Delight is a dairy company providing delivery of dairy products directly to customers’ addresses via mobile app. A recent research reported the presence of E-Coli bacteria in their milk packets which destroyed their reputation in the market. To rebuild the trust of the customers and manage public opinion, the company decided to hold a press conference and answer the questions arising in the market. Identify the appropriate promotion tool here
Answer & explanation
Correct answer: option 3
The correct answer is Option (3) → Public relations
Option (1) Publicity — Incorrect. Publicity is news about the firm or its product carried by the media free of cost. The firm does not control it. The bad news about the E-Coli bacteria was itself publicity, and negative.
Option (2) Sales promotion — Incorrect. Sales promotion means short-term offers such as discounts, free samples and contests to push immediate sales. It cannot repair a damaged reputation.
Option (3) Public relations — Correct. Public relations is the work of managing public opinion about the organisation and building its image. When the image is damaged, the public relations department acts quickly, for example through a press conference, to control the damage and win back trust.
Option (4) Advertising — Incorrect. Advertising is paid, one-way communication about a product through the media. A press conference where the company answers questions is not advertising.
NCERT (2026-27 Edition): “Public Relations Managing public opinion of an organisation is an important task which can be performed by the marketing department. The business needs to communicate effectively to customers, suppliers, and dealers, since they are instrumental in increasing the sales and profit. …” “Their main task is to disseminate information and build goodwill about the business. Concrete steps are to be taken to monitor the attitude of the general public and generate positive publicity. They are especially useful when there is negative publicity about the company or its products. At that time, the situation has to be tackled like an emergency to improve public image. …” |