Month: August 2021

Categories
Public Relations

Top 5 Difference Between Corporate Communication and Public relations

Difference Between Corporate Communication and Public Relations

A lot of jargon makes rounds in marketing, just like any other field. But some terms are used more commonly. Some concepts should be clear in the minds of people, especially people working in this field or the ones aspiring to do so. The most commonly used terms are Corporate Communications and Pr agency in Delhi. People often confuse the two terms and use them interchangeably. But that definitely isn’t the case. Yes, they are somewhat related but are very different from one another. Let’s discuss some of their differences in detail:

Definition

When it comes to the definition of these two terms, public relations can be defined as the process of using communication tools to manage the public image of a client, whether that is an individual or a brand. Whereas corporate communication refers to a set of activities that helps the business to communicate with its internal and external stakeholders.

Public Relations is used at the micro-level whereas corporate communications is a macro term. Corporate communications exists more on a macro level.

Type of audience

Another difference between the two is the type of audience that these two tend to deal with. When it comes to PR, the process tends to deal only with the external audience or stakeholders. It is concerned more about preserving the image of the client in the eyes of the public. More importantly, it focuses on external stakeholders like the media, the customers, the think tanks, the government, et cetera.

Whereas when it comes to corporate communication, it tends to deal with both external and internal audiences of the brand. It tends to preserve the image in the eyes of both these type of stakeholders. It also tries to form better relationship with those two.

The usage

Another difference between the two terms is based upon when they are used by the brands. When it comes to corporate communication, it tends to be based upon the mission and vision of the brand. It is a sustained activity. The goal is to reinforce what the mission and vision dictates, through their actions. Whereas, when we talk about PR, it tends to be a need specific activity and is goal based. PR can solve any unannounced problem or crisis. Being the Pr agencies in Delhi we understand the difference between these two concepts and the relevance of these in the marketing world.

Brand building Vs Image building

Another key difference is the long term goal of the process. Corporate communication is a strategic activity. The ultimate goal of which is brand building. With the set of activities performed, the aim is to reinforce the value of the brand in the minds of the consumers and paint a certain personality about it. On the other hand, PR is all about image building. As the definition of this process also points out, the main aim of this function of marketing is to preserve the image of the brand in the eyes of the stakeholders. It can be both strategic, and can be tactical, in case of a crisis.

The channel used

For the case of corporate communication, the communication process tends to take place directly, all around. There is no third party involved. On the other hand, in the case of public relation, a lot of communication happens via a third party. The third party in this case is media channels. This is one of the main reasons that media relation, in the field of public relation is quite an essential skill.

These are some of the major differences between public relation and corporate communication. Both are vital in the marketing world. It is essential that one understands the difference between these two.

Twenty7incis the Best PR Agency in India, and It is one of the Top PR Companies in Delhi India That Believe in Giving More Than the Expectations of Clients. Few PR agency have the expertise to meet the specific client needs and challenges that differ between FMGC, IT & Technology, Finance, Antibiotics, pest control solutions writers, jewelry brands, authors, and more.

Categories
Public Relations

5 Reasons Why Time is an Important Factor in Crisis Management

The way a crisis is handled, can often make or break a brand. A crisis is a very delicate situation, and the factor of time is very important in its management. Let’s discuss why brands should not neglect the factor of time when it comes to crisis management.

Firstly, let us discuss what exactly is a crisis. In simple words, crises can be defined as “unexpected events that threaten a brand’s perceived ability to deliver expected benefits, thereby weakening brand equity.”So any unexpected and unplanned event that might cause damage to the reputation of the brand and can cause a temporary hindrance in the daily operations, is a crisis for a brand.  The management of such crises comes under the process of crisis management. In simple words, crisis management can be defined as the process of identifying any threat that might be considered as a crisis for the organization, and managing to effectively respond to it. This means answering and taking care of the impact of the crisis on various stakeholders of the brand. When it comes to crisis management, time is an important factor. Let us discuss why:

Can be a sign of poor management

When a brand is hit by a crisis, one of the things that can make the situation worse for brands is the way that they are seen by their stakeholders. A timely response by the brand will make the stakeholders see them as responsible. Whereas if the response is not given timely, the stakeholders might see this as a sign of mismanagement of the crisis. It might make them see the brand as irresponsible, infact. A timely response here does not mean that the brand needs to fully solve the crisis at hand. Instead, it means providing regular updates about what is going on to all possible stakeholders.

