Introduction
Marketing refers to the process of planning and executing the conception, promotion and advertisement of ideas, goods and services to create instances that satisfy individual and organizational objectives. Public Marketing means the utilization of non-paid forms of communication such as publicity that are designed to present the organization and its products in a positive way. It decides when to issue press release but it cannot control the press that independently decides when to run the communication.
History
The major factor that helps Marketing is Public relations. It supports marketing in following four ways: organizational communication, press relations, lobbying and product publicity. With the help of public marketing, a better understanding of the organization among employees, board members and other relevant public figures is created. Major activity of Public marketing is to promote communication with legislators and officials. Because of public marketing, newsworthy innovations or new attributes can be promoted at little cost through media.
Features
Marketing is shaped by societally important factors such as ecology, safety, health, consumer vulnerability, deregulation, privacy, and the legal and regulatory environment. A few of the significant public Marketing benefits include environmental way to reach your target audience in masses, Stimulates awareness of, and the demand for your company's products or services, strengthens your company image and perception etc. Public Marketing creates an advantage of your competitors that are not utilizing Public marketing effectively and increase search engine visibility and organic results. A well run public marketing program carries with it multiple benefits that can have a significant impact that is greater than traditional marketing. It's a proven fact that public marketing also carries a higher credibility factor.
Public marketing is a strategic management function that adds value to an organization by helping it to manage its reputation. Since marketing itself has at its core a desire to reach customers and make them think, believe or do whatever you want, so public marketing is more focused on influencing reputation, ether corporate or personal. If you ever want to infuriate public marketing personnel, suggest that public marketing is a part of marketing. It is a subset of marketing skills. A developed organization focus on choosing the most appropriate tool for delivering their objectives, regardless of which toolbox it comes from.
Public marketing involves the cultivation of favorable relations for organizations and products with its key publics through the use of a variety of communications channels and tools. Simply, this meant public marketing professionals would work with members of the news media to build a favorable image by publicizing the organization or product through stories in print and broadcast media. But today the role of public marketing is much broader. It includes spreading awareness and a positive image for a company or client within stories and articles found in relevant media outlets. It manages crises that threaten company or product reputation. It builds goodwill among an organization’s target market through community, special programs and events.
This article focuses on how public marketing supports product’s publicity. Favorable media coverage about a company or product often reaches audience as well and may offer potential benefit to the marketer. Audiences view many media outlets as independent-party sources that are unbiased in their coverage, meaning that the decision to include the name of the company and the views expressed about the company is not based on payment but on the media outlet’s judgment of what is important. Media sources often provide more space and time for explanation of a product.
Conclusion
Finally, in many cases public marketing objectives can be achieved at very low cost when compared to other promotional efforts. It is not being suggested because public marketing is not costly. But when compared to the direct cost of other promotions, in particular advertising, the return on promotional expense can be quite high. Hence it is proved that Public Marketing plays a vital role in an organization’s development.
