5. Public relations

Public relations is the practice of managing the flow of information between an organization and its publics. Public relations provides an organization or an individual to their audiences using topics of public interest and news items that do not require direct payment. The aim is often to persuade the public, investors, employees to maintain a certain point of view about the company, its leadership and products.

Many firms use public relations activities such as publicity news releases, media advertisements, feature stories and special events (open houses, factory tours, VIP parties, grand openings) as supplements to advertising to inform various audiences about the company and its products and to help build corporate credibility and image.

6. Publicity

Publicity must not be confused with public relations: publicity usually represents a reward for effective PR. Publicity can be defined as news carried in the mass media about an organization-its products, policies, personnel, or actions-at no charge to the organization for media time and space. Publicity offers several advantages as a promotional tool. First, it may reach people who ordinarily do not pay attention to advertising. Second, it has greater credibility than advertising. Third, it is relatively inexpensive and provides coverage that would cost many advertising dollars. On the other hand, marketers have to recognize publicity’s limitations. The marketer has very little control over what media editors do with the publicity materials that marketers prepare. Even if the materials are judged newsworthy, the marketer has no control over how media people edit the content, schedule its appearance in the media, and so on. The focus of publicity is not to advertise, but to provide information that will interest the media and the public and cause them to take the action you desire.

III. Conclusion

In conclusion I’d like to say that successful new product launches set the foundation for product sales, product positioning and potential market dominance. Whether the company is launching a new consumer product, business product or service, proper preparation to a product launch is critical to long-term success. Launching an efficient advertising campaign will be a guarantee of overcoming customer distrust and gaining more profit.