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Communication elements

Communication elements. Advertising Sponsorship Point of sale Direct marketing Interactive marketing Mass communication Sales promotion Public Relations Exhibitors Personal selling Personal communication Image/theme communication. Model of Integrated Marketing communication.

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Communication elements

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  1. Communication elements • Advertising • Sponsorship • Point of sale • Direct marketing • Interactive marketing • Mass communication • Sales promotion • Public Relations • Exhibitors • Personal selling • Personal communication • Image/theme communication

  2. Model of Integrated Marketing communication • Stage 1 Awareness • Stage 2 Image integration • Stage 3 Functional integration • Stage 4 Co-ordinated integration • Stage 5 Consumer-based integration • Stage 6 Stakeholder-based integration • Stage 7 Relationship management intergration

  3. Elements of Public Relations planning and management • The environment • The organisation • The communication planner • The massage • The medium • The target audience or publics • The effect and effectiveness • Feedback and feedforward

  4. PUBLIC RELATIONS CAMPAIGN

  5. Elements of the Public Relations campaign • Objectives of campaigns • Types of campaigns • Stages of effective campaigns • Criteria for campaign effectiveness

  6. The PRISA model Text book • Situation analysis • Formulating objective • Identifying target publics • Formulating message • Implementing actions • Draw up a budget • Conducting an evaluation Study guide • Situation analysis • Definition of objectives • Definition of publics • Selection of media • Budget allocation • Assessment of results

  7. Marketing, Public Relations and Relationship marketing

  8. Principles that contribute to relationship building are” • Open communication • Reliability • Contact between parties • Trust, honesty and ethical behaviour

  9. The keys to successful relationships • Trust and commitment • Interpersonal communication, marketing and social psychology • Intra-organisational collaboration and internal marketing • Shared values • Developing existing relationships • Good communication and interaction

  10. Public Relations, Marketing and the media • Controlled media • Uncontrolled media • Internal media • Mass communication media • Private created media • Oramedia

  11. Internal communication media • On-line communication • Print communication media • Audiovisual communication media • Interpersonal communication media

  12. Mass communication media • The press • Broadcast media • Public and trade exhibitions

  13. Internal marketing • Implications of internal marketing (p188) • Internal marketing as internal relationship management ( p188-194) • Internal branding and model of brand management(p191-193)

  14. Internet and Public Relations • Study the benefits of the internet for Public Relations. • The public Relations tools that a Public Relations specialist can use on the internet, eg. Websites, e-mails, e-newsletter, online archives etc • Online publics

  15. Public Relations Research • Identify and formulate the problem • Determine the research objectives • Develop the research design • Conduct secondary research • Select a primary research method • Determine the research frame • Gather the data • Process the data • Report the research findings

  16. READ ETHICS, PUBLIC RELATIONS AND SOCETY • Public Relations ethics

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