UNIT 10: PUBLIC RELATIONS AND CUSTOMER CARE
Content
i. Definitions
ii. Role of public relations and customer care in an organization
iii. Role of the public relations officer
iv. Advertisements
v. Press release
Specific Objectives
By the end of the sub-module unit, the trainee should be able to:
a) define the terms public, customer and public relations
b) identify the different types of customers
c) explain the role of public relations and customer care in an organization
d) describe interpersonal and human relations skills
e) explain the skills in customer care/public relations skills
f) explain the challenges faced in public relations and customer care
Definitions
Public – that which pertains to or affects a population or a community as a whole
Customer – someone who makes use of or receives the products or services of an
individualor organization
Public relations – The practice of creating or maintaining goodwill of an organization’s
various publics, who include customers, employees, investors, suppliers
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Role of public relations and customer care in an organization
In some organizations Public Relations Department plays the primary role and takes the
first point of contact for the mass media and general enquiries. The department is
principally focused on increasing the number of stories about the organization in the mass
media, issuingpress releases and developing means by which news about the organization
activity can be announced to the public domain in positive context. The department
organizes presentations, prepares exhibition material, creates reviews and builds annual
reports. The Public Relations Department is also responsible for establishment and
maintenance of communication between customers, scientific institutes, Government,
business structures, commercial banks, and other organizations. The role of the public
relations department includes maintaining the image of the organization as well as
communicating the message of the organization to its customers, investors and general
public.
Importance of Public Relations
The general objective of the department is to provide an organization with excellent and
growing image by;
a) Building good relations with customers, media and various institutions.
b) Giving timely and relevant information about events and trends related
to theorganization.
c) The Public Relations Department develops various scenarios and strategies of
how toincrease the company image, customer loyalty and good public
recognition.
ROLE OF PUBLIC RELATIONS OFFICER
• Posting news, articles and feature stories in local papers, weeklies, TV news programs
• Gathering opinions about events and trends related to the organization
• Participating in gatherings relevant to the organization like trade fairs,
exhibitions andconferences.
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• Posting articles and stories on corporate website and local websites
• Creating community awareness
• Strengthening relationships with customers
• Communicating and cooperating with local mass media
• Enhancing internal communications in the organization and also
externalcommunications about the organization.
• Creating and maintaining good company image
ADVERTISEMENTS
These are audio or visual presentations which are used to promote goods and services or to
announce vacancies
Purpose of Advertisements
- To promote products & services
- To inform the public about product development and innovation
- Maintains a company’s competitive edge in the market
- Maintain a high level of customer awareness about a product
- To improve a company’s public image
- Counter competitors actions
Types of advertising media
- TV & films
- Posters / brochures
- Websites
- Billboards
- Radio
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Features to considers when making an advert
- Cost of the media
- Legal implications (ethics)
- Timing and seasonal demand
- Audience demography e.g. academic level tests & preferences
- Distance to be covered to reach the audience
- Nature of the product / services etc
Layout features of an advertisement
- Heading should be large vivid and centered
- Text should be well spaced out and centered
- Should have a frame
Essential qualities of an advertisement
- Cost effective
- Clear and simple
- Appealing to the needs and expectations of the audience
- Truthful
- Convincing
- Concise
- Highlight product details
- Informative e.g. puce where to get it
- Should have response instructions
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PRESS RELEASES
- It is an written document to the media
- They can announce a range of news
- Typically they are mailed, faxed or emailed to the media
- It is a function of PR dept /Officer
- It provides the media with information subsidy containing the basis needed to
develop anews story
- Press releases can announce a range of news items such as scheduled events,
personalpromotions, awards, new products and services, a change in a
corporation e.t.c
- After reaching the media , then it is announced to the public
- A firm can also place a press releases in the print media
Purpose of Press Releases
- Make announcement / pass information
- Counter negative publicity
- Make a stand on a controversial/ sensitive issue
