Strategies of Public Relations

·       Market research: The process of gathering recording and analysis information about a market with the view of coming up with the best strategies of selling products in that particular market.

·       Consumer research: Where activities are concentrated on knowing more about the consumer. The aim is to identify which products have the highest value to the consumer

·       Market segmentation: Refers to the process of subdividing the market into sections to scope rate various interests of various consumer groups.

·       Product difference:

·       Branding:

·       Packaging:

·       Advantages

·       Effective in presenting information about the product and policies of an organization

·       Addresses the desired target audience

·       Effective in correcting any misinformation

Disadvantages

·       Expensive and therefore requires careful planning in both time and funds

·       Impact takes time- hence is a long term.

·       Its impact is difficult to gauge.

Factors which may influence an entrepreneur in choosing a promotional method

1. Cost element of each method of promotion should be analyzed in order to suit financial abilities

2. Targeted audience is important in order to address an appropriate combination method.

3. The nature of the product to be promoted i.e. those that may require demonstrations and training etc..

4. Urgency of the promotional message.

5. Availability of resources especially the mechanical physical and human resources to implement a promotional mix.

6. Level of demand for the product i.e. where demand is high fewer promotional methods are required

7. The competitor’s promotional strategies

8. Availability of media that is most accessible to its customers.