Commercial Applications
Public Relations help to inform, educate and persuade media. Write any five points to explain the scope of Public Relations.
Public Relations
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Answer
The scope of public relations covers relations with all the publics of a business organisation. Five important points to explain the scope are:
Employee Relations — Employee relations involve maintaining good relations between management and employees through sound personnel policies, two-way communication, and impartial implementation of policies. Failure to inform employees leads to misunderstanding and criticism.
Consumer Relations — Consumers determine the success of a business. Corporations communicate with consumers through sales representatives, meetings, surveys, mailings, magazines, and literature. Good consumer relations depend heavily upon the nature of products and services provided.
Stockholder Relations — Many shareholders suspect corporate management. Management should provide shareholders with current information about financial position and future prospects through reports, shareholders' meetings, films and lectures, treating them as actual owners.
Government Relations — Business and government interests are becoming synthesised. Business takes active part in government affairs, while government consults businessmen in formulating policies for economic and social development.
Community Relations — The local community and business firms are mutually dependent. Business serves the community by providing employment, wages, and taxes; community supplies labour and demand. Business must accept its responsibility to the community by being a good citizen.
Media Relations — Good working relationships with editors, reporters, columnists and broadcasters are essential for securing good publicity coverage. Newspapers, business magazines, radio and television are the main media for publicity.
Distributor and Supplier Relations — Manufacturers must maintain close contact with distributors through literature, personal visits, meetings, telephone calls, dealer contests, and marketing aids. Suppliers provide materials and services worth approximately one-half of sales income.
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CASE STUDY
Innovation and brand consultant, Anisha Motwani, believes that free trials or sampling as a strategy is mostly prevalent and successful in categories that have deep seated habits and have high frequency of consumption. Brand switching in this category require attitude and behavior changes and free sampling influences customers to try new brands and thus increasing the probability of purchase. Such categories could include newspapers, food products, etc. Free trials can also be found in case of expensive offerings where consumers prefer sampling before making a final commitment……
Success of Reliance Jio in the intensely competitive Indian telecom market brings forth the strength of trial marketing strategy, even in the service industry. Reliance Jio Infocomm Ltd offered free sampling of Jio's voice calling, text messaging, and data services, and acquired stupendous 100 million subscribers, of which it continued to retain 72 million even after the free trial period ended.
Conventional wisdom suggests that brands that indulge in trials and discounts erode brand value. Here's the reality though. People value brands. But people also seek value for money ……
Source:
https://www.ascdegreecollege.ac.in/wp-content/uploads/2020/12/Marketing-Management-Indian-Cases.pdfWith reference to the case study answer the following question:
Which scope of public relations has been emphasised in the case study? Explain its importance to business.