chapter 16 public relations 2
TRANSCRIPT
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Chapter 16
Public Relations
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The Practice of Public Relations
Goal: Achieve effective relationships with various audiences to manage the organization’s image and reputation.Publics may be external (customers, news media, investment community, general public, government), or internal (investors or employees).PR is a growing industry that employs approximately 150,000 people.
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Advantages and Disadvantages of PR
-Credibility- Low cost- Less clutter-Lead generation-Ability to reach specific groups- Image building
Advantages
- Not completing the
communication Process
- Redundancieswith the
marketing effort
Disadvantages
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PR May Not Work in Concert With Other Communication and Promotion Functions.
PR May Not Work in Concert With Other Communication and Promotion Functions.
Advertising is Primarily Concerned with Enhancing Sales WhilePR is Concerned With Managing the Organization’s Image.
Advertising is Primarily Concerned with Enhancing Sales WhilePR is Concerned With Managing the Organization’s Image.
Physical TasksPhysical Tasks
PR Operates on Two Levels in Most FirmsPR Operates on Two Levels in Most Firms
Advice to ManagementAdvice to Management
People in Advertising May be Reluctant to Incorporate PR Into Their Planning Since It is Not a Bottom-Line Profit Producer.
People in Advertising May be Reluctant to Incorporate PR Into Their Planning Since It is Not a Bottom-Line Profit Producer.
The Practice of Public Relations
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Media Use
Advertising PaysPR
Persuades
Media Use
Advertising PaysPR
Persuades
Control
Advertising – More
PR – Less
Control
Advertising – More
PR – Less
Public Relations Differs From Advertising in ThreeImportant Ways:
Public Relations Differs From Advertising in ThreeImportant Ways:
Credibility
Advertising-Some
PR – MuchMore
Credibility
Advertising-Some
PR – MuchMore
Comparing Public Relations and Advertising
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Managing a PR
Program Begins With a Plan
CrisisManagement
CrisisManagement
RelationshipManagement
RelationshipManagement
Public Affairs &Issues Management
Public Affairs &Issues Management
Image & ReputationManagement
Image & ReputationManagement
Types of Public Relations Activities
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Public OpinionAsk two primary questions about public opinion to design public affairs programs:Which publics are most important to the
organization, now and in the future?What do these publics think?
Public opinion is what people think, a “belief, based not necessarily on fact but on the conception or evaluation of an event, person, institution, or product”. 8
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Image and Reputation Management
A corporate image reflects how the public views the organization.Image programs try to send the right cues and hope the audience will develop a positive image of a company.Overriding goal of a reputation management program is to strengthen the trust that stakeholders have in an organization.An organization’s policies and actions determine its reputation.
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From Identity to Reputation
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Government Communicating withGovernment Bodies.
Financial Relations
Communications AimedAt the Financial
Community.
MediaDeveloping Media
Contacts.
EmployeesPrograms Designed to
KeepEmployees Informed.
Relationship Management
Involved in the ManagementOf Relationships With
Various Types ofStakeholders.
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Twenty Key Publics of a Typical Multinational Corporation
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Plan Should Detail Who Does What and Says What to Whom.
Develop a Plan for Dealing With the Crisis.
Be Prepared By Anticipating the Possibility of a Crisis.
Crisis Management
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Public Relations Tools
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House AdsHouse AdsPrepared by the Organization for Use in
Its Own Publication or One Over Which It Has Some Control.
Prepared by the Organization for Use in Its Own Publication or One Over Which It
Has Some Control.
The Sponsoring Organization Pays for Controlled Media so They Maintain Total Control Over How and When the Message
is Delivered.
Corporate(Institutional)Advertising
Corporate(Institutional)Advertising
Designed to Promote a Corporate Image or Viewpoint.
Designed to Promote a Corporate Image or Viewpoint.
Public Service AnnouncementsPublic Service
AnnouncementsAds Designed by Charitable or Civic Organizations for Broadcast Free of
Charge.
Ads Designed by Charitable or Civic Organizations for Broadcast Free of
Charge.
Public Relations Tools
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In-House PublicationsIn-House
Publications
Publications Such as Pamphlets, Booklets, and Annual Reports for an
Organization’s Own Employees and Other Publics.
