Public Relations Roles and Responsibilities

Name

Institution

Public Relations Roles and Responsibilities

公共关系代写 This paper seeks to explain how Yahoo will use the marketing, adverting and public relation as a turn around strategy ···

 

Yahoo Inc.

Introduction

Yahoo has been on clutches for long before Verizon bought it two years ago. One of the reasons Yahoo business model failed is because of its poor public relations and its inability to utilize the available avenues which will have increased its visibility to the world (USA Today, 2013). Yahoo needs a strategy to go back on the truck. The company needs to invest much in its marketing strategies, advertising, and public relation. This paper seeks to explain how Yahoo will use the marketing, adverting and public relation as a turn around strategy and be profitable again.

Company Goals 公共关系代写

There are two main goals of that Yahoo under its new management is working to achieve. First, the management wants to create brand awareness. Second, the company wants to maintain the reputation in the market while creating new customers. The pertinent question to ask here is, how is the company going to achieve this? The company is required to run a thorough marketing, advertising, and public relation in order to achieve these two goals.

Marketing

Marketing is a way of creating brand awareness, especially to prospective customers. There are various methods that Yahoo can use to market its products in the market. First, in the digital era, the emergence of internet marketing has gained popularity in the recent past. Digital marketing utilizes websites and social platforms like facebooks and WhatsApp. In utilizing online marketing, the company needs to invest in target marketing to gain traffic in its adverts.

Adverting 公共关系代写

Advertising is a form of marketing but is explicitly direct contact with the prospective customer using various platforms like the internet, radio, videos, posters, and television adverts. The strategy is important because it has direct contact with customers.

Public Relations

Public relation strategy is one of the challengings of the three strategies. Yahoo needs to invest in media relations, community relations, government relations, media productions, customer relations and more.

Public Relation Functions in Yahoo

Public relations functions are categorized about whom the company engages and for what reason. In the case of Yahoo, the company wants to create awareness of its products and maintain its position in the market. As such, the company public relation seeks to make media representations, communicate crisis, develop contents, stakeholder relations, and management of social media.

Questions about the Objectives 公共关系代写

The Effectiveness of Public Relation Functions

Recently Yahoo has invested much in public relation to create awareness and maintain its reputation in the market. Stakeholder relation being one of the function create a good relationship between the company and the stakeholder both internal and external. This function is essential in creating customers awareness about the products and services that Yahoo is selling to the market. In stakeholder relations, the company also sought to maintain a good reputation in the to the stakeholders. During take over by Verizon, Yahoo first engaged some of its principal stakeholders about the decision (ABC, 2016).

Through public relation, the company was able to communicate the crisis or to defend itself against the crisis. For instance, Yahoo came out to defend itself from the allegation that there was a massive data breach of more than 500 million which happened in 2014. The issue emerged recently to the public. Another allegation is that it is collaborating with the US government to scan the client emails. Yahoo had to use it public relation experts to clear its name.

Yahoo continues engagement in creating and developing new contents which are of interest to it. A customer has seen its customers increase in the last one year. Recently, the company is planning to buy an online blogging platform Tumbur at an estimated cost of $1.1 billion (USA Today, 2013). The move is to develop its engagement with its stakeholders by creating contents relevant to them.

公共关系代写
公共关系代写

Strategies to for Improvement  

Although Yahoo is doing well recently their areas that it needs to improve so that it can create more awareness to the target customers and to maintain them. First, the company needs to invest more in its marketing adverting strategies. Little has been done to make yahoo company a household name. The company needs to put more efforts on internet marketing on the website and social media. There have not been significant online campaigns to make an impact. Second, it needs to invest in its media relationships. Recently the media has been turning its reputation by reporting propaganda about the data security breach in 2014 (Reuters, 2016). This kind of news lowers the goodwill it has in the market while its competitors take advantage of the circumstances to woo its customers away from its services.

Moreover, from the poor reputation yahoo has, it clear that it does not engage more in community relations. It is through such relations it gets to know what the community wants as well as know to respond accordingly. Additionally, the company needs to participate in community social responsibilities. Many companies are being heard making impacts through CSR, but Yahoo is not vocal enough. Through CSR it can establish a good rapport and relationships with the community.

