In the modern, dynamic market, the success of a business requires an extra push. Gone are the days when an advertisement on the television or a poster could trigger the sales. In the times of cut-throat competition Brand Management and Public Relations are the integral parts of the process of promoting the business. The success of a company in the modern world requires a manipulative strategy to capture the consumer’s mind and attention without providing the equipment of promotion with the feel of commercial satisfaction. By commercial satisfaction I refer to a company’s business motives. Public Relations delve into the mind and requirements of the consumer, assuring him to deliver the product of his desire. Although, the aim eventually is consumer satisfaction, yet the strategy to achieve the same needs a fair deal of spinning the dialogue and manipulation. The manipulation should not be exploitative, instead should be used to provide the consumer with a better product or service. The different types of strategies used by Public Relations professionals are:
· Media Relations: Cordial relations with media not only helps the company to get a good review or name in all the channels of media but also has a three dimensional advantage, for the company, media houses and the end consumer.
1. For the Company: Media relations help a company in its branding and visibility. The media could be print or electronic; its reach is always wide. A Media relation is an equipment to create demand by increasing the reach of the product information. Media relations require effective communication both verbal and written, while at the same time providing the media with the new or rather news.
2. For the Media Houses: The sole aim of the media houses is to provide the reader or the viewer with the latest information. Public Relations makes it sure that the media does not miss on the information and is kept in the loop.
3. For the Consumer: The whole process of media relations is done only to reach the ‘King of the Market’ i.e. the consumer. The consumer requires the information about the availability of substitutes and up gradation in the existing product. Media helps to provide this information through all its channels.
The tools for media relations include impressive Press Releases, Media Kits, Media Letters, Information about the upcoming product or service, dialogue spin, links to effective videos and slide shows about the product or the brand, media parties, and media follow-ups , etc.
· Brand or Image Management: another important part or rather the main aim of Public Relations is Brand Management. It is very important for a company to flaunt its prominence and good image in the market. Brand or image management is a complex game, and it is possible that in the process of good image creation one might instead tamper the existing good image of the company. In a tricky situation as this, there are a number of strategies and plans which are framed to provide the public (prospective customer), consumer and the media a golden image of the company even when it is not in a good state. As they say “Make hay while the Sun shines.” It is very important to make the consumer and the media aware of the achievements of the company. A number of people do not lose their belief in the company even when it is going through a bad phase, because of the company’s previous achievements or its presence in the market for a number of years. The social service and NGO works by the company also strengthens its standing and soundness in the market. A few of the techniques followed for the brand management and image creation are:
1. Providing the consumer with good quality product: Nothing at all can substitute the quality of the products. The consumer expects the quality from the producer and is ready to pay the amount for it. If the quality of the product is bad, no brand management or image creation can work. The attempts will die out in long – term, as the unethical steps can only fetch short-term publicity but will certainly lead to a massive loss in the future. “A man is known by his actions.”
2. R&D and Feed back: It is important to keep a track of the changing needs of the consumer and welcome feedbacks. A good Research and Development base will strengthen to help the company to produce in conformity with the consumer’s desire and at the same time will help the company to avoid losses of over-production as well. Delivering and caring about the consumer’s needs will eventually extol the profits of the company.
