Sales PR

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In public relations, sales PR is used to describe all communication activities within the framework of market communication that explain and position offers, products and services tailored to the target group and thus support sales.

definition

Sales PR, also known as sales-supporting PR work or sales-related PR, is the content-related alignment of the available PR tools with sales issues. The communicative forces (topics, capacities and budget) are bundled and put into supporting sales activities, i.e. supporting sales. The reason for this is the realization that through PR measures, not only classic PR topics ( company , people, commitment), but also sales messages can be conveyed much more credibly and are more likely to be accepted and paid more attention to by customers and potential customers than e.g. . B. Advertising. PR can therefore also be used for sales activities to increase effectiveness and thus promote sales.

Differentiation from public relations

In performance-oriented public relations , the focus is on products, prices and conditions, services and benefits for customers. In product PR, the products and their features are the topic of self-presentation. Price PR provides information about prices and the price-performance ratio. In addition, sales PR is use-oriented communication with reader-related stories for the respective target group in the appropriate target group media. The customer is addressed in his life and decision-making situation. The customer wants security for his decisions, wants to minimize his risk, expects competence, advice and a guideline to keep an overview. It is important to work out and communicate the possible added value and the specific benefit for the target group. Generating professional, emotional and personal concern, telling stories from the lives of customers and dramaturgical processing of the topics and texts are essential requirements in terms of content.

Sales PR tools

Sales PR works with the instruments of classic media work and with special forms of PR. In traditional media work ( press conferences , press conferences, press invitations, press releases , name contributions , interviews and editing service), the public relations worker actively and intensively offers his topics (now also geared to the reader's benefit) and tries to position them. Under PR special forms, media cooperations and special supplements are summarized in which topics are placed as special publications, themed supplements or advertorials together with the service department .

Other instruments

Other tools of sales PR include topic-related utility and service offers such as advisory publications, studies carried out in-house or with cooperation partners, and results from customer surveys that can be accessed by interested customers. Award PR is also a typical discipline in sales PR. Awards, prizes and good results offer potential customers security and customer confirmation. Another instrument is press clippings with clippings of performance-related publications that are handed out to customers as advisory support for the consultant and as a reference.

literature

  • Michael Cremer: Between information, emotion and product. Sales PR sets new standards for communication. In: Berliner Type 2006. Varus-Verlag, Bonn 2007, ISBN 3-928475-94-0
  • ders .: Public Relations. Support of sales activities. In: SparkassenMarkt. Special issue I / 2007, pp. 30–31
  • Hasso Mannsfeld: Press work increases sales. In: absatzwirtschaft. Issue 11/2002, pp. 106-108
  • Mummert Communications (Ed.): Managementkompass Vertriebs-PR. FAZ Institute for Management, Market and Media Information. Frankfurt 2004
  • Lars Reppesgard: Press spokesman as an extended arm of sales. In: Handelsblatt . November 12, 2004
  • David Selbach & Sara Kammler: Lead customers to drink. In: prmagazin . 1/2006, pp. 32-36
  • Anne Stach: Press work for sales support. In: The economy. Issue 9/2005, IHK Bonn