Mastering Public Relations: Strategy, Tactics & Fields
PR Fundamentals: Fields, Goals & Activities
Fields of Professional Practice
Public Relations (PR) operates across various domains, each with a specific focus and goals:
- Corporate Communication: Managing both internal and external messaging to ensure alignment with the organization’s vision and objectives.
- Crisis Communication: Preparing and executing strategies to protect and restore an organization’s reputation during crises.
- Media Relations: Building and maintaining strong relationships with
Adapting Business and Talent for the Digital Age
Business Context and Trends
External/Internal Factors: Variables impacting talent management include AI, big data, and automation, which reshape hiring and employee expectations. The COVID-19 pandemic also accelerated changes, increasing reliance on gig economy platforms (e.g., Upwork, Fiverr).
Talent Management Strategy: Aligning talent strategies with business goals is crucial to bridge digital skills gaps and adapt to socio-cultural and technological shifts.
Shift in Business Models
From Product
Read MoreKey Factors Influencing Consumer Choices and Behavior
Defining Consumer Behavior
Consumer behavior is the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and wants.
Theoretical Framework of Customer Behavior
The study draws upon disciplines such as:
- Anthropology
- Sociology
- Psychology
Factors Affecting Consumer Behavior
Internal Factors
- Personality
- Lifestyle
- Age
- Lifecycle Stage
Demographics
Five common demographic attributes influencing behavior:
- Age: As people
Decoding Consumer Behavior: Influences and Marketing Strategies
Consumer behavior is crucial for marketing professionals. To understand consumers, consider their everyday experiences. As companies and markets grow, marketing professionals can become detached from consumers. Many marketing decisions are based on market surveys to study buyers and their behavior: who, how, when, where, and why they buy.
Digital Marketing Channels: Social, Paid, Earned & Email
Social Media Marketing Channels
LinkedIn Marketing Strategies
LinkedIn is the world’s largest professional network on the internet. You can use LinkedIn to:
- Find the right job or internship
- Connect and strengthen professional relationships
- Learn the skills you need to succeed in your career
- Organize offline events
- Join groups
- Write articles
- Post photos and videos
You can access LinkedIn from a desktop, the LinkedIn mobile app, the mobile web experience, or the LinkedIn Lite Android mobile app.
A complete LinkedIn
Read MoreDigital Business Transformation: Strategies and Opportunities
Digital Business Transformation
Digital business transformation: Significant changes to organizational processes, structure, and systems implemented to improve organizational performance through increasing the use of digital media and technology platforms. Two key opportunities of digital transformation open to most businesses:
1. Inbound Marketing
The consumer proactively seeks information for their needs, and interactions with brands are attracted through content, search, and social media marketing.
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