Publications Such as Pamphlets, Booklets, and Annual Reports for an
Organization’s Own Employees and Other Publics.
Displays, Exhibits, &
Staged Events
Displays, Exhibits, &
Staged Events
All Are Used in Both Sales Promotion and PR Programs and Include Open Houses
and Plant Tours.
All Are Used in Both Sales Promotion and PR Programs and Include Open Houses
and Plant Tours.
Speakers, Photographs,
& Films
Speakers, Photographs,
& Films
Maintaining Visual Contact With the Various Publics is a Big Part of PR.
Maintaining Visual Contact With the Various Publics is a Big Part of PR.
Public Relations Tools
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News Release
Primary Medium Used To Deliver PR Messages
to Media EditorsAnd Reporters.
Video News ReleasesContain Video Coverage
That Can be UsedDuring a TV Newscast.
News Release
Primary Medium Used To Deliver PR Messages
to Media EditorsAnd Reporters.
Video News ReleasesContain Video Coverage
That Can be UsedDuring a TV Newscast.
Press Conference
Convening Media RepsTo Make a Statement.
Risky, Because MediaMay Not See Company’sAnnouncement as Being
Real News.
May Distribute Press Kits.
Press Conference
Convening Media RepsTo Make a Statement.
Risky, Because MediaMay Not See Company’sAnnouncement as Being
Real News.
May Distribute Press Kits.
Public Relations ToolsThe Media, Rather Than the Organization, Controls the Use
and Placement of Uncontrolled Media.
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Practical Tips # 2How to Measure PR Effectiveness
The following are common types of evaluation used in public relations: Output (What goes out)
Production: number of PR products generated. Distribution: number of media outlets receiving PR products. Coverage: column inches, seconds, or minutes of air time. Impressions: media placements x circulation or broadcast
reach. Advertising value: equivalent ad costs for time or space. Systematic content analysis: positive or negative slant, key
messages, sources, prominence. Outcome (Effect on the audience)
Goals/ objectives achievement: surveys, focus groups, PR product testing.
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Additional Means for Measuring PR’s Effectiveness
Personal observation and reaction
Matching objectives and results
The team approach
Management by objectives
Public opinion and surveys
Audits
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Marketing Public Relations (MPR)
Advertising and Public Relations Overlap in Marketing Public Relations (MPR), Which is the Process of Planning, Executing, and Evaluating
Programs That Encourage Purchase and Consumer Satisfaction Through Credible
Communication of Information and Impressions That Identify Companies and Their Products With
the Needs, Wants, Concerns, and Interests of Consumers.
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Building marketplace excitement before media advertising breaksCreating advertising news where there is no product newsIntroducing a product with little or no advertising
Providing a value-added customer service Building brand-to-customer bondsInfluencing the influentialDefending products at risk and giving consumers a reason to buy
Marketing Public Relations (MPR) Adds Value:
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Cause and Mission Marketing
Cause Marketing Adopting a good
cause and sponsoring its fund-raising and other efforts.
Mission Marketing More Long Term and
Pervasive Because the Cause is Linked to the Company’s Mission.
Customer Attitudes of Disrespect, Disgust, and Distrust Toward Advertising and Marketing Create New Marketplace
Challenges and Companies Must Prove They Are Good Corporate Citizens Through:
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EXH 12-16
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Types of Corporate Advertising
Image Chevron
advertising
Advocacy California Avocado advertising Commission
Cause-related J.C. Penney-PBS advertising
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Corporate Advertising
Corporate image (or identity) advertising To increase a firm’s name recognition or establish
goodwill for the firm and its products Ex.:“Think Different” campaign by Apple Computer
Corporate issue advertising (advocacy adv.) To take a position on a controversial social issue
of public importance in hopes of swaying public opinion
Ex.:“We want you to know where we stand” by Philip Morris
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Advantages and Disadvantages of Corporate Advertising
Advantages:Excellent vehicle for positioning
the firmTakes advantages of benefits of PRReaches a select target market
Disadvantages:Questionable effectivenessConstitutionality and/or ethics