PUBLIC RELATIONS

Public Relations are a management function which presents

public attitudes, defines the policies, procedures and interest
of an organization followed by executing a program of action
to earn public understanding and acceptance.
Public Relations Involve:
1.Evaluation of Public Attitudes and Opinions: understand
the psyche of people by research and marketing tools.
-A study found that people in Pakistan like locally made and
indigenous bread and not an imported recipe of burger and at
that price. Then anyway, burger was launched as a fast food.
-Now it is part of our daily food, especially it is very popular
amongst youth and children.
Public Relations Involve:
2. Formulation and Implementation of an Organization's
procedures and policy regarding communication with its
publics: The message sent to public was that burger is tasty
fast food and different from the rest. Hence people got to it
and now customer relationship with burger is friendly and
healthy.
3.Coordination of Communications Programs:
Communication program should be coordinated.
-Fastness in delivery, air conditioned waiting, nicely packed,
quick and prompt ordering and delivery and meaningful sales
people and prompt service and smiling faces are far healthier
and firm.
4.Developing Rapport and Good-will through a two way
Communication process:
We can build that rapport through services. At the end of the
day, we all need product and value for our money. Ordering
and delivery system plays a very significant part in this
process of communication.

5.Fostering a Positive Relationship between an

organization and its public constituents/citizens:
Methods, Tools and Tactics of Public Relation:
-Public relations and publicity are not synonyms.
-Publicity is the spreading of information to gain public
awareness in a product, service, candidate, etc. It is just one
technique of public relations as listed here.

1.Audience targeting: to identify the target audience, and to

tailor every message to appeal to them. It can be a nationwide
or worldwide audience, but it is more often a segment of a
population.

2.Press Conferences consists of someone speaking to the

media at a predetermined time and place. It usually takes place
in a public or quasi-public place. It provides an opportunity for
speakers to control information and who gets it.
3.Press Releases: A public relations announcement issued to
the news media and other targeted publications for the purpose
of letting the public know of company developments.

4.Lobby groups: Lobby groups are established to influence

government policy, corporate policy, or public opinion.

5.Astroturf:Creating an artificial "grassroots" movement is

known as Astroturf . A typical example would be the writing
of letters to multiple newspaper editors under different
names to express an opinion on an issue, creating the
impression of widespread public feeling but being controlled
by one central entity.
6. Spin: In public relations, spin (rotate, revolve) is a,
sometimes pejorative(critical), term signifying a heavily
biased portrayal in one's own favor of an event or situation.
The term is borrowed from ball sports such as cricket, where a
spin bowler may impart spin on the ball during a delivery so
that it will curve through the air or bounce in an advantageous
manner.
The techniques of "spin" include:
• Selectively presenting facts and quotes that support one's
position
• Phrasing in a way that assumes unproven truths
• To disguise or promote one's agenda
• careful choice of timing in the release of certain news so it
can take advantage of prominent events in the news.
The process of public relations:
Scott Cut-lip, Allen Center and Glen Broom describe the
public relations process in four steps (1994).
1."Defining Public Relations Problems," usually in terms of a
"situational analysis," or what public relations professionals
call a SWOT analysis (strengths, weaknesses, opportunities,
threats).
2."Planning and Programming," where the main focus is
"strategy,“
3."Taking action and Communicating," also known as
"Implementation;“
4."Evaluating The Program," making a final "assessment,”
 CRM CONCEPTS
Customer relationship management is the technique of
providing information to prospects and customers, and
collecting information about prospects and customers, that
allows us to help them evaluate and purchase products that
deliver the best possible value to them.

