Seek the content and case study of public relations in the marketing profession

1. Characteristics of public relations:

The object of public relations is the public, and the scope of public relations is quite extensive, including consumers, businessmen, marketing intermediaries, intermediaries, relevant departments, news media organizations, the general public and competitors, etc., as well as the internal public of the enterprise, such as employees and functional departments. These members of the public have a real or potential influence on the survival and development of enterprises.

2. Sales promotion features:

1) Shorten the process of entering the market: use the best means, aiming to provide short-term incentives to consumers or distributors. Mobilize people's enthusiasm for buying for a period of time, cultivate customers' interest and hobbies, and make customers understand the product as soon as possible.

Management Functions:

"This definition of public relations is the same as planning and finance, and the definition of Dr. Lex Harlow, an American, is typified." He believes that public relations is a special management function, which helps organizations to establish and maintain communication, understanding, recognition and cooperation with the public; It is involved in dealing with various issues and events;

It helps management understand and react to public opinion; It identifies and emphasizes the responsibility of businesses to serve the public interest; It acts as a monitor of social trends, helping businesses stay in sync with society; It uses effective communication skills and research methods as essential tools.

The relationship between public relations and marketing is intimate. But the difference between them is also obvious. Public relations work in the business is almost integrated with marketing.

In other words, a company's public relations efforts are almost entirely at the service of marketing activities. As British PR expert Frank Jeffkins said, "Every element of sales needs to be strengthened and perfected by a PR person".

As a result, public relations can involve all corners of marketing.

Their main links are: the common conditions of production: the high development of commodity production; Common guiding ideology: user first, social benefits first; Similar media: mass media; Marketing is an integral part of public relations.

(1) The original intention of the shopping mall is to satisfy the specific psychology of consumers, arouse consumer interest and attract consumers to participate by throwing gift certificates; At the same time, this form is newsworthy and can attract the attention of the best people, thereby expanding the visibility of the enterprise.

2) In order to be successful, planning a news event should be based on the premise that it does not harm the public interest. Although the activities planned by the company were newsworthy, they were inevitably harmful to the public interest due to the improper organization of the activities and the limitations of such activities.

3) The purpose of planning news events is to increase the visibility of the organization, but it should not be at the expense of damaging the reputation of the organization. The problem with this case is precisely that it deviates from this basic requirement.