...Case Study of Sheehan Marketing and Public Relations 1. What are SMPR’s data communication needs? 2. Based on the information provided, do you foresee any significant problems in integration and coordinating the needed networks? If so, what are they? 3. What skills do you think should be included in a job description for SMPR’s new corporate networking technology manager? 4. How much do you think the owner of a business like SMPR needs to know about data communications? Detailed information? General information? Justify your answer? 1. SMPR needs to set a client server network within every department, LA will be headquarters. After all net works are set; an online informational insight website should be set up where all businesses can share and post individual information to share with all. From this website it can be controlled by a super user and users beneath that which can set options for each individual. 2. UTP Ethernet 10mbps is to slow, upgrades will have to be installed so more clients can be added, this will give room to expand. You will also have to see what the budget is for what they want to do and work with the budget. 3. Know how to set up server networks and install programs if needed, flexible schedule and be able to communicate well with others. You will need an experienced individual who know how to set up web communication site. 4. The business will need to know how to run the operation and exchange information, use the technology correctly...
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...My paper will attempt to show three marketing opportunities and how these opportunities will affect the firm’s finances, public relations and the reasoning why the firms should pursue my suggestions. Dmoz is currently the only search engine with all human editors. Given that fact, they have managed to index 3.5 million page with over 400,000 categories. Dmoz is unique because each site that is submitted must be reviewed by an actual human before it will appear in the listing. While it may seem “old-fashioned” to some, the result is a highly reliable index of only legitimate, properly categorized sites. Dmoz's directory structure is very hard, if not impossible to fool. In fact, although submitting sites are permitted to select certain categories, the human editors may place the site elsewhere if they believe it to be a better fit. This gives searchers the confidence that they will find what they are actually looking for when they enter a certain category (http://www.search-engine-site.net/dmoz.html) AltaVista, as an Overture company, seems to use a very similar algorithm and spidering process as Yahoo. However, there are a few ways in which AltaVista sets itself apart. AltaVista provides the most obvious advantage to those conducting specific multimedia searches. Directly above the search field are a number of tabs (Images, MP3/Audio, Video, etc.) that allow the user to search for files as well as webpages. (http://www.search-engine-site.net/AltaVista.html) Teoma was developed...
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...Has banking deregulation contributed to the current economic crisis and if so how? Can advertising (or) marketing (or) public relations help restore trust in the banks? Most of the world has been affected by what has been called the global recession. Banking deregulation is undeniably the main cause of the financial crisis. This essay is going to demonstrate why this is by covering key events, which have lead to the crisis, and highlighting some possible marketing solutions to the trust issue that has resulted from it. The Great Depression in the 1930s provoked the US government to introduce new regulations in order to reform banks and ensure that there would never be another crisis of its type again. These reforms came under the name of the banking act of 1933, commonly referred to as the Glass-Steagle act. Crucially most of the new laws meant that retail and investment banks were to be kept separate and investments could not be made if a return was unlikely. However, over 50 years later these laws became more relaxed as the banks were always pushing to be privatized, as they knew they would be able to make more money (Robert Weissman, 2009). It was then believed that the financial world had changed so much since the Great Depression that the regulatory rules were outdated and that the banks would be able to manage themselves, the decision was also influenced by $300 million of lobbying (PBS, 2003). The Glass-Steagle act was revoked in 1999 by president Clinton, this removed...
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...Impact of Public Relation on Marketing Promotion Activities Abstract: Advertisement is one of the most popular media for marketing of products all over the world. Companies allocate and spend huge amount of money on advertisement to inform and attract customers. But advertising is losing its effectiveness because of growing advertising clutter, the increasing number of channels, the availability of zapping mechanisms, and reduced watching of television by certain groups. In promoting the products or services as well as companies concerned, the major challenge today is getting people's attention. As a result, market experts are considering other methods of getting consumer attentions. Now consumers are pressed for time, and many work hard to avoid advertising messages. Companies are facing challenges to find new ways to capture consumer’s attention and public relations can play a growing role within the marketing promotional mix to build and maintain brands. Consumers are now learning about products and brands through means other than advertising and in this context public relations are gaining momentum. Even public relations can establish and maintain a positive image of the company among its various stakeholders. This reality is consistent with our perception that public relation is an important part of the Integrated Marketing Communication(IMC) process, contributing in its own way but also in a way consistent with marketing goals. This study attempts to find out comparative...
