2.1

Chapter 13:Chapter 13:

PUBLIC RELATIONS PUBLIC RELATIONS

and and

CORPORATE CORPORATE

ADVERTISINGADVERTISING

13.113.1

Public RelationsPublic Relations

PUBLIC RELATIONSPUBLIC RELATIONS

Marketing & Management Function Focusing on Communications Marketing & Management Function Focusing on Communications that Foster Goodwill Between a Firm and its Many Constituentsthat Foster Goodwill Between a Firm and its Many Constituents

Constituents Include Customers, Stockholders, Suppliers, Employees, Constituents Include Customers, Stockholders, Suppliers, Employees, Government Entities, Educators, Citizen Action Groups, Local Government Entities, Educators, Citizen Action Groups, Local Communities where Firm has Operations and General PublicCommunities where Firm has Operations and General Public

Publicity – Component of PR Process represented by News Media Publicity – Component of PR Process represented by News Media Coverage of Events Related to a Firm’s Products, Employees Coverage of Events Related to a Firm’s Products, Employees or Activitiesor Activities

13.213.2

Microsoft Used Microsoft Used Advertising to FacilitateAdvertising to Facilitateits Public Relations Effortsits Public Relations Efforts

13.313.3

Public Relations Public Relations (con’t)(con’t)

OBJECTIVES FOR PUBLIC RELATIONSOBJECTIVES FOR PUBLIC RELATIONS

Promote Good WillPromote Good Will Promote a Product or ServicePromote a Product or Service Prepare Internal CommunicationsPrepare Internal Communications Counteract Negative PublicityCounteract Negative Publicity LobbyLobby Give Advice and CounselGive Advice and Counsel

13..413..4

Public Relations Public Relations (con’t)(con’t)

TOOLS OF PUBLIC RELATIONSTOOLS OF PUBLIC RELATIONS Press ReleasesPress Releases Feature StoriesFeature Stories Company NewslettersCompany Newsletters Interviews and Press ConferencesInterviews and Press Conferences Sponsored EventsSponsored Events Publicity Publicity

13.513.5

A Newsletter as a PRA Newsletter as a PRTool Can Reach a Wide Tool Can Reach a Wide Range of ConstituentsRange of Constituents

13.613.6

Public Relations Public Relations (con’t)(con’t)

PUBLIC RELATIONS AND NEW MEDIAPUBLIC RELATIONS AND NEW MEDIA

InternetInternet Pro-Active Public RelationsPro-Active Public Relations ““Buzz” Through Word-of-MouthBuzz” Through Word-of-Mouth One Drawback – Trying to stay Ahead of Information One Drawback – Trying to stay Ahead of Information

DisseminationDissemination

13.713.7

Intel Had a Difficult Time Staying Ahead Intel Had a Difficult Time Staying Ahead of the Internet “Buzz” About Flaws in the of the Internet “Buzz” About Flaws in the Pentium ProcessorPentium Processor

Public Relations (con’t) Public Relations (con’t)

BASIC PUBLIC RELATIONS STRATEGYBASIC PUBLIC RELATIONS STRATEGY Proactive StrategyProactive Strategy

Public Relations AuditPublic Relations Audit Public Relations PlanPublic Relations Plan

Current Situation AnalysisCurrent Situation Analysis Program ObjectivesProgram Objectives Program RationaleProgram Rationale Communications VehiclesCommunications Vehicles Message ContentMessage Content

Reactive Public Relations StrategyReactive Public Relations Strategy Public Relations AuditPublic Relations Audit Identification of VulnerabilitiesIdentification of Vulnerabilities

13.913.9

Corporate AdvertisingCorporate Advertising

SCOPE AND OBJECTIVES OF CORPORATE ADVERTISINGSCOPE AND OBJECTIVES OF CORPORATE ADVERTISING

Build Image of Firm Among CustomersBuild Image of Firm Among Customers

Boost Employee Morale or Attract New CustomersBoost Employee Morale or Attract New Customers

Communicate Organization’s Views on Certain IssuesCommunicate Organization’s Views on Certain Issues

Better Position Firm’s Products Against CompetitorsBetter Position Firm’s Products Against Competitors

Play a Role in Overall Integrated MarketingPlay a Role in Overall Integrated Marketing

13.1013.10

Corporate Advertising (Con’t)Corporate Advertising (Con’t)

TYPES OF CORPORATE ADVERTISINGTYPES OF CORPORATE ADVERTISING

Corporate Image AdvertisingCorporate Image Advertising

Advocacy AdvertisingAdvocacy Advertising

Cause-Related AdvertisingCause-Related Advertising

13.1113.11

Corporate Image Advertising Does Not Corporate Image Advertising Does Not Highlight Specific Brand FeaturesHighlight Specific Brand Features

Corporate Cause AdvertisingCorporate Cause AdvertisingAssociates the Firm with Associates the Firm with a Social Causea Social Cause

13.13