Interacting with my PR students in my undergraduate class
allows me and my learners to know and value the importance of research data
used in marketing and PR. Strategic planning in PR campaign needs enough and
accurate data to execute the right PR campaign at the right timing. The
deference between strategic plan and tactical plan must be given an importance
to any PR practitioner. Strategic plans
involves long range planning while tactical planning involves specific
decisions focused mainly to the PR operation at hand. Modern PR companies of
today are more engaged in highly academic PR review of marketing scope before
executing the strategic plan.
Public opinion from public survey is common key
elements that PR practitioners are dependent in gathered data references for
strategic PR programs of today. Another
aspect that modern PR practices must adhere is the ethical standards connected
to government and the journalism laws.
The focal ethical issues such as copyrights and defamations such as
libel and slander are still the common complaints both the companies and their
counterparts. Government agencies in the US such as FTC and FCC are in a huge
role and task to limit the unethical practices of many private companies both
in the US and abroad.
But as the information technology is ever changing what
would be the role of PR practitioner in the modern approach of PR activities in
the organization. In the topic of “Evaluating Public Relations Effectiveness”
360 and continues evaluation in PR and Marketing is the key performance
indicator of today’s business organizations.
A case study by Robert K. Marker depicts the importance of evaluation in
the organization for PR and Marketing purposes.
The vital part in evaluation is the data and measurement being used to
reflect the real business situation of the organization.
Another part in PR that marketing
communicators will consider is the effectiveness of PR program to drive sales
from present towards the future marketing operation of the organization. Sales
drive is an aspect that PR and other aspect in business such as psychology,
engineering, and other social science must collaborate in terms of knowledge
application. Thus, Measurement that matters considers many aspects in much
academic expertise. In the modern PR
operation the role of internet usage allow the modern organizations to collect
precise and real time customer information from the different classes of
customers. Traditional media starts to
follow the lead of social media mania of the modern consumer market of today.
The personalize reach of every organization for a given consumer is more
effective with the usage of the interactive communication system of most
popular social media platforms. The traditional radio media is further being
personalized with the new platform of internet social media using podcasting.
As a result, modern international organizations are creating additional program
to interact with the customer in a personalized and specific kind of customer
interaction.
The case article of Amy Jacques from the PR Strategist
journal portrays the usage of social media in conglomerate companies such as
General Motors. GM’s strategy to invite
bloggers and micro bloggers to comment and write blog articles for the purpose
of buzzing the online web community results to resonate the message of the
company is the main purpose of advertising the product lines of GM. Being transparent to the customer has
positive and negative effect to the marketing reputation of the business
organization, but as GM continues to get used of the real time interaction with
their product consumer, closer consumer relationships are established which
will lead to brand loyalty. In the new
age of communication and marketing what would be the ultimate role of PR in the
world of business….
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