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...Marketing Strategy Template Research Tempess Barnett, Jennifer Bautch, Laura Bentem, Shana Estabrooks, Kenisha Sulker HCS/490- Health Care Consumer Trends & Marketing April 18, 2016 Dan Crawley Marketing Strategy Template Research Introduction (Tempess) Marketing & Communication Strategy Templates SWOT analysis is a situational assessment that can be used for marketing strategies for a business. SWOT analysis is the breakdown of the Strengths, Weaknesses, Opportunities and Threats for the business; they are able to utilize this breakdown to their benefit for marketing purposes. Another marketing strategy is Differential Advantage. Differential Advantage is a marketing strategy where an organization focuses on and promotes the benefits or expertise of their organization that other organizations do not have and consumers seek (Berkowitz, 2011). Communication strategies must be used in marketing as well. Integrated Marketing Communications (IMC) is a communication strategy that helps shift marketing solely from advertising to multi-media advertisement and consumer promotion for a strategic implementation of their brand or organization while aligning communication and marketing goals (Holm, 2006). Another communication strategy is in Public Relations (PR). Public Relations are the beneficial relationship between an organization and the community it is in. PR can promote the business to the public while also doing analysis of public opinion...
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...MKT 438 Public Relations Final Exam Answers http://www.projbid.com/downloads/mkt-438-public-relations-final-exam-answers/ Multiple Choice Value: 40 Points (2 point each) 1. The objective of public relations is to sell: 1. An organization’s products 2. An organization’s people 3. An organization’s cash flow 4. An organization 2. The R-A-C-E approach to defining public relations includes the following components: 1. Results, analysis, communication, explanation 2. Research, attitude, communication, explanation 3. Research, action, communication, evaluation 4. Research, analysis, communication, evaluation 3. The job of public relations professional is very much that of an “interpreter,” where he interprets: 1. Management to the public and the public to management 2. Management to the public 3. The public to management 4. Many publics to many managers 4. Which of the following trends contributed to the evolution of public relations in the United States? 1. Economic recovery from the depression 2. America’s expansion into the western part of the continent 3. The growth of big business 4. The rise of powerful political machines in Washington politics 5. Public relations goals must be defined by: 1. Good judgment 2. Public relations management 3. Marketing goals 4. An organization’s goals 6. Morale at the company was low after a series of severe firings. “I’ve got just the thing to get morale back up again,” said Darren, the firm’s public relations...
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...Contents INTRODUCTION 2 DEFINITION OF PUBLIC RELATIONS 3 WHY IS PUBLIC RELATIONS IMPORTANT 5 HOW DOES PUBLIC RELATIONS WORKS 7 IMPORTANCE OF PUBLIC RELATIONS IN AN ORGANISATION 8 CONCLUSION 10 BIBLIOGRAPHY 11 INTRODUCTION Public relations is the way organisations, companies and individuals communicate with the public and media. A public relations specialist communicates with the target audience directly or indirectly through media with an aim to create and maintain a positive image and create a strong relationship with the audience. Examples include press releases, newsletters, public appearances and other public relations tools. An organisation is a social unit of people that is structured and managed to meet a need or to pursue collective goals. All organisations have a management structure that determines relationships between the different activities and the members, and subdivides and assigns roles, responsibilities, and authority to carry out different tasks. Organisations are open systems that is they affect and are affected by their environment and public relations is important for the functioning of an organisation. The world of business is characterised by severe competition and in order to win new customers and retain the existing ones, the organisations have to distinguish themselves from the competition. But they also need to create and maintain a positive public image. A public relations specialist or firm helps them both create and...
