Marketing Communications

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Marketing Communications


33

Fundamentals Of Communication In Marketing

Public relations is a communication function, thus it should be planned and executed to accomplish
specific communication goals in the promotional campaign. Organizations have recognized that public
relations complement marketing efforts, hence they create departments such as public affairs, public
relations or corporate affairs to handle corporate marketing. The general methodology of organization
or corporate marketing consists of four major steps:



  1. Assessing the current image of the organization through a survey.

  2. Determining a desirable image for the organization.

  3. Developing a marketing plan for bringing about the desired image.

  4. Apply public relations communication tools to implement plan of corporate marketing.


FUNCTIONS OF PUBLIC RELATIONS IN MARKETING


Public relations essentially performs various functions in marketing including these five major tasks:



  1. PRESS RELATIONS: This function is aimed at placing newsworthy information in the
    news media to attract attention to a person, corporate image, product image or service.

  2. PROUDCT PUBLICITY: Involves various efforts to publicise through the news media
    and other means, specific products and events related to the company’s products or
    product image.


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