Public Relations - Marketing Campaign Planning - ثالث ثانوي
PART 1
Chapter 1 Introduction to Marketing
Chapter 2 Consumer Behavior
Chapter 3 Marketing Strategies
Chapter 4 Products and Services
PART 2
Chapter 5 Planning for a Marketing Campaign
Chapter 6 Advertising and Public Relations
Chapter 7 Personal Selling and Sales Promotion
Public Relations
MARKETING MATTERS The effort to 1) create awareness and positive impressions of a product or service among consumers, and 2) deal with any circumstances that might harm this positive impressi
Write your own definition of public relations based on your existing knowledge of it.
The Nature of Public Relations
Although PR can make people aware of a company’s products, brands
What is the aim of the public relations efforts for Saudi Vision 2030
What examples of these activities do you know of
Explain the relationship between PR and the media based on what you have learned so far
In your opinion, who is PR most important or most useful to: companies, high-profile individuals, or non profit organizations? Explain your answer
Look back at the definition of PR that you wrote at the start of this chapter. What changes would you make to it now
The Tools of Public Relations
Corporate Materials
MARKETING SCENARIO The Cellphone Company Warning Young People About the Problems of Using Their Phones Too Much
What effects can strategies like this have on the company that executes them and on consumers
Why did the company use this particular public relations strategy
What happens at the second type of public relations effort that the company made
What two methods did the cellphone service provider use to draw attention to the issue that it wants to raise awareness of
Event Sponsorship and Brand Ambassadors
Think of an event you have attended or watched that was sponsored by a company or organization. How was this sponsorship visible and what impact did it have on your purchase decisions?
Publicity
How much attention do you think media agencies pay to the press releases they receive? Might they find some releases more interesting than others
feature article
What do you think usually happens at a press conference and in what order
press conference
Although public relations employees usually encourage the media to air publicity releases at certain times
What can PR employees or agencies not control with regard to the publicity they release to the media
What usually happens at a press conference
What is the definition of a press release
What is the aim of publicity
How do companies usually use brand ambassadors? What benefits do both parties usually receive from this arrangementجديد 86
What are three examples of corporate materials that a company or organization might use for the purposes of PR
Evaluate the Effectiveness of Public Relations
Publicity-based Public Relations
Unexpected Unfavorable Publicity
Protecting a Company’s Image
Digital media has enhanced the ability of companies and organizations to communicate with key stakeholders and develop dialogues on current issues
Do you agree or disagree with the statement that reacting quickly and being honest about any mistakes the company or organization has made is the best way to deal with negative public relatio
What can counting the number of media exposures to publicity-based PR tell the people responsible for it? What information about consumers is not possible to learn from doing this
Why is it so important that the people who are responsible for public relations activities evaluate their effectiveness
How can public relations be used to respond to negative publicity about a company or its products
What can public relations employees do to maximize the chances of media outlets deciding to air the information that they want to communicate to the public
What is the most important objective of public relations
Make Academic Connections Writing
Connect to the Real World You are a PR consultant. A company that has recently been exposed for making false claims about its products in the media has asked for your help to deal with the si