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...techniques of public relations in nonprofit organizations: Modifying the public’s opinion. Vanessa S. Perdomo Saint Martin’s University Abstract This paper studies what is necessary for non-profit organization in the area of public relations. Public relations encompass all forms of communication from writing press releases and distribute promotional brochures to talk to friends, family and coworkers. The nonprofit organizations generally obtain their funds and economic resources of individuals or corporate donors, some sell products or services to develop their social activities. Therefore it has a necessity for public relations to have a relationship with its audience. It is difficult to get funds for a social organization, even more if you do not have a relevant public image or media from local, national and international media are used to disseminate their actions. Public relations help build communication channels or improve existing ones with different social actors to become better known socially. In addition to promoting the development of partnerships between peers and other sectors of the community, able to build a good reputation and image of the organization, designing efficient strategies for fundraising, etc. With the lecture review we have an understanding what tools are necessary to achieve their goal and providing non-profit specifics strategies to appeal their target audience. The decade of the 90's, led to profound changes in how public relations is practiced...
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...Public relations officer:Job description Public relations (PR) is about managing reputation. This career field aims to gain understanding and support for clients as well as to influence opinion and behaviour. PR officers use all forms of media and communication to build, maintain and manage the reputation of their clients. These range from public bodies or services to businesses and voluntary organisations. They communicate key messages, often using third party endorsements, to defined target audiences in order to establish and maintain goodwill and understanding between an organisation and its public. PR officers monitor publicity and conduct research to find out the concerns and expectations of an organisation's stakeholders. They then report and explain the findings to its management. Typical work activities A PR officer often works in-house and can be found in both the private and public sectors, from the utility and media sectors to voluntary and not-for-profit organisations. Some PR officers may be based in consultancies. The role is very varied and will depend on the organisation and sector. Tasks often involve: * planning, developing and implementing PR strategies; * liaising with colleagues and key spokespeople; * liaising with and answering enquiries from media, individuals and other organisations, often via telephone and email; * researching, writing and distributing press releases to targeted media; * collating and analysing media coverage; * writing...
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...THE PROMOTIONAL MIX A company’s total promotion mix also called its marketing communications mix; consists of the specific blend of advertising, public relations, personal selling, sales promotion, and direct marketing tools that the company uses to persuasively communicate customer value and build customer relationships. THE FIVE MAJOR PROMOTION TOOLS The Nature of each Promotion Tool ADVERTISING Each promotion tool has unique characteristics and costs. Marketers must understand these characteristics in shaping the promotion mix. Advertising: Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. For example, advertising includes broadcast, print, Internet, mobile, outdoor, and other forms. Advertising Objectives The first step is to set advertising objectives. These objectives should be based on past decisions about the target market, positioning and marketing mix, which define the job that advertising must do in the total marketing program. An advertising objective is a specific communication task to be accomplished with a specific target audience during a specific period of time. Advertising objectives can be classified by primary purpose – whether the aim is to inform, persuade or remind. Informative advertising – this advertising is used to inform consumer about a new product or feature or to build primary demand. Persuasive advertising – this type of advertising is used to build...
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...Public Relations Defined Jason E. Green MKT 438 January 20, 2013 Robert Etter Public Relations Defined The purpose of this paper is to define public relation and identify some reasons why so many different definitions exist in our modern society. As well as to categorize the different definition and how they interrelate. The initial thoughts that were gathered regarding public relation is that it is a planned process to stimulate the thinking of an audience by offering a solid character that displays sound judgment, which is achieved by a communicating with the audience to persuade there thinking. As further research were conducted the idea that few words can define such a broad concept became infrequent, which demonstrated that further research and in-depth thinking was necessary. Although common thinking would align marketing with public relations the two seem like separate ideas and ideals that once harmoniously aligned can translate in a successful image campaign. According to Fraser P. Seitel one of the most ambitious searches for a universal definition was conducted and commissioned in 1975 by the Foundation of Public Relation Research and Education. The leaders in the field of public relations analyzed 472 different descriptions and explanation and offered an 88-word sentence: “Public relations is a distinctive management function which helps establish and maintain mutual lines of communications, understanding, acceptance, and cooperation between an organization...
