December 13, 2021

EMERGING ISSUES AND TRENDS IN PUBLIC RELATION Refer to upcoming things that were not there in the past but are there currently that concern creating awareness to the public .They include Increase in media relation-Media as a form of communication has expanded Through introduction of local stations both in the radio and t.v. This has facilitated expansion of public relation activities due to access to information. Hacking-Information hacking has been increasing i.e. the information is tracked without the knowledge of the owner. This may tamper the message if the information is altered and target the wrong group. Globalization-creation of awareness is going behold borders of a country i.e through international marketing. E.g. trade, tourism, sharing of information through the media across the boarders has been facilitated through international stations e.g. CCTV, BBC, International websites etc. ROLE PLAYED BY CUSTOMER CARE. To create customer loyalty-after offering good customer care for them in terms of advertising, their problems and complains in proper manner; customer loyalty is created. Addressing customer’s complaints. Solving problems of customers. To enhance sales performances in that good customer care is likely to attract a large customer base hence improving sale performance. It is used as a marketing tool. Creates a good corporate image of the firm. To receive customers. To handle customers complaints Handle difficult customers.

CUSTOMER RELATIONS CUSTOMER CARE. This refers to activity of looking after customers and helping them with complaints and problems. It involves provision of service before and after purchase. Customer care is also a third party provider that takes customers calls, answers their questions, address their concerns, and solves their problems etc., and submits detailed reports on such activities to the principal (client). It involves putting systems in place to maximize your customer’s satisfaction with your business. THREE AREAS/ELEMENTS IN CUSTOMER CARE Expand your definition of services-how you define services shapes every interaction you have with your customers services should provide customers with satisfaction in essence the customers should walk  away pleased at the result of transaction and not just content but actually happy. A happy customer will continue to be a buying customer and a returning customer. Who are your customers-customers, buyers and clients want to pay a fair price for quality service or product and feel satisfied they have paid for services or product and receive what they have paid for in return.it is important to listen to customers and do research, their habit and what they want and expect. Developing a customer friendly approach-by customer friendly, we mean viewing customer as most important part of your job. SOURCES OF FREE CUSTOMER INFORMATION Business contacts Local business reference libraries. Your local authority; business link/chamber of commerce. Internet. Uk trade for information on export markets. Forex i.e. N.S.E. CUSTOMER SERVICE QUALITIES Customer service=accountability delivery. Professionals who constantly deal with customers inside or outside the company need to strive for certain qualities to help them answer customer needs. The professional qualities to be emphasized always  relates to customer wants. BASIC PROFESSIONAL CUSTOMER SERVICE QUALITIES. Friendliness-associated with courtesy and politeness. Empathy-appreciate customers wants and circumstances. Fairness-customers want to feel and receive adequate attention and reasonable answers. GREETING THE CUSTOMER. The purpose is to create and maintain a welcoming environment and we can achieve this by; Looking good-be well groomed. Smiling Eye contact directly to the customers eyes Shaking hands-professional hand shake is expected. Being attentive-slightly lean towards the customer and nod always to indicate you are listening. ASPECTS OF CUSTOMER SERVICE. Attitude and appearance-a customer service representative must be congenial, presentable and approachable e.g. when communicating on phone they should be pleasant and an understandable voice be used. The concern of the customer is the top priority and the representative cannot allow his/her mood or other internal issues destruct his/her from this priority. Convenience i.e. easy to approach. Follow up-this can be done by sending an email or by calling or even visiting the customer. Communication-e.g. if you are doing repairs on someone’s car, calling the customer and updating him on progress or sending an email to keep him upraised of the situation could be a very smart way to proceed. SOURCES OF CUSTOMER COMPLAINS. Defect cost by production or service failure and employee mistakes. Marketing over promises Misleading marketing Customer errors and unreasonable expenses. Customer is incorrect but makes a reasonable mistake. Dissatisfaction on use of product and its effects. Poor customer services-rudeness. Discrimination in serving customers Customer exploitation in terms of prices, quality and quantity. Long time spent in responding to their urgent problems. Media-mainly social media. Phone calls by customers Mails sent by customers Internal employees. Analyzing the order history patterns Direct feedbacks.

ROLE OF PUBLIC RELATIONS IN INTERNATIONAL MARKETING Widening the market for the domestic products through creating awareness of their existence in foreign countries. Building good name for the manufacturing industries and the country. Facilitate more foreign income from trade. Good public relation facilitates promotion of peace and unity among trading countries. Building identity of a country by being associated with its product e.g. coffee in Malawi, Oil in Libya etc. Promotes creation of good will between the organization and foreigners which may attract foreign donations and support to the company. ROLE OF PR IN MARKETING RESEARCH. Provides the researchers with information concerning the market trends. Promotes improvements on the quality of the product depending on consumer demand. Provide basic understanding of the product to the interviewee. Consumer feedback accuracy is facilitated because they have some information about the Product i.e. have rough idea of product or service. Facilitates cost efficiency by making information available which minimize marketing research expenses. EFFECTS OF ADOPTING MARKET EDUCATION STRATEGY. It helps to minimize sales resistance since from the market research delivery is based on consumer demand. It’s easier for the sales force to achieve adequate distribution before advertising. It helps to reduce the cost of advertising It makes advertising more effective. It wins the customers confidence that the products are of high quality. TECHNIQUES ADOPTED FOR MARKET EDUCATION. Refer to different means that can be used to pass information aimed at educating the general public. Includes; Media relation e.g. use of T.V, Radio Organizing visits for dealers. Carrying special campaigns aimed at a particular target group to influence their opinion. Printed media e.g. newspapers, magazines etc Use of social media e.gTwitter, Whatsapp, Facebooketc INTERNAL AND EXTRNAL PUBLIC RELATIONS MANAGEMENT Refer to areas that individuals, institutions and general public should adhere to facilitate better operation. They include Employee relation-The organization should ensure good relationship between employer and employees so as to promote low job turnover, achievement of common objectives, minimal resistance in leadership etc. .The employees should establish hierarchy of authority which channel their problems and acts as communication channel also. Crisis management-Each organization should be having strategies to solve problems in case they occur and compensation procedures for the victims. Corporate identity-Every organization should establish a good corporate image to the public because it is the one that reflects all the organization activities. Media relation-Organization should build good media relation since media will always reflect on its activitities.This boosts corporate image, widening the market for organization services etc. Finance public relation-Organization should adhere to financial contracts e.g. in case of a loan one should be able to pay on time. This builds trust for more financial support in future.