Form of communication that is primarily directed toward gaining public understanding and acceptance. It tends to deal with issues rather than specifically with products or services. Public relations uses publicity that does not necessitate payment in a wide variety of media and is often placed as news or items of public interest. Because public relations communications are placed in this manner, they offer a legitimacy that advertising does not have, since advertising is publicity that is paid for. The practice of PR is used to build rapport with the various publics a company, individual, or organization may have (i.e., employees, customers, stockholders, voters, competitors, or the general population). Publicity releases, employee-training seminars, and house organs are examples of instruments used in public relations.

Public relations involves two-way communication between an organization and its public. It requires listening to the constituencies on which an organization depends as well as analyzing and understanding the attitudes and behaviors of those audiences. Only then can an organization undertake an effective public relations campaign

Some of the main goals of public relations are to create, maintain, and protect the organization’s reputation, enhance its prestige, and present a favorable image. Studies have shown that consumers often base their purchase decisions on a company’s reputation, so public relations can have a definite impact on sales and revenue. Public relations can be an effective part of a company’s overall marketing strategy. In the case of a for-profit company, public relations and marketing should be coordinated to be sure they are working to achieve the same objectives.

Another major public relations goal is to create good will for the organization. This involves such functions as employee relations, stockholder and investor relations, media relations, and community relations. Public relations may function to educate certain audiences about many things relevant to the organization—including the business in general, new legislation, and how to use a particular product—as well as to overcome misconceptions and prejudices. For example, a nonprofit organization may attempt to educate the public regarding a certain point of view, while trade associations may undertake educational programs regarding particular industries and their products and practices.

Definition of Advertising

Advertising is a form of communication intended to persuade an audience (viewers, readers or listeners) to take some action. It includes the name of a product or service and how that product or service could benefit the consumer, to persuade potential customers to purchase or to consume that particular brand. Modern advertising developed with the rise of mass production in the late 19th and early 20th centuries.[1]

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. Different types of media can be used to deliver these messages, including traditional media such as newspapers, magazines, television, radio, outdoor or direct mail; or new media such as websites and text messages. Advertising may be placed by an advertising agency on behalf of a company or other organization.

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.

(from: http://en.wikipedia.org/wiki/Advertising)

Advertising is attempting to influence the buying behavior of your customers or clients by providing a persuasive selling message about your products and/or services.

There are many different types of advertising that are effective for a businesses, from traditional forms of advertising such as signage, yellow pages listings or newspaper and TV’s advertising through newer forms such as pay per click advertising on the Internet.

Technically, advertising is only one way of promoting your business, and you will want to be sure that whatever form of advertising you choose fits in with your marketing plan and overall marketing strategy.

(from http://sbinfocanada.about.com/cs/marketing/g/advertising.htm)

PR and advertising

Although advertising is closely related to public relations—as it too is concerned with promoting and gaining public acceptance for the company’s products—the goal of advertising is generating sales, while the goal of public relations is generating good will. The effect of good public relations is to lessen the gap between how an organization sees itself and how others outside the organization perceive it.

(from http://www.answers.com/topic/public-relations)

Definition of Marketing

The management process responsible for identifying, anticipating and satisfying customer requirements profitably.

Management process through which goods and services move from concept to the customer. As a philosophy, it is based on thinking about the business in terms of customer needs and their satisfaction. As a practice, it consists in coordination of four elements called 4P’s: (1) identification, selection, and development of a product, (2) determination of its price, (3) selection of a distribution channel to reach the customer’s place, and (4) development and implementation of a promotional strategy. Marketing differs from selling because (in the words of Harvard Business School’s emeritus professor of marketing Theodore C. Levitt) “Selling concerns itself with the tricks and techniques of getting people to exchange their cash for your product. It is not concerned with the values that the exchange is all about. And it does not, as marketing invariably does, view the entire business process as consisting of a tightly integrated effort to discover, create, arouse, and satisfy customer needs.”

(from: http://www.businessdictionary.com/definition/marketing.html)

What is the difference between advertising, promotion and PR?

The following example may help to make the above concepts more clear. The story comes from the Reader’s Digest, a quote found in “Promoting Issues and Ideas” by M. Booth and Associates, Inc. (Thanks to Jennifer M. Seher, participant in the CONSULTANTS@CHARITYCHANNEL.COM online discussion group.)

“… if the circus is coming to town and you paint a sign saying ‘Circus Coming to the Fairground Saturday’, that’s advertising. If you put the sign on the back of an elephant and walk it into town, that’s promotion. If the elephant walks through the mayor’s flower bed, that’s publicity. And if you get the mayor to laugh about it, that’s public relations.” If the town’s citizens go the circus, you show them the many entertainment booths, explain how much fun they’ll have spending money at the booths, answer their questions and ultimately, they spend a lot at the circus, that’s sales.

