships, local sports teams collaborating for sponsorships, and more. One of the biggest examples is running races like the Clearwater Turkey Trot and LiveStrong Triathlon, and even street races, such as Daytona 500. All of these events are where you may see logos, company names, information, food vendors, company slogans on banners, shirts, water bottles and other things that may be available as a participant or spectator. These are all actions and ways in which PR helps to generate awareness, interest, and trial to build trust in the companies’ offering products and services to the public (Clow & Baack, 2018).

References

Clow, K. E., & Baack, D. E. (2018). Integrated Advertising, Promotion, and Marketing Communications (7th ed.). Upper Saddle River, NJ: Prentice Hall.

Post 2: "Public relations describes the various methods a company uses to disseminate messages about its products, services, or overall image to its customers, employees, stockholders, suppliers, or other interested members of the community. The point of public relations is to make the public think favorably about the company and its offerings. Commonly used tools of public relations include news releases, press conferences, speaking engagements, and community service programs."(ReferenceForBusiness, 2019)

"Some of the main goals of public relations are to create, maintain, and protect the organization's reputation, enhance its prestige, and present a favorable image. Studies have shown that consumers often base their purchase decisions on a company's reputation, so public relations can have a definite impact on sales and revenue. Public relations can be an effective part of a company's overall marketing strategy. In the case of a for-profit company, public relations and marketing should be coordinated to be sure they are working to achieve the same objectives." (ReferenceForBusiness, 2019)

Another major public relations goal is "to create good will for the organization. This involves such functions as employee relations, stockholder and investor relations, media relations, and community relations. Public relations may function to educate certain audiences about many things relevant to the organization—including the business in general, new legislation, and how to use a particular product—as well as to overcome misconceptions and prejudices." (ReferenceForBusiness, 2019)

one example, is If I found out that the Town and Country's animal kennel was mistreating pets and not really taken good care of their animals, that would give me concerns about how my pet would get treated if I let him stay at their facility. This effect the image and revenue of the company. So the PR department must work to achieve a positive image of the company and encourage consumers to invest their money and time into their company. This is very important and could be vital to your business success.

Tutor Answer

mariam90
School: UC Berkeley

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Anonymous
Thanks, good work

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