write a four to fivepage paper that answers the following qu

write a four- to five-page paper that answers the following questions. List six main objectives of public relations efforts. Using a company that sells a product you purchase or provides a service you use, explain how it could try to achieve each of the objectives.

Solution

Answer:

A valuable area of marketing is public relation for nay small businesses and it explains the methods taken by the company to promote its product and introduce it to the market. Public relation tools are press conference, community services, and news releases etc. which are used to make the customers think favorably about the firm or company. So the main goal of public relation is to generate good will of the product. The important objectives of public relation efforts are:

1) Product awareness:

Marketers of any product that is newly introduced in the market, uses the public relation tool to get customers\' awareness and attention through special events and media placements. So this objective coincides with objective of advertisement. Raising awareness of public is one of the important job of the marketers of a product which does not have strong recognition in the market.

2) Promote goodwill:

One of the important objectives of public relation is promoting good will of the new product or service to the marketplace. Good will is the positive or healthy gestures of the customers who are willing to buy the product of any company. This helps in building long term relationships with customers as they are aware of the good will of the product and company. Getting involved in charitable programs and participating in community activities are the most important tools of promoting good will of the product.

3) Information:

Public relation is used to inform people of the product so that they can have more information about the product or service. News paper articles, websites, newsletters and collateral materials are the main sources of getting information of the particular product. So, Public relation efforts provide information to the customers to inform them about that product or service.

4) Stimulating demand for the product:

It is necessary to stimulate demand for the product of so that people find interest to buy the product. Demand determines how much quantity should be supplied to the market to get a positive profit. Supplier a product with higher demand gets more revenue than supplier of product that has lower demand at the market place.

5) Brand reinforcing:

Public relation effort is also involved with brand reinforcement with key customers by maintaining good relationship with them that can build a strong image of the company. A strong image is also helpful in time of crisis as it build the strong relationship with customers. Loyal customers are always ready to buy the good at any cost as they like the product very much.

6) Change in attitudes of customers:

It is necessary to change the negative attitudes of customers towards the product that a company is selling. Through this tool of public relation a company can improve its relationship with customers and can reshape attitudes of customers towards that product or service.

Many US based companies use public relation effort to promote its product in the world or domestic market. The benefits of this relation are accessible for any type of business.

First there is a need to have a plan of the steps and a coordinated public relation plan is necessary to get better result. Coca Cola Company\'s first job is to determine its objective that means are they trying to get more clients or build strong relationship with existing clients or to build any partnership program. Then plan to develop strategies to reach the goal.

After making plans company needs to develop promotional calendar that means creating a calendar or list of special events for Coca Cola company and then finding opportunities for promoting their product in the market. During summer season, sale of the product increases more than winter season. So summer season is the peak time of the sale and during this season they can increase their sale by promoting their product in the market. Their aim is to create a good will of the product so as to increase the revenue of the company. This good will helps that company in many ways as many customers like me are very loyal towards that soft drink. So, by promoting good will in the market it can increase its brand value in the market place.

If that company is ready to improve its product then it has to release it in websites, news letter etc. to promote its product towards new customers. Proper information is needed to promote the product. People will get information about the product in various news sources or public special events.

The new product or soft drink is slightly different from the previous one and that must have demand in the market to get profits. So creating demand in the market of the new drink is a challenge of the company. Demand will increase with proper promotion of the new drink.

It is necessary to change the attitudes of customers towards the soft drink that means it is necessary to improve the relationship between the customers and company and this can be improved by reshaping the indifferent attitudes of some customers towards its brand. Company must build its new image towards the new customers.

At the same time it is necessary to reinforce the old relationship with the key customers of the company. Now a days it is necessary to build good image of the company in the market this can help the company at its crisis. When Coca Cola was facing difficulties in its business, only its good will and strong image helped it to overcome the situation in the market.