Another explanation

(from http://managementhelp.org/ad_prmot/defntion.htm by Carter McNamara, MBA, PhD)

It’s easy to become confused about these terms: advertising, marketing, promotion, public relations and publicity, and sales. The terms are often used interchangeably. However, they refer to different — but similar activities. Some basic definitions are provided below. A short example is also provided hopefully to help make the terms more clear to the reader.

One Definition of Advertising

Advertising is bringing a product (or service) to the attention of potential and current customers. Advertising is focused on one particular product or service. Thus, an advertising plan for one product might be very different than that for another product. Advertising is typically done with signs, brochures, commercials, direct mailings or e-mail messages, personal contact, etc.

One Definition of Promotion

Promotion keeps the product in the minds of the customer and helps stimulate demand for the product. Promotion involves ongoing advertising and publicity (mention in the press). The ongoing activities of advertising, sales and public relations are often considered aspects of promotions.

One Definition of Marketing

Marketing is the wide range of activities involved in making sure that you’re continuing to meet the needs of your customers and getting value in return. Marketing is usually focused on one product or service. Thus, a marketing plan for one product might be very different than that for another product. Marketing activities include “inbound marketing,” such as market research to find out, for example, what groups of potential customers exist, what their needs are, which of those needs you can meet, how you should meet them, etc. Inbound marketing also includes analyzing the competition, positioning your new product or service (finding your market niche), and pricing your products and services. “Outbound marketing” includes promoting a product through continued advertising, promotions, public relations and sales.

One Definition of Public relations

Public relations includes ongoing activities to ensure the overall company has a strong public image. Public relations activities include helping the public to understand the company and its products. Often, public relations are conducted through the media, that is, newspapers, television, magazines, etc. As noted above, public relations is often considered as one of the primary activities included in promotions.

One Definition of Publicity

Publicity is mention in the media. Organizations usually have little control over the message in the media, at least, not as they do in advertising. Regarding publicity, reporters and writers decide what will be said.

One Definition of Sales

Sales involves most or many of the following activities, including cultivating prospective buyers (or leads) in a market segment; conveying the features, advantages and benefits of a product or service to the lead; and closing the sale (or coming to agreement on pricing and services). A sales plan for one product might be very different than that for another product.

Here is my first ever magazine cover I did in Indisgn. Very simple but, as completely new to DTP person- I’m proud of it.

Magazine Cover

Telford’s College Talents Night

 On the evening of 10^th February 2010, the Telford College Events Management and Food & Beverage students worked together to put a Grand Caledonian Night event to demonstrate College’s excellence in food and hospitality and to demonstrate the achievements of students.

The event was an opportunity for ETC staff to invite key clients and associates from the community to see for themselves what happens at Telford and the high standard of diverse activity which makes Telford what it is.

Entertainment on the evening came from Telford’s own BA (Hons) Dance students who gave breathtaking performance. The Academy of Music and Sound provided music, which gave the evening a grand finale and made it hard for people to leave.

Greg Irving, Acting Principal at ETC said: “The evening was a phenomenal success and I’m so very proud of all students and the hard work they put in to ensure the night was unforgettable. Students pushed themselves to the limit to ensure that the College was seen in the best light possible. An outstanding achievement by all involved.”

Consistency of layout and styles, Shape and Layout: the layout of this brochure is very consistence.  It maintains the same shape and the same colors. Some pages have two columns with a big title on them and some others, four columns. In every page, there are small pictures to illustrate what they want to communicate, as well as a small border around the pages, all through the brochure, this border changes color, it always maintains the same type of color.  This means that it has a consistency of colors and shape. 

Use of White Space: There are enough white spaces so the text is not overwhelming therefore, it does not make the eye tired and it is pleasant to read.  The background throughout the whole brochure is white as well.  

 Balance and Symmetry: everything is very symmetry, the pictures have the same cut at one of the edges, and the brochure has the same type of picture in the same side of the page (always on the left one).  They follow the same structure on each page.

Public relations is 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 organisation and its various publics – whether that’s employees, customers, investors, the local community – or all of those stakeholder groups.

Public relations professionals use many different techniques as part of their PR campaigns. From media relations and lobbying, to speaking at conferences, to online viral campaigns, to sponsorship – and more. PR isn’t always about short-term campaigns, such as product launches. It can encompass longer-term strategic aims, such as brand building and working with local communities.

Public relations can play a critical role in achieving a competitive advantage by, for example, opening new markets, attracting high-calibre employees, giving more access to funding and investors, creating a high value for products and services, and protecting businesses in times of crisis. All organisations, whether local or international, big or small, benefit from public relations.

(adapted from www.prca.org.u)

This blog is for recording my development process within the College. I will record the things I learned and achieved during my studies.

I’m 32 years old, born in Warsaw, Poland – positive and optimistic, generally happy person !:)