In government, public relations specialists who may be called press secretaries, information officers, public affairs specialists, or communications specialists keep the public informed about the activities of government agencies and officials. They direct promotion programs combining advertising with purchase incentives to increase sales. In an effort to establish closer contact with purchasers dealers, distributors, or consumers promotion programs may involve direct mail, telemarketing, television or radio advertising, catalogs, exhibits, inserts in newspapers, in-store displays and product endorsements, and special events. Purchase incentives may include discounts, samples, gifts, rebates, coupons, sweepstakes, and contests. They assign sales territories and goals and establish training programs for their sales representatives.
Managers advise their sales representatives on ways to improve their sales performance.
In large, multi-product firms, they oversee regional and local sales managers and their staffs. Sales managers maintain contact with dealers and distributors. They analyze sales statistics gathered by their staffs to determine sales potential and inventory requirements and monitor the preferences of customers. Such information is vital to develop products and maximize profits.