Public Relations, Advertising,
Corporate Communications &
Md. Shah Alam Javid
What is Public Relations?
Public Relations (PR) is the practice of managing the
communication between an organization and its
Public relations gains an organization or individual
exposure to their audiences using topics of public
interest and news items that do not require direct
Because public relations place exposure in credible
third-party outlets, they offer a third-party legitimacy
that advertising does not have.
Common activities include speaking at conferences,
working with the press, and employee
PR can be used to build rapport with employees,
customers, investors, voters, or the general public.
It is also called as PR.
What is Advertising?
Advertising is a form of communication used to influence
individuals or companies to purchase products or services or
support political candidates or ideas or image, recruit staff,
publicize an event, or to locate an item or commodity,
through any medium of public communication.
Advertising often attempts to persuade potential customers to
purchase or to consume a particular brand of product or
service. It communicates a message that includes the name of
the product or service and how that product or service could
potentially benefit the consumer.
The company pays for ad space. You know exactly when that
ad will be aired or published. You have creative control on
what goes into that ad. You can run your ads over and over for
as long as your budget allows.
Advertising media are newspapers, magazines, television and
radio, business publications, billboards, electronic mails, and
online banner ads.
There are two basic types of advertising, informative
advertising and persuasive advertising.
What is Corporate Communication?
Communication is a process of transferring
information from one entity to another.
Communication is the mainstay of businesses. It is
how organizations get their message across to educate
their prospects, to effect their buying decisions, and to
service their customers.
Poor communications or a message sent through the
wrong channel impacts productivity, inhibits progress,
frustrates your internal and external customers, and
adversely affects the bottom line.
Corporate communication is the communication
issued by a corporate / organization / body / institute
to all its public(s). Public here can be both internal
(employees, stakeholders, i.e - share and stock
holders) and external (agencies, channel partners,
media, government, industry bodies and institutes,
educational institutes and general public).
What is Marketing and its
Before you learn more about Marketing
Communications, you should get a basic impression
of what is Marketing and its Management.
Marketing is used to create the customer, keep the
customer and satisfy the customer. The overall
process starts with marketing research and goes
through market segmentation, business planning
and execution, ending with pre and post-sales
promotional activities.It is also related to many of
the creative arts. The marketing literature is also
adept at re-inventing itself and its vocabulary
according to the times and the culture.
Marketing Management is one of the major
components of business management.
What is Marketing Communication?
Marketing communications is a subset of the overall
subject area of marketing.
Marketing communications is a mix of price, place,
promotion, product (know as the four P's), that
includes people, processes and physical evidence,
when marketing services (known as the seven P's).
How can you communicate your messages to your
markets in ways that will increase profitability?
To find the information, advice and other resources
you need to answer said marketing questions &
Marketing Communications are messages and
related media used to communicate with a market.
Marketing communicators, Marketing
communication managers, or more briefly as
Corporate Communication Vs
Corporate Communication is Marketing Communication is
focused on communication work focused on product / produce /
of the company / enterprise itself. service.
Corporate Communication deal Marketing Communication is
with issue management, mergers primarily concerned with demand
and acquisitions, litigation etc. generation, product /
Corporate Communication produce/service positioning.
practitioners focus on the creation Marketing Communication
and execution of Corporate practitioners focus on the creation
Publications. and execution of printed
Corporate Communication marketing collateral.
communicate both internally with Marketing Communication
employees and externally with communicates with the customer
existing and prospective of market to marketing relations.
customers and the wider public. Marketing Communication
Corporate communication implies promotes products / produce /
on promoting a sense of corporate services of the company/
identity and presenting a enterprise.
consistent and coherent corporate
Corporate Marketing Communications?
Corporate Marketing Communication communicates with those
audiences whose support is vital for the company / business
organisation success - customers, employees, shareholders,
stock markets, plant neighbours, environmental groups, and the
The co-ordination of strong, consistent, motivating messages to
all these groups is called Corporate Marketing Communication.
As this is a two-way process, it also means listening to those
audiences and responding.
Corporate Marketing Communication elements are Advertising,
PR, Corporate Communication, and Marketing Communication.
Corporate Marketing Communication is not an ad hoc process.
It has to be planned in meticulous detail, executed with
imagination and precision, and continuously monitored to make
sure the messages get across. If you don't communicate
effectively, you won't achieve required change.
Good corporate marketing communication is especially
important when a new product is launched and during periods
of change, or crisis. People have a curious knack of
remembering how a company handled a situation long after the
event is over.
CORPORATE MARKETING MARKETING
COMMUNICATIONS COMMUNICATION COMMUNICATIONS
NOTE: These domains will be discussed in separate slides
Thanks for going through the slides
This is the introductory slides for the ten
presentations about Public Relations,
Advertising, Corporate Communication and
These slides are to update your knowledge
and remove few of your doubts in the arena
of communication and marketing, as both
are different management functions of the
If you want to ask any queries,
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