Summarize about Public Relations, Marketing, Advertising, and Mass Communication

Public Relations

Public Relations is about reputation. It’s about the result of what you do, what you say, and what other say about you. If we talk about Public Relations, it means we talk about creating an image about a certain product or a certain organization.

Public Relations people must have to know how people behave because the people react differently depend on their background. There is a Maslow’s model of human needs:

• Physiological needs
• Safety needs
• Social needs
• Personal needs

The purposes of Public Relations are:

• To inform the people
• To educate the people
• To make understanding the people
• To implement the people
• To remind the people

The Public Relations transfer process:

• To get people to understand the value of a certain product or a certain course of action
• To reduce the impact of an unfortunate happening
• To remind or to reinforce an attitude
• To turn a negative situation into a positive one.

In Public Relations, we knew about 7 Ps:

• Product
• Price
• Place
• Promotion
• Physical evidence
• Participants
• Process

In Public Relations we also knew SMART objectives:

• Specific = Very clear. Easy to understand and to interpret. Covering one thing only.
• Measurable = Result can assessed.
• Achievable = Reachable.
• Relevant = Connected to the activity.
• Timed = A timetable for achievement can be set.

Beside, in Public Relations, we also knew Segmentation. Segmentation is a process of identifying our target market through specific characteristic and needs. Same with the other major in LSPR, segmentation has 4 types:

• Social grade = based on stand in the society
• Geographic = which area or region is occupied
• Demographic = the variables are: age, gender, family size, income, occupation, race, education, etc.
• Geo-demographic = based on the probability that people tend to live close to others who are similar.

Marketing

Marketing is a process responsible for identifying, anticipating, and satisfying costumer requirements profitably. Marketing is a part of management of an organization. Marketing is the only part of an organization in direct contact with the costumers, so marketing can be the bridge to the consumer. Marketer makes a communication to the consumer, then the consumer give the information to the marketer about what they need. If the marketer knew what they had need, they make goods or services to satisfying the consumer requirements profitably. So that, the marketer will gets profit from the sales.

In Marketing, we also knew SMART objectives and 7 Ps, but marketing also uses STEEPLE to investigate the environmental issues. STEEPLE factors are:

• Social and cultural
• Technological and product innovation
• Economic and market conditions
• Education, training, and employment
• Political
• Legal
• Environmental protection

The products that are sold in the high street are passed through channel of distribution. It starts from suppliers or manufacturers and go to the agents, wholesalers, then retailers, and over to the costumers. There are two kinds of costumers:

· Those who buy the product, so that can resell the product over

· Those who buy on behalf of somebody else.

Segmentation in Marketing is like in PR and the other major. Segmentation has 4 types: Social grade, Geographic, Demographic, Geo-demographic. Now we want to talk about segmentation criteria. A segment must be:

· Measurable

· Substantial

· Accessible

· Differentiated

· Actionable

Beside do the segmentation, to sell the products, we must do targeting and positioning. Targeting is selecting one or more market segment to enter. Positioning is creating a concept in the mind of target market. If segmentation, targeting and positioning is already did, so the product can be sold in the market.

Advertising

Advertising is a managed process like all other business activity. Advertising is a means of communication which use printed, broadcast, or other media, where space or air-time may purchased for the purpose of persuading the consumers, costumers, users, or other interested parties of the benefits and advantages of an organization and products or services it delivers.

Advertising is used to promote products that meet costumers’ demands, though these may be psychological needs and wants and may be stimulate by the advertiser. Advertising can also be used to support existing products as well as launch new products into the market-place.

Advertising affects to the promotion of particular products because advertising is part of the Promotional Mix. The elements are:

· Public elations

· Advertising

· Sales promotion

· Direct marketing

· Personal selling

There are 5 techniques in Promotion because every technique is different. They have different objectives and each technique has weaknesses and strengths. The objectives of advertisements are to:

· Get the costumers’ attentions and influence behavior

· Interest the costumers in your store

· Create a desire to buy

· Get the costumers to buy your products continuously.

In advertising, we also knew segmentation types and criteria, same with the other major. Not only segmentation, in advertising, we knew targeting and positioning, too. If all of the segmentation, targeting, and positioning are reach, it is easier to make an effective advertisement which in top-of mind awareness.

Many types of advertising campaign:

· Trade Advertising

· Consumer Advertising

- Generic Advertising

- Product Advertising

- Brand Advertising

- Range Advertising

- Corporate Advertising

- Retail Advertising

- Co-operative Advertising

Mass Communication

Mass Communication is talk about media. Mass media usually thought as a source of news and entertainment. They also carry messages of persuasion. Important though often overlooked, is how mass messages bind people into communities, even into nations.

Mass communication used for transmitting the message to the public. It is informing the information through media. Every business activities use media to transmit the message or information from an organization to the public. They usually use TV, radio, print, or web media.

Primary mass media:

• The print media
• The electronic media
• The chemical media

Every media must have a gatekeeper. Gatekeeper is a media executive control the content of the media. In newspaper, we have an editor as a gatekeeper. In television news, we have news anchor and assignment editor. In recording industry they have record company executives as gatekeeper. They must have a gatekeeper because everybody will sue you if you give wrong information.

Functions of the media:

• Surveillance
• Interpretation
• Values transmissions / socializing
• Entertainment

Concept and models of Mass Communication:

• A transmission model

There is a contact number for feedback. It giving access to an opinion.

• A ritual or expressive model

It linked to sharing, participation, fellowship, and possession of a common faith. It depends on shared understandings and emotions.

• Publicity model

Don’t need feedback. The aims are to catch and hold visual or aural attention to get a profit.

• Reception model

Expect feedback, it depends on the adoption of the critical perspective (what do the receiver think about the message.

The theory of Media:

· Power

Media are able to attract and direct public attention. It has the ability to influence public behavior.

· Social integration and identity

Bind society together and giving leadership to the public.

· Social change and development

· Space and time

The abolition of distances on transmitting the information to the public.