Stakeholders are one of the priorities

Even in a situation like that of a crisis, the stakeholders are one of the priorities for the brand. The way the crisis is handled, and the way the brand takes care of the stakeholders in such times can really alter the way they feel about the brand. If a timely response isn’t made to the various different stakeholders of the company, they might end up thinking that you do not care about them. Especially if the crisis can directly impact any of the group of stakeholders of the brand, the brand needs to provide a timely response to the stakeholders. This will not only preserve the reputation of the brand in the eyes of the stakeholders, but can also decrease any tension and panic in their minds, about the crisis.

Better image in the media

The way the crisis is covered by the media can really alter the way the audience sees the brand. There are various things that the brand and their PR team can do to ensure that the coverage is positive. One of these things is again, giving a timely response to all the stakeholders. Even if there is no development in resolving the crisis, keeping the audience and the media updated about what the brand is upto and what they are doing to look into the issue is important. Being the best PR agency in Delhi, we understand the importance of timely responding, when it comes to crisis management for our clients.

Media can help out

One of the important things that media can do for a brand, when it comes to a crisis is analyze the situation at hand and come up with any possible solutions for them. But this would not be possible if the brand does not provide regular and timely updates about the crisis to the media. Often the solutions and analysis done by the media when a brand is stuck by a crisis can help them manage the crisis better. But in this situation too, timely response and updates are important.

Better image, regardless of the outcome

Any brand can be hit by a crisis at any point. Crises often arrive without any warning or signs. This can also mean that the brand did not plan for the crisis at all. Even if this is the case, how a crisis is managed can really alter the way the people see the brand. Even if in any way, the brand fails to fully solve the crisis and some level of damage is done, if the brand is honest with the stakeholders, and was giving regular and timely updates, it can still manage to emerge with a good image.

Categories
Public Relations

What is Sales Promotion and Why is it Used

Sales promotion, one of the oldest marketing strategies is still widely used today. As a customer, chances are high that most of us have bought something because of this strategy. So what is sales promotion? And why is it used? Let’s discuss these two things at length in this article.

What is sales promotion?

In simple words, sales promotion can be defined as a marketing strategy, wherein in order to increase demand and sales of the product, short term initiatives are used to attract the customers. This marketing strategy can be aimed at any type of stakeholder. As a consumer, common examples of this strategy include schemes like ‘buy one get one free’, or discount on the product in focus. Sales promotion is based around such schemes. As customers, we often go for products like these, primarily to save money. This is also the reason that this strategy can help to attract new and potential customers too.

It can also help to increase and stimulate the demand of the product in focus. When there is a drop in price, customers might get attracted towards the product and the demand for it is likely to increase. Further, sales promotion can also help to create brand awareness on a certain level amongst new and potential customers too. Let’s discuss the objectives behind the usage of this tool, and why is it used by brands.

Objectives of using sales promotion

There can be many reasons and objectives for using this marketing strategy. Some of which are:

Launching new products

Often when a new product is launched by a brand, it is hard for the brand to instantly create a market for it. Sales promotion can be a helpful strategy in such times. It can help to attract customers to the newly launched product in a highly competitive market like today’s. Being the best PR agency in Delhi, we understand the importance and advantages of using this marketing tool.

Attracting new customers

Another objective behind using this marketing strategy can be to attract new customers. Because of the benefit the scheme offers, even customers that usually don’t buy from that particular brand might feel tempted to do so. This strategy helps to attract new customers, and often if the customers like the product enough. They might even come back to buy more from the brand in the future.

Increasing brand awareness

Sales promotion can also be an important tool when the brand is trying to create or increase brand awareness. Different types of sales promotion schemes are designed in a way that they attract more and more customers. This is also the reason that brands can aim to achieve more brand awareness through this strategy.

