BSB126 Lecture Notes - Lecture 9: Sales Promotion, Crisis Communication, Extortion
Marketing – Public Relations
- A form of communication management hat seeks to influence the feelings, opinions, or
beliefs held by customers, prospective customers, shareholders, suppliers, employees and
other publics about a company and its products or services
- Maintains reputation and brands
- Manages relationships among customers, shareholders, employees, and others
- Develops key messages for CEOs, politicians, and celebrities
- Mostly behind the scenes, but sometimes become the organisational spokesperson
- Practitioners are team players, creative, and ethical
- Multifaceted
- Communication management
oTwo parties
oMessage goes between them
- Organisation to stakeholders
- Group to group relationship
- Talking about opinions – feelings/beliefs – how organisations engage
- Think about stakeholder behaviour – need to understand along with environment and show
behavioural changes as a result
- About a broader environment in which several different groups have an impact on an
organisation based on their opinions and views of the organisation
- Publicity
oNon-personal, indirectly paid presentation of an organisation, goods, or services
oNews story/editorial
oAdvantages: credibility
oDisadvantages: user control
- Marketing vs. Public relations
oMarketing
Market assessment
Customer segmentation
Product development
Pricing
Distribution
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
A form of communication management hat seeks to influence the feelings, opinions, or beliefs held by customers, prospective customers, shareholders, suppliers, employees and other publics about a company and its products or services. Manages relationships among customers, shareholders, employees, and others. Develops key messages for ceos, politicians, and celebrities. Mostly behind the scenes, but sometimes become the organisational spokesperson. Communication management: two parties, message goes between them. Talking about opinions feelings/beliefs how organisations engage. Think about stakeholder behaviour need to understand along with environment and show behavioural changes as a result. About a broader environment in which several different groups have an impact on an organisation based on their opinions and views of the organisation. Publicity: non-personal, indirectly paid presentation of an organisation, goods, or services, news story/editorial, advantages: credibility, disadvantages: user control. Agency, corporation, government department, not for profit organisation: areas of practice. Publicity/news coverage for the organisation or its product/service.
