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Future University in Egypt

Public Relation Management

Presented to:

DR. Mamoud El-Ahmady

Presented by:

Sarah Mohamed Abdel Fattah 20080773

Shereen Osama 20080106

Date: 28/10/2010
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“The difference between PR, publicity, and

advertising “

“Public relations”
Public relations are all about reputation. It's the result of what you do, what you say, and

what others say about you. It is used to gain trust and understanding between an

organization and its various publics - whether that's employees, customers, investors,

the local community - or all of those stakeholder groups.

Public relations are the art and social science of analyzing trends, predicting their

consequences, counseling organizational leaders, and implementing planned programs

of action, which will serve both the organization and the public interest.

Others define it as the practice of managing communication between an organization

and its publics. Public relations provides an organization or individual exposure to their

audiences using topics of public interest and news items that provide a third-party

endorsement and do not direct payment.

Public relations are fundamentally the art and science of establishing relationships

between an organization and its key audiences. Public relations play a key role in

helping business industries create strong relationships with customers.

Public relations involve the cultivation of favorable relations for organizations and

products with its key publics through the use of a variety of communications channels

and tools. Traditionally, this meant public relations professionals would work with

members of the news media to build a favorable image by publicizing the organization or
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product through stories in print and broadcast media. But today the role of public

relations is much broader and includes:

 Building awareness and a favorable image for a company or client within stories

and articles found in relevant media outlets

 Closely monitoring numerous media channels for public comment about a

company and its products

 Managing crises that threaten company or product image

 Building goodwill among an organization’s target market through community,

philanthropic and special programs and events.

A well-planned, proactive PR campaign supports an organization’s business

objectives, communicating news and information to both internal and external target

audiences and influences a positive response - thereby helping an organization

achieve its goals.

PR solutions are achieved when tailor-made plans are put together and executed

through the appropriate combination of media relations, issues and crisis

management, internal communications, event organization, media training or

promotional activity.

In terms of career opportunities, Public relations is broadly practiced for product

publicity, corporate publicity, to have better relations with the government, to publish

corporate publications like newsletter, bulletins, magazines for employees etc.

“ Publicity ”
Publicity is the form of public relation Publicity is a communication about a product or

organization by the placing of news about it in the media without paying for time and

space directly.

Any non-paid form of message that communicates about the company merchandise,

service and activates. Press releases _written news stories sent out to newspaper and

magazines are a part of publicity.

Publicity Responding to requests from media, which requires availability of well-

organized information of the company.

Publicity supplying the media with information on events and occurrences relevant to

organization.

Publicity stimulating the media to carry the information and viewpoint of the organization.

Publicity is the deliberate attempt to manage the public's perception of a subject. The

subjects of publicity include people (for example, politicians and performing artists),

goods and services, organizations of all kinds, and works of art or entertainment.

From a marketing perspective, publicity is one component of promotion, which is one

component of marketing. The other elements of the promotional mix are advertising,

sales promotion, and personal selling. Promotion But the publicist cannot wait around for

the news to present opportunities. They must also try to create their own news.

Examples of this include:

▪ Art exhibitions

▪ Event sponsorship

▪ Arrange a speech or talk

▪ Make an analysis or prediction

▪ Conduct a poll or survey

▪ Issue a report

▪ Take a stand on a controversial subject

▪ Arrange for a testimonial

▪ Announce an appointment

▪ Invent then present an award

▪ Stage a debate

▪ Organize a tour of your business or projects

▪ Issue a commendation

The advantages of publicity are low cost, and credibility (particularly if the publicity is

aired in between news stories like on evening TV news casts). New technologies such

as weblogs, web cameras, web affiliates, and convergence (phone-camera posting of

pictures and videos to websites) are changing the cost-structure. The disadvantages are

lack of control over how your releases will be used, and frustration over the low

percentage of releases that are taken up by the media.

Publicity draws on several key themes including birth, love, and death. These are of

particular interest because they are themes in human lives, which feature heavily

throughout life. In television serials several couples have emerged during crucial ratings

and important publicity times, as a way to make constant headlines. Also known as a

publicity stunt, the pairings may or may not be according to the fact.
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“Advertising”
Advertising is any paid form of non-personal presentation and promotion of ideas,

goods, and services by an identified sponsor

In developing an advertising program marketing managers must always start with

identifying the market target and the buyer’s motives

An advertising object is a specific communications task and achievement level to be

accomplished with a specific audience and specific time period

Commercial advertisers often seek to generate increased consumption of their products

or services through branding, which involves the repetition of an image or product name

in an effort to associate related qualities with the brand in the minds of consumers. Non-

commercial advertisers that spend money to advertise items other than a consumer

product or service include political parties, interest groups, religious organizations and

governmental agencies. Nonprofit organizations may rely on free modes of persuasion,

such as a public service announcement.

There are different types of advertising

 Outdoor hoardings

 Newspapers

 Television

 Radio

 Magazines

 Direct mails
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 Mannequins

 Windows display

 Websites and text massage

PR not marketing it is a second step of it.

PR is not all about publicity.

PR done by publicist

PR cost return in long term

PR it is low cost

PR focus on internal and external public

Publicity it is a form of PR.

Publicity it is a common feed and feedback.

Publicity it is low cost.

Advertising done by marketers.

Advertising cost return in short term

Advertising it is high cost

Advertising focus on internal and external customers