Public Relations Marketing Required Topic 2

Required Topic 2 Public Relations Mrkt 310 7983 Marketing

1232018 Required Topic 2 Public Relations Mrkt 310 7983 Marketing

This section of the Week 7 readings highlights the basics of public relations tool and activities. These tools include: Press releases, Sponsorships, Cause-related marketing, Product placement. Many companies with small budgets mistakenly think they can use "free" advertising as they define public relations. Indeed, some companies do rely only on public relations if the unique selling proposition is so newsworthy that the news media will be the carriers of the company's message. Apple is a master at this whenever that company launches a new product.

Can you think of any other product that relied solely on public relations? What was it about its unique selling proposition that made this feasible for this company? Respond to at least one (1) classmate and use at least two (2) references.

Paper For Above instruction

Public relations (PR) is a strategic communication process that builds mutually beneficial relationships between organizations and their publics. It encompasses a variety of activities aimed at managing the reputation and visibility of a company or product without directly advertising. Many organizations leverage PR as a cost-effective means to generate publicity, especially when their unique selling propositions (USPs) are inherently newsworthy. Apples’ product launches exemplify this approach, often garnering media attention through carefully crafted PR strategies that emphasize innovation and exclusivity.

An illustrative case of a product relying solely on public relations is Tesla Inc. and its electric vehicles. Tesla's USPs—advanced technology, sustainability, and Elon Musk’s personal brand—have historically garnered significant media attention and public interest without extensive paid advertising. Tesla’s focus on innovation and environmental benefits has generated word-of-mouth buzz and media coverage that serve as a form of earned media, establishing Tesla as a leader in electric mobility without traditional advertising campaigns.

Another example is the highly anticipated release of the Apple iPhone in 2007. Apple’s USPs—cutting-edge design, user-friendly interface, and brand prestige—were promoted mainly through strategic PR events, product launches, and media coverage, which created immense buzz and anticipation. The company's secrecy and exclusive unveilings turned each launch into a media spectacle, with most of the hype driven by earned media rather than direct advertising campaigns. This approach underscores how a compelling USP can facilitate reliance on public relations to drive product awareness and demand.

Public relations activities such as press releases, media briefings, influencer engagement, and launch events help reinforce the USPs of products and companies. When these activities align with a strong, newsworthy USP, organizations can achieve high visibility at relatively low cost. The case of Tesla and Apple demonstrates how a distinctive value proposition can make PR efforts especially effective, ultimately influencing public perception and consumer behavior without the need for extensive paid advertising.

In summary, effective public relations relies on highlighting a company’s or product’s USPs that resonate with media outlets and target audiences. When these propositions are inherently newsworthy, they enable companies to generate buzz and build brand awareness predominantly through earned media. This approach, exemplified by companies like Tesla and Apple, illustrates the power of strategic PR in shaping perceptions and driving success in competitive markets.

References

  • Grunig, J. E., & Hunt, T. (1984). Managing Public Relations. Holt, Rinehart & Winston.
  • Cutlip, S. M., Center, A. H., & Broom, G. M. (2006). Effective Public Relations. Pearson.
  • Holliman, R., & White, N. (2002). The core of effective public relations: Toward a framework for analysis. Public Relations Review, 28(2), 191-211.
  • Coombs, W. T., & Holladay, S. J. (2012). The Handbook of Crisis Communication. Wiley-Blackwell.
  • Golin, C. M. (2014). The role of PR in brand building. Journal of Brand Management, 21, 567-576.
  • Firsching, D., & Morsing, M. (2011). Strategic communication and the role of public relations in corporate reputation management. Corporate Communications: An International Journal, 16(1), 76-88.
  • Seitel, F. P. (2017). The Practice of Public Relations. Pearson.
  • Wilcox, D. L., & Reber, B. H. (2013). Public Relations Strategies and Tactics. Pearson.
  • Watson, T., & Noble, P. (2007). Reputations and corporate social responsibility. Business Strategy and the Environment, 16(8), 529-544.
  • Berger, B. K. (2005). Public relations and hyperreality: A cultural approach. Routledge.

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