Marketing, Advertising, and Public Relations 公共关系代写

The difference between the three is that public relation creates a good relationship between the organization and its stakeholders. The public relation message is directed to a wide audience. Unlike adverting and marketing, PR is not paid. The public relationship is used when there is a crisis in the company, or the organization is making a significant shift.

Marketing is a way of promoting the product or service in order to increase the profit. The function for marketing is twofold activities, in that it uses advertising to make sales and public relations to build relationships. Advertising, on the other hand, is a paid measure of persuasiveness through messages of appeals. It aims at persuading the buyers on the value of the product or service.

It is, therefore, a tool used by marketers to reach prospective customers. However, regardless of the differences, the three are related in concept, that is they are all design to create awareness of the product or services to the customers. They are also similar in that; their messages are formulated to suit a specific audience. For these reasons, they are used together to achieve the yahoo objectives of creating awareness and maintaining its reputation.

How the Roles Support Each Other 公共关系代写

Regardless of the differences, the three are interlinked. Public relation depends on what the marketing and advertisement are communicating to the outside world. On the other hand, marketing and advertising depend on the good relationships that the public relations have created in the market. In other words, good public relationships will make the efforts of adverting and marketing fruitful because the target customers will be receptive.

When there are poor marketing and advertising the public relations will not work, and as a result, the company will perform poorly — additionally, marketing use adverting to make sales and the public relation to building relationships. The marketing professionals determine the message used in adverting and by public relation representatives.

Overall, Yahoo has recently started to gain the market popularity, which has for long been dominated by its rival. However, the company is still way too far from the recovery of the significant blows it has suffered in the past decade. Therefore, intensive public relations, marketing, and advertising are required so that it can redeem its name and gain the grip in the market.

References 公共关系代写

ABC. (2016). Verizon’s Yahoo takeover: What just happened?. Retrieved from https://www.abc.net.au/news/2016-07-26/yahoo-sale-to-verizon-what-happened-and-why-it-matters/7660090

USA Today. (2013). Key events involving Yahoo and its performance. Retrieved from https://www.usatoday.com/story/money/business/2013/05/20/yahoo-timeline/2342731/

Reuters. (2016). The identity crisis that led to Yahoo’s demise. Retrieved from https://www.reuters.com/article/us-yahoo-m-a-missteps-analysis-idUSKCN1060DN

公共关系代写
公共关系代写

公共关系的角色和责任
名称
机构
公共关系的角色和责任

公共关系代写本文旨在解释Yahoo将如何使用营销,广告和公共关系作为转机策略···

 

雅虎公司
介绍

在两年前Verizon收购雅虎之前,雅虎就一直坚持不懈。雅虎商业模式失败的原因之一是由于其不良的公共关系以及无法利用可用的渠道,这将增加其在世界范围内的知名度(《今日美国》,2013年)。雅虎需要一种策略来重返卡车。该公司需要在营销策略,广告和公共关系方面进行大量投资。本文试图解释雅虎将如何利用营销,广告和公共关系作为转机策略并再次获利。

公司目标公共关系代写

新管理下的雅虎正在努力实现两个主要目标。首先,管理层希望树立品牌知名度。其次,该公司希望在建立新客户的同时保持市场声誉。这里要问的相关问题是,公司将如何实现这一目标?为了实现这两个目标,公司必须进行彻底的营销,广告和公共关系。

营销

营销是一种提高品牌知名度的方法,尤其是对潜在客户而言。雅虎可以使用多种方法在市场上销售其产品。首先,在数字时代,互联网营销的兴起在最近变得越来越流行。数字营销利用网站和社交平台,例如facebook和WhatsApp。在利用在线营销时,公司需要投资于目标营销以增加广告流量。

广告公关代写

广告是一种营销形式,但明确地使用互联网,广播,视频,海报和电视广告等各种平台与潜在客户直接联系。该策略很重要,因为它可以直接与客户联系。

公共关系

公共关系策略是这三种策略的挑战之一。雅虎需要在媒体关系,社区关系,政府关系,媒体制作,客户关系等方面进行投资。

雅虎的公共关系职能

公关职能按公司参与的原因以及原因归类。以雅虎为例,该公司希望树立其产品的知名度并保持其在市场中的地位。因此,公司公共关系寻求使媒体代表,沟通危机,发展内容,与利益相关者的关系以及管理社交媒体。

