Developing an advertising program and Role of public relations Q6

1. Setting the advertising objectives (Usually to increase sales, take up rate)

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2. Deciding on the advertising budget (How big to spend)

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3. Deciding the advertising theme (Affordable Price)

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4. Selecting the advertising media (Print media, TV, Magazine)

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5. Evaluating advertising receptiveness (Retention by customer, Right timing)

Companies cannot survive in isolation they need to have a constant interaction with customers, employees and different stakeholders. This servicing of relation is done by the public relation office. The major function of the public relation office is to handle press releases, support product publicity, create and maintain the corporate image, handle matters with lawmakers, guide management with respect to public issues.

Companies are looking at ways to converge with functions of marketing and public relation in marketing public relation. The direct responsibility of marketing public relation (MPR) is to support corporate and product branding activities.

MPR is an efficient tool in building awareness by generating stories in media. Once the story is in circulation MPR can establish credibility and create a sense of enigma among sales people as well as dealers to boost enthusiasm. MPR is much more cost effective tool than other promotional activities.

Below are examples of public relation activities commonly carried out by major developer firms in Malaysia.

Project Launch - Press Release, engaging the media (print and electronic)
Project Launch - Liaise with VIPs, Celebrities or Brand Ambassador
Sales Gallery - Liaise with media, come out with media release
Sales Gallery - Acting as spokesperson for receiving investor groups
Websites - Design corporate website for compliance to image and strategy
Websites - Maintain public relation pages for inquiry and response to inquires
Shareholders - Maintain communication with shareholders (if listed company)
Shareholders - Engage in conversation with shareholders on progress of activities
Stakeholders - Media publicity to key stakeholders like suppliers and banks on ongoing projects
Stakeholders - Engage in activities upstream or downstream with the stakeholders.
Sales - Manage expectation of internal sales personnel
Sales - Manage expectation of product by external salespersons/agencies
Customers - Act as spokesperson in response to complaints by customers
Third party - Act as spokesperson in issue of environment matters/public health and hygiene.