Product PR
Product PR is a public relations task that relates to the provision of information and communication about a company's products and services. Product PR can thus be viewed as a discipline of corporate communication. Since the main target group for communication is journalists , product PR is closely linked to media work .
definition
Klaus Kocks and Klaus Merten define product PR as information provided by the company about its own products, which appears in the editorial section with appropriate labeling. These are only activities that relate to the product, not the brand or the company. This limitation includes the so-called matern services and is too narrow to meet the requirements of consumer-oriented press work.
Another attempt is the Hill and Rieser approach of product publicity . By this they mean all measures with the help of which a positive image of the overall performance or a specific product is to be created in the public.
A differentiated way of looking at things can be found in Peter Szyzska . In addition to the goals, he also looks at the effect of the product PR. It serves as a risk reduction measure in purchase decision-making processes. This product PR function is intended to close the information gap for consumers by disseminating expert knowledge through supposed opinion leaders. With regard to these diverse starting points of society-oriented PR, consumer-oriented press work should serve as a proactive instrument of a forward-looking corporate policy to reach the relevant target groups via the media through targeted and planned communication in order to increase product awareness through the conveyed message, to deepen product knowledge and thus to consolidate the product and company image. Consumer-oriented press work includes all measures aimed at working with the media in order to achieve the goals of PR. The media act as multipliers because they have a quick and lasting influence on public opinion and the change in image.
literature
- M. Dick (1997): Management of Product PR - A Situational Approach. Bamberg.
Individual evidence
- ^ W. Hill, I. Rieser: Marketing Management. Bern u. a. 1990.
- ↑ P. Szyszka: Product PR and journalism. Approaching a discreet win-win situation. In: J. Raupp, J. Klewes (Eds.): Quo va-dis Public Relations? Wiesbaden 2004. pp. 66-78. Online at: Archived copy ( Memento of the original from May 26, 2012 in the Internet Archive ) Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. (PDF; 82 kB)