-CRM combines many of the traditional marketing techniques

that have been used effectively by them,
such as:
• Direct Marketing
• Telemarketing
• Web Personalization
• E-mail Marketing
• E-commerce
• Sales force Automation
CRM FUNCTIONS
CRM is typically composed of two functions:
1.Marketing automation (mechanization):
• Raising awareness and generating leads with online and
offline marketing
2.Sales automation:
• Responding to leads and communicating product features,
benefits, and values, as well as closing sales.
 Functional components of CRM
Functional components include sales applications, marketing
automation, and customer service and support application.
1.Sales Applications:
• Calendar and Scheduling
• Contact and Account Management
• Compensation
• Opportunity and Pipeline Management
• Sales Forecasting
• Proposal Generation and Management
• Pricing
• Territory Assignment and Management
• Expense Reporting
Functional components of CRM
2.Marketing Applications:
• Web-based/traditional marketing campaign planning,
execution and analysis
• marketing materials management
• Budgeting and forecasting
• A marketing encyclopedia (a list of product, pricing and
competitive information)
• direct tracking, distribution and management
• Marketing Application primarily aim.
Functional components of CRM
3.Customer service and Support Applications:
These applications have gained a major importance for
effective customer retention and in many cases
profitability depends on providing superior service.
4.Common application includes:
• Customer care.
• Incident, defect, and order tracing
• Field service
• Problem and solution database
• Repair scheduling and dispatching
• Service agreements and contracts
• Service request management
So you can imagine the extent of service we can provide
through CRM. All these services will go a long
way in strengthening relationship with customers.
 CRM process
CRM process is defined as any group of action that is
instrumental in achievement of the output of an operation
system, in accordance with a specified measure of
effectiveness
Benefits of a CRM Process:
• Ability to Retain Loyal and Profitable Customers and
channels for rapid growth of the business project.
• Acquiring the Right Customers, based on known
characteristics, which drives growth and increased profit
margins
• Increasing Individual Customer Margins, while offering the
right products at the right time.
Why you need to create this process?
CRM process is the systematic determination of the methods
by which a project is to be implemented, economically and
competitively.
1.To do this effectively, WE MUST Creatively translate
business innovation, structural transformation, and value
measures into CRM investment priorities
2.Continually refine interaction approach based on the
following five major areas:
• Customer
• Competition
• Market
• Growth
• Technology innovation
3.Process Selection Procedure: This determines how the
service will be produced. It involves:
i. Major technological changes
ii. Minor technological changes
iii. Specific component choice
iv. Process flow choice
i. Major Technological Changes:
-This includes the following:
• Does technology exist or not?
• Are there competing technologies between which we should
choose?
• Should the technology be developed in the country itself?
• Should innovations licensed from foreign countries?
ii. Minor Technological Changes: Once the major
technological choice is made, there maybe a number of minor
technological process alternatives available the director should
be involved in evaluation alternatives for cost and for
consistency of the desired product.
iii. Specific Component Choice:
-This needs answer for:
• What type of Hardware is to be used?
• How effectively should we use the technology?
iv. Process flow Choice:
-The final process selection step determines how the CRM
product will move through the system
-How should the process flow be with the existing
organization system?
4.Four C’s (elements) of CRM Process:
The appropriate approach for the CRM process involves:
a. Correlate: A series of transaction and interaction that make
up a dialogue between customer channel /end user and an
organization. This is the data that is collected form all contact
points and communications, with outside points of contact.
b. Combine: The mapping and management of interaction
points between a customer/channel/end user and an
organization.
c. Cognize: The insight gained through capture and analysis
of detailed information is to create continuous learning (about
customer, products, channels market, and competitor) form the
data warehouse and knowledge base that is created,
interrogated and analyses.
d. Connect the application of insight to create relevant
interaction or communication with consumers, customer’s
channels, suppliers and partners that build value relationships.
These four activities will help you to achieve the extended
CRM process.
WHAT DO CUSTOMER WANT AND THE APPEAL
THAT WE CAN MAKE?
-We have seen that every customer has its own demand and
wants.
-Their product indeed differs, but more than product their
demands and wants can vary a lot.
-However, there can be some classification in which we can
put their wants and make specifics appeals to Built
Relationship.
-Four classifications can be built, which applies to all
customers, regardless f heir location or size or whoever.
• Customer wants Gains and Profits
• Customer wants Control and Independence
• Customer wants Reputation and recognition
• Customer wants Security and Self-preservation
Let us review each of the above and see how many appeals can be
developed — generally:
1.Customer Wants — Gains or Profits:
-Will your proposal (Product, Service, idea) increase his profit or reduce
his costs?
-As we all know the primary motive of every business is Profit — the
difference between Cost and Return.
-If you can convince your prospect that your specific appeal can either
reduce his cost of storage, handling, labor, replacement parts, down—
time, production or other costs or increase his efficiency, production,
sales, turnover, etc.
2.Customer Wants - control or Independence:
Will your Proposal (Product, Service, idea) provide Prospect greater
influence and control over his employees, markets, inventories, product
quality, his purchasing or company growth?
-This desire for control is a basic one. Everyone, rich or poor, seeks
greater controls, and independence of outside influence, in various
Company operations or added knowledge or skill.
3.Customer Wants — Reputation or Recognition: Will your
proposal (Product, Service, ideas) enhance his reputation or
status?
We take pride in accomplishments. Will your proposal give
your customer Recognition or Personal Reputation in the
business community, amongst his competitors, employees,
superiors, Govt. circles? If so, he is quite motivated to accept.
4.Customer Wants - Security & Self Preservation: Will
your proposal make his job easier, reduce or eliminate fear and
worry, safeguard his property from theft.
-We all want to save what we have. Self Preservation is an
age-old and basic motive. We want in our life things that are
pleasant. Will your proposal make it more convenient for him?
Will it free him from fear, worries, and apprehensions? Will it
provide him security against losses, or elimination from
business? If so he is motivated to accept or act.