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IMAGE MAKING
The first step in establishing a PR programme is to recognise that –
NO ONE REALLY WANTS TO PURCHASE YOUR
PRODUCT OR SERVICE!
All they want is
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A SOLUTION TO THEIR PROBLEM.
If a potential customer considers that your product/service, as promoted,
can satisfy a specific need then you have created the conditions for a sale.
The next step is customer satisfaction with the quality of the goods
and services you offer.
The major deciding factor for these are opinion or perceived image –
Having the right image considerably increases your chances of closing the sale.
The fundamental basis of corporate image, an essential element within any
Public Relations programme, is influencing opinion by:-
CREATING FAVOURABLE OPINION - where none existed "Ideal, I will purchase again" |
REINFORCING
FAVOURABLE OPINION
"I always buy it, so dependable. Don’t even
consider other products when repurchasing".
CHANGING
UNFAVOURABLE OPINION
"Don’t talk to me about it. I wouldn’t purchase
another one under any circumstances"
GETTING IMAGE RIGHT
One does not have to be a major company to have a good image, or even an image problem. Corporate image takes many years to build, but can be lost in seconds.
YOUR COMPANY IMAGE
Working to a predetermined plan, consistent PR creates an environment of good press and customer relations. A company must create the image of being stable and well run, producing a quality product, with good, reliable service, while developing new products in answer to the challenges facing the industry.
CREATING AN IMAGE
Ray is familiar with creating and maintaining corporate image having developed the visual and corporate guidelines for national and international companies. To enable this to be maintained the company should have a corporate manual.
These points are central to the role of public relations which revolves around opinion and perception and manifests itself in the practical aspects of the style of the company's advertising, literature, exhibitions, customer contact, the public, press and media.
