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Next component in promotion plan is the public relations, which is most suitable
for the bands and events services. Before starting with public relations tools, a
question that concerns reasons to exclude disk jockey from public relationmust be
cleared. As the company policy, disk jockey service is an essential and frequent
service that must be continuously improved at lowest risk level; therefore, it must
avoid the negative effect risk from the public relations activity. As the result, if a
disk jockey wants to be promoted, she should stay in either bands or event service
to participate in public relations process. Here, the company is surrounded by
various “public” elements, and each one requires distinctive approach.
Approaching vehicles toward each element are summarized in the following table:
TABLE 9. Public relations approaches (''''''''''''' 2012)
Publics Approaching vehicles
Event organizers
Performance shows, direct contacts, networking, tours,
music festivals, private events
Subscribers, followers, fans
TV channels, iTV, Facebook, Twitter, Tumblr, 9gag,
websties, itunes, beatport, fan pages, radio channels,
Youtube, music forums, Instagram
Medias
Press releases, press conferences, seminars, conferences,
interviews, interactive shows
Music industry
Records, demo versions, direct contacts, alliance
network, soundcloud channel
Marketing industry
Medias, TV channels, subscribers, followers, fan base,
stream channels
Potential employees
Reputation, recognition
Sponsorships
Direct contacts, direct offers, marketing industry,
business plans, personal communications
The most important component of promotion plan is the personal selling as it is
currently the main strategy of the company to reach customers. Even though
public relations is a strong approach, but customers still rely heavily on the direct
contacts with member of the company because they expect to have more visual
observations before giving away their trust. For instance, as the matter of fact that
performers in an event belong to different company, this action of outsourcing
requires the bar manager to put the alcohol selling license and her premises under