关于目标公共关系的问题代写
公共关系职能的有效性

最近,雅虎在公共关系方面投入了大量资金,以提高知名度并保持其在市场中的声誉。利益相关者关系是功能之一,可以在公司内部和外部与利益相关者之间建立良好的关系。此功能对于提高客户对Yahoo向市场出售的产品和服务的认识至关重要。在利益相关者关系中,该公司还力求在利益相关者中保持良好的声誉。在Verizon接管期间,雅虎首先让其一些主要利益相关者参与了该决定(ABC,2016)。

通过公共关系,该公司能够传达危机或防御危机。例如,雅虎(Yahoo)捍卫自己免受指控,指称2014年发生了超过5亿次大规模数据泄露事件。该问题最近向公众公开。另一个指控是,它正在与美国政府合作以扫描客户的电子邮件。雅虎不得不使用它的公共关系专家来清除它的名字。

雅虎继续致力于创建和开发它感兴趣的新内容。过去一年中,一位客户看到了其客户的增长。最近,该公司计划以估计11亿美元的价格购买在线博客平台Tumbur(《今日美国》,2013年)。此举是通过创建与利益相关者相关的内容来发展与利益相关者的互动。

改善策略

尽管Yahoo最近在其领域表现良好,但仍需要改进,以便可以提高对目标客户的认识并维护他们。首先,公司需要在营销广告策略上进行更多投资。使雅虎公司家喻户晓的事情几乎没有做。该公司需要在网站和社交媒体上加大互联网营销力度。没有重大的在线运动可以产生影响。其次,它需要投资于其媒体关系。最近,媒体通过报道有关2014年数据安全漏洞的宣传来改变自己的声誉(路透社,2016年)。这种消息降低了其在市场中的商誉,而其竞争对手则利用这种情况诱使其客户远离其服务。

此外,从雅虎的声誉不佳来看,很明显,雅虎并没有更多地参与社区关系。通过这种关系,它才能够了解社区的需求并做出相应的反应。此外,公司需要参与社区的社会责任。听到许多公司通过CSR产生影响,但是Yahoo声音不够大。通过CSR,它可以与社区建立良好的融洽关系。

市场营销,广告与公共关系

两者之间的区别在于,公共关系可以在组织及其利益相关者之间建立良好的关系。公共关系信息针对的受众广泛。与广告和营销不同,公关是不付费的。当公司发生危机或组织发生重大变化时,将使用公共关系。

营销是促销产品或服务以增加利润的一种方式。营销的功能是双重活动,它使用广告来进行销售和建立公共关系。另一方面,广告是通过呼吁信息传达的说服力的一种付费手段。它旨在说服购买者产品或服务的价值。

因此,它是营销人员用来接触潜在客户的工具。但是,不管有什么区别,这三个概念在概念上都是相关的,也就是说,它们都是设计用来创建对客户的产品或服务的意识。它们在这方面也很相似。他们制定的信息适合特定的受众。由于这些原因,它们被一起用于实现创建知名度和维护其声誉的雅虎目标。

角色如何相互支持

不管有什么区别,这三个都是相互联系的。公共关系取决于营销和广告与外界的交流方式。另一方面,市场营销和广告取决于公共关系在市场中建立的良好关系。换句话说,良好的公共关系将使广告和营销工作富有成果,因为目标客户会接受。

当市场营销和广告宣传不佳时,公共关系将无法正常运作,结果,公司将表现不佳。此外,市场营销使用广告来进行销售和建立公共关系的公共关系。市场营销专业人员确定广告中使用的信息以及公共关系代表使用的信息。

总体而言,雅虎最近开始获得市场知名度,长期以来一直由其竞争对手主导。但是,该公司距离过去十年遭受的重大打击的恢复还很遥远。因此,需要密集的公共关系,营销和广告,以便它可以赎回其名称并获得市场的控制权。

References 公共关系代写

ABC. (2016). Verizon’s Yahoo takeover: What just happened?. Retrieved from https://www.abc.net.au/news/2016-07-26/yahoo-sale-to-verizon-what-happened-and-why-it-matters/7660090

USA Today. (2013). Key events involving Yahoo and its performance. Retrieved from https://www.usatoday.com/story/money/business/2013/05/20/yahoo-timeline/2342731/

Reuters. (2016). The identity crisis that led to Yahoo’s demise. Retrieved from https://www.reuters.com/article/us-yahoo-m-a-missteps-analysis-idUSKCN1060DN

 
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