TOPIC 5 – MARKETING
COMMUNICATION TOOLS
PR
P1 – PR AS A MESSAGE
DEFINITION PR AS A MESSAGE
WHAT IS PR AS A MESSAGE
= is used to promote goodwill towards the company as a whole and can be
communicated via multiple communication tools (PR as a communication tool, Television,
Social media, …).
PR = PR is the projection of the personality of the company, the management of
reputation.
PR is the planned and sustained effort to establish and maintain good relationships,
mutual understanding, sympathy and goodwill with stakeholders and the general public.
IMAGE VS IDENTITY
Identity
= Who are we as an organisation (core values)? How do we want to be perceibed?
Image/ reputation
= How are we perceived by the stakeholders/ the general public?
PR is also bridging the gap between:
1. How you want to be perceived
2. How you are perceived
TARGET AUDIENCE
Stakeholders and the general public
A stakeholder
= a party that has an interest in a company and can either affect or be affected by the
business.
Examples: (potential) customers, investors, suppliers, government, employees, …
THE OBJECTIVES OF PR
MAIN OBJECTIVES
- Build a corporate identity
- Inform
COMMUNICATION TOOLS
PR
P1 – PR AS A MESSAGE
DEFINITION PR AS A MESSAGE
WHAT IS PR AS A MESSAGE
= is used to promote goodwill towards the company as a whole and can be
communicated via multiple communication tools (PR as a communication tool, Television,
Social media, …).
PR = PR is the projection of the personality of the company, the management of
reputation.
PR is the planned and sustained effort to establish and maintain good relationships,
mutual understanding, sympathy and goodwill with stakeholders and the general public.
IMAGE VS IDENTITY
Identity
= Who are we as an organisation (core values)? How do we want to be perceibed?
Image/ reputation
= How are we perceived by the stakeholders/ the general public?
PR is also bridging the gap between:
1. How you want to be perceived
2. How you are perceived
TARGET AUDIENCE
Stakeholders and the general public
A stakeholder
= a party that has an interest in a company and can either affect or be affected by the
business.
Examples: (potential) customers, investors, suppliers, government, employees, …
THE OBJECTIVES OF PR
MAIN OBJECTIVES
- Build a corporate identity
- Inform
