By Afolabi Akinkuehin
It is very important to distinguish between Public Relations and Marketing. These terms are NOT interchangeable. Marketing is almost certain to use Public Relations techniques as part of the marketing mix.
Public Relations, however, covers many activities and scenarios which have no relationship whatsoever with Marketing. For Public Relations to be an effective tool in Marketing, it must be introduced early in the marketing plan.
The plan should carefully lay out the organization’s objectives, strategies and tactics for promoting and selling a product.
Public Relations can be used in the marketing plan to realise the following objectives:
- Helping to make a company and product name better known;
- Helping the introduction of new products;
- Establishing an overall favourable image for the product and the company;
- Seeking new marketing; and
- Cooperating at product launches, presentations, conferences, and exhibitions.
Public Relations programmes can play a critical role in positioning a product appropriately in the market place. A product is the image the product conveys in the public mind.
If truly the public truly believes in what the organization is projecting , then the company product positioning strategy has worked.
- Akinkuehin is the Chief Executive of Distinct Guides Institute of Professional Studies, 206, Arakale Road, Akure, Ondo State, Nigeria,
+234 806 446 4664
