Four Characteristics Of Personal Selling

Name: Patrice Thompson

ID#: 2011016446

Course: Entertainment Marketing 1

Programme: Entertainment & Events Management

Lecturer: Simone McKenzie

Date: December 11, 2013Questions & Answers:

 Define the concept Personal Selling

Personal Selling can be defined as a face to face selling in which a seller attempts to persuade a buyer to make a purchase.

 Identify four characteristics of Personal Selling

Personal Selling has four important characteristics: (a) It is flexible in which the sales presentation can be adapted to clients or situations; however, the salesperson can answer and overcome objections, focus on points of customer interest and elicit immediate feedback. (b) It builds relationships in which a bond is made between

Press releases – this is a communication that is sent to news media that is to be distributed among the masses. The press release can take various forms. They can be written, audio or video format depending on the medium of the news providers. Press releases are considered as a major source of news information. This is the most commonly used public relations technique. This also considered the most trustworthy source of information and achieves a greater impact than advertisements.

2. Newsletters – Sending relevant information about an organization and or its products and or services, directly to the target audience is also a common method to create and maintain relationships with the public. Public relations professionals use this technique to share general information that may be of interest to the target audience rather than merely promoting products and or

Social Media Marketing – Social media networks are utilized by public relations professionals to establish a direct communication channel with the public, consumers, investors and other target groups. This type of public relation technique is widely used today because of the general publics’ use of social media networks.

4. Attendance at public events – In order to attract public attention, Public relations professionals take advantage of every public event and oppourtunity to speak. This enables them to directly reach the public attending the event and indirectly, a much larger audience.

 Public Relations Professionals for any organization or individual must maintain and outstanding relationship with the media on behalf of the organization or individual.

Public Relations Professionals must be able to:

• Convey the right message to their publics

• Make the media hold a negative story for their client until they can get the situation rectified

• Effectively communicate “newsworthy” information about their client to their publics in a very short space of time.

• The ability to do the above duties depends heavily on the relationship the PR professional has with the media. If they are known to the media as credible individuals or persons who usually relay exciting/ newsworthy stories, the media is more likely to publish their