Global Gadgets Imports started the business of gifts and home décor items in the year 1992. Presently the company owns eleven independent stores along with distribution of gift and décor items to multiple retail store locations. Company was enjoying good sales through its wholesaling network and through retail outlets till last year. Over the last year company noticed a downfall in wholesale business whereas the business of retail stores was flat. After various evaluations and research, company decided that the main reason for downfall is improper brand building activities. The company decided to explore public relation marketing communication tool. Public relation is a very effective tool to enhance company’s brand image and awareness. Public relation helps in building positive and authentic image of brand at very less cost. A right kind of public relation exercise not only helps in building positive brand image but also help in increasing sales.
1. All three press releases are providing information about Verizon Company, its products and services. Press releases first and third are focused on building positive and authenticated image of company. Both the press releases are elaborating on how the company is helping and serving society by providing grant to NGO’s and free online educational resources. Verizon showed its focus on basic needs of our society that is education.
In first press release; company released grant to nonprofit organizations which shown that company is obeying its corporate social responsibility. Company mentioned that the grant is collected by landline customers who donated $1. By this company delighted those customers who made the donation. By mentioning about customer donation, company opened its prospects for future donation and customer who made donation felt that they are also part of their program. At the end of press release company provided detail about the social works they have done and a short company profile.
In second press release; company promoted itself as third party certification body to certify various anti-viruses software’s. Company described its detail process to certify any anti-virus program. Along with its certification body, company also promoted its certified products. In this press release the focus was on specific product brand i.e. ICSA labs instead of company brand and all the products and services company is providing.
In third press release; with the focus on corporate social responsibility company promoted its online educational resources available free of cost to teachers and students. Company also given a brief company profile with detail of technical and financial help company is providing to fight with social issues like education and literacy.
2. All three press releases very clearly conveyed the message that they suppose to be. Company very clearly sent a message to the customers that it is socially responsible and fulfilling its responsibilities by providing financial support in terms of grant, technical support as software and human support in terms of human hours. All stakeholders associated with press release were covered in the press release, which helped them in connecting and to let them feel that they are also important part of activity. In first press release company covered customers who donated their money for the social cause, nonprofit organizations who were receiving the grant and their own name who initiate and collected the money through its existing land line service. Company was able to tap existing market and the potential market. Here potential market will be all the employees of nonprofit organizations and readers who will read the press release. In third press release also company covered all the organizations who received the grant.
With the help of press releases on the work company is doing for social welfare, company was able to develop authentic image of its brand and also to establish credibility for its products. In Second press release company was able to differentiate its product from other certifying bodies and also conveyed the process how it’s different from other. In all three press releases Verizon was able to deliver a message that “we are the brand one can trust”. They successfully have shown the image of a company who cares for the society and serve society by all possible means i.e. financial, technical and human support.
3. Fist and third press release were having almost same message. Both press releases talked about the social activities company did to promote education which is basic need of any society. The only difference is in first press release, company provided financial help and in third press release company provided technological help. Second press release was focusing on providing solution to common virus problem people are facing while working on the computers.
All three press releases follow certain trends of industry. In present scenario most of the companies are having separate corporate social responsibility division that take care of companies responsibilities towards stakeholders, employees and community. In the selected press releases Verizon also focused on corporate social responsibility.
Public relation is an important tool of marketing communication, its helps in building authenticated image of brand. After noticing the advantage associate with this tool, various companies started focusing on public relation activities and make them their effective medium for increasing brand awareness and building brand image. Verizon also followed the trend and started doing public relation activities.
4. For effective marketing communication it is very important to integrate all communication mediums and deliver a uniform and consistent message. Verizon very effectively convey a consistent message of trustworthy brand through all its press releases.
The message conveyed in first press release was that company’s responsibilities towards society, description of company and about its services. In second press release company focused upon describing its product and differentiating it from other competitors. In third press release company convey the message of social responsibility, company description and product information.
In all three press releases company was able to establish a link with customer so that customer will trust the brand they are offering. The company also ensure that information on various services offered by the company to the society, information on company profile and product should be same in all the communication made by the company. A uniform communication help in building credibility, avoid confusion among the mind of consumers and help in developing clear image of the company.
Friedman, M. (n.d.). All About Public Relations with Steven R. Van Hook. Retrieved November 18, 2011, from www.aboutpublicrelations.net: http://aboutpublicrelations.net/ucmfriedman14.htm
Verizon. (2011, November 9). Retrieved November 18, 2011, from www.newscenter.verizon.com: http://newscenter.verizon.com/press-releases/verizon/2011/31-pennsylvania-nonprofits.html
Verizon. (2011, October 31). Retrieved November 18, 2011, from www.newscenter.verizon.com: http://newscenter.verizon.com/press-releases/verizon/2011/icsa-labs-enhances-anti-virus.html
Verizon. (2011, October 5). Retrieved November 18, 2011, from www.newscenter.verizon.com: http://newscenter.verizon.com/press-releases/verizon/2011/verizon-foundation-awards-3.html