Page 3 - Lesson Note 8

They are especially useful when there is negative publicity about the company or its products.

At that time, the situation has to be tackled like an emergency to improve public image. The

public relations department then has to do something drastic so that damage to company’s

images is controlled and minimized. They also advise top management to adopt certain
programmes which will add to their public image and ensure that negative publicity does not

take place at all.

In addition, maintaining good public relations also help in achieving the following marketing

objectives:

(a) Building awareness: Public relations department can place stories and dramatize the
product in the media. This will build marketplace excitement before the product reaches the

market or media advertising takes place. This usually creates a favorable impression on the

target customer.

(b) Building credibility: If news about a product comes in the media whether print or electronic

it always lends credibility and people believe in the product since it is in the news.

(c) Stimulates sales force: It becomes easier for the sales force to deal with the retailers and

convince dealers if they have already heard about the product in the news before it is launched.
Retailers and dealers also feel it is easier to sell the product to the ultimate consumer.

(d) Lowers promotion costs: Maintaining good public relations costs much less than

advertising and direct mail. However, it requires a lot of communication and interpersonal skills

to convince the media to give space or time for the organization and its product.