Competing in the market

The market today is a very crowded one. There are many products available within the same category, and product differentiation is harder to achieve, with each day. Sales promotion can offer many ways to compete with other brands in the market. With the many possibilities the strategy offers, the brand can choose the one that works for them, their audience, and their products, and can adapt it to stay competitive in the market.

Selling remaining stock

Another popular reason why brands often use this strategy is to sell out remaining of the stock. Especially when it comes to clearance campaigns, sales promotion is often used as it helps to clear out stock more easily. You might have come across sales that happen when a particular season, like summer or winter ends. These are examples of sales promotion strategies being used. As brands want to make room for newer collections and launches, they use sales promotion. Brands, in these cases often run total clearance campaigns when users can buy goods from old collections at extremely reduced prices.

To summarize, sales promotion is hence, a short term marketing initiative by brands, wherein the main goal is to increase sales and demand of the product. There is a time frame attached to this marketing tool. Further, it is also often used for various reasons like to sell out remaining stock, to compete in a highly competitive market, and to increase brand awareness. It is a very useful tool when used at the right time and can benefit both the brand and the audience.

Categories
Uncategorized

4 Reasons Why Using Owned Media Channels is Essential for Every Brand

When it comes to using mediums and channels to communicate with the audience in marketing, there are primarily three types of channels available: owned, earned, and payed channels. These three are different from one another in many ways, and each tends to offer certain advantages to the brand upon effective usage. In this article, let us discuss what owned media is, why it is important, and why it is now essential that brands use these types of channels effectively.

What are owned media channels?

Owned media channels refer to any type of media channel that is fully owned and controlled by the brand. Common examples of owned media channels today, include social media handles, blogs, newsletters, and a website. Unlike other mediums, with owned media channels the brands have full control over what is being said and how it is being said, too.

Why is it essential for brands to use this medium?

Brands and customers both have realized the importance of using owned media channels, in the past few years.  You might have observed an increase in the number of brands that are active on social media, and more and more brands establishing a better website for their brand. Why is it that every brand is now trying to become more present across all mediums through their content. Let’s discuss:

Increased brand awareness

One of the most important reasons why establishing your brand’s presence through owned mediums is that it helps to increase brand awareness amongst the consumers. With things like SEO, along with an increase in demand for online shopping, it is very important that brands use owned mediums to establish their presence too. Using these mediums can help the brand to establish itself as a trusted named, and also to reach more potential customers. Being the best PR agency in Delhi, we understand the importance of owned media channels and what their effective usage can do for a brand.

Consumers understand the brand better

If the consumer is already familiar with the name of the brand, and is regularly exposed to the content being put up by the brand itself on their channels, they are more likely to trust the brand. With owned media, brands have the advantage of controlling the narrative. They can use these channels to showcase the audience what they stand for, what they are striving to achieve, their morals, and their values. The customers can get a better gist of what the personality of the brand is like, with owned mediums.

More coverage on earned media channels

Another reason that the usage of owned media has become more and more important today is that it can help the brand to get more coverage on earned media channels. Earned media refers to the coverage the brand earns on another medium. Consumers often trust this type of coverage more, as a third party is advertising the brand. With owned media channels and their effective usage, brands can get noticed by other mediums which can again benefit the brand in many ways.

Establishing a distinct voice

In a market that has so many products available in the same category that product differentiation has almost become an essential element in the marketing process, owned media channels can help the brand to establish its own unique voice in the market. It can help the brand to stand out amongst the competitors of the brand, and also tell stories that resonate with them. The brands that have a distinct voice and stand out are more likely to be remembered by the consumer. Owned media channels are a great way to ensure this.

Hence, the importance of effectively using owned media has increased for brands in today’s world. Owned media channels can help the brand to increase brand awareness, attract more consumers, establish a distinct voice in the market; but most importantly it is important because it gives the full control to the brand itself, unlike other mediums available. Brands should look into the numerous possibilities that the world of owned media channels offers. And depending upon what works for them, should put in their best efforts to avail maximum benefits for their brand.