Public Relations Strategy (1)

Companies use the method public relations (public realations) to convey messages and toss attitude, image and the correct opinion. Public relations (public relations) is one of the campaign / communication important. During this, no more than public relations campaign tools / communications least used, but these tools have the potential to build awareness and frequency in the market, to strengthen the position of the product again, and to maintain the product. Public relations (humasa) often is with publicity. Actually, the publicity is only a part of public relations. Publicity activities of the company, which is designed to trigger the attention of the media through articles, editorial and news that are expected to help maintain awareness, perspective and image of the community thought to be the company remains positive. Publicity can be used to benefit a single, mislanya launch new products or reduce the negative opinion that happens. Publicity can also be used for the double benefit, for example, improving some aspects of the activities of the company.
Many companies use marketing public relations (marketing realations public) to make the campaign a company or product and create the image of the company and products. Public relations has marketing roles, including:
• Assist in launching new products, for example, launched a new product Pantene Hair Fall Control to answer the needs of consumers to reduce hair fall because of a broken claimed up to 98% with regular usage for two months. Share knowledge about the Pantene hair fall to press the case for women in Indonesia experienced a fall because of broken hair.
• Assist in doing return the product placement position that is mature, such as the PT. UNILEVER after the ketchup maker Cap Bango in 2001, Unilever perform repositioning sauce Cap Bango do with cooking competitions involving mothers household for Jakarta and West Java. And then resumed activities cart Sate Bango food traders who look at the road side and the Festival Hawker Bango included in the television as previously be by Bondan Winarno, Indonesia's culinary experts. Finally Cap Bango soy sauce into a position of market share ranking of the two.
• Developing interest in a product category, for example, invites Maspion to buy products made in Indonesia.
• Affecting target specific groups, such as the Extra Joss sponsored Qurban 2 billion and then go along with 600 traders asongan Jabotabek-se, so get a good image of Islam. Extra Joss currently ranks first for the alternative energy drink category.
• Maintain a product that experienced problems in the community, such as Lion Air is intended to name after the accident in Solo, but Lion Air is able to attract sympathy with the return in cooperation with Metro TV in the disaster in Aceh to help with a seat free for a number of departing passengers to Aceh and provide special aircraft to carry aid to Aceh goods for free.
• Building the image of companies that support the products, for example, a family Sosrojoyo holding the noble values that believed, that is good, not dangerous to human health and does not damage the environment. Finally Soetjipto Sosrojoyo get Life Time Achievement Award in Marketing, can strengthen its brand of tea Sosro the brand is currently ranked first in the packaged tea category.

(From http://msuyanto.com)