If you - the owner of the business, sooner or later, before you question arises as to tell people about your service or product?Did you produce the best products in the city or even in the world, but no one does not know and does not know.After the mass market similar products, already known to the buyer.This is why every company needs advertising and public relations.As a rule, the company organizes the department of the same name, which is engaged in the promotion of your brand to the masses.What are the benefits for the company in this division, how much it will cost, and whether advertising is effective in the world today, we will deal in this article.
What is "public" and why mess with it?
Any company does not operate in a vacuum, but in the information space.This space includes not only potential buyers, but also your competitors, the media, the people who will be your customers, but you can transmit on both positive and negative information.Organization of public relations - is to establish the flow of information from you to all of these sources.If you do not see the need for such links, because the work successfully and has a steady customer base, then you have a monopoly on the market.All other businesses need to loudly declare themselves and their product.
Company Image
Any enterprise since its launch in the market has its own image.First, he is neutral, you and your products have not been tested.Later, however, any of your actions can make the image either positive or negative.The market is set up so that to get a negative image is much easier than to win a good name.Moreover, if they say to you today is good, it does not mean that this trend will continue tomorrow, because of the positive way you need to work constantly.
But negative reviews make it easy and get rid of them is very difficult.Any buyer transferred negative way your potential customers and leaves you without asking for a long time.
Now think, what goods companies interested buyer in the first place: the fact that all the praise, or that which is heard only bad things?It is to create and maintain a positive image of the regular enterprise intelligent head a department for public relations.
role of public relations in the modern world
If you are still unsure of the need for the existing Department of Public Relations, then let's look at the role played by the structural unit in your organization.
First of all, is the creation of a favorable information field around your company.Experienced advertisers are able to provide a positive image of the company, to constantly maintain it.Advertising and public relations - a necessary element for the successful operation of the company, along with legal or accounting department.
Pr-PR
Many people confuse the advertising and PR-activities.In fact, they are different concepts.Public Relations (PR), and it stands as an abbreviation, includes not only advertising, but also marketing and sociological research, communications, journalism.If the purpose of advertising - to impose an opinion on this product and sell it, the PR work more globally, its purpose - to generate public opinion on the company and, accordingly, about all products of this company.
Specialists of the department of public relations work with information: analyze incoming data, studying the target audience and its expectations and provide the consumer the necessary information about the products and goods in the form of advertising.
addition, employees pr-department constantly receive feedback from consumers and send suggestions to improve the production director of the company.How many employees should deal with these functions?It depends on the vision of leadership.In some enterprises formed department of several employees, and if the company is small, with all tasks and can handle one man.
Employee loyalty to the organization's own brand
must not be forgotten that advertising and public relations also includes the so-called "intra-pr».How can you convince the public that your products are great, if you do not agree with the staff of your organization?It is the first step to making pr-seasoned officer.He urges all employees in the importance of what they do.For this purpose, workshops, festivals, corporate parties.All these measures are aimed at ensuring that each member of your company felt its relevance in a common effort, valued and loved his job and the product, the creation of which he is involved.
Advertising as part of efforts to establish a public relations
Advertising - is the promotion of goods on a gross level, and at the same time more effective.
When the employees of the department of public relations gather information about the expectations of consumers, it is time to inform potential customers what they need you produce a product or service.After all, if the "anonymous" product hits the market, it is unlikely someone be offended by it.People buy what's lips.Do not think that we are talking only about the advertising on television or radio, such methods of promotion is very expensive and not always effective.Specialists on promoting know the basics of advertising include the so-called "word of mouth", publications in mass media, banners and billboards, sales promotion via promoters, conducting tastings and stimulating the sale of goods shares.
What is public opinion?
Advertising does not necessarily cost the company in the "round" sum.Local publications gladly publish an article about your industry, if you invite journalists to the company, will spend their tour, provide quality materials.Do not forget about the World Wide Web, without its own website today can not do.
very useful for your company will participate in the sponsorship programs, assistance to orphanages, homes for orphans, support of sporting events and festivals.Participation will not be free, but certainly cheaper than commercials during prime hours.The inhabitants of your city to accurately assess your impulse and notice your brand.
Remember that famous advertising media rich arsenal and an experienced and pr-manager must understand this.If your company is running, the department of public relations remains unknown, aware that employees are working inefficiently.
What should not be engaged in PR-department?
Many managers are tempted to "load» pr-managers of all kinds of organizational work.This could be a mistake, because performing your current organizational assignment, the employee will not be able to build long-term strategies for the future.What you should not delegate the pr-department?
- be an employee of "waiting in the wings."If you need a secretary or a courier, then hire him.But do not transfer orders of this kind on your pr-manager, because then it will suffer the work that he is directly involved, - advertising and public relations.
- Independently raise money for activities.Of course, the staff will need funds for activities.Articles in the media, banners, payment promoters work costs money, and you need to pre-determine how many are willing to devote to advertising.However, remember that if the money will bring your advertising managers, their work will be ineffective.
- to decide how much money you need to work.This is the second extreme - give the "reins" in the hands of your managers, who themselves will determine its own budget.Believe me, an experienced and creative professional can shamelessly spend on advertising amount equals your annual gross income.
Pr-manager of a small company: his remuneration
development of public relations, as you already understood - it is the expense item that needs to be immediately incorporated into the budget of the enterprise.Head does not ask about how expensive it cost content of the accounting department, but still pr many seems to be something odd, not very fit.This is a big mistake, remember that without advertising, you just stay at the same level, which are today.
How much will the contents of the state management of public relations?It depends on the size of your company.
If you are working at the city level, you do not need a lot of employees.It is enough to be one or two people who know the business.Remember, experienced pr-manager is a "one-man band."He knows what to do, where to go and with whom to negotiate.If hired manager mindlessly sitting at the computer, such "expert" does not suit you.A month later, after you will have a service of public relations, even in the face of one person, you should have a website, in local newspapers should see information about you and your business has to be at the hearing of the citizens.How to pay such a manager?Of course, the expert considers himself invaluable, but in general, his salary should not give in wages leading managers of your company.Remember that this person is you in the market and "makes" the face of your company.
organization pr-service for large organizations
If your company has branches in many cities, it is necessary to consider the establishment in each city a small department of public relations.In each city, the audience has their own expectations and preferences.
Organization of advertising service may be in the form of creating a common coordinating promotional department, as well as attracting brand managers to promote your brand on the national level and exit from the country in the international arena.