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...DEFINING PUBLIC RELATIONS pp.298-302 Public relations (PR) is the practice of managing the flow of information between an individual or an organization and the public. PRSA (2010) – Public relations helps our complex, pluralistic society to reach decisions and function more effectively by contributing to mutual understanding among groups and institutions. It serves to bring private and public policies into harmony. Public relations serves a wide variety of institutions in society such as businesses, trade unions, government agencies, voluntary associations, foundations, hospitals, schools, colleges and religious institutions. To achieve their goals, these institutions must develop effective relationships with many different audiences of publics such as employees, members, customers, local communities, shareholders and other institutions, and with society at large. The managements of institutions need to understand the attitudes and values of their publics in order to achieve institutional goals. The goals themselves are shaped by the external environment. The public relations practitioner acts as a counselor to management and as a mediator, helping to translate private aims into reasonable, publicly acceptable policy and action. People who work in the public relations industry are generally known as flacks, public relations specialists, communications specialists, or media specialists. Their primary function is to serve as advocates for their employers—businesses, hospitals...
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...------------------------------------------------- Subject- Importance of Public Relations function Greetings Mr After having read DOME’s (Don’t overlook mature expertise) strategic plan objective (Http://Www.Dome.Org.Au Powered Atemo, 2014) and taking into consideration the needs of this organization, I saw how important it is to establish a Public Relations function within the organization. This email is going to include a broad understanding of what public relations is, how it is different from marketing, what tasks will it undertake and what differences and changes it can bring about in DOME. Public relations is defined as the development and management of ethical strategies using communication to build relationships with stakeholders or publics. (ed.Johnston and Sheehan, 2014, p. 6) In simple terms, it develops and maintains mutually beneficial relationships between an organization and its stakeholders. According to James Grunig’s excellence theory, public relations can serve as a management function to the overall effectiveness of an organization with it’s strategic and planned approach (Grunig ed,2013) and in While Elser’s opinion, Public Relations excel at message control and manage a diverse group of stakeholders to deliver messages across various touch points. (Elser 2013) Public relations is often confused with marketing. While the two areas can often be interdependent, they do have substantial differences. Marketing is described as a ‘social and managerial process by which...
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...WHAT IS MARKETING? Marketing Focuses on Exchange One popular conception of marketing is that it primarily involves sales. Other perspectives view marketing as consisting primarily of advertising or retailing activities. For some of you market research, pricing, or product planning may have come to mind. While all these activities are part of marketing, it encompasses more than just these individual elements. The American Marketing Association defines marketing as the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives. Effective marketing requires that managers recognize the interdependence of such activities as sales and promotion and how they can be combined to develop a marketing program. The AMA definition recognizes that exchange is a central concept in marketing. For exchange to occur, there must be two or more parties with something of value to one another, a desire and ability to give up that something, to the other party, and a way to communicate with each other. Advertising and promotion play an important role in the exchange process by informing consumers of an organizalion's product or service and convincing them of its ability to satisfy their needs or wants. Not all marketing transactions involve the exchange of money for a tangible product or service. Nonprofit organizations such as charities religious groups, the...
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...traumatic events of the past made public health more visible throughout the society. The American public where forced to learn what professionals have known for years: the health and security of our nation depend heavily on a robust public health system. Those turbulent times also revealed the critical role of strategic, timely, and effective communication in public health (Bernhardt, 2004). Bernhardt (2004) argued that Public health communication is the “scientific development, strategic dissemination, and critical evaluation of relevant, accurate, accessible, and understandable health information communicated to and from intended audiences to advance the health of the public” this was achieved by relating Healthy People 2020 and Institute of Medicine definitions of health communication and public health respectively. Key Elements of Health Communication Essential for a Public Health Leader Centre for Disease Control and prevention and the National Cancer Institute have defined health communication as the study and use of various communication strategies to inform and influence individual and community decisions that enhance health. Therefore the two key fundamentals of health communication essential for a public health leader are strong public relations and marketing skills (CDC, 2011; Laureate Education, 2011). Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics (PRSA, 2009). Grunig and Hunt...
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