INTERNATIONAL PUBLIC RELATIONS:Media Used, Within Store Contacts

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Fundamentals of Public Relations MCM 401

Lesson 24

INTERNATIONAL PUBLIC RELATIONS

Overview

Public Relations now a-days has become very important in view of the rapid changes taking place in the

global economics and political circumstances. In this lecture it is this role and its significance which the

students will be explained besides its applications and utility in this perspective. In view of the population

explosion specifically in the developing countries retail business has become very popular and useful. How

can public relations help the retailers both large and small will be explained too?

International Public Relations

·Rapid changes in world economies require greater interchange of techniques.

·Understanding differing attitudes.

·Increase in importance of foreign trade.

Basic PR Role

1. To counteract unfavorable government, political, or consumer attitude.

2. To build company's prestige abroad.

3. To reinforce those groups of "pro-company" people who form the hard core of favorable opinion

(about) & knowledge of the company.

4. To support its overseas advertising & selling program.

Public Relations For Retailers

Large Retailers.

Basically, it is reasonable to ask

" What do people think of the store?"

Policy Outline

·It is an upcoming organization with a solid background of history & accomplishments.

·A liberal, progressive policy.

·Merchandise fairly priced & widely used.

·Fair salary range.

·Progressive & efficient executives.

·Proper operation & only reasonable profits.

·An intelligent hiring & employee training program & policy of promoting from within the store wherever

possible.

·Part of the life of the city, interested & wanting to be helpful in everything that pertains to the general

welfare of the community.

What Are Publics Of Retailers.

1. EMPLOYEES.

2. CUSTOMERS.

3. COMMUNITY.

4. RESOURCES.

5. PRESS, RADIO & TV.

6. SHAREHOLDERS / PARTNERS.

Media Used

·Paid advertising, including institutional ads. Newspapers, radio, TV & magazines.

Fundamentals of Public Relations MCM 401

·Printed information, bulletins, catalogs & leaflets.

·Store suggestion service.

·Window & interior displays.

·Store promotions fashion and civic.

·Direct Mail.

·Visitors open house, entertainment.

·Employees' treatment of public.

Within Store Contacts

·Salespeople to public.

·Credit department to public.

·Delivery department to public.

·Telephone operators.

·Adjustment department to public.

·Elevator operators to public.

·Mail order department to public.

Small Retailers.

·Be fair to all customers.

·Set a price on each item.

·Be scrupulously honest.

·Provide liberal guarantees.

·Offer as much service as you can afford.

·Remember little things that please

·Customers.

Briefly, a question

What does PR do for Retailers?

·Public Relations produces sales & profits

·Public Relations produces more net profit for everyone engaged in retailing.

·Good Public relations plan is insurance for success or it acts as "stabilizer" for business.

·It helps in the growth of the retailer/store.

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